Strategies to Get the Second Click

Measure more. In addition to measuring visits, open and clickthrough rates, and conversions, begin tracking customer interaction. Use Facebook Insights along with tools like Webtrends, TweetReach and Radian6 to measure influencer engagement, content reach, conversation sentiment and sharing rates.

Marketers who create content with the second click in mind, and make it easy to share, will reach new customers, become part of the online dialog and ultimately build a stronger customer base that grows sales.