This article lays out some strategies to take social media marketing beyond gathering likes and follows.
Brands can improve their ad campaigns by leveraging social media advertisements to have specifically targeted ads for their customers. Marketers can create custom URL with UTM codes which can be tracked in google analytics and which show important metrics such as unique visitors and time spent on site by a user.
Brands can also use social pixels, pieces of code placed on the website which collect data from their ad campaigns. After installing the pixel marketers can create remarketing campaigns and serve users with ads who have visited the brand's website through their ads.
The author also recommends keeping a check on "view-through" attribution. This helps in tracking the impact of ad campaigns such as views, leads and the conversions they had with their ads. As a result, view-through metrics can help marketers evaluate their broader strategies.
[6 minute read]