Reports and insights from social media monitoring tools are a valuable resource to understand the status and development of your brand or company on social media. If you want to be a ‘social brand’, it is not sufficient to just monitor. You have to create unique content, read and respond to individual messages and monitor. Only this way you can build a community and a relationship with brand fans.
There are many free and paid tools on the market to post updates in advance, have a look in reach and monitor on the basis of keywords or hashtags. A few examples of these dashboards are: HootSuite, TweetDeck & Buffer.
Not all dashboard have the same options. But, from experience, I can recommend dashboards that are or have at least the following things:
An social media dashboard should be easy to use. The features should feel natural or native to you. If it is too complicated chances are you won’t make the most of it.
Which of my social media platforms can be linked with this dashboard? Important, because you don’t want to use different tools for different platforms.
You need a dashboard that can be arranged to fit your wishes. It al depends on your goal at that moment. Are you live tweeting an event or are you monitoring the sentiment of your latest campaign?
Look & Feel
Does it look fresh and clean to you? Dashboards that are too full, have too many colours or graphics can feel overwhelming and might distract you from the most important stuff.
Intern & Extern
Does your social media dashboard has an public option? Would be nice to share a compact dashboard with a Twitterstream, latest updates and fan count for public rooms where your clients can see how social you are.
There is a lot going on. And most of it is white noise. A dashboard that offers features to filter this noise into e.g. relevant mentions is exactly what a busy community manager needs.
You don’t want to refresh every 5 seconds. You don’t want to be on top of old news. In 2014 we want real-time information.
A great social media dashboard let you schedule posts for times that you are not around. The weekend of evenings for example. Make sure that you can schedule rich content such as pictures and videos.
Bigger brands and companies have several people who manage the social content. To keep things tidy it is advisable to create a personal login for each member of the account. It makes delegating a lot easier.
You are probably too busy to create weekly or day to day social media reports. So don’t! Most social media dashboards offer some kind of report system, many of them are only available for paid accounts.