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Whether you know it already or not, social media plays a critical role of influencing the search engine rankings of a website. If you publish something useful, entertaining and interesting, and then spread it around, people will start talking about it in their social circles. Their actions, which include the placement of links on their social profiles, will trigger more visits to your website.

Contrary to popular belief, social media campaigns are not once off implementations that bring positive results automatically. After optimizing your webpages for social media, you must also monitor their progress and tweak the pages according to the results you get. Most online business owners ask the question, should you keep an eye on your social media campaigns ? They base their questions on the assumption that tracking media campaigns is impossible. The truth is that you can tell the ROI that you are getting from your social media campaigns. The only trick is that you must use the right tools and know what to track. Read on, to find out how to monitor and evaluate social media campaigns.

Go deeper than basic sharing reports

Many people assume that with social media, all you have to check is how many people are sharing your content. This is only half of what you have to do, to tell how your online business is doing socially. The other part, which also influences your SEO efforts, is to track the activities of people who follow social media links back to your website. Only then can you tell whether your strategy is making a positive impact.

You should analyze what pages are getting the most social attention. After knowing this, try deliberately to alter the rest of your content to mimic these pages and see whether they will also gain social traction. Tweak things one bit at a time so that you know exactly the causes of a given results. People can respond to explicit messages about sharing content or like short and easy-to-read posts. Sometimes, content goes viral because it touches on a particular topic many people like.

Know the preferred platform of your target audience and embrace it

Your content’s education or entertainment functionality appeals to a particular audience. What you must do, is tailor your social media campaign to the right audience, otherwise you will end up wasting time on social media platforms that are not responsive. Of course, you may not know the right social media tool to use at first. To go around this problem, start tracking your performance on individual platforms.

You may start with a month’s focus on Twitter. Check how your users are sharing your content and the nature of the referrals you get from the social platform. Keep count of every visitor action on your site that relates to Twitter. After collecting the data, move on to another social network. Keep going until you finish all the popular platforms, and then compare the results.

You should pick at least three social media platforms that hold the highest promise of linking your web pages to your target audience. The next part would be to repeat the steps outlined in point one, with your analytic tools.

Combine various key indicators

Social media campaigns are complex and effective tracking requires the use of multiple key determinants. You must first define your aim of using social media before you go on to track your campaigns. It could be that you want more awareness, or you may want more sales. Your reason influences the attribute that you will look at, in any campaign.

You can track the number of users who reach your web pages via links on social networks. After that, you can check what actions they take, while they are on your site and whether they share content. Capable tools like Google Analytics, which now has social features, will help you accomplish this task. Other tools to consider are KISSmetrics, HootSuite, Sendible, SproutSocial, BottleNose and Socialoomph. Each tool has its strengths and weaknesses. If you want the most comprehensive results, then you should combine two or three tools.

Follow these tips of measuring the return on investment that you get on your social media campaigns and you will be able to grow your social influence. Doing this will also positively influence your SEO efforts, as search engines now factor the social influence of a page in their search algorithms.

Author Bio
Jason Smith is an online manager for Highconcrete – one of the leading precast companies. He likes blogging about online strategies that are related to SEO, Content, PPC & Lead generation.

Categories: Social Media

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