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Jay Baer

The Best Google Analytics Metrics for Social Media Professionals

Tuesday, June 24, 2014

Special Guest: Adam Singer

Adam Singer, Analytics Advocate at Google, joins the Social Pros Podcast this week to discuss what it's like working for Google Analytics, measuring macro versus micro conversions for social media, and the importance for every business and professional of measuring success.

Creating a Measurement Plan

Adam is part of the education team at Google. They produce the in-product help videos and theMassive Open Online Courses (MOOCs). Basically, their goal is to make everyone smarter withanalytics and data. They are "amplifying what people are saying in the industry from a tips, best practices standpoint." And then also getting new products in front of users. Adam also writes amonthly column on analytics for ClickZ.

For Adam, one of the most important things anyone can do is to track your own successes. This is because the business world has gone from "tell me" to "show me."

No longer is it enough to say, "I was a copywriter for Proctor & Gamble." What does that mean? Instead, you need to say something concrete like, "I wrote this landing page and AB tested this copy, and I generated a 12% conversion rate."

via Adam Singer and The Future Buzz

Whether you're in sales, marketing, or product management, you can and should keep track of your success. "It doesn't have to be anything too complex. You can build it in a Google doc, and you could trend over time your amount of work in certain things, and then tie that to outcomes." That will allow you to show your success with specifics, rather than just listing off job titles.

Don't just measure Facebook "likes" and retweets. "Even if social only contributes to the upper funnel, via tools like multi-channel funnels that we have in Analytics, you can still show how that actually attributed to a conversion a little bit later down." Tie these numbers to outcomes.

"If you're in the business world," Adam says, "and you're not speaking the language of data fluently, now is a great time to start"

Social Media Number of the Week: 230 Million

Omnicon Media Group is reportedly paying Twitter $230 million over the next two years for first access to new opportunities developed by the social network. The deal will also lock in ad rates and inventory access for Omnicom agencies.

Click here to continue this article

About the Author:
Jay Baer is a tequila-loving, hype-free social media strategy consultant and coach. An online marketing pro since 1994, he's worked with more than 700 companies, and 25 of the Fortune 1000. He's one of the world's most popular social media bloggers, creator of the 8-step Social Media Strategic Planning Process, and the Twitter 20 series of live Twitter interviews. He spreads his "think tools last, not first" message around the country like a digital dandelion, speaking to conferences, small groups, or passers-by. Check out his blog at Convince&Convert.
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