Analytics Dashboard

A social media analytics dashboard is a centralized digital interface or tool that is meant to be visually digestible, neatly organizing, and performing an analysis of metrics and data that pertain to a social media account, profile, or campaign. It is often offered by the social media platform itself—think Facebook and Instagram Insights, Twitter Analytics, or LinkedIn Analytics—or by a third-party social media management tool, for instance, Hootsuite, Sprout Social, or Buffer. You, as a user, can see key metrics for your account at the most basic level, and you can often drill down a bit more for the actual analytics data that offers a narrative regarding what is (and what isn’t) working with the content, your audience, and the campaign, over a range of time that you can specify. Some dashboards are highly customizable; at times, you can choose the exact metrics that you want to see, pinpoint those which directly relate to the overarching goals of your social media strategy, and perform an analysis that will better inform the next steps you take in that strategy.