When posting on LinkedIn, I will include a link to a blog on our website. What is the best way to track this link? Adding URL parameters? We want to improve the reporting of our social traffic.
Yes - that seems to be the route most users take. If you have a form on the same page that is linked out on LinkedIn, then you should be able to see the URL params in the form-fill activity (given that you've apt set up on the form to capture those). In case the form is on a different page than the one that is linked out on LinkedIn, then you'd need to carry forward the URL params or setup a configuration such that those parameters could be referenced in the form - e.g., store them in a cookie and then use the cookie data to fill the hidden fields on the form on the next page. For the cookied records, the visit webpage activity should get logged in their act log with the URL params, in case you'd like to report on those. Of course, you'd need to have Munchkin Js on your blog page.
Would this apply to both new and existing contacts in our database? We aren't linking to a form each time. Some posts are only linking to the blog itself and nothing else. Thanks!
Yes - this would apply to both new and existing people in your Marketo database visiting blog page(s) with the UTMs. If the person isn't cookied, then until the munchkin cookie gets associated with a known person in the database, visit web page interactions would be logged under the Anonymous lead record, and upon successful munchkin association, these activities (the ones logged before the munchkin association) would appear in the activity log of the respective person (and you'd be able to trigger off campaigns/see them in the SL/etc.)
FYR - you could see the anonymous webpage activity data in the Web Page Activity report.