Things Your Social Media Dashboard Should Tell You

As a marketer, you probably have a stack of MarTech tools at your disposal, each providing valuable insights into your campaigns. However, with so many tools and channels to keep track of, it can be challenging to make sense of all the data.

That’s where a social media dashboard comes in – it can be a single source of truth, providing a consolidated view of your social media performance.

Managing multiple social media platforms can feel like juggling too many things at the same time. Each platform requires a different approach to engage its audience and track performance.

It’s like playing a game of basketball, soccer, and football all at once – each with its own rules, equipment, and objectives. But just like a coach needs a playbook to win games, businesses need a social media dashboard to succeed in their marketing efforts.

Each platform has unique characteristics, audience, and content format, and tracking metrics for each platform can be overwhelming.

Let’s take a look at some of the most popular social media platforms that are dominating the digital landscape.

1. Facebook:

With over 2 billion active monthly users, Facebook is the largest social media platform. Facebook has a diverse audience ranging from teenagers to seniors. However, it is most popular with users between the ages of 25-54. The platform is suitable for both B2B and B2C businesses, but B2C businesses tend to be more successful on Facebook.

Some metrics unique to Facebook include reach, impressions, frequency, and negative feedback. Reach measures the number of unique users who have taken a look at your content, while impressions measure the total number of times your content has been seen. Frequency measures the average number of times your content has been seen by a user. Negative feedback measures the number of users who have hidden or reported your content.

These metrics can be used to measure the effectiveness of your content and ad campaigns. For instance, if you notice a high frequency and negative feedback rate, you may need to adjust your targeting or ad creative to avoid ad fatigue.

2. Twitter:

Twitter has over 330 million active monthly users, and it is popular with users between the ages of 18-49. Twitter’s audience tends to be more educated and affluent than other platforms. Twitter is best suited for B2B businesses and industries such as tech, media, and marketing.

Metrics unique to Twitter include retweets, replies, mentions, and hashtags. Retweets measure the number of times your content has been shared by other users, while replies and mentions measure the number of times your content has been replied to or mentioned by other users. Hashtags allow you to track the performance of your content and campaigns on Twitter.

These metrics can be used to measure the engagement and virality of your content. For example, if you notice a high number of retweets and mentions, it could be an indication that your content is resonating well with your audience.

3. Instagram:

Instagram has over 1 billion active monthly users, and it is popular with users between the ages of 18-34. Instagram’s audience tends to be younger and more visual than other platforms. Instagram is best suited for B2C businesses and industries such as fashion, beauty, and travel.

Metrics unique to Instagram include saves, story replies, and direct messages. Saves measure the number of times your content has been saved by other users, while story replies and direct messages measure the number of times your content has been replied to or messaged by other users.

These metrics can be used to measure the visual appeal and overall engagement of your content. For example, if you notice a high number of saves and story replies, it could be an indication that your content is resonating well with your audience and has a potential to go viral.

4. LinkedIn:

LinkedIn has over 700 million active monthly users, and it is popular with professionals and B2B audiences. LinkedIn’s audience tends to be more mature and affluent than other platforms. LinkedIn is best suited for B2B businesses and industries such as finance, healthcare, and software.

Metrics unique to LinkedIn include profile views, connection requests, and post views. Profile views measure the number of times your profile has been viewed, while connection requests measure the number of times your profile has been requested to connect with other users. Post views measure the number of times your content has been viewed by other users.

These metrics can be used to measure the effectiveness of your brand and your content. For example, if you notice a high number of profile views and connection requests, it could be an indication that your brand is resonating well with your audience.

5. YouTube:

YouTube has over 2 billion active monthly users, and it is popular with users of all ages. YouTube’s audience tends to be younger and more diverse than other platforms. YouTube is best suited for businesses that rely on video content such as entertainment, gaming, and education.

Metrics unique to YouTube include watch time, average view duration, and audience retention. Watch time measures the total amount of time users have spent watching your videos, while average view duration measures the average time users spend watching your videos. Audience retention measures the percentage of your videos that users watch.

These metrics can be used to measure the engagement and retention of your video content. For example, if you notice a high watch time and average view duration, it could be an indication that your video content is resonating well with your audience and has a potential to go viral.

By understanding the metrics for each platform, businesses can better measure the effectiveness of their social media marketing efforts and make data-driven decisions to optimize their campaigns.

Having a social media dashboard that integrates all these metrics into a single source of truth can save businesses time and resources, while providing valuable insights that can help them achieve their marketing goals. It can be the ultimate game-changer, helping businesses stay on top of their social media game and score big with their target audience. Let’s find out why.

