Intro to Social Campaign Tracking

You’ve written your articles, filled them with keywords, have the messaging perfect, and you blast it out on every social channel.

Next thing you know your message is being liked and loved, and everyone is coming to read your article and give you their business. A lot of times this is what happens, the posts go out and everyone thinks great I’m getting more hits on my website, this is working.

After a while you might start to wonder; I’m getting more traffic, my Facebook insights say I’m reaching loads and loads of people, but what was the goal? What was I hoping for?

While getting social is great for inbound marketing, you want to be out talking to people and getting your message out there. If you aren’t tracking, and don’t have a goal in place, your shooting a hockey puck blindfolded after you’ve been spun around.

So, when you are about to post to social media just remember a few key points with some examples;

  1. Have a plan of what you want the end user to do.
    a. You wrote a blog article: you want the user to click your social link and read your blog article.
    b. You put out an announcement: you want people to share it with their friends.
  2. Setup Goals in your analytics system

a & b.  In your tracking system you want to setup goals so that you know if your social post is turning into a conversion, and reaching the success measures. You don’t want to look at every single post to get an idea if someone clicked on it, you want a system to track and report that to you.

  1. Make sure you have the right analytics tools in order to track your goal
    a. Using Facebook or Twitter insights isn’t going to tell you if someone clicked on the link and spent time reading your article, that just isn’t the information it presents to you. Here, you would need something like Google Analytics with a configured goal to track if that is happening
    b. Most social tools give you access to this information, but if you don’t check in to see if that post is being shared, how do you know if you need to adjust your message for your Facebook audience vs your Twitter audience. You might find the way you write your social post to go to the same article has different results.

Now doing all of this analytics might seem daunting, but stay tuned to TheDSS.ca as we’ll be publishing a series of articles about that subject, and some options on simplified reporting.

About the author

My Name is George Matthews, I am married have 3 children and 2 dogs. I live in a small town on the East Coast called St. Stephen. Focuses: Front-end Web Development, Design and Analytics.