Tie social media activity to the bottom line with these four social media analytics tools. In some circles, social media marketers still get a bum wrap for not being able to prove how their work impacts the bottom line. Despite an abundance of overwhelming evidence to the contrary, many business leaders still view social media as a “nice to have” but not a necessity. “We see our competitors employing social media,” they say, “so we use it too.” If this sounds like your place of business or if you are just looking for a better way to demonstrate value from your social media channels, take a look at the four analytics tools to follow. Actionable Analytics Each of the utilities below are recommended based on one of two premises: They show how social media directly helps us achieve business objectives. Perhaps more importantly, they give us an indication of what works and what doesn’t when it comes to driving meaningful traffic to a website. They measure the impact of specific posts published in various social channels. To be more specific, they highlight what content earns shares. Shares are our litmus paper for evaluating content relevance and value. They help us identify the material that resonates with the audience. They allow us to give our message greater exposure. Shares are also the subject of several smart conversations related to search engine optimization....
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