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Thanks, Wearecloud and Ophir! For the benefit of others, here are links to the tools mentioned in the comments:
Bime
http://bimeanalytics.com/
Visual Website Optimizer
http://visualwebsiteoptimizer.com/
Optimizely
http://www.optimizely.com/
10 Must-Have Analytics Tools for Small Business: June's Picks
I was recently one of several people interviewed for an Inc.com story about Web analytics tools for small business. My fellow contributors included industry thought leaders such as Bryan Eisenberg and Eric Peterson. The resulting article provided an excellent summary of our collective opinion. ...
@Rudi: Good question. This is the sort of stuff that keeps me up at night. Perhaps I'll write a follow-up post called, "Revenge of the Mutant Social Media Link." :-)
There are a number of overlapping ways to track social media links, listed here in descending order of value:
1) Web analytics campaign code report (as described in this post)
2) Web analytics referrer/landing page combo report
3) 3rd party tools like Radian6 (general) or TweetReach (niche)
4) URL shortener stats from tools used to shrink links, like bit.ly
In the list above, #1 gives you a direct connection between the campaign and the site-side outcome. #2 lacks the campaign but still gives you a connection to the site-side outcome (assuming the referrer gets passed, which is another issue). #3-4 give you a sense of reach and viral effect but DO NOT connect to site-side outcome, which is why I rank them lower on the list.
This is perhaps more complex than it oughtta be, but I think that all of these data sources can be used in combination to measure the effectiveness of social media marketing. Make sense? Have anything to add?
Tracking Social Media Links as Campaigns
It’s not difficult to track social media marketing efforts as campaigns, but I haven’t seen too many companies actually doing it yet. Before I lay out step-by-step instructions, here’s a story that gives me hope for the future: At last month’s X Change conference I sat in on a very popular socia...
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