5 Tips to reach the top floor with your Social Media Dashboard


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Have you ever wondered why you never get ten minutes of glory at monthly strategic meetings? Do you think people in your organization should care more about the time you are devoting to Social Media Analytics?

Here are a few quick tips that I have seen work within major organizations:

  1. Spare your bosses the micro-operational: Leave followers, fans, RTs and Pins to your daily optimization tasks and focus instead on brand coverage, touchpoints or your own definition of engagement (by the way, Tim Wilson was recently covering a good framework for that in his blog)
  2. Align with strategic goals: Yes, correlations are dangerous, but also a very powerful tool when leveraged properly. Try coupling your social media metrics with sales or offline brand equity studies
  3. Be in tune with the circumstances: Provide context in the form of calendar events (both market-related and internal)
  4. Introduce competitive intelligence: Your competitor’s primary social metrics are mostly available at no cost nowadays. Why not show them along with your own when you know that the higher up you go in the company, the crazier people go for comparisons?
  5. Don’t expect anybody to login anywhere. Deliver PPT, PDF or a native iPad app at most. Frustrating as it may sound, people at a certain level are still used to having things “pushed” to them, so expecting them to “pull” is not an option.

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Sergio Maldonado

Founder & Chairman at Sweetspot. Author, speaker on analytics, marketing technology, privacy compliance. JD, LLM (Internet law). Once a dually-admitted lawyer. Father of three. I love surfing and cooking.

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Sergio Maldonado

@Koen : Very good point 🙂 I would say that is an even better tip! Many thanks.

@Ryan: Also, spot on. As always said, conversion rates would probably be limited to native “conversion” campaigns (eg. Twitter Ads with specific promotions rather than supporting Inbound Marketing) or some degree of contribution towards a final goal. And I would add any metrics reflecting the measurable impact on brand coverage or comms strategy as a result of social media activity (eg. free brand traffic).

Published on March 4th 2014, 6:29 pm   

Ryan Law

To agree with point #1, most social media metrics are also vanity metrics, and lack significant real-world value. Focusing on the traffic, lead-generation and conversion rates of social media is a much better way to get your contribution across!

Great post, thanks for sharing!

Published on March 2nd 2014, 12:15 pm   

Koen Pauwels

Excellent tips, Sergio! Expanding on your tip #2 (Try coupling your social media metrics with sales or offline brand equity studies), here is my golden tip to reach the top floor with your social media dashboard:
Integrate social media with other company actions to show the C-suite how they work together to increase company performance.

Your take?

Published on February 28th 2014, 10:45 am   

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