6 Tricks for Adding Social Media Metrics to Your Marketing Dashboard
Continuing with this multichannel mindset, Morris says marketers can do more than optimize their SM outreach through measurement. The dashboard view of SM can help them optimize the associated landing pages.
3. Use social media data for qualitative and quantitative measurement. "The volumes of online conversation give marketers the ability to track what happened and why," Hofer-Shall says. "The qualitative insights from customers' discussions give color to the story, while the aggregated content as a whole gives marketers longitudinal understanding for focused measurement."
4. Look at social as a series of channels, not a single channel. "Many marketers fall into the trap of treating Twitter or Facebook as their social channel," explains Hofer-Shall. "Social media is a combination of many channels—some more relevant to marketers than others. For example, much of the relevant B-to-B discussions happen in discussion forums. Just following discussions on Twitter isn't enough for a measurement strategy."
Track early and track often, Muhammad says: "The nature of social media is real time and constantly evolving, so missing out on crucial conversations can hurt your bottom line. Having a tool in place that will aggregate social data from the beginning is integral to establishing a baseline and identifying how your social media presence grows."
5. Harness social metrics to inform customer influence, Hofer-Shall says. "Social media provides a wealth of information around an individual," he says. "Through social media, marketers can identify their influential customers based on the size and quality of their social networks, and use this information to inform their segmented customer contact strategies and measurement practices."
6. Start small and simple. "Social media is a vast and messy world with a broad range of spam, noise and discussions about what people had for lunch," Hofer-Shall says. "It's easy to get overwhelmed by the data; so marketers should start with a single product or campaign and track online conversations relevant to their needs. Once they've identified the right ways to track this data, they can add it to their dashboards, then scale to other campaigns. But starting with everything makes it very difficult to scale back."