Most of us use it personally, and, in many cases, on our employer's behalf as we run a full content strategy plan to best market the product or business we're offering, writes Louise Auty, Content Lead, Beaconsoft Ltd But how many of us are actually getting the best value out of it and using it in a way which gives the greatest return on investment for the hours we put in? Making the most of social media web analytics is a tricky proposition to get right as there's an almost unlimited mine of data out there and finding the hidden gems can be time consuming. An updated GreenZone, few additional features evaluated and here comes the refreshed Buyer's Guide no SMB can afford to miss! Different tools are available for different jobs, but the chances are most people will have at least taken a glance at Google Analytics, as well as the inbuilt data metrics provided by platforms such as Facebook, Twitter, Instagram, LinkedIn and the rest. Every time someone takes an action on a social media platform, a digital footprint is created. Each time someone else reads that content, they're adding to the footprint and widening its reach. Analysing that trail is where the skill comes in for digital marketers.