Part II—Social Narrative Reporting: The Art of the Story

Part II—Social Narrative Reporting: The Art of the Story

Apr 10, 2012

Reporting on social media marketing activities remains a major challenge for most companies.  In 2011, Altimeter Group found that measuring social marketing activities was the primary goal for social strategists.

Marketers are exposed to an overwhelming amount of data – from marketing automation systems, CRM, email marketing, Web analytics platforms, and all the different social media outlets they engage with.   This condition often leaves marketers and their clients and bosses confused and wondering how to find the real value in their social media marketing activities.

At some point, most companies need to manipulate data into customized reports to suit their specific needs.  Maximum reporting flexibility requires strategic social media data analysis.

A key question that all marketers promoting a Social Media Campaign are trying to answer is “How should the budget be spent in order to maximize return?”  (Return can be in online sales, level of online brand interaction, online-offline interactions, etc.)

Here’s a small list of some commercial applications with strong social media reporting features:

  • Next Analytics for Excel ( brings social media, Web and corporate data together in one set of reports, fully automating the reporting cycle.  Next Analytics for Excel is an add-in to Microsoft Excel 2003, 2007 or 2010 that pulls data from a Google Analytics account, performs a number of analytical operations, and then delivers the data into an Excel workbook.
  • Raven ( Social Media Tools help prove that your social media campaign is producing measurable website traffic results via easy PDF reporting.  Quickly build professional, branded PDF reports to share with management. Schedule the reports to e-mail out automatically to save even more time.
  • SayItSocial ( Social Media analytics reporting tool measures Facebook and Twitter campaigns, Foursquare, email, Google Analytics integration and more.  Social Management Suite tracks social media accounts and reports on various metrics, including fans/followers over time, engagement, klout, sentiment and more to determine ROI.
  • SMInetwork ( platform provides, in addition to data visualization functionalities that allow you to quickly assess your footprints in social media, extensive reporting features for you to customize what you want to see and when you want to see it in detailed breakdowns of your engagement history, measurement of your brand’s reach, and vital stats on your brand’s social media footprints.
  • SoDash ( focuses on providing more channels/platforms and the automation of more specific reporting, especially to cover internal factors such as response times to messages.
  • Sprout Social ( allows businesses to manage and grow their social presence across multiple channels and turn social connections into loyal customers. The Web application integrates with Twitter, Facebook Fan Pages, LinkedIn, Foursquare, Gowalla and other networks where consumers are engaging with businesses and brands. In addition to communication tools, Sprout Social offers contact management, competitive insight, lead generation, reporting, analytics and more.
  • TrackPal ( for Social Media Automated Reporting, search and social media metrics at the push of a button: TrackPal provides automated search and social media reporting and data collection for marketers, researchers and analysts.  Automated reporting templates, Excel, PowerPoint and Word reports—SEO and analytics reports build themselves.
  • Xeesm ( Social Network Relevance Report.  While many think if the top social networks like LinkedIn, Facebook or Twitter as the only ones that counts, looking into reports can show how relevant other networks are.  Xeesm users help their contacts to share all the networks and sites they frequent.  The Social Network Relevance Report shows how often users actually visit those networks and sites. It is a key indicator for understanding how much time and energy you may want to invest in other networks.

What’s the Story?

New online “social narrative” tools like and are adding depth to reporting done on social media.  A “reporting team” can gauge reaction to local news while expanding its circle of sources to turn a sometimes incomprehensible stream of information flowing through social media sites into clearly edited (and tastefully presented) stories sourced from the social networks.

  • Storify ( is a way to tell stories using social media such as Tweets, photos and videos. You search multiple social networks from one place, and then drag individual elements into your story. You can re-order the elements and also add text to give context to your readers.
  • Storyful ( uses the power of social networks to create an innovative, interactive and socially useful journalism.

Part I: Social Media Campaign Reporting—Getting from ‘Fact’ to ‘Act’ in a Glance

Contact DigitalEYE Media for information on how to Create and Manage your Social Media Marketing Campaigns: P: 657.229.8394;