17. Social Media Program Analysis and Reporting
Because every social media program is a collaborative effort from start to finish, the same degree of collaboration we have seen in the management of the program also applies to the analysis of its data, activities, and outcomes.
Shattering the Vacuum: The Need for Collaborative Analysis
Think back to your program’s initial objectives and how many different departments they touched: public relations, marketing, sales, and customer service, for starters. These objectives were not social media objectives. They were business objectives. Your social media program, if developed properly, was not geared toward feeding buzzwords such as “engagement” and “conversations” with idle chatter on social media ...
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