Social media dashboards are changing digital marketing. In the early days of social media it was pretty much a given that digital marketers could take two truths to the bank. And two - that measuring the impact of that engagement and its actual ROI was anyone’s guess. Intuitively, it couldn’t be clearer that consumers can’t patronize your brand if they don’t know it’s in the marketplace. And, with billions of people worldwide flocking to social media, it was just as clear that businesses needed to be there with them, and not only in order to maximize brand awareness but also to engage and cultivate customers through these powerful platforms. What was much less clear was how to equate soft KPIs such as Facebook “likes” and Twitter “followers” with the hard data CEOs and CMOs live and breathe for, marketing return on investment (MROI) chief among them. Marketing pros now have the tools to view all of the elements and actions associated with a campaign, or an overarching marketing strategy, via a state-of-the-art dashboard that integrates data from every social media platform. In one large survey of marketers, the post reported, nearly 30 percent of respondents couldn’t pinpoint if social media marketing had grown more challenging in the past year as a result of platforms’ making it harder to reach an organic audience without paying for it. According to Datorama, most likely because they weren’t tracking metrics and taking a hands-on approach to managing their social media strategy by utilizing social media dashboards. In the case of the marketer’s dashboard, of course, the metrics are different, but the information is no less essential to a successful journey.
In the early days of social media it was pretty much a given
that digital marketers could take two truths to the bank. One –
that the new social media platforms provided an unprecedented tool
for engaging customers and prospective customers in meaningful (and
potentially profitable) ways. And two – that measuring the impact
of that engagement and its actual ROI was anyone’s guess.
The problem was the age-old marketing dilemma: how do you put
dollar signs on brand awareness?
Intuitively, it couldn’t be clearer that consumers can’t
patronize your brand if they don’t know it’s in the marketplace.
And, with billions of people worldwide flocking to social media, it
was just as clear that businesses needed to be there with them, and
not only in order to maximize brand awareness but also to engage
and cultivate customers through these powerful platforms.
What was much less clear was how to equate soft KPIs such as
Facebook “likes” and Twitter “followers” with the hard data CEOs
and CMOs live and breathe for, marketing return on investment
(MROI) chief among them.
How social media dashboards complete the
puzzle
Not surprisingly in our age of innovation, it wasn’t long before
a wide array of technological solutions emerged to do just that.
Today’s social media dashboards make it possible for marketers to
not only quantify a once-unimaginable spectrum of customizable
KPIs, but also to identify and respond to trends, glitches, and
opportunities in real time.
Marketing pros now have the tools to view all of the elements
and actions associated with a campaign, or an overarching marketing
strategy, via a state-of-the-art dashboard that integrates data
from every social media platform. That allows for continuous
assessment and adjustment of tactics in order to optimize
them,…
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