The future of social measurement marketing and it’s more than a tracking code. Let’s Talk Google Analytics and Social media Marketing
The social media power move of 2021 is going to be going all-in on Google for your Facebook ad spend… Excuse me?!
With Apple gate pinching the ability to track and capture performance metrics for social media platforms it means more that more than ever, Social Media Marketers need to have an effective marketing measurement strategy in place.
So how can social strategies/ marketers/community measures have an effective social networking marketing strategy? And can it be feasible to do this without having to spend an arm and a leg on expensive advertising and marketing tools? Luckily the answer is YES, however, the sad truth is a significant number of brands cannot adequately gauge the effectiveness of their social networking marketing efforts, down to the misalignment of attribution and delivery. It is definitely time to STOP part-time social hires, ie your son’s girlfriend and content for content sake. This channel has eyeballs and how does your brand communicate effectively in the dialogue of that particular unique social platform.
So for the importance of measurement and the value of constantly reporting on customer actions is for a brand that is investing in social, knows its value, and wants to level up its execution.
So that where utilizing Google Analytics, Google Tag Manager, and Google Data Studio into your social media strategy. Googles free suite of measurement and analytics dashboards providing a wealth of insights about your social audience being driven to your website/ landing pages etc
This power move for SMB who are running Facebook ads, Instagram, Messenger, Ticktock, Pinterest, YouTube, LinkedIn ads and if you are not using Google Analytics data to improve the product, marketing, and strategy decisions then we need to *STOP* Collaborate and listen up because you’re creating a very expensive sinkhole for your media spend — without the right analytics reports, event tracking, behavioral data analysis across all social media mixes getting the meaningful behavioral data, and the ability to understand your people and having a human-based communication it is setting up a blurry approach when you don’t have to be in the dark
The ‘How’ of the results, behind the results and understanding human behaviors that are happening, and using GA to how you are achieving these results is a must for all social media marketers and if they are not building this into your ad management then you need to access the approach of the strategy being created.
So if there is any action you need to take for the next quarter KPI ensure you place a GA process in place to track, measure, and attribute your social media results and add inconsistency to analyze your marketing efforts at the end of the month. I’m getting to know the best approach through https://cxl.com/ right now in their Growth Marketing Minidegree. Understanding Traffic: Customizing Traffic Source, Destination Goals, Duration Goals, Pages per Session Goals, Event Goals and having the best approach and eCommerce strategy. If there’s anything I am learning right now is becoming a T-shaped marketer is more important than ever. The reality is the niche of a specific master is valid but understanding the ecosystem’s roots is a priority in sustaining a digital marketing skillset.
Providing results that deliver needs to consider evolving social platforms features, technology stack these are built on to understanding API and automation set up, the device that installs for example mobile Apple > Samsung — Mobile vs Desktop.
So coming back to the why behind creating social media posts as a part of a communication strategy and the big reason of measuring the success via GA Tag Manager is essential. If you have a lot of different webpages, landing pages, or use marketing automation services that have their own landing pages, forgetting to put tags on all those pages analytics was just data, a bunch of stuff. Then came diagnostic capability to enable the data to show you what happened and tools like Google Analytics to help people use the data (or stuff) to understand what happened. The powerful combination of Google Analytics, Tag Manager, and Data console and tracking social media will provide overall health of the social strategy and the key goals and insights you can get with the tool:
Discover which social media platforms give you the most traffic
Calculate the ROI of your social media campaigns
See what content works best with what social media platform and drives sales
Make sure that you’re pulling traffic from the right demographics with social media
See how many sales conversions your business gets from social media
Amount of leads converted
Demographic information of visitors (e.g. where they live)
Traffic from mobile or desktop
The future of capturing data and have it as a must to set up when starting a business or having specifically seasonal launch months is to allow you to have a business set up for success and enough data where tools can report effectively and then make suggestions of what to do based on that data and what’s going to happen next.
That’s the difference between using Google Analytics and not using it. It’s free and you’ll be able to see what content you produce excites your audience and rise and repeat the successful posts that resonate with your audience. When you couple Google Analytics with social media, you can get even more insights into what content will be successful — measure what campaigns and effectively strategize for the future.
Under ‘Social’, you’ll find:
Overview — provides a quick overview of the number of people converted via social media. You’ll also be able to see the ‘assisted’ conversions that show the conversions that social media played a role in.
Network referrals — shows engagement metrics so that you can identify which content is delivering ROI.
Landing pages — track engagement metrics for every individual URL, including the originating social network of that URL.
Conversions — shows you the total number of conversions including their monetary value and those that occurred from social network referrals. This report is important as it will help you quantify your social ROI.
Plugins — tracks the use of social share buttons on your website.
Users flow — details the user journeys so you can see what page people landed
So what next, go to https://marketingplatform.google.com/ and start setting up your marketing strategy for success and measure what is working, get to know who your customers are and how to make effective marketing strategy calls moving forward in 2021
Who am I
Ohhh 👋 I’m Aoife — pronounced (Efa-aaa), a digital marketing strategist and the founder of Yarnly.AI, living and working on the Eora Nation Australia. My mission is to amplify and support purposeful brands that are wild cards, have brave voices, and are championing change.
Yarnly’s mission is to work with humans on their dance floor providing equity to elevate voices through redesigned automation strategies with a focus on purposeful, ethical, and consensual marketing for socially responsible brand experiences.
We love meeting new people and creating magic to elevate underrepresented voices. Feel free to reach me at www.yarnly.ai aoife@yarnly.ai — maybe we can help you with your email journey.
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🍃 I acknowledge the traditional custodians throughout Australia, recognising their continuing connection to land, water, and culture, and pay my respect to elders, past, present, and emerging.🍃
