06/06/2018 By wiredwebwriter
Social media is everywhere-on our computers, smart phones, personal tablets, even our print material thanks to QR codes, it’s tough to escape. And, most of us don’t want to escape from it; we enjoy the social in social media. And the social media site companies, those who advertise and companies with a social web presence, whether on one site or many, don’t want us to spend time away either. The activity on these sites is a gold mine of data that can be put to use via website analytics.
Website analytics is simply the collecting and analysis of online or internet data and statistics to help maximize webpage and overall internet usage. Businesses and entities of all sorts: for profit, nonprofit, business to business, business to client, retail, professional services, individually owned small enterprises and more utilize the power of social media. But they may be missing a crucial value if not capturing and utilizing the information captured by web analytic tools.
By integrating a web analytic tool with its sites, a company is able to see and understand key performance indicators (KPIs) and how they affect and drive business derived from social media sites. It is important to remember that a company’s social presence online is in and of itself a marketing campaign, however dynamic, and analyzing its effectiveness is an ongoing task. Tracking and monitoring the comings and goings on its social websites can provide a great deal of information that is free to the site owner. Using analytic tools, companies may choose what social media user and visitor information to track and use.
The most common is to track the number of visits to a site, to see how many clicks in a visitor goes, to track how many times they return to the site (via IP address tracking) and how many visitors only visit once and tied to that, what is the last page visited. But there is so much more to capture, including how many share links from the site with others via reposting or using the sites tools to send links. Many companies are beginning to follow their followers via a multitude of social networking sites.
Website analytics can help track and aggregate data to understand the general profile of a site’s visitors and followers. Knowing the composite profile can allow a company to join other sites that most commonly followed by their followers and users. This creates more engagement and more traffic to be analyzed to provide greater understanding and insight into what customers want and expect. Tracking the data, analyzing it and putting it together to create innovative and effective marketing campaigns can become a complex task for any business.
As a company grows and undergoes the various stages of the business cycle time and time again, it is very common to engage a marketing agency to help track, analyze and integrate marketing data into their social media. Of course as times goes on and social media grows, integrating this analytic data will change too. A trusted partner will ensure that marketing stays business as innovative!