Accurately Measuring Your Social ROI

WebinarsSocial Marketing


If you’re aiming for more accurate analytics to prove your social ROI, you’ll eventually have to deal with ‘Dark Social.’

‘Dark Social’ is the term for traffic that comes to your site when people share a link through email, online chat, or other channel, as opposed to sharing it through a social network.

The good news is that it’s still social sharing, but the bad news—and where the ‘Dark’ part of the phrase comes in—is that the traffic will typically show up in your analytics as “direct referrals” because of the way the links get shared.

That can mean a lot of traffic that can’t accurately be attributed to its real source.

This webinar will shed light on ‘Dark Social’ and more accurate social tracking, featuring industry experts Heidi Bullock, VP of Demand Generation Marketing at Marketo, Mike Petroff, Digital Content Strategist at Harvard and Hootsuite’s own Kemp Edmonds, Solutions Consultant. They’ll discuss trends and tactics around the accurate measuring and reporting of social media activity.

This webinar includes a panel discussion moderated by Rob Begg, Hootsuite’s VP Enterprise Strategy, covering topics such as:

  • Dealing with measurement and reporting challenges of site visits that can’t be attributed to an actual source

  • The evolution of social media attribution strategies and tactics—and future trends

  • How to effectively measure social activity across multiple social media platforms

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