How do you record and organize customer engagement in social media?
I work as a marketing assistant at my job, and my boss wants me to find a way to record and organize all of our customer engagement for our social media. Is there already a way of doing this? All I can think of is making an Excel spreadsheet.
This all depends on what type of promotion you are doing through social media and what you are doing with the data you are collecting.
While Excel is a great tool for collecting and analyzing data as a marketer, it is often not entirely digestible for a less savvy audience that may not work with those metrics on a daily basis. Because of this, if you have the budget, I would recommend investing in Social Media Analytics tool.
Probably the most common tool for tracking these efforts, and the one I would recommend if you have the budget, is Hootsuite. Hootsuite's analytics tool allows you to congregate and visualize metrics across multiple social media platforms. It also tracks across both paid social media promotion and organic posts you may be creating.
Hootsuite allows you to create custom dashboards that are easily digestible. This helps you as a marketer get a quick heath-check on any of your social media efforts, as well a clean format to present data to your boss.
While you could use Excel to manage you social media data but ultimately your different social platforms will export the data differently and platforms like Facebook and Twitter still haven't caught up to those such as AdWords yet in terms of reporting and exporting capabilities.
If you are working at a smaller company and just want to dip your toes in the water, Hootsuite Professional is probably your best bet to test at $20/month. And the best part? Hootsuite can now post directly to Instagram so it is the only dashboard you need!
Another great tool I have worked with in the past is Agorapulse. While this platform is less powerful than the full enterprise version Hootsuite, you can probably get more bang for your buck in the $100/month price-range. Agorapulse spits out incredibly digestible reports into PowerPoint formatting that is great for presenting data to your team (see example slide below with full example deck here).
While $100/month may seem slightly expensive for a small business, if you are leaning heavily on social media to promote your company, a tool like Agorapulse would pay for itself in the value you gain from the insights.
Excel is a great tool to use. Depending on the types of data, complexity
of data, frequency of data compilation, volume of data compiled, how much work
required to extract, transform load (ETL) data from different sources, etc,
etc. In this case, you want to consider using SQL Query. You can also use Tableau Software (more programmatic but excellent tool)
As a marketing manager, one of the crucial roles is to track and measure
the metrics of your marketing activities, campaigns & adverting efforts. Excel is very good at handling this kind of analytics. Doing this allows you to see the data and extract some insight and intelligence such as –
Month/month – how does traffic/engagement change between Jan vs Feb?
Year/year – how does overall traffic/engagement change between 2016 vs
This time last year – difference in traffic/engagement this time a year
Is it up, down or same?
If so, what caused the changes?
What should you do different to get the outcome that
Seasonal – variance in the holiday seasons, spring promotions, etc
Event driven (how did super bowl broadcast affect our traffic?)
Likes & Shares
Followers & Following Ratio
Audience Growth/Rate of
Organic & Paid Results
Clicks Per Post
Two ways to extract data from social media platforms include –
You can manually retrieve the data and import it into excel document
Programmatic: (Better option) Configure your social media accounts to aggregate the data and email it
to you at preset times. This may require embedding code scripts in your
social media pages that will automatically track engagements, schedule reports,
export reports to excel, email reports to you.
And yet another great tool, if your company is relatively well known, is Meltwater. The most important thing Meltwater does is let you know how you are doing relatively to your peers.
You can set up social monitoring for your brand and competing brands and over time determine how effective your social media efforts are. After all, you don't operate in a vacuum so know you fare against the competition is crucial.
Below is a sample dashboard:
And here is a story on how one company used Meltwater's software: