Social ROI – Google Analytics takes the first step

Social Marketing ROI Google Analytics Social media is struggling to develop a business model which provides business proof on the effectivess of this new form of marketing.  While Marketing Sherpa reports 20% of all companies do have social programs with bottom line ROI, most don’t.  Google Analytics – a software used by most companies to analyze website activities, has just announced the creation of new reports which take the first step towards reporting on the ROI of social marketing.

In their announcement, Group Manager Phil Mui said the following “Measuring the value of social media has been a challenge for marketers. And with good reason: it’s hard to understand exactly what is happening in an environment where activity occurs both on and off your website. Since social media is often an upper funnel player in a shopper’s journey, it’s not always easy to determine which social channels actually drive value for your business and which tactics are most effective.”

The Google Analytics reports are designed to take the first step in integrating social media with interactions on a company’s website.  While it is not a total answer and does require some integration, it is worth trying.  When you use this new capability, please provide some feedback on my blog.  I would like to hear from you what you like and dislike about the ROI feature.  It looks good and is a great first step towards Social ROI [my upcoming book will be another step].  Here are several blogs – the first from Google Analytics telling you more about their new feature.

Google Analytics Social ROI annoucement

Daniel Waisberg article in Marketing Land

Please let other markets know about this new capability on Google Analytics

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Randy Hlavac
Randy Hlavac is a marketing futurist who – since 1990 – has worked to integrate new technologies into the marketing strategies & tactics of B2B and B2C companies.

March 2012
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