Most online marketers are comfortable with the measurement and metrics behind traditional click-based programs like paid search. Less rigorously measured and discussed is activity from social media sites like user-generated links and comments placed on sites like Twitter, Facebook and StumbleUpon. While social media as a channel presents unique challenges to measurement, there are several tactics marketers can take to start measuring the impact of social media on their business.
Outbound links. If your site includes a social bookmark or sharing tool, measuring usage of this tool can help answer…
- Which social sites are my customers using to share my content?
- Which types of content are customers sharing most? Should frequently shared content be more prominently featured?
- What type of customer is sharing content on social media outlets? Is your business benefiting from this?