Following Google’s acquisition of PostRank, social reporting has been upgraded inside Google Analytics to incorporate five new reports. These reports “score” content based on the number of comments received, links, mentions, tweets, and other social media metrics. Each report provides a different insight for a variety of your social reporting/monitoring needs.
1. Overview Report, which highlights the impact of social media on content. This report breaks content down by “Last Interaction” and “Assisted Social Conversations.” For instance, you can find out the last time a user checked out your content through the social media platform, and the last time users actually both accessed and converted through the social media platform.
Inside Google Analytics, the social tab is under the Standard Reporting option.
2. Conversions Report, which allows you to keep track of site or page specific conversion rates. For instance, you can keep count of the number of times the “Thank you for commenting” page displays, which provides an indication of the number of blog comments received. By extension, this tells you how much the blog is engaging customers or readers.
Inside Google Analytics, find the Conversions Report under Traffic Sources > Social > Conversions.
3. Social Sources, which allows you to gauge the success of content on specific mediums. For instance, you can find out how an ad fared on Facebook and how the same ad or some other ad fared on Twitter, etc. Then, you can make channel or medium specific tweaks to the content based on this insight.
Inside Google Analytics, find Social Sources in the Standard Reporting tab under Traffic Sources > Social > Sources.
4. Social Plugins, which measures the number of shares the content receives, effectively gauging the popularity of the blog, infographic, or other content posted. This is an especially effective barometer to determine the popularity of ads across different social media platforms.
Inside Google Analytics, find the sharing reports in the Standard Reporting tab under Traffic Sources > Social > Plugins.
5. Activity Stream, which is an extension of the Social Plugins report, providing more detailed information such as the URL for the content shared, the manner of sharing, where and when the sharing took place, the identity of the people who shared it, and the comments made when making the share.
Inside Google Analytics, the Activity Stream is found in the Standard Reporting tab under Traffic Sources > Social > Sources > Activity Stream tab
Accessing these reports is easy. Simply sign up or log into www.google.com/analytics/, add the URL of the website to be tracked, copy the generated tracking code to every page to be tracked, and you are ready to go!
Today's digitally empowered customers create a challenge for organizations to sell, market and service them effectively. Expectations are higher than ever before, and customers openly share both positive and negative experiences with just a few clicks on review websites, app ratings and social media.