Chapter 14 How to measure your success in social media

Measuring success in social media is all about understanding how people are behaving rather than how you hope they are behaving. When visitors come to your website you can track them with cookies and Google Analytics (or a similar tool), but when they’re on Twitter and you are sending them to another website it isn’t so easy. A personalised, shortened URL is the first step in starting to understand their behaviours.

How to track visitors

Whilst on Twitter you may well have noticed a web URL that looks different from usual URLs – this might well be a ‘shortened URL’. This was originally developed for use on Twitter (because of the 140-character ...

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