There is a lot of buzz around social media. Buzz might not even be the right word. Cacophonous roar might be more appropriate. It seems as if everyone who was a search-engine-optimization guru last year is a social media guru this year. A lot of the talk in social media is about the concept of engaging your audience. The theory goes that if you can engage an audience via social media they'll be that much more likely to do business with you. But how do you really know? Wouldn't it be great to know which kind of social media "engagements" result in closed sales vs. those that don't? If you're a regular reader of my column, you know where this is headed: Web analytics. I was recently invited to a day of Web analytics presentations, and one of the presenters was the famous Avinash Kaushik (OK, OK, famous to Web analytics geeks). His presentation was focused on multichannel marketing: driving Web traffic to offline actions and driving offline audiences to online acti...
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