The Importance Of A Social Media Dashboard

A social media dashboard is an essential tool for any marketer who wants to track and measure the performance of their social media campaigns. Here are some reasons why having a social media dashboard is important:

• • Provides a centralized view:

A social media dashboard provides a centralized view of your social media performance. It brings all your social media data from different platforms into one place, making it easier to analyze and measure your performance.

• • Saves time:

Manually tracking social media data from different platforms can be time-consuming. A social media dashboard automates the data collection process, saving you time and allowing you to focus on analyzing and optimizing your campaigns.

• • Enables data-driven decision-making:

A social media dashboard provides real-time data on your social media performance, allowing you to make data-driven decisions about your campaigns. By analyzing your social media data, you can identify trends, patterns, and areas for improvement, and optimize your campaigns accordingly.

• • Improves campaign effectiveness:

By tracking key metrics such as visits, engagements, leads, opportunities, and revenue, you can identify which campaigns and channels are driving the most impact and optimize them for maximum effectiveness.

• • Facilitates collaboration:

A social media dashboard allows different teams within an organization to collaborate and share insights. By providing a single source of truth, a social media dashboard can help align different teams around common goals and objectives.

• • Helps track ROI:

By measuring the revenue generated from your social media campaigns, you can track your ROI and demonstrate the impact of your social media efforts on your organization’s bottom line.

So, a social media dashboard is important because it provides a centralized view of your social media performance, saves time, enables data-driven decision-making, improves campaign effectiveness, facilitates collaboration, and helps track ROI. By having a social media dashboard, marketers can optimize their campaigns for maximum impact and demonstrate the value of social media to their organization.

The 10 Metrics Your Dashboard Needs To Track

A perfect social media dashboard should measure a range of metrics that enable you to track your performance, identify trends, and optimize your social media campaigns. Here are some key metrics that an ideal social media dashboard should measure:

1. 1. Visits:

The number of visits to your website from social media channels. This metric is important because it helps you understand the amount of traffic that your social media campaigns are driving to your website. It measures the impact of your social media campaigns on your website’s overall traffic and helps you understand which channels are driving the most visits.

1. 1. Engagement:

The number of clicks, likes, shares, and comments on your social media posts. This metric measures how your audience is interacting with your content. It helps you understand what type of content your audience finds engaging and valuable, and how you can improve your content to drive more engagement.

1. 1. Leads:

The number of leads generated from your social media campaigns. This metric measures the impact of your social media campaigns on your lead generation efforts. It helps you understand which channels and campaigns are driving the most leads, and how you can optimize your campaigns to generate more leads.

1. 1. Influenced opportunities:

This metric tells you how your social media campaigns are contributing to your sales pipeline. It measures the number of opportunities that are influenced by your social media campaigns, even if the lead didn’t directly come from social media. It helps you understand the overall impact of your social media campaigns on your sales pipeline.

1. 1. Opportunities:

This metric measures the number of opportunities that originated from your social media campaigns. It helps you understand which campaigns and channels are generating the most opportunities, and how you can optimize your campaigns to generate more opportunities.

1. 1. Pipeline:

This metric measures the total value of opportunities that originated from your social media campaigns. It helps you understand the potential revenue that your social media campaigns are driving, and how they contribute to your overall pipeline.

1. 1. Closed won:

This metric measures the number of deals that originated from your social media campaigns and resulted in a closed-won opportunity. It helps you understand the ROI of your social media campaigns, and how they contribute to your bottom line.

1. 1. Revenue:

This metric measures the total revenue generated from your social media campaigns. It helps you understand the ROI of your social media campaigns, and how they contribute to your overall revenue.

1. 1. Insights specific to each channel:

While impressions, likes, and comments are common to all social media channels, each channel has its unique metrics. For example, on Instagram, you can track saves and direct messages, and on YouTube, you can track average view duration, returning visitors, and watch hours. Having insights specific to each channel helps you understand the unique behaviors of your audience on each platform, and how you can optimize your campaigns for maximum impact.

1. 1. Trends:

A visual representation of data from any channel for leads, opportunity, revenue, or spend, sorted by campaign, keywords, channel, ad group, and source. Trends help you identify patterns and trends in your social media performance over time. They help you understand which campaigns and channels are performing well.

Having these 10 metrics on your social media dashboard is important because they provide a comprehensive view of your social media performance, from traffic and engagement to leads, opportunities, and revenue. By tracking these metrics, you can identify areas for improvement and optimize your campaigns for maximum impact and ROI.

