What is a Social Media Dashboard?
A social media dashboard is a tool to manage your clients’ online and social presence on multiple platforms in a single, comprehensive view. It makes your agency more efficient at monitoring multiple accounts and reporting on the progress to clients in the most professional way possible.
Why You Need a Social Media Dashboard
It's easy to get lost when you have to collect and analyze data from multiple social media accounts. This is why it’s so important to give yourself the ability to manage all your client accounts from a single, comprehensive dashboard. It shows you everything taking place on your clients’ social platforms, including Instagram, Facebook, Twitter, LinkedIn, YouTube, and more.
The dashboard gives you deeper analytics in each social media platform so you can see which one is receiving the most engagement, traffic, and conversions. You’ll be able to show your clients exactly what benefits their social accounts are providing for their business, including how much each platform is contributing to their bottom line.
To send clients automated periodic reports, check out our social media report template.
9 Sections Included In Our Social Media Dashboard Template
1. Subscribers/Followers
The number of subscribers or followers on an account is often the first thing people notice. Tracking the number of people following your clients’ social media accounts gives you a good gauge for their brand’s popularity amongst very different audiences. If one of your clients’ accounts has less followers while the others are going strong, you can make the necessary adjustments to your social media strategy.
You’ll also want to use this number to track your follower growth rate. You should always look to provide your clients more followers and subscribers as a growing following indicates you’re still relevant and reaching new people, both important metrics for businesses to consider.
One more thing to consider here is follower quality. If your “followers” are actually bots or fake accounts, it can actually have a negative impact on your social media accounts. It can be hard to tell if your followers are high quality, but when you compare this number with the KPIs below like engagement, you’ll be able to get a more complete picture.
2. Conversions (from Social)
If you’re running an ROI-driven campaign as part of your social media strategy, you need to track the number of conversions coming from each platform. This metric is a quick performance indicator, showing how close you are to reaching your clients’ business goals. Report conversions to your clients for goal-setting and KPI tracking.
A conversion from your social networks can mean a variety of different things, from customers filling out a form or actually buying one of your clients’ products. You decide what that conversion means, and the dashboard tracks it for you via the Google Analytics integration.
We pull in Google Analytics data to get conversions you get across all channels. If this number is low, it could be an indication of an ineffective call to action (CTA), or it could mean your followers aren’t actually engaged with your brand. Either way, you can make course corrections and see what works based on this KPI.
3. Revenue (from Social)
Revenue from social tracks the exact amount of money you’re earning through each social media channel. If you’re running campaigns an eCommerce client, for example, this is an essential metric to track. Without a social media dashboard, it can be difficult to separate social revenue from other sources.
Knowing just how much money you’re earning from each platform gives you insights into which platforms are contributing to the bottom line and which platforms may need more attention. If there’s a drastic difference between the revenue you’re bringing in on different platforms, you can tweak your approach and fine tune your strategy to lead your clients towards success on social media.
4. Web Traffic from Social (Sessions)
The dashboard also shows you the number of sessions your followers have initiated on your client’s website, via the Google Analytics integration. This metric gives you and your clients a better idea of how well your social media content is doing to drive people to your offer. It pulls in traffic from all social sites including Twitter, Facebook, Reddit, Tumblr and more.
This is also another good indication of how engaged your followers are. If you’re experiencing low web traffic, take a closer look at the CTAs on your social posts. While some web traffic comes from a customer clicking on a link in your profile bio, most will come from you actively telling them to click and visit the website.
5. Comments
One of the most important metrics to track when it comes to follower engagement is the number of comments you get on your posts. If your followers aren’t leaving comments on your posts, it can mean one of two things: either your current and potential customers aren’t that interested in your content, or your followers are of low quality or not real.
Low engagement can wreak havoc on your social media channels. It also makes it harder for potential customers to find your brand and can even lessen your brand’s authority.
It’s also essential that you respond to the comments you are receiving online, or else your followers may get the impression that you don’t care about them. This process alone can be super difficult across a variety of different accounts. Fortunately, the social media dashboard displays the comments you’re getting on Facebook, Twitter, LinkedIn, YouTube and Instagram in a single view, making it much easier to respond to everyone.
6. Likes
The amount of likes your posts are receiving is another engagement metric that you should be tracking across your clients’ social media accounts. Likes can also play a factor into the exposure of a post. When someone likes a post, it often shows up for that person’s friends. This exposure can lead to even more potential customers. More positive exposure never hurts, and every new like you get is an indication of that.
The biggest reason for not getting likes on your posts is that you’re posting poor-quality content that doesn’t resonate with the audience. As you build an audience, their expectations of quality will already be in place. Continue providing them the content they followed you for, and you’ll continue to get likes. If you aren’t providing value, you won’t see any response, especially in the form of likes. This metric on your dashboard gives you a clear look into your customer engagement and can be a quick way to determine if you need to up the quality of your posts.
7. Posts/Videos (Stat)
It’s true! If you post too often, you run the risk of annoying your followers. But if you post too infrequently, you run the risk of being forgotten. When managing your clients' social media marketing, you should absolutely be tracking how many times a day you are posting.
The number of posts or videos are also usually a key deliverable when working with clients. One of the biggest reasons to track the number of times you post is to honor your commitment to your clients. If you’ve made an agreement to create 5 posts a day on Facebook, 15 tweets a day on Twitter and 3 posts a day on Instagram, you’ll want to make sure you can prove you’re doing just that. The dashboard provides this number for each account in a way that’s easy for you and your clients to see.
8. Posts/Videos (Feed)
As a social media marketing agency, you should also be keeping up with what is posted on each account on a daily basis. Our dashboard provides a feed for each platform in a single place so you don’t have to switch back and forth between different apps.
As you scroll through this feed, be sure to pay attention to the content that you or your team is posting. Take full advantage of that instantaneous market research to improve your engagement and conversion rates.
9. Demographics and Geographics of Subscribers
Finally, the social media dashboard gives you the ability to track some key demographic information on Facebook and YouTube. You can easily see data like country, city, gender and language, among other pieces of information. This can help you efficiently determine if you’re reaching the right audiences for your clients’ products or services.
This metric is essential for local businesses who are trying to target customers in their immediate geographic location. If you’re trying to sell to people in New York City, but all of your followers are located in another country, you know something is wrong and you can make the appropriate changes to your content and posting habits.
Remember that if you’re selling online, the geographics aren’t necessarily as crucial to track, unless your client doesn’t ship to certain parts of the world. Pay more attention to the gender, age and language of your followers in situations like these, especially if your client has specific target audience in mind. If you aren’t reaching your target audience, you likely need to make adjustments to your ad campaigns.
That’s it for the 9 sections included in our social media dashboard template, but keep in mind that you can always add or remove sections with our drag-and-drop editor. Are you ready to get started? Check out our 14-day free trial here.
