The 3 Best Things About Social Data Visualization
Our Visualize Your Social Data webinar, in partnership with Tableau, popped off today. Aviel Ginzburg, co-founder and VP of Product at Simply Measured, and Michelle Wallace, Senior Product Marketing Coordinator at Tableau, taught us how to make social data flexible and beautiful, and integrate it with your company’s other data systems — complete with demos and an in-depth Q&A session.
If you missed it (or want to share it with your team), watch above or you can check out the recording here. Here’s why data visualization matters more than you think.
1. It Gives You the Context You Need
Just because every blog is singing the praises of video for social marketing doesn’t mean that you’re going to see business impact from this tactic. Our industry’s golden child of the moment isn’t necessarily right for your audience. The only way to find out? Test. Move fast, fail fast, succeed fast.
For instance, in the webinar, Michelle from Tableau showed us how a brand’s video content didn’t generate the results they were looking for during a campaign. She did this by layering that brand’s social data on top of other data sources in her dashboard, observing those charts take shape, and drawing in other data sources and charts for further context. This amazing, magical, marvelous demo is included in the webinar recording.
2. It Helps You Figure Out What Your Story Is
When you explore your data visually, you can also respond to new questions (both your own and those of other people in your marketing organization) as they arise, and understand your brand’s story on social. This chart shows the amount of engagements that a brand gets for each hour in the day.
The size of the line represents the number of the posts sent at that time. Not surprisingly, we see a big spike in engagements at a time when this brand is posting most.
But is this true for every day of the week? What drove the secondary spike when we weren’t posting? If we couldn’t slice and dice data as questions arose, we might not be able to go beneath the surface with analysis and find the stories that matter for our brand.
3. It Gives You Flexibility
With data visualization and a social API, you can interact with your social data the way you want to, without having to fit into the mold of one tool or the other. In effect, you can easily build your own social dashboard, layering in data the way you actually look at it — the way that feels natural to you and gets the point across to other members of your marketing org. As Kevin often says, it’s time to take social out of its silo.
Bottom line: You should be able to blend and examine the data that matters to you in an interactive manner, without having to write one line of code — that’s not your job, but understanding the business impact of your social activities in a flexible environment sure is.
Are you interested in giving data visualization a test ride, and making the most of your social data? Click below to unify your engagement signals across channels, integrate your web and social analytics, and get unmatched dimension flexibility and custom metrics.
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.