I ran across this extremely valuable post by Kristi Hines shared by AskKim on Unbounce blog. It's time for all of us to understand how our work is being received. Learning how to use Google Analytics 5 to measure referral traffic and conversions is crucial to success. This article is full of good information and will help to fine tune your content strategy.
I do agree that the focus should always be about building trust and brand loyalty through outstanding content, products and services first then ROI.
First off, I want to preface this post with the fact that social media shouldn’t be done only with the goal of making direct conversions. Social media is about building new relationships, generating word of mouth marketing, and strengthening brand loyalty with your customers.
That said, I know that there are a lot of you who may be curious on the monetary value of your social media campaign, have clients that are asking the value of the social media services you provide for them, or simply want to learn more about how your social media strategy is leading to conversions.