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Top 5 Tips That Will Help You Tap The Power Of Web Analytics And Social Media

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Social media has become one of the most powerful medium. Organizations look at social media as their most reliable weapon when connecting to customers and promoting their products or services etc. Social networking sites like Facebook, Twitter, LinkedIn etc. have become an integral part of any marketing strategy. Utilising this medium to its fullest depends on the user. How much an organization wants to exploit social media to reach out to their customers, how they would like to assess their situation or how they would like to modify their strategies are some of the key questions that may arise while striving to maintain a healthy online presence.

Web Analytics comes as a big aid as far as measuring the effectiveness of the presence on social networking sites are concerned. Web analytics allows the user to embed certain analytical tools into the website which collects the required data and projects it to the user. These analysed data are of great help to the business houses as many strategic decisions could be taken based on them.

Basic information like who has visited the site, what is the source of the visitor, how much time did they spend on the site, what is the path that they have taken, number of visitors for a particular page etc. can be collected using web analytics tools. Web analytics tools also help the user to identify the various social media sources. For example, the user may come from Facebook or Twitter or LinkedIn etc. The analysis will let the user know which platform is most effective and from where the majority of the visitors are being generated. This as a result, helps the user to concentrate towards that particular platform.

Here we are going to discuss top five tips that will help to tap the power of web analytics and social media:

1. Identifying the Links:

Whenever a message is viewed which has got posted on any of the social networking sites like Facebook, Twitter, LinkedIn etc. one can notice a link under the message. That link is the one which carries the web analytical tools. The success of any message depends on various factors. The message should be engaging, it should be relevant and at the same time the timing is also very important. The message should talk about what is there in everybody’s mind. Once this is done, the next important aspect is to embed the message with a Google analytics. Google Analytics helps to generate the campaign traffic. The analysis  provides various details like how much revenue has been generated, number of visits, how many transactions have occurred, average value, e-commerce conversion rate, per visit value, average time on the site, percentage of new visits, bounce rate etc.

2. URL Building:

URLs become the most important part of the message as it is the gateway to the information which the marketer wants to project. URL building is a very simple action. One can go to Google and search for URL Building. A new window opens up which helps to build URL.

There are five mandatory fields in URL building.

  • Website URL: This field should must include the final destination or the landing page.
  • Campaign Source: This field consists the name of the site the link lives on. Like facebook, twitter etc.
  • Campaign medium: This field refers to the name of the tool the user is going to use. For example; hootsuite, tweetdeck etc.
  • Campaign Name: Date and key terms from the message could be filled here.Generate URL: This helps to generate the long link which can be copied and pasted anywhere.

3. URL Builder Options:

There is a methodology to set up the message on various social networking sites.

How do we set up a Tweet:

  • Source: twitter (the name of the site the link lives on)
  • Medium: twitter, timely, hootsuite, tweetdeck (usually the tool used and the it should all be entered in lowercase)
  • The fields like Term and Contents are usually not required unless the user is running a paid advertisement.
  • Campaign Name: Date in Year.Month.Day format and 2-3 words from the message.

How to set up a Facebook Post:

  • Source: facebook
  • Medium: status, photo, video, note
  • Campaign Name: Date to be sent and 2-3 words from the message

Tip: It is advised to avoid various tools to post messages on Facebook as the tool gets mentioned in the message which can distract the readers. The post should be updated natively rather than using other tools. The Medium field helps to track what type of post is being used to promote the link on the Facebook timeline. This will allow the user to know what the visitors have clicked upon.

How to set up in an email:

  • Source : email
  • Medium: Gmail, mailchimp, autoresponder, signature (usually the tool name)
  • Campaign name: Date and 2-3 words from the message

This usually tells when the message is going to be deployed. If the user is going for a large broadcast, then they may go for mailchimp or any other larger email system. The message can also indicate call-to-action tab. Building URL have huge revenue generating capacity and it also helps to improve the marketing strategy.

4. Shortened Links:

The lengthy links generated can lead to lot of confusion and it is very important to reduce the length of these links. There are various tools available to reduce the length. One needs to paste the lengthy link and click to shorten it. Once the shortened link is generated, it can be copied and saved on the clipboard. Usually the link is of 150 characters and these can be reduced to 20 characters.

5. Cheat Sheet:

After all the efforts being made to post a relevant message on various social networking sites with embedded web analytics tool, now the next important stage is to get the complete data which can be analysed.

One can login to Google Analytics>>Standard Reporting>> Traffic Sources>> Sources>> Campaigns

One important aspect that gets ignored in the cheat sheet is the date box. One can set the date to analyse the data for certain period.

Primary Dimension will give a clear picture of Campaign, sources and medium.

All these details will allow the user to understand the source of traffic to the website like email, webinar or tweet etc. Building link using various tools could be really advantageous. One needs to take certain aspects into consideration for better coordination between web analytics and social media like keeping everything in lowercase, inserting spaces or using dashes in between the words and being consistent in using words across different campaigns which would fit well in Google Analytics dashboard.

  • web-analytics

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