Most of the blog posts here on Blogmutt are “evergreen” and not really breaking news. This one is timely, and may be evergreen, or it may not be, depending on what Google does with this new tool to measure ROI. Google just announced this today. While most of the posts we send to Blogmutt customers are more timeless, every so often we write one like this that’s more time-sensitive. Some customers like that, some not… We evolve together to learn what works for each one. In this case, this is another great post from one of the Blogmutt writers, and it’s so timely I wanted to be sure to get it up right away. — Scott
If you haven’t joined the Google Analytics bandwagon yet, then now is the time to hop on. Over the next few weeks, Google is going to be rolling out a new feature in Analytics: Social Conversion Metrics.
Simply put, you’ll be able to see the real-time impact of your efforts on social networks like Twitter, Facebook, and Google+ on your revenue. This is straight from Google via a blog item posted this morning.
“The new reports bridge the gap between social media and the business metrics you care about – allowing you to better measure the full value of the social channel for your business. We wanted to help you with three things:
- Identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions
- Understand social activities happening both on and off of your site to help you optimize user engagement and increase social key performance indicators (KPIs)
- Make better, more efficient data-driven decisions in your social media marketing programs”
Especially helpful is a feature that documents instant conversion and conversion that might happen later when the customer returns to your site. Brilliant! The Social Plugin report also shows which articles on your site are receiving the most engagement and which social buttons, such as the one from Google+, are being clicked to share them.
What does this mean for small business owners and operators? Well, it means that you can refocus your efforts to networks that are being underutilized or you can push your content to the networks that result in the most conversions. It also means that you can provide any investors (or yourself!) with the proof that social engagement works. For digital agencies, designers, and social media consultants, it means that you’ll be able to connect the dots much better when showing the ROI of a social media investment.
We’re excited that business owners will now be able to see the true impact of the power of social media on their sales. We think this is big news and will be a huge boon for our own blog writing service. Why? Because blogs are still the cornerstone of social media. It’s great to send tweets about anything and everything, but a new blog post every week gives you something to tweet about that points people back to your site with something that’s genuinely new. That’s huge.