This post is based on a comment I left on the following OECD blog post the other week : Measuring government impact in a social media world
One thing I like to do off the bat when working on social media performance reporting for my government clients, is to differentiate between three basic levels of reporting (inspired by some Altimeter Group research) depending on which level of the organization I am working with (using the Canadian federal government structure as an example).
These are as follows:
- Business Metrics (e.g. Reputation) –>For executives and senior managers (DG’s, ADM’s and DM’s)
- Social Media Analytics (e.g. Share of Voice/Digital Footprint) –>For business unit stakeholders (Senior Managers and Directors)
- Engagement Data (e.g. Re-tweets) –>For community managers (Officers and Managers)