Social networks allow people to connect to and interact with others and share content. The measurement and tracking of social KPIs can play an important role in driving your digital strategy.
This article aims to guide you through the process of setting up organic social sources in Funnel, and the creation of a Data Studio report.
We are going to cover the below concepts, meaning it will hopefully also be a great learning opportunity:
Standard Rules in Funnel
Extract Data source connector from Google, and
Blends in Google Data studio
Since this is a full run down of the use case, we expect it to take around 1.5 hours. So sit back, brew your favourite coffee/tea and let's get to some insights.
What KPIs are important for my social media strategy?
Every business is different, and depending on your strategy the KPIs that you want to track can be very different from others.
But if you are just starting on this journey, our inspirational dashboard can help guide you on which questions are important, and what KPIs are a must to track for any social media manager, including:
Keeping track of your followers across the platforms
Which channels are attracting the most eyeballs (Impressions/Engagement)
What post types are performing best on which channels
A step-by-step guide to implementing the organic social dashboard
You can start either by creating a new Funnel workspace or use an existing one to get started
1) Connect: Get data from the organic platforms
Make sure you have the access to all the social platforms, then start by connecting them to Funnel. We have compiled a list of all the social organic report types, below are the most common ones which you need to connect to start using this dashboard template:
Twitter - Report types
Linkedin - Report types
Facebook - Report types
2) Transform: Create custom and standard fields
When working with multiple different organic social platforms, they represent similar fields with different names, e.g. a content piece on Facebook is called a Post, a tweet on Twitter, or a video on LinkedIn. To create an overview of these platforms we need to combine them in a logical way, hence we have created some standard out-of-the-box rules, that are relevant for Organic Social.
2.1: Add Funnel's standard rules for Dimensions to your account.
From within your account, navigate to Dimensions, and add fields with standard rules, such as Paid/Organic, Post Content, Post Created Date, Post Id, and Traffic Source.
2.2: Add Funnel's standard rules for Metrics to your account.
Perform the same operation for Metrics, to get standard rules for Post Engagement, and Video Views
2.3 Create custom dimensions with custom rules in your account
One commonly used dimension for organic social reporting is Post Type. Post type categorizes, based on content type, e.g. video, text, or photo. Below you can see how it is defined in Funnel, so you can easily create the same or similar rules for your use case.
2.4 Create custom metric with custom rules in your account
We are going to create two custom metrics, one for total followers, and another for the engagement rate as shown below. You can replicate these steps to create a custom metric that is specific to your use case.
2.4.1: Create a custom metric to harmonize your total followers across the platform
Total Followers is one of the most important KPIs to track in your Organic Social reporting. Edit this to include subscribers/followers etc for your use case.
2.4.2 Create a custom metric to calculate the engagement rate
Engagement rate is the ratio between the number of engagements on posts with the total number of impressions. This defines how engaging a post is.
These basic metrics are a great starting point if you want to get an overview, but there is a lot of opportunities to track other metrics. Once you have created the above custom fields, go to Data Explorer in Funnel to make sure they look okay.
3) Connect to the Data Studio dashboard
The best way to connect the data is by creating a Data Studio View. Once you have created a view it's as easy as clicking a button to create a new data source in Data Studio using that view.
3.1 Create a Data Studio View in Funnel
Below is a list of the fields that are required for this dashboard to work, make sure to add them all in the view. You can of course add any other fields that you might want to use in addition.
3.2 Connect Data Studio to the Funnel View
In this example, we have called our Data Studio data source Social Organic View Funnel, feel free to name it however you want but for reference purposes, we will use that name. E.g. <My Company> Social Organic View
Make sure your view has all the mentioned fields, and that you have created the Data Studio data source, e.g. '<My Company> Social Organic View', before moving to the next steps!
4) Data preparation in the Data studio
We need to perform some data preparation operations in Data Studio before we are ready to use the data in the visualization.
4.1 Create a new Date field for post created date in Data Studio
Once you have created the Data Studio data source, you need to edit that and add the below fields.
The field Social Organic Post Created Date is of type string, to use this field to visualize when a post was created we need to convert this to a type Date. This can be achieved by using the formula as shown below:
"PARSE_DATE("%Y-%m-%d", Social Organic Post Created Date)"
4.2 Create a new data studio data source of type Extract Data from the data source you created in the previous step
Remember the Social Organic Post Created Date, to use that as a Date dimension in Data Studio, we need to create a source which is called Extract Data. Extract data creates a snapshot of your data for a period of time, which can then be used in the reports and also lets you use any date field as a date dimension for that widget.
Once selected, your Data Extract connector should look like the below, with all the highlighted fields selected.
5) Connect the Funnel's data studio template to your data.
After following all the previous steps you should end up with two new Data Studio data sources, one a direct connection from Funnel, and another of type Extract Data. Make sure you have these before proceeding.
Now you are ready to start using Funnel's Organic Social Media Overview template and make it your own. There are many different ways you can use this template e.g. 1) Make a copy and then replace the data sources, or 2) Create a report from a template.
We recommend using Create a report from a template as this gives you the option to use your data and preview it in a finished report. Then you can Edit and Share this report with others in your organization.
Since we have already created our Data Studio data sources before, we can use them
Open the template.
In the upper right, click Use my own data, then click Replace data.
Note: If the template has multiple data sources, you'll see multiple Replace data buttons. Repeat these instructions for each data source you want to replace.
In the upper left, click <- Add data to report.
On the left, click My data sources.
Select the data source; then, in the lower right, click Add.
Now you are ready to edit and share this report!
Great that you made it this far, you are an organic social media Jedi! If you want to go further, then you can visualize metrics such as net new followers which uses Data Studio blends.
Hope this guide was helpful, we would love to hear your feedback. Happy reporting!