Is it possible to run a business without social media?
I don’t think so.
If you look at the present consumers, they are vigilant and considerate.
As service providers, you need to know the customers that you are serving.
Also, there is no counter argument for the popularity of social media.
You will be offered with a myriad of opportunities when you utilize social media.
But, the hardest part is understanding the way it works.
A social media platform like Facebook has become a famous for advertising.
That being said, if you are not aware of the performance of social media, there is no point in doing it. Right?
This is when Google Analytics enters the frame. With the help of Google Analytics, you can get reports on social media platform performance.
In this post, I’ll be sharing the 3-Step Guide to understand the ways to use social media. However, I’m assuming that you have set up Google Analytics before reading this post.
Before you begin defining the goals
Even before thinking about utilizing Google Analytics, you have to think about the goals.
There must be defined goals to reach success.
So, about social media goals, you must plan the goals that you are hoping to achieve from social media marketing.
Is it for brand awareness?
Or to drive traffic that can be turned into sales?
Are you planning on marketing a service or product? If this is the case, you must not forget to add call-to-action on your website.
Be it any goal. You must not move forward without defining it.
Anyway, when you consider the goals related to Google Analytics, it will be linked to an action or actions that you require your visitors to act upon. Say, for example, your goal is to share one of the articles on your site on many other social media platforms to gain traffic and engagement. Hence, you must add the icon or sign that says ‘share’ on the article.
The article on the site BeOnTrack has the share option that can be shared on different social media platforms, so you have to define your goal like this; clear and concise manner.
If you have set up the goals, Google Analytics will take control to track the actions done on the website. It will also revert to the essential marketing channels.
With that, you can find what and how leads can be turned into sales.
Now, let’s learn the 3-step Guide How Google Analytics is used for social media.
Step 1- Information about the landing page
What do you know about the landing page?
Well, if you are a beginner, you wouldn’t have much understanding. But, visit support.google.com to understand the definition of the landing page.
Landing page report, in other words, information about the landing page will contain the details on the number of shares of your page on different social media accounts, page views, and the number of sessions.
By clicking on the page URL on the report, you can elaborate the information on the type of social media platform and other details.
This is an essential aspect of social media marketing. You must include engaging content for your audience.
It is crucial to have an understanding of your pages that are working and aren’t. If you are considerate about the successful landing pages, you would be able to carve your future content in a lead-generating way.
Let’s say that you are running a bakery and you maintain a site which requires more traffic. Then, you have a favorable report on the landing page that has an article about the particular topic. Hence, you must identify the type of the article and work on similar content to drive traffic.
Step 2- Information about Network referral
Well, if you aren’t aware of Network Referral Report, you can learn more about it at megabyte this will help you understand the concept better.
Anyway, I’m going to brief you on it for ease. What is this all about? This report is about the social network traffic. You can get the information for each network.
This is another way of using Google Analytics.
Before you read the guide on Network Referral Report, you must accept the fact that social media marketing requires time and dedication. Are you ready for it?
There is no point in spending time on a platform that doesn’t help you drive traffic. You can identify high-traffic driving and low-traffic driving platforms with the help of this report. Once you do, make sure to allocate more time for the high-traffic driving platforms while giving up on the ones that don’t!
Or else, if you think that the fault must be in you when handling low-traffic driving platforms, try to adjust your technique.
Another critical point, there are social media platforms with paid opportunities to drive traffic. They will be either through ads or boosting posts. But, before investing in it, you must make sure to check whether it is worth the pay.
Step 3- Information about Multi-Channel Funnels
It is better if I include a post that details Multi-Channel Funnels Report. Here it has a look at it Multi-Channel Funnels Report
Information about Multi-Channel Funnels will be focused on the path your visitors take when they are on the site.
For instance, there might be a large group who visit your site via organic search. Or some groups might have been directed to your site through some Facebook posts. So, if those people who found you via Facebook Google search your website, the Facebook tracking will be considered assisted conversation.
Anyway, what’s the point in obtaining the Multi-Channel Funnels Report? Well, social media marketing is not shallow instead it supports the overall marketing of a business.
This report will offer a great understanding of the behaviors of visitors who visit your site. The Conversion Paths can be identified with this report. The average response of the visitors can be understood as well.
Stay tuned till we meet again.
Understanding Google Analytics is not a smooth path, but it is never impossible.
The 3-step guide I’ve provided will help you understand things better when utilizing in social media marketing.
But, you might have fantastic ideas and helplines. Please feel free to leave it in the comment section. I’d love to know about it.
Ayushi Choudhary is a Jr. Content writer working with Ranking By SEO. In her corporate life, she writes many blogs and articles on SEO, Link building, SMO and many more.