Beyond gathering numbers, social media analytics require analysis. Take time to really examine your data on a regular basis and see what you can learn from it. For example, you might identify trends that help you determine which types of content perform best on each platform for your audience. There is not one best answer that works for all brands on each platform. The results you see will be unique to your audience. Using analytics can enable you to test and experiment with your content to identify what works best for your unit.
Executive DashboardsUniversity Communications utilizes an executive dashboard to roll up results from all of our communications efforts into one report. The dashboard contains a collection of the top metrics University Communications monitors and manages to ensure our work accomplishes its purpose. The metrics are organized by four main assessment areas: reach, consumption, engagement, and sentiment. See below for more information on these categories.
You can create your own version of an executive dashboard for reporting your social media analytics. Below are some things to consider during the process.