What is a Social Media Dashboard?
A social media dashboard is a tool you can use to manage a company’s online and social presence on multiple platforms simultaneously and in a single, comprehensive view. It makes you more efficient in monitoring your accounts and reporting on progress.
Why You Need One
It's easy to get lost when you have to do this with multiple social media accounts. This is why it’s so important to give yourself the ability to manage all these tasks from a comprehensive dashboard. It shows you everything taking place on your Instagram, Facebook, Twitter, LinkedIn and YouTube.
The dashboard gives you deeper social media monitoring so you can see which platform is receiving the most engagement. You’ll be able to show your clients exactly what benefits their social accounts are providing for their company, including how many conversions you’re getting and how much web traffic you’re driving.
Also be sure to check out our social media report template, which you can generate easily whenever you want!
9 Sections Included In Our Template
1. Subscribers/Followers
The number of subscribers or followers on an account is the number one biggest thing anyone who’s on social media thinks about. And for good reason! Tracking the number of people following you gives you a good gauge for how popular your brand is amongst the very different audiences that frequent the different social platforms. If one of your social media accounts has a dwindling number of followers while all the others are strong, you can then make the necessary adjustments.
You’ll also want to use this number to track your growth rate. You should always seek to gain more followers and subscribers. In general, the longer someone follows you, the less interested they’ll become in your social media content and brand. 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, you’ll be able to get a better picture.
2. Conversions (from Social)
If you’re running an ROI-driven campaign on your social media platforms, you definitely need to track the number of conversions you get specifically from customers who follow you. Instagram and Facebook pages are particularly effective social channels for customers in the research and buying phases. Take advantage of that statistic and utilize these platforms to accomplish more with your followers.
This metric can help you drive toward your goal by giving you a quick status update, which you can then report to your client for goal setting and 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 client’s products. You decide what that conversion means, and the dashboard tracks it for you via integration with Google Analytics.
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 specifically through your social media channels. If you’re running campaigns for one of your e-commerce clients, you can’t forget to track this. Without a dashboard, it can sometimes be difficult to separate the social revenue from other sources. The AgencyAnalytics uses an integration with Google Analytics to calculate this for you.
People use different social media platforms for different reasons. When you know just how much money you’re earning from each platform gives you an edge against the competition since the same strategy won’t necessarily work with each group of followers. 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 results.
4. Web Traffic from Social (Sessions)
Another important purpose of your social media is to drive customers to your client’s website. The dashboard shows you the number of sessions your followers have initiated on your client’s website, via 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.
If you’ve crafted your CTA appropriately, you and your client should be pleased with this number. This is also a good indication of how engaged your followers are. If you’re experience low web traffic, take a closer look at your CTA. 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. For one, it means current and potential customers just aren’t that interested in your content. It can also mean that your followers are of low quality or not real.
Low engagement can wreak havoc on your social media channels. It can be harder for potential customers to find your brand and can even lessen your brand’s authority. One of the easiest ways to fix this is by asking questions for followers to answer as a sort of call to action.
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 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 on your social media dashboard. In the simplest manner, likes are a quick validation for you that shows your client things are working for their brand. On the flip side, likes are also a form of validation for potential customers. If they come to your profile and only see a few likes here and there, they may not have any kind of confidence in your client’s services or products and walk away.
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 exposure.
The biggest reasons for not getting likes on your posts is that you’re posting poor-quality content. 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. You should absolutely be tracking how many times a day you are posting.
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 quick and simple for you.
8. Posts/Videos (Feed)
You should also be keeping up with what competitors and other players in the game are posting on a daily basis. It’s always a good idea to keep an eye on the competition. 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 rate.
9. Demographics and Geographics of Subscribers
The AgencyAnalytics social media dashboard gives you the ability to track some key demographic information on Facebook and YouTube. You can easily see things 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 client’s 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 China, 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.
