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Social Media: Analytics

a guide to media and mass communications on the internet

About Analytics

It's always a challenge in advertising and PR to determine what results your efforts are generating. With such a wealth of social media to choose from, tracking results becomes even more urgent. You can spend a lot of time and energy on the internet without ever meeting your goal.

  1. Determine your goal. Are you trying to gain exposure or make sales? Are you trying to provide customer service or maintain top-of-mind awareness? Do you need one before you can do the other?
  2. How will you meet your goal? Will you have achieved it with more followers, more click-throughs to your site, more questions from customers?
  3. How will you measure the desired activity? Will you track clicks over time, an increase in clicks, more time spent on the site per visitor?
  4. What tool provides you with the analytics you need?

It's important to focus on what specifically you want from social media because there's a lot that happens on the internet in one minute as of May 1, 2014