Making Metrics Matter: How to Make Your Social Data Useful Company Wide
For a new company, incorporating social media as you develop your brand and advertising strategy is a no-brainer. But not every company is new. For established companies who’ve seen success prior to the internet; the purpose, scope and reasons behind a social media campaign can be hard to understand.
Management is used to the measurable goals and results of their sales and product development teams, and since their social media goals are young and have been harder to define (or in some cases, not defined), a lack of understanding can prevail company wide.
As a result of this, community managers and social media specialists are left feeling like they’re constantly in the hot seat, wondering how they can demonstrate value, grow their department and – most importantly – keep their job.
Showing value sounds simple, right? Especially if you use Simply Measured’s social analytics tools. You’ve got a lot of great statistics with awesome-looking graphs and charts in your utility belt and they all make perfect sense…to you.
But what do they look like to the rest of the company? Is Management satisfied with what you’re showing them? Does Sales understand the metrics? Do the Product Developers see value in them?
At some point, you’re going to have to show the fruits of your hard work and the plan you have for the future. Here are some tips on how you can demonstrate these across different parts of your organization.
Value in Analytics: Providing Social Insight That Benefits the Whole Company
Sales: With the right analytics tools, you’re able to identify what’s being said, who’s saying it, and why they matter. With the Simply Measured Twitter analytics tool, you can not only see the keywords being used when the Twitter world talks about you, but you can see who’s using them. You can see how many followers they have, and as an Excel-based report, you can break this information down in a number of ways. This is especially interesting for a business development team who’s interested in targeting specific segments of that audience. Pull out specific bits of information, demonstrating keywords they’d be interested in. Once they see how valuable this is, you can work cross-departmentally with them to formulate a game plan. They’ll want to do it…trust me: you just used the term “cross-departmentally” and they’re very impressed by that. Once you’re synced up with them, you can foster programs that lead to click-through, which you can monitor, tweak and perfect as a team.
Management: Your boss might not actually understand “what it is you do here”…and that’s okay. All that’s important is for them to understand that “whatever it is you do” brings brand awareness, promotes client retention and helps develop new business that will keep you competitive in your marketplace. They have a lot of other things going on, and trying to figure out this social media stuff isn’t on their list. That’s why they hired you. So make it easy on them. With Simply Measured analytics, you can export charts and data sets directly into Powerpoint, making it simple for you to show your bosses exactly what they need to see…no more, and no less. And trust me: Our charts are sexy. They’ll be impressed.
Development: Your developers and product specialists need feedback on the products they’re creating. If you don’t have weekly, in-house focus groups, the odds are that they need to get that feedback from social networks. Make sure you’re tracking things that benefit them. What are customers enjoying the most? What are they most frustrated with? You can break down your results by keyword and delve all the way down to the specific comment. This doesn’t need to be a regular report, but when presented in a concise way that will save them time, you’ll be a hero.
Marketing/Advertising: This should be the closest relationship you have, and in most cases, they’ll be the most understanding and appreciative of your role. But don’t make it a one-way street. Before your meeting, ask for their last few campaign details. This way you can come to the meeting and show who was/wasn’t talking about them. Either they’ll see that no one was talking about it online, or people were and it was going unnoticed. Either way, you’re demonstrating how they would benefit from keeping you involved in the next one.
Your job should involve the entire company. You’re one of the most influential public voices they have, and you won’t be fully utilized until they realize that you’re not just yelling into the wind.
For a free sample of Simply Measured’s reporting tools, check out how easy your life could become HERE.
I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.