Social Media Week: Goodbye vanity, hello sanity

Social Media Week London is back (for the second time in a year!) and a big challenge for most brands is still the age-old question of “what exactly is social media doing for our brand & business objectives?”

It is therefore heartening to see that many brands are (finally) dropping their obsession with vanity social media metrics such as counting number of followers and focusing instead on real engagement, creating value for fans and providing clear examples of ROI.

Whilst attending a couple of SMW events this week it has been great chatting to people about how their brand is measuring engagement and the different ways they’re trying to demonstrate ROI. For example, a simple but effective approach is to use the social reporting tool in Google Analytics to track where your visitors arrive from (i.e. Twitter, Google+ etc) and then identify whether they convert into a customer. This way you can see which social platforms are sending the most traffic to your website and what they do when they get there. Here’s a great article from Social Media Examiner that explains how to do it yourself.

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