This approach helped us focus on the key metrics linking social’
Posted: Mon Jan 20, 2025 11:00 am
Bridging the gap between social and business value with Sprout
Building an actionable social media dashboard is a venezuela b2b leads 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.”
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 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.
An Instagram Reel featuring Sprout Social's Director of Social Media explaining how the team uses My Reports to proof impact and secure more resources.
Employee advocacy also plays a major role in Sprout’s social media efforts, contributing $450,000 in earned media value last year alone. Using Sprout’s Employee Advocacy tool, we gather impressions data to provide a complete view of social reach.
Building an actionable social media dashboard is a venezuela b2b leads 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.”
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 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.
An Instagram Reel featuring Sprout Social's Director of Social Media explaining how the team uses My Reports to proof impact and secure more resources.
Employee advocacy also plays a major role in Sprout’s social media efforts, contributing $450,000 in earned media value last year alone. Using Sprout’s Employee Advocacy tool, we gather impressions data to provide a complete view of social reach.