Cross-Channel Storytelling for Social Marketers
As marketers, data fuels us.
But how can we bring it all together to tell our story
Social Marketing Survey
The survey showed that the majority of marketers struggle with
five key areas of their data analysis:
• "Big Picture" understanding
• Appropriate benchmarking and comparisons
• Owned and earned media in context
• Gleaning deeper insights
• Complete understanding of your audience
51% of respondents ranked a “Big Picture
Understanding” as their biggest challenge
for reporting on social performance.
Why is it so difficult to see the big picture?
• The puzzle pieces don’t seamlessly fit together.
• More networks, more metrics!
• The problem with stakeholders.
The solution: standardizing and
normalizing your cross-channel metrics.
The key to putting massive amount of data in context is standardization, and
it's surprisingly simple.
1. Aggregate all cross-channel data into one place.
2. Establish standardized terminology. For example, instead of Facebook
Likes and Pinterest and Twitter Followers, you'd use a term like
3. Bucket the channel-specific metrics into your new standardized terms.
Now, you can see your activity cleanly and with holistic context to make your
analysis more effective.
There are many ways to tell your cross-
channel story, but you must first understand it
For the rest of this story, stay tuned for the “5
Data Storytelling Essentials For Social