Eighty-four percent of companies surveyed in a recent Facebook survey believe that social signals will be more important to SEO in 2012. The convergence of SEO and social media tactics has meant that social media metrics are becoming just as important as traditional SEO metrics.
It is now vital to measure "beyond the Like" and understand the true value of social media interactions.
As BrightEdge CEO, Jim Yu, mentioned in his panel presentation, the increased importance of social signals (e.g., Google Search Plus Your World) means it is now essential to look at how, when, and why social signals (tweets, Likes, +1’s, and Pins) influence rankings and position. Creating a Google+ page, adding social plugins (maximize engagement), interlinking deep pages with social media properties, and SEO’ing your social pages are all vital steps in optimizing for the social web and graph.
"One important distinction to make with measuring the integrated SEO and social media efforts is the difference between KPIs and business outcomes," Odden said. "I talk about this in Optimizewhere KPIs are defined as the behaviors that often lead to revenue oriented outcomes. KPIS like links, rankings and search traffic as well as likes, fans, friends, followers, network size, rate of growth and such are all useful measures of progress that can lead to business outcomes."
Odden also makes an interesting point on the differences between sales and social impact.
“Obviously sales and new customers are the most often sought after outcomes but so are the social impact on increased orders, order volume and frequency,” Odden said.
"Whatever brands can do facilitate productive connections between prospects or consumers and useful brand content, the more meaningful the engagement," Odden said. "And in my experience, an engaged community is more likely to be a profitable community."
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