Whether you do it well or badly, Social Media requires time, focus and resources from your business. This equates to making an investment. So the next obvious question from any business owner, marketing director or board is what is the return on my investment?
ROI is about business objectives like newsletter signups, white paper (pdf) downloads for lead generation or orders, transactions and revenue.
ROI is not fans, likes or the feel good factor of being socially connected. Some of these may be easy to measure and report but are no longer considered good metrics for measuring the return on your investment.
Have you ever needed to setup a second Google Analytics tracker to capture data into a second Google Analytics account and profile? Perhaps you are running Google Analytics and Web Site Optimizer and because Web Site Optimizer uses Google Analytics for data capture it is necessary to implement a second tracker.
Both these scenario’s require multiple trackers to be implemented and if care is not taken to configure the trackers correctly the data collected can become corrupted.