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- Sources: To identify networks and communities where people engage with your content. For example, in most web analytics reports I saw, Twitter generates very few visits to company websites. Visits through Pinterest, on the other hand, are growing rapidly.
- Social Visitors Flow: To compare traffic volumes and visitor traffic patterns through your site. This function can help you visualize your social visitor flow. For example, if you find your high bounce-rate homepage receives most of you social media visits, maybe you should change your strategy. When your fans click on a specific Facebook post, they expect to see the content they are interested in rather than your homepage.
- Conversions: To measure the value of social media by aligning social media with your on-site goals, conversions, and e-commerce transactions. This function can perfectly answer the question “Does social media help companies increase sales?”
Katie Li is a graduate student in the Northwestern Medill IMC marketing program and is specializing in web analytics and social media. Katie shares her learning and interest through @iamkatieli on Twitter and http://www.linkedin.com/in/katiewenli on LinkedIn. Katie is eager to talk to you.