When undertaking a digital marketing campaign, it is especially important to generate high quality traffic to your website.  Social media has become an essential platform for businesses who want to improve their search engine optimization process.  So, to allow your SEO to reach its optimum potential, you need to analyze just how your social networking affects your audience.  Social analytics will tell you exactly what social signals are most helpful to your business.

      Social signals are the likes, comments, votes, pins that your various social media accounts generate.  The more social signals your website generates, the more data your SEO has to go off of.  This will in turn, help increase the traffic to your business website.  Social SEO takes into account human interactions, rather than just looking at logistics.  Social signals are especially important for the rankings of your website in a search engine page.  When your brand becomes recommended by people via re-pins, likes, favorites, etc. this increases the chances of your brand increasing in popularity, traffic and conversion rates.

      Create a business strategy that utilizes social analytics.  Social data can be analyzed to observe customer behavior.  The results are indicators of where to improve your business strategy.  Analytics tools are especially important in understanding the intelligence behind what your data has to offer. Google Analytics is a popular tool for measuring social analytics.

Here are a few examples of social analytics tools: 

Social Referral Metrics

As content is shared and people come to your site, it's important to understand how users from different social sources engage with your site.

• If you are using Google Analytics tool, use the social sources metric to identify the traffic trend coming from the different social media sites.
• Once you have identified which source is taking high traffic to your business, click on each in order to find which among your site's web pages are the most visited.
• It also has an activity stream feature where you can see who among the social users have been sharing, liking or voting for your web page content.
• Reinforce the engagement of your brand with social users by taking note of the most viewed content on your website which tends to attract the attention of your target viewers. 

Conversions

Shared content URLs become the entry points into your site, driving traffic from social sources.  Measuring the conversion and monetary value of this traffic will help you understand the impact of "social' on your business.

• Most analytics tools will require you to enter your own conversion goal prior to enabling its reporting activity.
• Filter the report according to your specific goals. You can also set your own goal values as well as the conversion value that you want to monitor in order to filter results.
• Find out which social media networks are taking high conversion rate to your business. 

Social Media Outreach

Measuring your social media marketing interaction is essential to understanding how your business appeals to your viewers.

• Use the social media reach metrics for analytics in order to identify your audience growth rate.
• Evaluate whether there is an increasing number of your business social followers.
• Connect your social media data to reach the potential profit earning from various social media network sources.
• Identify which social media search engine optimization campaign has been bringing the higher number of social media traffic and followers to your business.
• Optimize that SEO approach you are using in order to grow more followers from your social media profiles that do not generate better social reach for your business.  

Social Engagement

Digging into your social media interaction is a small part in uncovering your total business social engagement. As you start to notice an increase in your social media followers, it is important to know what exactly you're doing that is attracting them, and if they are actually interested in pursuing your services.

• Track down the average engagement rate from your social analytics to pulse whether your followers are not merely subscribing fans and followers, but are actually interested about what your business is all about.
• Identify which among your social followers are actually listening and taking action to respond to your business communications.
• Use the analytic report to identify which of your web page contents tend to engage your social network members longer.

Using these tools will help you in recognizing which pieces of social analytics are most helpful in your business strategy.  By finding the key pieces of data that are helping your business grow, allows you to understand just how your social interaction is working for you.  

If you are seeking professional help in search engine optimization or creating a digital marketing platform, check out what Blue Archer has to offer.