Reporting Jargon
Avoid robotic social media campaign reporting. Do you often find people gazing at you with a confused look on their face when you are presenting campaign results? Business stakeholders, sales and marketing professionals are often not fluent with highly technical social media jargon.
When they are new to social media they will not see the significance of detailed social media campaign metrics.
Quantity vs. Quality Reporting
I often see a fixation for sending tables and tables of results for social media campaigns, full of jargon and extra detail. This is a recipe for disaster.
Express social media campaign reporting aligned to the top-level goals and objectives of the sponsor. Avoid robotic campaign reporting which is detailed with lots of numbers, tables and metrics unrelated to the language and campaign ambitions of the sponsor.
Avoid robotic social media campaign reporting at all times!
- Capture the top level business goals of the sponsor. Maybe 2-3
- Align your social media strategic approach to the top level goals.
- Build your social media tactics to deliver success for the strategy.
- Monitor the campaign during deployment, adjust where necessary.
- Collect data to make the evaluation report.
- Summarizing how your strategy contributes to the 2-3 top level business goals will help avoid a long robotic dialogue of figures.
- Include in the evaluation report any insights you found during deployment.
- Make suggestions based on the experience of this campaign that will improve any future campaigns.
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