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Even if are you including social media in your monthly dashboards, if you are using standard Google Analytics Source/Medium data, it's going to undercount your social media presence.
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Scooped by Martin (Marty) Smith |
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Be Careful and Model SMM
A truth we've known for some time revealed, exposed and shameful. Attribution, even before social media marketing, was a difficult. Now, post SMM, it is almost impossible. I will never forget our CFO instructing me to kill our "non converting' keywords in PPC.
I nodded, said sure and then didn't. It was going to be too hard to explain my "tooth" theory (lol). When a system is running and making money online, as ours was, any attempt to do something as dramatic as shut off "non-converting keywords" is sure to introduce a wobble.
Wobbles usually translate into making LESS money, so I nodded and assured him I would and then didn't. I no longer work for this very difficult employer, but the knee jerk, "Kill it Now" attitude still exists despite its wrecking ball pain and no real benefit.
The bottom line from this extensive study is you must model your social and be generous to attribution all the way along the conversion funnel or you cut off nose to spite face. There are tools such as Argyle Social that can help right this wrong, but most importantly don't let your cost cutting C level kill the Goose laying those golden eggs. Nod and say you will and then DON'T (lol).
TIME is part of Google's algorithm and should be part of your Internet marketing too.