Tracking Activity and Results
Your social media plan should include a strategy for tracking your social media campaigns. Engaging in social media can be time consuming and expensive; therefore, it is important to be able to figure out which activities are meeting your desired goals.
Within each lesson, you will see some specific tracking tools for each social media site, but there are two main ones we should discuss first. Later on in the course, we will also spend some time going through all of the benefits of Google Analytics, a free web analytics resource that we can use to learn about our website visitors and how they got to our website(s).
Google URL Builder
The Google URL Builder is a resource that allows you to tag your social media links, and then see the results in Google Analytics. For example, if you were going to promote your latest blog post on Facebook, you can tag those links to see how many people completed your desired action of clicking your blog link.
Consider this screenshot.
We have tagged the blog post with a Facebook-specific tag. So, now we will know how much traffic (and the quality of that traffic) came to us from our Facebook company page. We'll go through this in more detail throughout the course, but keep this tool in the back of your mind. The more you use it, the more social media analytics will be available to you.
Social Media Dashboard
Hootsuite is a social media dashboard that allows you to engage, interact, and monitor all of your social media platforms. There are also many other social media dashboards out there, but we'll use Hootsuite for our example.
With Hootsuite, you can have multiple employees or colleagues all participating/starting discussions with your company's pages. You should provide guidelines for this in your social media policy.
Take a look at the screenshot (from hootsuite.com blogs):
Overall, these dashboard tools offer great collaboration opportunities for companies using numerous social media platforms.
Caution: Specific to Facebook, users can block all content from a specific app. As Hootsuite is an app, in theory, a user could block all posts from Hootsuite and miss out on your content delivery.