- [Voiceover] One of the biggest benefits of social media
is that it's trackable.
Let's look at a typical Google Analytics dashboard,
the platform many businesses use
to measure online marketing results.
From here, we can determine if our content is resonating
with the people we're trying to reach,
or whether we need to adjust,
but you don't just dive into the metrics mid-campaign,
you have to decide what you're measuring up front,
and how you're going to measure it,
and that takes planning.
So, where do you start?
That depends on what you're trying to achieve.
A good place is your business goals and objects.
For Topsy Turvy, success could be an increase
in cake orders over a set period of time.
Topsy Turvy could work with its IT or analytics consultant
to setup a special campaign URL on Google Analytics
with a tracking tag,
and that shows them where the traffic's coming from.
They could give that trackable URL to a blogger
who's writing a story about their cake designs,
or share the link on social media platforms,
then they could track the traffic the customized URL
drives to their site,
and observe what people do when they get there.
For more on this, check out the Goggle Analytics
Essential Training course.
Or maybe, Topsy Turvy wants prospective customers
to sign up for its newsletter in order to capture
their emails and start marketing to them.
First, they'd need to create a landing page
with content that entices people,
and encourages them to sign up.
When that's done, they would generate a campaign URL
with a tracking tag for that particular page.
They could include that URL in a blog post,
or in their newsletter,
this enables them to see how many people read the post,
clicked on the link,
and determined whether or not they signed up
for a newsletter.
These are just two ways to measure
your social media programs,
and you can track the results back to the goals
and objectives you established
in your social media marketing plan.
Investor Warren Buffet says,
"There seems to be some pervasive human habit
"that likes to make easy things difficult."
As with most everything you do, don't over-complicate,
and try to keep your social media measurement
as simple as you can.