Going a bit deeper, analyzing the ways employees share social media benchmarks and analyses reflected the importance of effective communication.
From regular reporting to command centers to ad-hoc analyses, the companies finding the most value from social listening used at least three different methods of communicating insights.
Only using one method of communication presents the opportunity for insights to go unnoticed. Making sure your program structure utilized real-time data, regular reports and benchmarks, and has the bandwidth to do bespoke analyses will make sure nothing slips through the cracks.
Additionally, every company who scored above an 80 overall invested in some type of real-time data display or command center.
With the speed at which social media moves, access to a real-time data visualization is fundamental to the long-term success of any social program.
Program scope: The importance of just having the people
The simplest starting point for transforming a social listening program is to just scale up.
We surveyed the program scope, or the size and reach of an organization’s social team. In many cases, breakdowns in efficiency happen because organizations simply don’t have the people to support them.
Below is a chart showing the relative maturity of different industries. Of all the industries of our respondents, those in the the healthcare and energy industries were most successful in developing expansive, far-reaching social listening teams