By this point, we all know social media is a valuable part of web marketing. It’s how people learn about your business, it’s how you engage with customers, it’s how you promote your content.
What still has most marketers scratching their heads is just how valuable it is. How do you measure a Tweet’s impact? How do you quantify the value of fans on Facebook? You know you want them, but how do they translate to ROI?
New Twitter Analytics offers instant gratifcation
Twitter might be giving us a solution with new analytics reporting. I personally haven’t seen it in on my feed yet, but Marketing Land’s staff was seeing examples last week.
It gives users a new analytics icon at the bottom of Tweets. When you click it, you see a quick report of Tweet activity that breaks down what those mysterious engagements actually mean for your content. It’ll show you the exact number of times someone viewed your photos of videos, the number of times someone clicked the links in your posts, or clicked on your handle to view your profile.
I think anyone who’s trying to build a social media presence would love to know how each Tweet stacks up. You want to know which hashtags are getting you the most reach, and whether your audience likes cat videos – or if that’s just you.
Granular social marketing data for clearer KPIs
You can always go to Google Analytics for broad strokes, like social referrals and traffic over time, but this satisfies that craving for instant gratification. And better analytics could really help marketers who struggle to show hard-value for their social media work. Your execs may or may not understand that a 30 percent increase in social referrals means your audience is growing, but hearing that a Tweet reached 5 thousand people and drove 1,000 clicks is a whole lot easier to grasp.
I hope this feature is rolled out to all users soon, so we can continue to get a better handle on social ROI. Let me know if you have any questions in the comments section below or by Tweeting @Brafton. We’d love to hear from you. I’m Lauren Kaye. Thanks for tuning into this week’s Content and Coffee.