Get Started for FREE
Sign up with Facebook Sign up with X
I don't have a Facebook or a X account
 Your new post is loading...
Your new post is loading...
Scoop.it!
Even if are you including social media in your monthly dashboards, if you are using standard Google Analytics Source/Medium data, it's going to undercount your social media presence. 
No comment yet.
Sign up to comment
|
Scoop.it!
The marketing industry is sometimes its own worst enemy. “Social media marketing” has become a sort of Utopian ideal in the industry. What it hasn’t become is a well-organized, efficient process. Marty Note "What sells online is targeted, meaningful information. What doesn’t sell is half- baked, wannabe materials which don’t work as sales leads or act as deterrents, like hype content. Social media is fussier still. If you were at a party trying to have fun, would you drop everything to be sold insurance? The insurance companies don’t sell to the social sites like that. They work with targeted information, based on the “This is useful” approach to content, and it works." From Jeff Bullas Blog
|
Be Careful and Model SMM
A truth we've known for some time revealed, exposed and shameful. Attribution, even before social media marketing, was a difficult. Now, post SMM, it is almost impossible. I will never forget our CFO instructing me to kill our "non converting' keywords in PPC.
I nodded, said sure and then didn't. It was going to be too hard to explain my "tooth" theory (lol). When a system is running and making money online, as ours was, any attempt to do something as dramatic as shut off "non-converting keywords" is sure to introduce a wobble.
Wobbles usually translate into making LESS money, so I nodded and assured him I would and then didn't. I no longer work for this very difficult employer, but the knee jerk, "Kill it Now" attitude still exists despite its wrecking ball pain and no real benefit.
The bottom line from this extensive study is you must model your social and be generous to attribution all the way along the conversion funnel or you cut off nose to spite face. There are tools such as Argyle Social that can help right this wrong, but most importantly don't let your cost cutting C level kill the Goose laying those golden eggs. Nod and say you will and then DON'T (lol).
TIME is part of Google's algorithm and should be part of your Internet marketing too.