Ufff … how inexhaustible exhausting and exciting is the world that underlies the Internet today when we have already become accustomed to a methodology that includes the actions that result in a sustained growth of our business Social networks and / or the all powerful Google, launch new functionalitiesObviously, all of them tend to the permanent search for the quality and measurement of the efficiency of the actions of the brands, but also require specific training in order to optimize them, achieving their integration into our business and with it, greater growth. has been the undisputed protagonist of these good days in honor of the truth, social networks, specifically Twitter that has stood out for the increase of interest of brands in the benefits of the social network. But let’s continue with Google and its new social network, Google + and the +1 button have been the main protagonists of the month.Both are social functionalities, for both the ultimate goal is to connect people through trust. The +1 button informs our network that we trust that content and Google + is integrated with social actions, managing to extract results that allow us to measure social commitment in relation to our actions, although it is true that Google’s approach to the More social (which has already started with the SEO precepts on Facebook, Twitter and Linkedin, mainly) results in social integration in search results, it is also a reality that both functionalities must have the possibility of being measured. Through metrics, we will be able to determine their efficiency for our brand and extract the necessary information to continue advancing and this, until now, has been the great challenge for brands in relation to measuring the return on their investments, specifically their investments in social resources. From the Google blog for Webmaster, Jonathan Simon sends us a news of great relevance … It is now possible to analyze the results obtained in relation to the traffic that both Google functionalities report for our Web portal.To begin with, Google’s webmaster tools allow us to obtain data from the traffic that each of the new functionality reports for our Web portal.
The first report gives us information in relation to the +1 button with a high level of impact for organic searches. It is possible to compare the clicks achieved through content in which the application is included vs. content in which it is not included. The second report, the activity report, shows us how many users have pressed the +1 button And finally, the audience report allows us to know where the users who have pressed the +1 button are geographically located. In this aspect, Google will only generate an audience report for a significant number of users, in this way privacy is protected. In order to access these reports, it is necessary to verify the website in Google webmaster Tools (instructions). Additionally, it is possible through a Google plug-in that allows you to analyze social tracking in Google Analytics, allowing you to compare the responses to user interaction within your pages. Through the management report, we can see the changes that the inclusion of social buttons means for our Web portal. Which undoubtedly speaks of an incipient loyalty, since social interaction is more likely for those who remain on the portal than for those who are going to leave. Social action allows us to identify the number of social actions, which, compared to the traffic figures, gives us specific data on the social commitment of our users. And finally, social pages allows us to compare all the actions carried out in the different pages of our portal, or that informs us about the most demanded areas, the least relevant content and those aspects that arouse interest in social promotion. These actions are just the beginning of Google’s battle to integrate social engagement, we will undoubtedly be attentive to new reports that allow us to identify the incidence of social interaction in our business figures. These new functionalities from Google have permanently established a relationship between them and so far, a great challenge that for brands meant obtaining an efficient ROI. From the analysis and study of the information contemplated in the new Google Analytics reports, very efficient conclusions can be drawn that allow us to measure how efficient, in terms of social commitment, are the actions carried out by brands. Google +1 and the new social network Google +, much more than competition, it seems that the search engine echoes the current social commitment, the need to be able to measure its efficiency and how much the construction of the social network depends on it. through communities segmented by interests and needs, the only way to access new opportunities and therefore a sustained, constant and efficient growth. The measurement of social actions has begun to be possible… It is not difficult to establish a relationship between the integration of social engagement by Google and the obtaining of results that allow analyzing the efficiency of the social engagement of brands with their users.