Over the last 12 years I’ve been a consultant, I’ve conducted a lot of social media audits. And one trend I continue to see in many of those audits is brands attempting to drive organic traffic to their web sites or blogs from social media. In some cases, it works–specifically with Facebook and LinkedIn.
But, in most scenarios I would say including those links in your social media posts might not be the best idea. How am I arriving at that conclusion? Two words: Google Analytics.
A simple visit to your Google Analytics “Acquisition” tab will show you exactly how much traffic those social sites are driving to your site/blog. In most audits I’ve done, “social” is well behind organic search (usually #1), direct, referral, and even email in some cases.