What To Do With The Insights From Your Dashboard?

Social media is an ever-evolving landscape, and what worked yesterday may not work today. By regularly monitoring your social media metrics, you can identify trends and patterns in your data and make informed decisions about how to adjust your strategy accordingly.

For example, if you notice that your engagement levels are decreasing on a particular platform, you may need to adjust your content strategy to better resonate with your audience. Or, if you notice that your leads are not converting into opportunities, you may need to adjust your lead nurturing strategy.

In addition to monitoring your metrics, an ideal social media dashboard should also enable you to optimize your campaigns in real-time. This means you can quickly identify what’s working and what’s not and make adjustments to your campaigns to maximize their effectiveness.

For instance, if you notice that one of your campaigns is generating a high number of leads but a low conversion rate, you may need to adjust your targeting or messaging to better qualify your leads. Or, if you notice that one of your campaigns is not generating any leads at all, you may need to adjust your targeting or messaging to better reach your audience.

Ultimately, a social media dashboard is only as good as the insights it provides and the actions you take based on those insights. By regularly monitoring and optimizing your social media campaigns using the data provided by your dashboard, you can drive more leads, opportunities, and revenue, and achieve greater ROI from your social media efforts.

Combining multiple metrics can provide deeper insights that cannot be obtained by analyzing isolated metrics alone. Here are some examples:

• • Engagement Rate vs Reach:

By combining these two metrics, you can determine the level of engagement you’re receiving compared to the number of people you’re reaching. This can help you understand the quality of your content and whether it’s resonating with your audience.

• • Conversion Rate vs Traffic Source:

By analyzing conversion rates based on the source of traffic, you can determine which channels are driving the most valuable traffic to your website. For example, you may find that traffic from social media channels has a higher conversion rate than traffic from email campaigns.

• • Customer Lifetime Value vs Acquisition Cost:

By combining these metrics, you can determine the ROI of your marketing campaigns. If the cost of acquiring a new customer is less than the lifetime value of that customer, then your campaigns are generating positive ROI.

• • Click-Through Rate vs Time of Day:

By analyzing click-through rates based on the time of day, you can determine the optimal time to post your content to maximize engagement. For example, you may find that your audience is most active on social media during lunch breaks or after work hours.

Combining metrics can provide a more comprehensive understanding of your social media marketing performance. A social media dashboard that aggregates data from various sources can make it easier to analyze these metrics and gain valuable insights that can improve your marketing efforts.

And, here are some combinations of metrics that could show red flags when observed together:

• • Bounce Rate vs Time Spent on Page:

Bounce rate is the percentage of visitors who leave your website after viewing only one page. Time spent on page measures the average time users spend on a page. If your bounce rate is high and your time spent on page is low, it could indicate that your website content is not engaging or relevant to your audience.

• • Cost Per Click vs Conversion Rate:

Cost per click (CPC) measures how much you pay for each click on your ad, while conversion rate measures the percentage of users who complete a desired action on your website, such as filling out a form or making a purchase. If your CPC is high and your conversion rate is low, it could indicate that your ads are not effectively targeting the right audience or that your landing pages are not optimized for conversion.

• • Impressions vs Click-Through Rate:

Impressions measure the number of times your ad or content was displayed, while click-through rate (CTR) measures the percentage of users who clicked on your ad or content. If your impressions are high but your CTR is low, it could indicate that your ad or content is not effectively capturing the attention of your audience or that your targeting is not specific enough.

By analyzing these combinations of metrics, businesses can identify potential issues with their social media marketing campaigns. Having a social media dashboard that can display these metrics side by side can be a valuable tool in identifying these red flags and taking action to address them.

Conclusion

Social media dashboards can be a powerful tool for businesses looking to optimize their social media marketing campaigns. By displaying key metrics in an easy-to-read format, social media dashboards provide businesses with a single source of truth to inform their marketing decisions.

When designed with the right metrics, social media dashboards can provide valuable insights into audience behavior, engagement, and conversion rates, among other key performance indicators.

With the increasing complexity of marketing technology stacks and the proliferation of social media channels, having a social media dashboard that aggregates data from various sources can help businesses keep track of their social media performance and make data-driven decisions. The right metrics can help businesses identify areas of improvement, optimize campaigns for maximum ROI, and better understand their audience.

Overall, a well-designed social media dashboard with the right metrics can make marketing more effective and efficient, allowing businesses to stay ahead of the competition and reach their target audience more effectively.