Google recently acquired Wildfire App who provide modern social media and search engine optimization tools to centralize your marketing campaigns and monitor performance easily and effectively. There are several similar enterprise and independent search media tool software companies out there providing similar perks such as advertising campaigns, analytics and social media monitoring all for a cost of course.
Google offers enterprise class analytics already, you can track multiple websites whether they’re your own or campaigns for businesses you are managing. You can incorporate AdSense and AdWords into your Google analytics dashboard to see how your campaigns are performing and whether you’re getting a good ROI on your AdWords campaigns or whether those AdSense Ads are positioned well on your website.
Recently Google has incorporated social media analytics into their Google Webmaster Tools. Like other areas of the Google Webmaster Tools you can create goals you wish to accomplish and monitor the effectiveness of your social media campaigns. By default Google Analytics will tell you how many referrals you are receiving from social media outlets such as Reddit, Facebook and Twitter.
How Google sees the social relationship.
The social web connects people where they share, critique and interact with content and each other. Social analytics provides you with the tools to measure the impact of social. You can identify high value networks and content, track on-site and off-site user interaction with your content, and tie it all back to your bottom line revenue through goals and conversions.
Here’s how we see this story:
- Sources & Pages: Identify networks & communities where people engage with your content.
- Conversions: Measure the value of social by tracking your goals, conversions and ecommerce transactions.
- Social Plugins: Measure your on-site user engagement.
- Social Visitors Flow: Compare traffic volumes and visitor traffic patterns through your site.
You can discover where your social media traffic originates as well as where it’s being shared.
So what does Wildfire App offer that Google doesn’t already?
Wildfire allows you to serve marketing and advertising campaigns on Google+ competition social media sites such as Facebook, Twitter, Pinterest, and LinkedIn (Wildfire ads also serves on Google+ and YouTube) through their partnership with Adaptly.
In addition to advertising Wildfire has a variety of services similar to other social media and marketing tools offered by HubSpot, Optify and AdobeSocial such as analytics for social media monitoring.
One of the biggest unique selling points of Wildfire versus others in its class is the ability to send messages across multiple social networks from a single unified application, now wait doesn’t HootSuite and TweetDeck do that?
Other advantages of Wildfire include:
- Pages: design, run and manage engaging social content across multiple social properties and networks.
- Promotions: grow, engage and monetize your social audience with industry leading social media promotions.
Wildfire are very happy about the acquisition as you would be after a $350 million price tag.
We truly could not think of a more perfect home for Wildfire. It makes us so happy to know that joining with Google will make it easier for us to realize our vision of changing the world markets and enable us to live up to our commitment to make Wildfire an incredibly place for our team and our customers.
Wildfire offers an amazing suite of products but they are very similar to other companies as mentioned. The advantage of Wildfire is their partnership with Adaptly who publish advertising across all the popular social networking platforms.
What will happen next? Will Google incorporate Wildfire into their suite of Google Webmaster Tools or will the two remain separate with Google gaining greater marketing share of internet advertising across multiple networks?
Personally I’m hoping Google will integrate the social media monitoring and page management into their Google Webmaster Tools. Although Google offers some social analytics it’s currently limited in scope. Hubspot, Optify and AdobeSocial are great social media software tools for enterprise businesses but a little out of price range for smaller businesses.
One last advantage to Wildfire is that they do have a flexible pricing scheme whether you host one website or hundreds. Basic plans start at $5 per promotion and 99cents per day up to premium plans running at $250.00/promotions and just $4.99 per day and a White Label Plan whereby if you have to ask, you probably can’t afford it.
I’ll be watching what happens over the next few months to see how Wildfire App and Google adapt to their new partnership. Hopefully it means great things for Google Webmaster Tools and social media integration.