If you are conducting any level of online reputation management or campaign tracking using social media data sources, you have to get beyond the obvious. The point of tracking software isn’t to determine how many tweets were sent mentioning a company, it’s to figure out what those tweets say, and what the business ramifications are. Too often, standard charts and graphs included in software are just that, standard. They provide numbers, not insights.
If you’re an agency that’s providing social media listening or analysis services for clients, this is even more critical of a distinction. The ability to click “print” is not the exclusive domain of the agency professional. The more you serve up to your clients rote numerical recitations without context and recommendations, the more you’re opening yourself up to being replaced by your clients’ own printers, ink and paper.
You need to be creating custom charts and graphs and ideas that speak directly to the operational realities of each client. The disheartening truth is that there is very little “standardized” reporting available if you’re going to do social listening and analysis at the highest level.
(Tina) worth checking out...