Reporting and distributing actionable information is hard. It’s very important but it’s hard. We’ve covered how to get started with your reports and what elements help paint a picture on how your marketing efforts on social are pushing gauges one way or another.
However, social reporting isn’t worth doing for the sake of knowing only how your social efforts are performing. Let’s talk about how social data should be integrated with other reporting and data points for insights across your company or organization!
Customer Service and Support
Supporting the customer after the sale is an important practice of any socially active company. How can we support customer service?
- Problematic products: You should set up regular communications channels that include reporting on product mentions and sentiment. Dig in to peaks and valleys to see what products are causing customer issues and why.
- Reporting success: If a change is made to your product and it causes a rise in sentiment or a rash of positive praise for your support group, let them know! Pats on the back are always appreciated.
Keeping a pulse on the buzz of your employees is super important in measuring and tracking employee morale.
- Healthy initiatives: More and more companies are launching initiatives to get employees active and fit. It’s a fact, employees who are enabled to exercise and be active are happier and more productive. So, create a socially-enabled fitness campaign and use social reporting to encourage physical activities to individual and groups of employees
- #CompanyLife: From happy employees who are enjoying the company coffee cart to those mountain biking on the weekend. Social reporting should report these cases so the company can a) use them on the corporate social channels and b) engage with the employees online ‘like’, comment and share the company’s amazing culture.
Within The Marketing / Communications Group
Social data is of course applicable to marketing efforts. From product launches to announcements and influencer engagement, social reporting should be mapped against:
- Press releases and announcements: How much social lift was gained off impressions, shares and comments about your last announcement? Use your listening tool to help augment coverage reports.
- Search marketing: At my last job doing work with Nokia, I was in regular communications with our search ad folks to map trends in search mapping to compare/contrast what I was seeing in social. This helped us optimise our content from an SEO perspective.
- Merchandising management: What products are generating buzz (good and bad) online and do these map against the products you’re pushing through prominent placement?
Building big dashboards
As social media measurement and reporting touches so many branches of modern-day organization, I advise you to form a reporting alliance with different data / story tellers in your company. Get regular communications set up and work together to build responsive reports that give managers all around the organization actionable data to advance the company or organization.
Here’s another challenge: build dashboards that cross department and corporate lines. In my last role, we had a digital marketing-wide reports that spanned 6 different groups from social to paid to search and every where in between. We met weekly and produced a scorecard that contained high-level observations and weeks’ trends. Also, we had monthly and quarterly reviews.
These meetings and data observations helped us cross-pollinate to see how social campaigns touched each group and enabled us to tell a unified story to our CMO that the entire executive leadership team gained value from.
How do you report cross-organizationally?
(Image credit: Flickr user brenderous)