Bridging the gap between social and business value with Sprout

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Building an actionable social media dashboard is a marathon, not a sprint. Jumping into reporting without clarity on what you’re trying to measure can lead to an impact narrative that falls flat.

Start by defining your goals and working backward. “The ability to identify what content impacts pipeline revenue through multi-touch attribution was at the top of our wishlist,” explains Rachael Goulet, Sprout’s Director of Social Media.“We also wanted better data visualization and flexibility to customize reports, so we could highlight channel and content impact while maintaining a holistic view.”

This approach helped us focus on the key metrics linking social’s impact to pipeline generation—KPIs like Earned Media Value (EMV), Cost Per Action (CPA), Cost Per Lead (CPL) and of course, Leads Generated.

These metrics measure brand discoverability, message resonance and clear turkey mobile database revenue pathways, and are sourced from four primary platforms: Sprout Social, Employee Advocacy, Salesforce and Google Analytics.

In Sprout, we use My Reports—a premium add-on that allows us to elevate the metrics that align to business priorities in a compelling way—to measure:

Campaign performance, measuring our social’s impact on cross-team initiatives.
Key brand message performance, identifying copy and creative that consistently resonate.
Cross-network performance, focusing on the channels that drive the greatest audience impact.
How well we’re engaging target audience segments, including the product focus areas that are making the biggest impact.