Wait, how did I end up on Facebook—again?
We’ve all been there.
Social media is a fantastic marketing tool. Businesses of all sizes are able to directly communicate with potential customers, while also being able to create incredibly targeted ads.
But how much social media is too much?
Fortunately, Google Analytics has some very powerful and very free tools to figure out if social media is actually making you money.
So today I’m going to dive into Google Analytics Social Traffic reports. If you’d like to follow along at home, open up Google Analytics. In the side navigation there’s a tab called “traffic sources”. In there you’ll find a subcategory called “social”. This is where you can find the different reports I’ll be citing in this post.
Here you can see top social media traffic generators and amount of traffic. Clicking on any of the traffic sources opens up an extremely detailed, yet easy to understand report. You can tell almost instantly which social media sites are helping and which are hindering your business.
For example, say I’m spending a lot of time on LinkedIn and almost no time on Facebook.
In the Social Plugins report Google shows when and where readers are clicking social plugins. That way you can see which of your pages are the most popular. Then you can create more content that your fans will love.
There is a catch though. Google takes care of Google +1 data, but Twitter, Facebook, StumbleUpon etc. applications will need a little bit of configuration.
Social Visitor Flow
First off, if you don’t have Google Analytics installed on your website, install it ASAP!
Once you have that taken care of, start exploring Google Analytics. Ask yourself, what website questions do I need answered to move my business forward? Am I effectively using social media? Do fans like my blog posts? Is my website fan base growing or shrinking? Chances are if you have a question, Google Analytics can answer it.