Enterprise Marketing: The Social Media Analytics to Track

Visits, Clicks, Video Views? What Social Analytics to Watch for Enterprise Marketing

Over the last few years, social media has been transformed from a seemingly quirky fad into a vehicle for developing substantive contacts and relationships that have a meaningful impact on everything from our personal interests, to helping businesses of every description grow and succeed.

Yet for many developing enterprises, their ability to productively use social media to help grow their business has been frustrated by an uncertainty in how to evaluate the effectiveness of their activity on sites from Facebook, to YouTube, to Twitter, and everything in-between . Let’s take a look at how to piece together the social media puzzle.

Beginning with the Big Picture

When Google first introduced their analytic software enabling online administrators to actually see what activity was taking place on their various websites, it proved to be a turning point in how enterprise marketing campaigns were conceived and implemented.

What initially emerged from this analytical data was a pretty broad overview of the most general activity their websites were attracting. This essentially revolved around such metrics as:

• number of overall visits to the website
• geographical origin of each visitor
• length of each visit

While this type of information was quite general, in the beginning it was pretty exciting to finally see if anyone was actually out there and finding their way to your website ? and where in the world they happened to be. It even allowed for some basic tailoring of content to target such traffic by making it a little more focused on contact origin areas, and making adjustments aimed at increasing site visit stays.

Emergence of Detailed Tracking

Since that time, the degree of traffic details that can be tracked and measured has expanded dramatically so that today enterprise marketing directors are able to see amazingly precise data about who is visiting their websites. And as social media sites have matured, the number of visits coming from places like Twitter. Facebook, YouTube ? and many others – has dramatically risen.

Armed with that deeper sense of social media’s importance, companies can now more effectively schedule and publish social media content that actually leads to more customers. What the most successful at this have learned is to focus on the analytics that are most useful to reach this goal. These include:

• visits
• leads
• market qualified leads
• sales accepted leads
• customers

Software developed by inbound marketing companies like Hubspot now enable companies to see such detailed information that enables them to determine exactly this type of knowledge. The new level of analytic detail offered includes:

• where are people clicking on their home pages
• product page clicks
• click path taken that result in conversions
• which outreach emails are getting opened

This type of detailed analytical data has led to a fundamental change in how enterprise marketing campaigns communicate online ? and the effectiveness of that communication. It allows you build personalized relationships with real people through social media by customizing content to individual needs and interests. And that changes how your customers view interacting with your business.

Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, PPC campaigns and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.