More than 50% of marketers believe they will generate quantifiable results from their social media activities in 2010, but there’s little consensus on what to measure, according to Datran Media’s “4th Annual Marketing & Media Survey” as reported by eMarketer.
An earlier eMarketer roundup had shown that the base level tracking that most people apply to their social media marketing program is website traffic.
Datran’s respondents—who are heavily invested in the social space, with about 72% having Facebook and Twitter profiles—were most likely to track all their online campaigns based on clicks (72%), conversions (59.2%) and impressions (58.4%). Conversions were considered the most important metric to track.
The challenge for most marketers, including small businesses, is that very few have good tracking metrics set up for their web sites.
To understand the impact of a good content marketing and social media program, you need to understand two things: where you traffic is coming from and how that traffic converts into customers.
The means detailing your different sources of traffic and tracking the number of people who come to your site, reach out to you and then buy something.
The challenge that social media marketing programs add is that your sources become much more organic and complex, and it is much more challenging to identify what activity is driving what traffic.
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