As a social media or community manager, you’re responsible for your brand’s reputation and for fostering relationships. You’ve no doubt been keeping track of the important numbers—the growth of your communities, sentiment levels, what networks are performing best, etc.—to help you track your success and tweak your strategies. Creating and analyzing your social media reports have been extremely beneficial to your job, but did you know your reports could also be helping your coworkers?
Here are the 5 departments you should be sharing your reports with and why.
You’ve been working hard to grow your brand’s social following and it’s taking up a good bulk of your time. Perhaps you need additional resources to help. Or maybe you’ve found that certain networks have not proved worth the time you’ve been spending. Marketing needs to be kept in the loop on these findings so they can plan the social workflow accordingly. Plus, staying informed on other metrics like sentiment or a geographical breakdown of mentions will help the team make necessary adjustments to messaging or promotional spending and allow them to plan new campaigns based on feedback.
Key Metrics for Marketing:
- Changes in followers
- Mentions breakdown by platform
- Gender distribution
- Conversation map
- Geographical breakdown of mentions
Report Up. The 5 Departments that Need to See Your Social Media ReportsuberVU’s Geo Distribution map shows the dispersal of mentions of Coca-Cola, allowing the marketing team to see the countries where it has brand recognition and which ones they should be targeting.
2. Customer Service
If your customer service team is directly involved in social media, they need to be kept up to date on where most conversations related to your brand are taking place so they can devote resources accordingly. If they’re not directly involved in social, your reports could help you make a case for why they should be.
Sentiment metrics will also be useful to the customer service team. They need to understand social’s current feelings about the brand so they can be prepared if any sort of crisis is brewing. This will be especially important during times when your brand’s sentiment is negative.
Key Metrics for Customer Service:
- Mentions broken down my platform
- Mention to response ratios
- Response time metrics
Report Up. The 5 Departments that Need to See Your Social Media ReportsuberVU’s Mentions widget shows the breakdown of mentions of US Airways by platform. The airline’s customer service team will want to spend time on Twitter, as the majority of brand mentions are tweets.
Report Up. The 5 Departments that Need to See Your Social Media ReportsuberVU’s Sentiment Meter displays the overall sentiment for Whole Foods with a breakdown of positive, neutral and negative mentions. With 35% of its mentions registering as positive, it doesn’t look like the customer service team needs to prepare for an onrush of calls.
3. Public Relations
Social media is incredibly valuable for brand awareness and loyalty and the people that definitely need to know where your brand stands with both is the publicity team. Your PR team is working hard to establish relationships and to get your brand’s name out there and recognized. Your report metrics will help them understand the overall conversation about your brand, the share of voice among the competition and what placements or stories generate the most social chatter. They’ll also need to be informed of increases in your social following as sudden spikes could indicate a medit hit they need to be aware of.
Key Metrics for Public Relations:
- Spikes in mentions or followers
- Overall sentiment
Report Up. The 5 Departments that Need to See Your Social Media ReportsuberVU’s Line Graph widget shows an exposure breakdown for Microsoft over a month-long span. The PR team will want to review the spike on September 3 to see what media placement or influencer was responsible.
4. Product or Service Team
Just like for Marketing, social media can be a great resource your Product or Service team for determining changes that need to be made. Listening in social will be particularly important after a launch of a new product or a change to your service model, both for determining social’s overall reaction and discovering ideas for what the product or service team should think about implementing in the future.
Key Metrics for the Product or Service Team:
- Conversation map
uberVU’s Conversation Map shows the most-talked about topics for Dasani. Consumers’ taste opinions of the brand’s water appear on the map—“tap”, “tap water” and “worst”. Not great news but helpful feedback for the product team.
It’s important for the sales team to see where conversations about your brand and industry are taking place. That way, they know what networks they should be participating on in order to have the best chance of connecting with the right contacts.
Sales should also be informed on the size and strength of your social networks so they know their potential value if they’re approached about sponsorship opportunities, partnerships or want to offer added value to advertisers.
Key Metrics for Sales:
- Mentions by platform
- Followers by platform and changes in followers
Report Up. The 5 Departments that Need to See Your Social Media ReportsuberVU’s Line Graph widget shows a breakdown of new Twitter followers for uberVU. The rate at which we’re adding new followers would be helpful to Sales.
Looking for an easier way to create your social media reports? uberVU has a quick and easy reporting feature that can help you present the social media metrics that matter most to your department and automatically deliver them to your team.
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