Step #9 Tips for Measuring Social Media Results
October 7, 2010 Leave a comment
[tweetmeme source= “brennels” only_single=false]This is by far the hardest to accomplish and what is most important to the executive team. If you are starting from scratch like I did then you likely don’t have much of a budget to help implement some nice products that make this easier. Instead I relied on Google, tags, href statements and bitly links which believe it or not worked pretty well.
Step #9 Measuring Social Media Results
This is the most difficult task and the only thing your executive team is interested. How is this impacting our business and can we assign revenue to these efforts. This could be a book in itself so I will just mention a few tips for measuring social media results.
Google Analytics – measure referring website traffic from your social media sites to events, seminars, webinars, press releases and or product announcements. After time your social sites will creep up into your top 50 then top 10 referring websites. What you lose with this is what the visitor does once they come to your website.
URL href tags – If you are promoting a specific event, seminar, webinar or press release you are likely already using some type of href statement to help identify where those leads come from. These can then be passed through to your CRM system so the leads can then be tracked all the way to revenue.
Event ID’s – This is really the best because they are ID’s that are specific to a campaign and you can associate them directly with the program you are marketing and the ID’s are captured into your CRM database so they lead can be associated to the revenue when the deal ultimately closes.
e1?= Codes – e1 codes are another example of being able to track url traffic. All of these are important as you start using social media sites to promote events, seminars, webinars, product announcements, press releases so you can track where the leads came from.
Like I said before there are some social media products available that can help with this but I would have to go back to do my research to see which we evaluated after a few years of using these methods.
Feel free to share any suggestions you may have that have worked for you.