With the launch of the Google +1 button, and new changes to Google Analytics tracking, the talk on our web marketing team lately has been: Are our client’s website visitors Socially Engaged? You may wonder what exactly that means. Well, unless you have been living under a rock the past couple years, you should know sites like Facebook (700 million strong), and now Google + (18 million !?! strong), have made such a strong impact in the way we interact on a daily basis, engage with our clients and customers, and essentially do business. I received a chuckle from a client yesterday who is not actively on Facebook (one of the very few left) when I told him our social media intern “tweeted” that he was stuck in traffic and going to be late to work – not the traditional way we think of communicating that – but these days, is it becoming more common?
From a business perspective, EIM’s web marketing team has been paying attention to which website visitors are actively on our social media sites, and what that means. Are they constantly visiting the sites when we produce updated content, are they sharing it with their friends, are they taking advantage of special promotions we launch, and are they technically buying? One of our clients this past quarter saw a dip in referring traffic from their Facebook fans, but an increase in revenue of over 50% – does that mean we’re keeping these visitors socially engaged?
Google has recently launched Social Tracking in Google Analytics that allows us to track who Facebook Likes our sites, who Tweets our posts, and who Google +1s us (ok that sounds a bit awkward, I know…).
Since we have just recently launched this, don’t laugh at our numbers here, but in this snapshot you can see how many of our website visitors are socially engaged compared to not (again, this is brand new :) ). Those that are have spent a longer time on site and visited more pages.
Here you can see that those who are socially engaged are split between Google +1 and Facebook Likes.
Since I don’t want to disclose our client’s data, I can tell you that Google Analytics also offers the ability to see which exact pages of your site are getting those Likes and +1’s – equally important for seeing which content your visitors are engaging with, and what content may need a boost.
Getting the Social Tracking code is easy, Google +1 tracks instantly if you have it installed on your website, and it just takes some simple coding to add it to Facebook Likes and Twitter Tweets (again that sounds awkward, sorry…), according to Google’s instructions. So get tracking, and have those discussions with your internal team or your agency: are your website visitors socially engaged?