With the growing popularity of social media marketing, many companies have a desire to learn more about what social media properties are performing the best, and which social media interactions are getting the most results for the company.
As we discussed in the Introduction to Google Analytics course, the new social media reports alone, are a very powerful tool in helping determine some of the answers to the above questions. By default, Google Analytics will automatically pull in social media traffic details from the biggest social media sources out there. For example, how many people clicked on one of your Facebook wall posts, how many Twitter users clicked on a company tweet and then made a purchase, and so on. These reports can all be found under Traffic Sources, then Social, and then you'll be able to choose your desired sub-report to dig into!
Now, many companies are using social media tools as a key marketing tool in content dissemination. So, they've embedded social media interaction tools right on their websites, including, but not limited to: Facebook like buttons, Twitter share buttons, and Pinterest pin buttons. Take a look at the screenshot below from the popular social media news site, Mashable.com.
Each of those social media interactive buttons have a code behind them to connect the action to the desired result of someone sharing that specific article on the user's social media page, or feed. By default, Google Analytics will not track these interactions. But, the good news is, with a little coding work, all of this data can flow seamlessly into your Google Analytics reporting structure.