Friday, August 26th, 2016 | 6 min read
6,000 tweets are sent every second. More than 30 billion pieces of content are shared on Facebook each month. An average of 60 million photos are uploaded to Instagram every day. And 10 billion videos are viewed every day on Snapchat.
There’s a lot of data being generated, shared, and consumed by people all over the world—and what’s listed here is just a small piece of a much larger figure that’s growing by the day.
Because your company knows how important social media is for connecting with customers and growing the business, it’s hired you—the social media manager—to collect social data and relay it to the C-Suite.
You have a spreadsheet full of valuable metrics, but you can’t just hand over the raw data. Because your C-Suite is so far removed from what you do every day, it won’t understand what this social media data actually means. It’s up to you to present your C-Suite with context for this social data, reframe it in a way that will make more sense, and explain why the data is meaningful.
In short, you have to show your executives what social means for your business, and why they should care. This means demonstrating how social can help the company achieve its overarching business goals.
To convey this information effectively, you need to show how your social performance fits within the company’s overall marketing efforts, make the information easy to understand quickly, demonstrate how social is affecting the bottom line, and ultimately demonstrate how social is helping the company serve its customers.
When social media data is siloed, it’s difficult to see how it all connects. By bringing social data from different sources into one central location, you can see the big picture and use the information more effectively.
Centralizing your social data across different channels also provides a holistic view of your customers. Doing so allows for deeper insights into who your customers are and how they’re interacting with your brand.
That said, painting a full picture goes beyond laying out your engagement rates across different social platforms—it also requires providing context on how your social strategy fits within your company’s overall marketing plan.
C-Suite members care about how ad impressions and email open rates are trending, and they’ll also care about the implications of tweet click-through levels. To make believers out of executives who might be reluctant to embrace social, present social data as an equal to the more conventional metrics they’re used to dealing with.
Your C-Suite is busy, obviously, and it wants to instantly understand what your social data means and how it can inform better business decisions. It’s your job to dive into the data and present it clearly, so that executives don’t have to spend time shuffling through ten different dashboards or pore over lengthy reports.
Instead of dumping a bunch of data, tailor your social insights to how your C-Suite prefers to see them, and ensure they tell a story that your executives can connect with in a few short moments.
After you’ve gone through your data, absorbed it, and generated useful insights, you can pop this information into a custom dashboard that’s designed for clarity and quick storytelling.
To ensure the report is easy to read and understand, pull together multiple social data sources to create a coherent, visually engaging story and use a customized design that’s on-brand and features select metrics that reflect your story.
This is much better than a bloated, cumbersome report that will draw yawns—or no reaction at all—from those at the top of your company.
It’s exciting for businesses to see their social followings grow and track which posts receive the most likes or shares, but social media data is so much more than that. Indeed, milestones are fun to hit, but your C-Suite’s primary concern is how social data can be used to boost the bottom line.
Here’s what you want to keep in mind: if your post gets a hundred shares, that’s great—but your C-Suite will want to know which products are generating chatter and which ones aren’t. They’re more concerned with what social is showing than what it’s doing.
Instead of saying, “We got 100 shares!”, say something like, “Our post received 100 shares because of the promotion we created on this social channel. It increased engagement because our social data suggested that a lot of our customers were really into Pokemon Go.”
To even the most old-school C-Suite, showing where your social followers are—and more importantly, what brought them there—is extremely valuable.
Even though your C-Suite cares about boosting the bottom line, it also ultimately cares about serving customers (after all, without them, there is no bottom line).
Social media data—along with social media monitoring—helps you to truly know your customers and provide them with better care and seamless experiences. What your social data says about your brand’s treatment of its customers is the type of information your C-Suite wants to see.
And to convey that vital information properly, your social data needs to provide a full picture in a concise, coherent, and user-friendly way. Executed properly over the long-term, you could become one of the C-Suite members yourself.
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