A study from Tealium has highlighted that businesses aren´t using all of the metrics available for establishing the importance of social media tools.
The conventional route of counting direct clicks only tells a part of the story and businesses should be looking at indirect clicks. Indeed, the study shows that only 20% of traffic to a site is as a result of a direct click and that a whopping 80% visitors are from "view-through" - which are visitors that came from a social media source which didn´t contain a direct link.
Measurement is an area of social media that needs considerable investigation and thought. If the social media world chooses to ignore it then marketers will choose to ignore social media, it´s as simple as that.
You can read more here.
Subscribe to:
Post Comments (Atom)
About Me
- Matt Holt
- London, United Kingdom
- Matt is Business Director at Kinship Networking. Kinship Networking is a completely new type of marketing agency, dedicated to using social media to help businesses to build stronger social relationships with their customers, employees and shareholders. After graduating with a degree in Management Science, Matt occupied various marketing roles for companies such as Microsoft and Reuters. He then joined Ogilvy where he worked above and below-the-line on BT, Cancer Research UK and First Great Western. Most recently he joined Stephens Francis Whitson, a specialist direct marketing agency, where he worked on a number of accounts including O2, More Th>n and Rocco Forte. Matt has worked on a number of new business ideas within the social networking arena, including the development of a site aimed at helping people stay in touch with their various groups of friends, at the start of 2001.
No comments:
Post a Comment