When marketers plan data collection and analysis, they often think of search engine marketing or ad campaigns social media being put on the back burner. However, social media data analysis is just as important, because it is a large part of many businesses' budgets and requires a lot of time and attention. The upcoming year will see an influx of social media information management for better marketing practices.
There many ways that marketers can gather insights from social networking sites and apply results to better social strategies. Search Engine Land says that a majority of global data was brought in by social content, and the increased number of mobile devices allows for even more growth.
Mashable says one of the easiest ways to track social media's return on investment includes measuring coupons offered exclusively on Facebook or other networking platforms. It could also be worth marketers' time to employ Google Analytics and Facebook's Conversion Measurement tool. Google Analytics shows how many website visitors come from networking sites, and Conversion Measurement shows which people click through an ad presented before them on Facebook.