How do you use UTMs for organic social?

Hi ​@Anna Laura McGranahan ! I work on the organic side of things in my organization and I do still use UTM’s in order to at least track link clicks. We primarily post to LinkedIn which somewhat inflates that number calling it “post clicks” so I use UTM.io’s shortener to be able to track the number of times our link was clicked. I think this is pretty surface level, I don’t currently track beyond that. But the reason I do it is to see if the content I’m posting organically is truly driving our audience to the target pages (or not) and how social engagement aligns with these clicks.

We stopped UTM’s by date several years ago for organic. We still use UTM’s in our organic posts, but it’s one link for that location in general.

We also use utm.io to create and track all of our UTM’s. I do report out on organic links for our campaigns. 

For Black Friday, I will have a report that includes the number of organic posts, reactions, comments, associated link clicks for organic. This will be separate of our paid media reporting. 

Hope this helps!