Nowadays, smart tools are available to help evaluate the performance of social content. However, if you’re looking to dig deep into the ROI of your initiatives by connecting specific posts to revenue — and falling short — you’re not alone. Linking social content to revenue is challenging, as most people don’t convert through social media. However, if you’ve set clear goals and understand which platforms work best for your initiatives, you’re off to a great start.
Techniques for Bringing Social and Analytics Together Begin by thinking about all social content as campaigns. Adobe Social and Adobe Analytics automatically assign tracking codes to each post, making it easier to focus on the larger campaign initiatives rather than rely on Facebook insights or Twitter reports. Connecting social efforts to your bottom line begins with bringing social content and analytics together. Easier said than done? Not really. Here are a few simple techniques to help you get started.
1. Unify Your Metrics Knowing what’s really going on with published social content is critical. Set up your metrics right at the onset, and you’ll have a much clearer picture. Consider unifying your metrics — both owned social as well as metrics derived from site visitors. Unified metrics will show you how both sides are performing as you bring top goals together. Maybe it’s video views, or perhaps, it’s driving return visitors? Whatever your goal, you can look at it clearly when metrics are unified.
2. Create Customized Segments Segments allow you to better understand the role social plays in the customer journey by helping you get to know your social visitors — their likes and dislikes, who their friends are, and so on. Once all of your content is aligned with campaigns, it will be easier to learn about your audience — which channels they came from, which pieces of content they were interested in, and so forth.
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