Content Marketing Blog

Google to ‘close gap’ on social media, announces new measuring tool

Social media is growing in popularity, but despite the buzz surrounding online networking it seems that measuring this activity is still a problem for marketers.

In a recent blog post (March 20) from the team at Google Analytics this problem is discussed in further detail by the company's group product manager Phil Mui.

According to Mui there are a number of reasons why attempting to accurately access ROI is difficult for organisations trying to determine the value of social media to their company.

"It's hard to understand exactly what is happening in an environment where activity occurs both on and off your website," he said.

"Since social media is often an upper funnel player in a shopper's journey, it's not always easy to determine which social channels actually drive value for your business and which tactics are most effective."

But as more and more brands go online to sell their products and the social media market matures this kind of information is becoming increasingly important.

And this is where Google believes that it can make a difference to the lives of web analysts, marketers and anyone responsible for writing outcome-orientated reports.

The search giant is revising its approach to social media and instead developing new ways to help brands easily convert social spend into web-based purchases.

Google is launching a new range of business metrics called Social reports that will add value to their Google Analytics platform, with information on the value of traffic that
comes from social sites and updates on social activities that happen on and off your site.

The refining methods used to measure social media key performance indicators is just one of the aspects of this update.

Another is the new emphasis Google is placing on online marketing and the booming e-commerce sector, which is sure to benefit from its latest update.

Posted by Aimee McBride