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Executive Report - By Thomas Baekdal - December 2015

Tracking The Value Accurately Across Social Channels

One of the challenges that I come across pretty much all the time is that publishers and brands have no idea why they are getting the traffic that they get. Sure, they look at their referral reports, but that only tells you why they came.

So, in this article I'm going to take a slight detour from my normal strategy articles, and highlight four ways you can learn a lot more than about how your audience influence your traffic.

We will start with the simple ways, which are easy to do but not really that accurate. And then we will amp it up and go further and further into the field of 'learning analytics' to really see how your audience flows.

Sounds good?

Social isn't a single channel activity

The first thing to understand about social media is that it's not a single channel activity. The simplest way to see this is to post a link to Facebook and watch your real-time traffic monitors to see where people are coming from.

At the beginning everyone is going to come from Facebook because that's where you posted the link. But soon you will notice that you start to get people from Twitter, Google+, direct (which maybe people emailing it to a friend) and all kinds of other places.

This is how social media works. It's not up to you or me to decide where something is shared. Instead, people will share your link on whatever channel they prefer themselves. And that's how things spread.

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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