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Archive for April 2nd, 2012

The Metrics of Social Media

Monday, April 2nd, 2012

By now, you probably know that social media is kind of a big deal. Social media is literally changing the world, having played a significant role in political scenes around the globe. Closer to home, social media marketing is changing the way we do business, providing access to online audiences like never before. If you need some more convincing on the value of social media marketing, you can check out my earlier blog post, “What Is Up With Social Media?”.

We know that social media is important for our business, but exactly how important—or perhaps more accurately, how effective—is it? How do we know if our social media campaigns are having any impact? The number of followers of your Twitter account or fans of your Facebook page doesn’t give you the whole story. Are your links being clicked and reposted? How many people do you influence? Who else is talking about you (and what are they saying)? As social media has evolved into a critical marketing tool, a host of new technologies have been developed to help you answer these questions.

Tracking Your Content/Links

When you post a link to your latest blog post, does anyone retweet it? If you advertise a sale or promotion with a landing page, does your social media campaign result in conversions? Content tracking is the most straightforward and readily available metric for social media. Almost every social media scheduling tool, such as HootSuite, Tracx, Buffer, and Gremln also includes metrics on clicks, mentions, and reposts. There are a wider range of dedicated analytics tools to choose from as well, such as SWIX and Cyfe. You can also collect some of this data through URL shorteners like This information helps you to assess the quality of your content. (more…)


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