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Google Analytics Improvements Will Tackle Social Media ROI Data

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Google Analytics has an update rolling out in the next few weeks that will help marketers finally determine the value of social media and help get marketers more data on revenue as tied to social conversations about their brand and products.

To quote TechCrunch, "Given the increasing importance of social marketing and social network traffic, it was probably inevitable that the Google Analytics team would add social-focused reports. However, Group Product Manger Phil Mui says the new reports take a different approach than most social analytics products, which are more focused on “listening” — counting mentions, retweets, analyzing sentiment, and so on.

There’s also an Activity Stream tab for tracking what people are saying about your company on social networks. It works with any social network that has connected to Google’s [URL="http://code.google.com/apis/analytics/docs/socialData/home.html"]Social Data Hub[/URL]. In the future, Software Engineering Manager Ilya Grigorik (who, along with some other members of the Google Analytics team, joined Google through [URL="http://techcrunch.com/2011/06/03/google-acquires-postrank-an-analytics-service-for-the-social-web/"]the acquisition of social analytics service PostRank[/URL]) says that other social sites could join, but for now, the big name on the hub is, of course, Google+. (Other participants include Digg, Disqus, and Reddit.)"

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