The other day I was talking with the Social Media Manager of a company in the airline industry. He was lucky to have a Social Monitoring tool to listen to conversations about his company, its brand (earned media), measure the performance of its statutory accounts (owned media) and their search engine reputation (SE Reputation). But he still had questions about how to develop an “online reputation dashboard” (or Social Media Dashboard) which must provide different services.
He has to deliver weekly reports to his digital marketing boss and bi-monthly reports with 3 founders. But he wants to make more efficient dynamic dashboards for 2 main reasons:
– “I want to extract PDF reports or PowerPoints directly from my dashboards”
– “I want to be able to create personalized dashboards for 6 different targets within the company: Management Committee, Customer Support, Digital Marketing, Risk Management, Communications and Intelligence managers who all have very specific needs”. “How can I achieve effective, synthetic dashboards (especially for the Management Committee who want to get straight to the essential points), that are also adaptable over time depending on changing needs and environment?”
Let’s see how we can respond to these essential questions for managing Social Media activity.
I. The rules for creating your dashboard
1. What are the needs of your internal clients?
This is a must: to develop the first version of your dashboard, you should carry out an audit on your internal customers to reveal their needs and ways of working to know how to fully effectuate their reporting needs. To be clear, especially for trades not specializing in Social Media Monitoring and Social Media Intelligence, it’s a good idea to show your clients version 0 (a draft dashboard) so they can visualize the possibilities and principles of a dynamic dashboard: the view of conversation messages and articles, technical analysis, quantitative performance indicators, variables and Analytics (performance of social accounts managed by the brand) etc …
The questions you should be asking, can be articulated as follows:
– What are the Key Performance Indicators (KPIs) you should be using to measure your activity: are they directly related Social Media intelligence? Example: the growth of positive feelings for a given customer service.
– What do you want to know ? The types of messages, or to visualize volume? Are you only interested in certain products or channels?
– How much time can you devote to reading and using this dashboard every week?
— Are you familiar with these Social Media Intelligence tools; another question correlating may be: Would you be able to access the dashboard to change the settings if necessary?
– Do you have your own internal clients to whom you distribute all or part of this dashboard too?
– Do you have any potential specific needs: monitoring a campaign’s impact, crisis management, product launch?
– How is your department organized? (This may impact the dashboard presentation: a Market Intelligence department might organize by Products, Location, account type … These criteria and reading grids must be put into the dashboard in the same way.
2. What type of presentation should I choose?
It should match your internal customers: how they work, their analysis patterns and reporting. The chosen topics and indicators should correspond to the business’ organization and retrieval of service data: the dashboard can be shared and will be the origin of other deliverables produced by your internal customers (Reports, Power Points). If it is a geographical organization that is most prominent in your business and / or in the service concerned, it is this criterion which should be the dashboard entry point. If these points cross over (ie. Regions x products), the dashboard will use views that combine the different types of data.
3. Which data retrieval logic should I use?
Like any dashboard, the data retrieval logic can follow different philosophies:
a. Dashboard organized according to your processes
Example for a digital marketing service: the 5 phases of the “marketing tunnel”:
Brand Awareness> Customer Acquisition> Engagement> Customer Satisfaction> Lead Conversion.
Thus, the Social Media Dashboard may include as many windows or tabs as phases of “marketing tunnel”. You can then, within each view showing the phases, view your product data and analyzes, markets and web media types for example.
b. Dashboard organized by Web/Social Media channels
This presentation is divided by channel: Media, Facebook, Blogs, Instagram, Twitter, Pinterest … For more clarity and if your activity covers all these areas, it is interesting to distinguish within your dashboard, the Earned media and Owned media.
Again, you can define such data by period (weekly, bi-monthly or dates of specific campaigns) and customize views by region and product.
c. Dashboard organized by mark/region
This type of dashboard is organized according to your geographical zones or products.
Synthetic and detailed
Keep in mind that the dashboard must be operational: it is tempting to want to accumulate as much data and indicators as possible, so you don’t “miss anything”. Also, for more ease, always allow for 2 views: the synthetic view that presents the bare essentials – the three views that are key to your daily activity (eg data that can quickly and/or heavily impact figures for your business) and a detailed view displaying all relevant data for further analysis.
And what about you, what sort of data displayed on your dashboard?