Wednesday, September 25th, 2013 | 4 min read
Plenty has been said about Big Data. Today, there’s a line graph for everything.
But too often, social practitioners end up spinning their wheels in metrics mud. It’s time to cut to the core. While “harnessing Big Data” is great, losing sight of your true KPIs could leave you out of a job.
With that in mind, here are three reports that every company should be utilizing.
When brands begin to engage on social, the first metrics they often want to pull are new fans, likes, and shares.
While it’s very important to prove that fans are engaging with your content, it’s also key to track the negative actions, including unfollow/unlike, hide story, report spam.
Having a report that compares negative and positive actions over time is a critical piece in measuring your Net Social Impact.
More importantly, you want to know WHO is posting negatively about your brand, but that’s a topic for another day (though sentiment analysis is a very powerful tool every SMMS should be equipped with).
More now than ever before, customers and clients are utilizing social channels to ask questions, file complaints, or otherwise engage with companies whose products or services they have bought or plan to buy. They expect a response in a timely fashion, just as they would if they were calling you.
Sprinklrite Colin Burns recently wrote about one client whose social response equated to not picking up the phone 99.78% of the time, an all-too-common story among large enterprises who don’t implement an SLA.
To report on SLA, set a response time goal (say 2 hours) and track operational metrics (for example, “Time to Response” and “Time to Resolution”) to see how your company is responding.
Knowing the reach, engagement, and number of published posts for each marketing campaign across all channels (social and otherwise) will help you begin to understand success factors.
By comparing campaigns, you can determine what content resonates most with your audience. This will help you better understand their preferences. Drill down to view by channel and you’ll be able to determine which types of content perform best in each social channel.
Along those lines, make sure you are importing social activity into Google Analytics.
With the Sprinklr-Google Analytics integration, each shortened URL is automatically appended to include “Campaign” along with “Medium,” “Source,” and any custom criteria, to show the impact social engagement has on your web traffic.
Now you’re equipped — go, report on social media! But remember to keep it simple, or risk getting drowned in Big Data.
Know of a crucial report that you don’t see here? Let us know in the comments.
About the Author: Lauren McTaggart is Sprinklr’s Demand Generation Manager. You can follow her on Twitter @LaurenMcTaggart.
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