Digital Marketing - Study Notes:
Free and paid tools
Some third-party analytics tools that are worth considering from a social perspective include:
- Buffer
- Hootsuite
- Crimson Hexagon
- Brandwatch
- Social Bro
- Radian6
- SproutSocial
- Snap
- W-Insights
Google Analytics Tracking
For your website, make sure to use an analytics platform such as Google Analytics. This will enable you to track a number of key metrics for your website. To use Google Analytics tracking:
- Install the Google Analytics code on your website.
- Use Google Tag Manager and segment your content backlinks using specific platform, campaign, or format tagging.
- Measure user acquisition from social to see which networks are driving the most traffic to your site, and then optimize. Invest more heavily in terms of content promotion or content creation on these networks.
- Identify if specific networks aredriving traffic to any specific page.
- Identify which content is popular across all the different social networks.
- Measure total conversions that originated as traffic from social media to establish a true return on investment for content marketing.
Seán Earley
Creative Director at Teneo PSG Digital
- Creative Director at Teneo PSG Digital with five years’ experience in Digital Marketing, Social, and PR Agencies
- Founding member of Teneo PSG Digital
- Former Director on the Board of the Irish Internet Association
- Passionate about creating content that captures audience imaginations and delivers business objectives
