Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Use Tracking Codes with Your Social Media Sharing Buttons
Posted on April 18th 2013
Given the rapid increase in people using social networks to share and discuss content on the internet, it's no surprise that the majority of websites now have social media sharing buttons integrated alongside their content. However, measuring the success of these buttons is by no means straightforward.
Most buttons have metrics alongside them when embedded as widgets; for example when a “Tweet” button is located on a website it is often accompanied by a number, which refers to the total number of times that button has been used. However, this doesn’t reveal how much traffic this button has driven back to that page – this is where the use of tracking code is extremely useful.
By creating campaign tags for webpages in Google Analytics, it’s possible to customise social media sharing buttons so links shared by users are tagged with tracking code. This means that when a user’s friends or followers click through to a webpage as a result of seeing it shared within social media, that visit can be tracked back to the source, therefore defining the value of the share. An example of such code would be the following:
In this instance, the code will track the total number of visits to “page x” from the link shared through the Twitter button. As such, the value of that “Tweet” button over time can be defined by what proportion of traffic to webpages is driven by social media buttons and sharing. This could of course be replicated across other social media buttons too, such as Google+ or LinkedIn, providing the widgets provide scope for webmasters to customise them. Whilst some social networks are likely to shorten these URLs automatically when it comes to users actually sharing, the coded URLs could be disguised within a shortened URL (either owned or from a URL shortening tool) to make them more user friendly.
This can be of huge benefit to both in-house marketers and external practitioners providing social media services within an agency – it essentially provides a rationale for integrating such buttons in the first place. In addition, it can define whether more emphasis should be placed on encouraging visitors to share web content – if this is particularly successful for a certain website it could result in significant increases in traffic via social networks. This is also relevant to SEO agencies from a discoverability perspective too.
(image: tracking codes / shutterstock)