You can explore the impact of social media on your site’s revenue using data that is already available to you. None of this data is perfect, and none of it is comprehensive. But when used together, the data can inform how and where you invest in social media.

Organic vs. Campaign-Driven Social Media

There are two distinct ways that social media can impact your business.

Organic impact. Depending on your target customers and the products you sell, consumers will talk about your brand and link to your site. Enabling social plugins — i.e., Facebook Like button, Twitter Tweet button, Google+ button — on your product pages can facilitate organic sharing. Users will also simply copy and paste URLs and link to your home page or your blog po…

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Measuring Social Media’s Impact on Revenue