Optimizing and Social Media

How can optimization harness the explosion of social media activity? Mike Perlman of Web measurement service Compete suggested it can be used to test consumer views about a brand both pre- and post-exposure to a Web site. So you can develop metrics to gauge how much chatter a site visit is generating about a brand on sites like Twitter and Facebook, and of those exposed to landing page did, they at a higher rate go to social media platforms to talk about your brand in particular way. On the pre-exposure side, you can look at how much traffic is coming from a social property and whether those visitors are performing better according to key performance indicators (KPIs) set up than people coming through traditional marketing channels.
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