Many business use social media as a way of marketing their business or company. This can work great for many businesses especially if you have the time to do it as often as is needed and reply to comments and messages promptly. Following a recent survey it was interesting to see how many companies reply solely on social media as their marketing avenue but not many of them know exactly how successful it is.
If you also have a website then having a statistics package such as Google Analytics will show you all the referring traffic from social media sites and will let you drill down to see what the visitor did when they landed on your site. This allows you to track their journey through your website a see which pages they spent longest on, how many people clicked through on to more than one page and even how many of them contacted you using a contact form or bought a product or service from you via a shopping basket on your website. This information can be vital to allow you to analysis how your site is performing and how well your social media profiles are doing.