Nov 10
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First, I’m sure you are wondering where you can find this metric. Let’s start by drilling into Google Analytics to find the report. Access the Goals tab in Google Analytics and then click the Social Assisted Conversion Link. This will take you to the Social module within GA. OK… I just made that up. You can’t actually do this yet, although I wish you could. Two weeks ago I presented “Understanding the True Return on Investment (ROI) of Social Media Marketing” on behalf of the Princeton Chamber of Commerce. The core point of my presentation was that it’s extremely difficult to run a standard ROI calculation when it comes to Social Media. That’s because Social Media Marketing (SMM) impacts so many other channels and efforts that it would be hard to simply add numbers to a formula. That said, if you have the right strategy in place, along with the right tracking (both on-site and off-site), you could still make a compelling argument for Social ROI. As part of my presentation, I have a slide dedicated to what I call The Social Assisted Search Conversion . It’s something I’ve seen more and more of recently, and it can be very powerful for businesses (although it’s hard to track). By the way, to see what a potential Social ROI case could look like (if you do the right things and have a strong analytics strategy), you should check out my latest post about Presenting Social ROI in the Boardroom .
Go here to read the rest:
The Social Assisted Search Conversion – Hard to Track, But Harder to Ignore