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4 Steps to Calculate Social Media ROI Using Google Analytics

January 22, 2013

EBriks SEO Company India share with our friends aboutSocial media ROI has always remained elusive for marketers despite their immense efforts to develop a calculation that will help in deciding the business value of the allotted social media resources. Through a new feature in Google Analytics, it is possible to discover the ROI of your social media efforts by using Google Analytics. While other solutions are giving social media insights, Google Analytics integrate social data in the context, giving a holistic view of the website. In order to come at the point where you can easily calculate social media ROI, below are crucial steps that need to be taken care of-

  • Defining key performance indicators (KPIs) for social media- Key performance indicators (KPIs) play imperative role in strategic planning and reporting on investments in social media. Whether performances will be measured by purchases, email opt-ins, shares, downloads, or time spent on the web page, with the help of Google Analytics Social Reports, KPIs can be reflected as goals. By google analytics, marketers can easily determine exactly how valuable social is for realizing goals and for completing e-commerce transactions.
  • Use data for making informed decisions- Data can be called useful only when you will apply it. Google Analytics make use of website data for revealing social sources, identifying which social network is driving the most traffic. With the help of this data, marketers can identify the highest-performing networks and define whether to invest in other social networks to support goals or not. With the help of the visitor flow report, you can easily find out which paths visitors from social networks are taking once they reach to your website, whether they are staying onto other pages, or exited your website. Such insight can easily help in identifying missing links in the conversion path, so that you can create a strategic content development.
  • Leveraging social data to drive content marketing- The content reports give comparison charts, showing which of the social network is delivering the most high-value visitors in terms of content. The pages report helps in identifying the most viral content, which is shared by others on the web page as well as on other different websites. By doing invaluable insights, you can easily find out what followers, friends and connections find “shareable”, which in turn will help in doing planning and deployment of future content. Google Analytics Social Plug-ins Report’ tells which posts have been shared on the web, which social buttons you had used and where actually the content was shared, like, Google+, Facebook, LinkedIn, etc. You can use these insights for building community and promoting organic sharing of content.
  • Make effective use of social sources for learning more about your audience- With the help of Google Analytics Social Sources Report, it is possible to get information about some typical metrics, like, page views, duration of visit, pages per visit, etc. With the help of analytic reports, one can easily know how many visitors were referred by different social networks; like, twitter, LinkedIn, Facebook, Pinterest, Stumbleupon, YouTube, etc.
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