Social Media Risk and Governance: Managing Enterprise Risk by Phil Mennie

Author:Phil Mennie [Mennie, Phil]
Language: eng
Format: azw3
Publisher: Kogan Page
Published: 2015-10-02T16:00:00+00:00

Metric visualization

With so much information available, it can be difficult to visualize performance. This makes it challenging to ascertain whether or not a social media programme is reaching its targets. For those who are aware of social media and its importance, but don’t necessarily understand how each network works or how users are engaging with an organization, it can be quite intimidating to see a long list of metrics.

To bring the metrics to life I recommend using data visualization techniques and dashboards. This can be as simple as plotting a graph or chart using your metric data, or more complex, such as a tool which allows users to drill down into the data and manipulate it in different ways.

Once you have an agreed set of metrics and performance indicators you will report on regularly, then you can begin to design how they will be displayed. Many social media monitoring platforms come with ready-made visualizations; however, you are then constrained to the visual representations created by the vendor of the platform. To overcome this, you should build your own dashboards to extend the functionality and reports available within your chosen listening platform.

The first step to building a dashboard for your social media metrics is to define the data you will use. You want to get to an end result where you have a dataset or spreadsheet containing all of the data you will use to calculate your metrics. Once the format has been established it should not change, unless you decide to tweak your reports at a later date, at which time you may need to update your dashboard too.

There are a number of good data visualization tools on the market, the main ones being QlikView, Tableau and Spotfire. All allow you to build dashboards that you can use to display and manipulate data by applying filters, date ranges and so on. You should consider how your data will be refreshed, meaning how often you will take a new cut of the data and load it into your dashboard. The advantage of building your own dashboard is that, once created, all you need to do is load an updated dataset in order to refresh the dashboard.

It’s possible to get deeper insights into your audience by looking at splits in gender, location, age, and so on. Many of the common social networks provide analytics and allow you to export data about your posts. These extracts often include information about the demographics of your audience, such as gender or geographical location, which is extra insight that you can build into your dashboard. Figure 5.7 is an example of a metrics dashboard.

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