TechCrunch reported recently that Google has rolled out social reports to help companies assess the value of social media marketing campaigns. According to TechCrunch, businesses can use these reports to measure anything from dollars generated by social to traffic the channels bring to a website.
Social media marketing has struggled to convince some businesses despite insistence from experts that the channel improves visibility on the web and brand awareness.
With social reports, marketers can help organizations measure the activity they receive from popular social platforms, including Facebook, Twitter and several others.
Users can use the analytics tool to measure the amount of conversions they gain from their various social presences. While conversion means different things for every company, marketers can customize their goals to ensure an accurate picture of social’s value to their new media marketing campaign.
TechCrunch reported that the technology is centered around accuracy and demonstrating the way prospects are using social to interact with a website. For example, should a user land on a website after an interaction with one of its social accounts and convert a week later, it will give social some credit for helping direct them through the funnel.
As businesses begin using several different options for social media marketing, understanding their true value to the company will only grow. Brafton recently reported, for example, that Pinterest’s growth in the last six months has caused many companies to consider the platform.