Welcome to the age of social web suite and analytics. Gone are the days when online marketing was mostly just trial and error or hoping for the best. Marketers now have access to tools that inform their every decision, and the difference between effective campaigns and those that fall flat is often keeping a close eye on what works and what doesn’t.
Google Analytics is probably the most popular among these types of platforms; after all, Google is how most people will find your site since the search engine is the most used method on their desktop browsers and mobile devices.
Social Web Suite (SWS) takes two of the most used forms of tracking the effectiveness of links: UTM and Bitly, and integrates it into their robust social media management suite.
Follow along to see why.
Many web users may recognize the name Bitly as a service that shortens long and unsightly URLs (web addresses) found on the Internet. Not many know that Bitly connects these URLs to the extensive tracking capabilities of platforms like Google Analytics. For every URL shortened to provide links in Social Web Suite, there is a capability to create detailed reports about how effective these links are at attracting business. With this information, marketers can create strategies that capitalize on the most opportune times to post on social media, figure out which content is getting the most out of each market, and decide where to concentrate their efforts to foster the most effective means to reach new consumers.
UTM stands for Urchin Tracking Module, which a highly-popular analytics program that worked off sets of parameters used to assess the effectiveness of marketing campaigns. Google acquired Urchin in 2005, and it became Google Analytics. These parameters would remain a part of Google Analytics’ foundation despite Urchin’s dissolution in 2012. Now, Social Web Suite uses these parameters to create all-inclusive reports that show how links are performing for its users. With SWS, users can expand the flow of information to pinpoint exactly the type of information they want to see.
Under each parameter, you can select:
• Source—The social network, newsletter, or other source driving the traffic like Twitter, Facebook, or LinkedIn.
• Campaign—The name of the associated marketing campaign.
• Medium—The medium in which the marketing campaign or ad is expressed, such as a blog, social media site, or online video.
• Content—This is used to distinguish between similar content that leads to the same URL. This attribute is only necessary for use with Google AdWords, so it isn’t mandatory.
• Term—This is used to track specific terms, or paid keywords. Like the “content” attribute, it isn’t mandatory. Note that the top three attributes (source, campaign, medium) are mandatory, and the latter two (content, term) depends on whether or not you use Google AdWords or paid search terms.
Through its UTM and Bitly integration, users can use Social Web Suite to gain a deeper understanding of how well all their online marketing campaigns are performing. The suite becomes more useful as you create more campaigns in its dashboard, as you’ll be able to see its convenient automation at work.