There’s a lot of talk lately about how to measure the direct and indirect impact of social media efforts. This post will answer the first half of that challenge: How can I monitor, over time, the amount of direct click-throughs to my site coming from all major social media channels?
You’d think this would be easy. All you have to do is log into your web analytics system (I’m using Google Analytics for the sake of this lesson). From there, go into the Referrer Section and see the domain names of all the sites sending you visitors. Facebook clicks-throughs would come from facebook.com and its native URL shortener, fb.me. Easy, right? Sadly, things get complicated fast.