An important part of any marketing campaign is measuring the results, also known as “Return On Investment” (ROI). The same is true of Social Media. Depending on who you are or who you represent, Social Media can work for you in different ways.

However you use Social Media, it is wise to plan ahead so that you can gauge the ROI. Let’s take the example of using Social Media to increase exposure and traffic to your website. First off, you’ll need to have visitor tracking installed on your website or Blog. Google Analytics is a useful tool for this, and it’s free (bonus!).

The other necessary element to measuring the ROI of your social media strategy is to make your links “trackable”. This is so that your analytics software (e.g. Google Analytics) will pick up on where your traffic is coming from. But hang on, wouldn’t Google Analytics pick up on where the traffic is coming from in “Referring Sites”? Unfortunately not… When it comes to Twitter and Facebook etc… a large proportion of users are using desktop and mobile apps so if they visit a link from within an app, this visit will count as a “direct” visit, which isn’t very helpful!

That’s why we need to generate “trackable” URLs. To do so, you can use the URL Builder tool available from Google here: http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 Combine this will the Google URL shortener available here: http://goo.gl/ and you will have a nice and tidy, short URL that’s… trackable! Woohoo! These shortened URLs are ideal for use in tweets.

Hopefully this proved useful reading. If you wanted some more guidance on Social Media and how your business can benefit from it, get in touch today!Email us on info@acuras.co.uk or call on +44 (0)1494 259 141

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