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The role of social media management platforms in informing management decisions

19 February 2018 | 11:54 am

Social media networks have worked hard to provide users with the right data to analyse and evaluate the performance of content, helping generate engagement via page impressions, likes, comments and shares. These metrics provide real time feedback and can help users continually improve the content posted to audiences, in turn helping to create more engagement.

One way in which social media management platforms such as CrowdControlHQ win is via the additional metrics they can provide, with feedback on the delivery approaches and impact of the team or individuals responsible for the frontline delivery of social media. This can be critical when looking to track and benchmark performance.

Informing social media management decisions

Informing social media management decisions

Measuring daily, weekly and monthly social media metrics provides valuable information for those employees who manage social media. It is also important that the management team receive regular reports about social media activity and performance, providing insights and trends that help inform management decision-making at an operational level.

From a management perspective, it is useful to understand higher-level trends such as what percentage of all inbound social media messages are complaints or customer support questions? Visibility of this type of information allows management to identify trends (such as resourcing or training needs) and then respond accordingly. In addition, categorising the type of complaints received and the volume, allows organisations to identify the most common sources of customer complaints and problems, which can provide valuable feedback to other departments such as the Sales or Product teams.

Management teams often leave the analytics and reporting of social media activity to the marketing department. Giving other stakeholders, such as regional business managers access to social media reporting can enable more areas of the organisation to see how they are performing, identify resourcing issues and see how they are comparing to others.

When reporting on social media to your senior management team, we recommend you:

  • Categorise content to make it meaningful for management decision-making. For example, show how many messages were specifically related to customer service, marketing campaigns, and community engagement, to show where team resources are being spent, or where more resources are required.
  • Show the Volume and/or Velocity of complaints received via social media, how quickly they are being responded to, and how many complaints have not been resolved.
  • Sentiment metrics are useful in identifying how happy your customers are with the answers or resolutions they receive, as well as highlighting if problems are being closed off prematurely by the team.
  • The performance of Paid vs Organic social media reach can identify where additional investment may be required.
  • The performance of individual team members activity and content can indicate where there are training needs.
  • Sharing new best practice to understand what is/what isn’t working can help identify where processes need to be adjusted.
  • The social media networks and accounts that are performing best for the organisation can help ensure that platforms are being utilised effectively.

Social media management software like CrowdControlHQ provide reporting and analytics that allow you to view high-level trends and metrics, but also individual posts and team members.

Analysing your social media team’s performance

As well as measuring the outcomes of social media activity, good social media management involves measuring the teams or individual employees who are involved in its delivery, who are often working within different departments or locations.

Every organisation and social media team is unique with its own priorities and objectives for social media, however, there are a range of common metrics available to track an individual or team’s social media performance, including:

  • Number of outbound posts published
  • Average number of engagements per post
  • Average reach per post
  • Number of responses to customer posts
  • Average sentiment
  • Average handling time

It is possible to use these types of metrics to identify “top social media performers” using them to showcase best practice which can be shared with other employees, helping to raise the overall quality and performance of an organisation’s social media delivery.


Evaluating the performance of your organisation’s social media activity, and the performance of the team delivering social media, is a core capability for any organisation using social to engage with its customers or community.

It is important to not only focus on high-level metrics and trends, but also measure performance against the organisation’s goals and objectives for social media.

The right insights and data leads to improved management decision-making around the resources and teams required to deliver effective social media marketing, engagement or customer service.

Learn more about evaluating your organisation's social media performance to ensure that your decisions are providing the necessary results by downloading a free copy of The Complete Guide to Enterprise Social Media.

The Complete Guide to Enterprise Social Media

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