5 Tips to reach the top floor with your Social Media Dashboard
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:
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)
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
Be in tune with the circumstances: Provide context in the form of calendar events (both market-related and internal)
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?
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.
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.