Whether you work on the agency side or corporate side, reporting on social media success is likely of utmost importance for securing a social media marketing budget, determining how existing initiatives can improve, and making your boss (or client) happy.
To help make social media reporting easier, we launched the Excel Add-In in 2011, allowing Radian6 customers to export data from our Dashboard and import into Excel so it could be further manipulated, charted and graphed, or combined with data from other sources in one spreadsheet.
Here at Radian6, we actually have a squad of social media analysts on our Professional Services team who use the Excel Add-In when creating ongoing reports for some of our clients. Since they use it every day, we thought we’d tap into their collective knowledge to surface their top tips and tricks for using the Excel Add-In in hopes that it makes social media reporting easier for you.
1. The Excel Add-In is a lifesaver for any custom charts that combine data from multiple Dashboard widgets. With the Excel Add-In, you can create trend charts for periods beyond 90 days, or trend data for multiple time periods on a single chart. For example, you can compare the volume of social buzz around two events that didn’t happen on the same date, or compare two comparable periods of time, like the week leading up to and after a particular campaign. - Bobby O’Keefe, Professional Services Manager
2. I like to use the Add-In to download all data for a set of posts by importing River of News into Excel. By doing this, you get everything from follower count, engagement, and post tags to the timing and content of the social posts. But the big benefit to doing this is the ability to use additional Excel functions as new metrics or correlations that the Dashboard may not offer. For example, you can build macros in Excel to perform calculations on the relationship between an increase in followers or fans as a result of likes and comments. - Jonathan Simms, Senior Social Media Analyst
3. Use pivot tables in Excel to summarize large amounts of data and find hidden correlative or causal relationships between metrics. For example, you can analyze the number of on-topic posts by influencer/author or the change in followers/following with each published post by a specific Twitter handle using data from a River of News widget. Take a look at the video below for an overview of using pivot tables to analyze information imported from the Excel Add-In. - Shannon Johnson, Community Manager
1. Dedicate one Dashboard to your ongoing metrics reporting and leave it be. That way when you log in, you can just hit the "update widgets" button and pull your updated numbers into Excel using the Add-In. Oh yeah, and a basic but important one: NAME YOUR WIDGETS. - Adam Spencer, Professional Services Manager
How to Rename Your Radian6 Dashboard
How to Name Your Radian6 Widget
2. Save often and use multiple save files. The more data you export, the longer it can take to load. Let it do its thing. - Paul Danforth, Social Media Analyst
3. I suggest building master widgets to export data into Excel instead of opening up a widget by drilling down into another. These 'baby widgets' cannot be renamed, so they’re harder to isolate when refreshing data (if you're not looking to update all widgets in your Dashboard). - Karen Freeman, Senior Analyst
4. When exporting Workflow data, be careful not to confuse 'first & last engagements' as direct indication of improved 'response time’ or ‘resolution success rate.' Be sure to differentiate between post engagement (commented, referred, reviewed and closed, etc.) and an actual resolution of a customer service issue. - Karen Freeman, Senior Analyst
5. When publishing reports, I find it best to make graphs in Excel and paste them into PowerPoint or Word to create a report, then save as PDF. - Thilo Reinartz, Senior Social Media Analyst
Want more? Hop on over to read Excelling at the Excel Add-In.
Are you using the Excel Add-In and were these tips helpful for you? What are your best tips for creating social media reports?