Tuesday, December 6, 2011

Why I'm Not A Huge Fan of Social Dashboards


Guess what?

Organisations had communications functions BEFORE social media. 

The way that some people talk about the moon landings they are experiencing in this ‘whole new world’ of social media I really do wonder what the hell they are doing that I’m missing. 

I’ve worked pretty much 50/50 across marketing and communications my whole working life and one thing I don’t do is sit in front of a dashboard all day looking at metrics. 

I’ve assessed many different social media dashboard type products for various companies and always seem to come to the same conclusion: “this one is good at this thing, not so good at that thing. I probably wouldn’t really use it.” 

Many of the systems being peddled have been rushed out by agencies desperate to lock in retainers with their marketing clients. The ‘reveal’ sessions are seen as a way to pitch social into a company and trigger further consulting work through regular reporting and talking a load of nonsense about ROI.  They are not designed as tools for the practitioner on the shop floor. 

It seems to be a shared sentiment across people that I know and respect in the industry.  They aren’t ‘dashboard’ sort of folk. Good communicators are generally ‘people’ people and they like to look humans in the eye and discuss ideas.  They will pull a big piece of data for a specific project but, day-to-day, most people understand the news and media landscape and have an instinct for issues. 

There are other human beings that work where I work and usually I have meetings with them and try to understand what they’re trying to do and where I can help. I write briefs for agencies, approve things, write communications and talk on the phone.  

Yes I look at research and media monitors much in the same way I always have. Standard issue for a marcomms function. No great giant leaps for mankind over here I’m afraid. 

Posted via email from cjlambert's posterous

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