Beyond Traditional Marketing: How Social Media Dashboards Impact Business
The Impact of State-of-the-art Social Media Dashboards on Business
Few businesses in this day-and-age would question the premise that social media impact on business is substantial, from the point of a consumer’s initial research about a company or product right up the purchase, and even beyond.
In the matter of visibility alone, an active social media presence affords an organization a profile and reach that wouldn’t be possible. It’s a way to keep a brand in front of existing customers, develop trust and loyalty by demonstrating consistent responsiveness, and connect with consumers who might not have been targeted through traditional marketing efforts.
In short, there’s no better means than social media to engage in meaningful ways with both loyal customers and prospective customers, and to leverage their own social media interactions to spread the word. That’s an article of faith for many digital marketers, but a recent report on Social Media Impact presented it in compelling math terms, too: 46 percent of web visitors turn to social media when they are contemplating a purchase, a figure that can only grow as consumer behavior further embraces social media.
When they do, what will it do for your brand?
Well, there’s the rub. In the wild and wooly early years of social media it wasn’t possible to quantify social media impact on business in any hard and fast manner, or to reliably trace the customer journey from, say, a Facebook “like” to revenue KPIs. And for a large portion of marketers, it hasn’t gotten easier in recent years.
In fact, as social media platforms have limited the ability of businesses to reach an organic audience — without paying for it — many marketers are left scratching their heads. That includes the 40 percent of marketers surveyed for the Social Media Marketing industry Report for 2016 who felt that social media marketing has grown harder in the past year, and the 27 percent who said they didn’t know if it had or not.
That last number had the blog author, Don Purdum, scratching his own head. How could they not know? Well, they may not be tracking social media metrics, he concluded. Even worse, they may be posting without an overarching strategy to foster engagement, and lack the tools to manage and assess that strategy.
Social media impact on business no longer has to be a guessing game
Social media marketing has been transformed from a shot in the dark into an essential strategic resource with the advent of sophisticated, customized social media dashboards that allow marketers to visualize and optimize the otherwise elusive social media impact on business.
Social media dashboards:
- Provide detailed analytics that enable marketers to define and track key KPIs across all of their social media platforms, or to drill down, in order to gauge performance and optimize tactics, responding in real time.
- Enhance engagement with consumers, protect reputation and safeguard brand health by monitoring in real time what people are saying across multiple platforms. This makes it possible to offer timely responses that address concerns and build consumer confidence.
- Provide greater control of content by allowing marketers to precisely schedule posts and updates on all platforms by way of the social media dashboard, without the need to spend time on each platform dealing with their scheduling systems.
- Skyrocket social media impact by unifying marketing initiatives into a single, actionable view in order to offer marketers the information they need to monitor, assess and achieve maximum impact.
- Offer customizable insights about followers, tracking level of engagement as well as factors such as location, interests and selected keywords to create custom lists for engagement campaigns.
- Bridge the gap between the business and consumers by providing marketers the means to identify and respond to trends as they occur.
- Quantify and visualize social media marketing ROI and impact, including tracking of customer journey touchpoints across social media platforms, downloads, clicks, shares and mentions, and conversions.
That last point is the bottom line, of course. When it comes to marketing ROI, the real-time information and analytics that social media dashboards deliver are unparalleled in their capacity to find the hard facts in what otherwise would be only best guesses and high hopes.