We all already know that analyzing social media data is crucial. Such analysis helps us determine our audience preferences, improve content performance, and optimize our strategy. Sometimes information is all we need to influence our boss or customer and prove our hard work.

But let’s be honest, no one has time to spend hours analyzing data on a daily basis. And often it is not even necessary.

But just like you check your email every morning, you should catch up on the most important social media information once a day. How do you do that without logging on to each social platform and looking for specific metrics every day? The answer is simple: you should use the social media dashboard.

Keep reading to see how you can benefit from using such a dashboard and how to find the one that works best for you.

Social media dashboard: what it is and what it isn’t

The social media dashboard should not be full of information. It should be easy to read and should only contain this information that is important to you at a time.

So what should a social media dashboard look like? It would be easiest to look at both good and bad dashboard related examples from the internet.

This is what we think a good social media dashboard looks like:

An example of a good social media dashboard, source

Why is it a good social media dashboard?

  • The data is easy to read and analyze
  • It only includes important metrics that are important to you
  • It includes both raw figures and trends (percentage increase / decrease)

Just take a look and you will know how your profile is going!

What should a social media dashboard not look like?

poor social media dashboard

An example of a bad social media dashboard source

We don’t think it’s the best dashboard you’ll find there because:

  • It is full of information
  • There is no clear division between the platforms
  • Some charts are difficult to read (or even impossible to analyze due to too much information)
  • Some information may not be relevant in the social media dashboard, e.g. Top Cities (alternatively, it makes more sense to show only the top three cities with the most followers)
  • Poor UX

At the moment, I understood why marketers are not the biggest fans of data analysis. 😉

Why do you need a social media dashboard?

While social media analytical platforms are designed to make your life and analytical responsibilities easier, the dashboard is even a step further.

Especially now in the era of telecommuting, we usually briefly discuss the current performance of social media channels when we have a daily or weekly Standups. Based on what our analysis suggested the week before, we will decide if further action should be taken. The social media dashboard gives you the information you need in an instant, instead of the employee creating a report for the entire department.

There are several ways to use the social media dashboard:

  • It helps you track your performance on a daily basis: you don’t have to open each social media channel you maintain separately and dig into information. Just log in to the tool you are using and such a dashboard is probably the first thing you see.
  • You will immediately know if you need to take action and check what is happening with the selected profile.
  • You can quickly compare your profile to competing profiles. It will be easier for you to understand your performance and the results of your competitors by looking at the same metrics.
  • As a result, you save time and are more efficient at work.

Sotrender’s social media dashboard

Most likely, you or the office where you work will not manage just one account. The majority of Sotrender users are social media managers who manage multiple social media profiles at once.

Therefore at Sotrender We have presented a dashboard that is slightly different from other tools. We found it important that our Users see the biggest changes from all the profiles they manage at a glance.

The idea is that there shouldn’t be many settings available either. The dashboard is like a landing page – it should contain only the most important information and should be easy to use and navigate.

Therefore, when using the Sotrender control panel, you only have 4 predefined times to analyze the data:

  • this week
  • In this month
  • Last week
  • Last month

Based on interviews with our users, we have come up with metrics that are important from a marketers perspective. These metrics may vary slightly depending on the platform you want to analyze.

Below each meter, you will see the 3 best profiles that are filtered from the most increased profiles (e.g., Most Fans) or the largest.

In addition to the numbers, you will also see changes marked in green (if there is an increase) or red (if there is a decrease).

Depending on the platform, these gauges are:

In the Facebook social media dashboard:

  • The biggest increase in the number of fans
  • Supreme Interactivity index (which is combined commitment information)
  • Supreme pTaTO
  • Most user reactions
facebook social media dashboard

A social media dashboard that compares Facebook profiles at Sotrender

During the selected time period, you will also receive the 3 messages that were most engaged.

top post on social media dashboard

Top posts in the Facebook dashboard, Sotrender

In addition, the profiles you manage also show your top fans.

top fan social media dashboard

Top fans featured on the social media dashboard, Sotrender

In the Instagram social media dashboard:

  • The biggest increase in the number of followers
  • Maximum average reach
  • Maximum number of profile views
  • Most users
Instagram dashboard

Dashboard presents Instagram profiles in Sotrender

For other channels, you’ll also see the messages that have received the most engagement over the selected time period.

Instagram dashboard

Top messages in the Instagram control panel at Sotrender

In the Twitter social media dashboard:

  • Maximum increase in followers (percentage and total)
  • Maximum number of followers (these two may not look the same: the profile may be very large, but the growth in the number of followers may not be really dynamic)
  • Most brand functions
  • Supreme Activity index (this is a combined engagement message for Twitter)
Twitter summary screen in Sotrender

Twitter summary screen in Sotrender

Similarly, on Facebook and Instagram, Twitter, you will also see the 3 most interesting posts for the selected time period.

See the social media dashboard in Sotrender

Just note that the Sotrender dashboard is created when you have added at least 2 profiles from one channel to your account (for example, 2 Facebook profiles or 2 Twitter profiles).

Need a summary screen to compare just two important profiles?

There is also another way to create a social media dashboard at Sotrender.

Imagine you have 5 Instagram profiles: 3 for restaurants, one for a beauty brand and one for a clothing brand. You only want to create a summary screen for restaurant profiles so you can easily compare them. It doesn’t make sense to compare a restaurant’s profile to a clothing brand’s profile, right?

You can also do this in Sotrender using the Comparison feature.

Such a custom dashboard, in our example for a few airlines, looks like this:

comparison panel

Comparison panel of selected Facebook profiles of airlines

Note that this dashboard contains more in-depth information than what we’ve talked about before.

It’s also more interactive – with the selected chart, you can always delete a profile (or profiles) you’re not currently interested in.

From such a comparison panel, you will also get a few charts comparing these profiles to each other.

number of fans on social media dashboard

A social media dashboard that shows the number of Facebook fans in selected profiles

Create a comparison panel

Need more information urgently?

Social media is sometimes unpredictable, and the same goes for your work day.

We all know that sometimes there can be an unplanned appointment and the information provided by the social media dashboard is not enough at a time.

What now?

If you are a user Sotrender, you can create a PDF report at any time (in fact, such a report can come in other formats, but our customers typically use PDF files). With a one-minute notice period (literally), you’ll have a whole bunch of data ready to show you the performance of your chosen social media profile.

Just look at how easy it is!


Apparently you can live without a social media dashboard because we can all survive without going to McDonald’s. 😉 But we should make our lives easier and more enjoyable at work as well, and access to the social media dashboard is a perfect example of this.

What do you think about it? Do you think a social media dashboard is essential in a marketer’s daily routine? Or maybe you’ve already used some and know what such a dashboard should or shouldn’t look like?

Feel free to share your thoughts and experiences in the comments section!


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