The power of stories: How to create an impact with data and why it matters
Many businesses have set being strategically data-driven as a key organisational goal. But how can they get the most impact from their data? Enter data storytelling.
Lynette Saunders
About Lynette Saunders
Senior Analyst
Lynette works in the research team at Econsultancy, where she works on delivering industry-leading research, briefings and reports for the digital marketing industry. Her previous experience has involved responsibility for delivering measurements and insights and improving overall online customer experience for Cancer Research UK and the Royal Mail Group.
Reports and articles by Lynette
Current and Future Skills for the Social Media Team
In today’s rapidly changing social media landscape it is crucial to stay up to date with the latest trends and platform features. A culture of continuous learning and development will equip social media teams will the skills to adapt to change while supporting their own personal development. Social media team skills There are some key […]
Drivers of Success for Operating a Social Media Team
Social is constantly evolving. This can create new opportunities, but it can also result in a decline in engagement if, for example, users shift to new formats or channels. Diminishing engagement may signal it is time for a company to restructure and expand its social media team or change the way it operates. Investing more […]
The Role and Purpose of the Social Media Team
When structuring a social media team it is important for a company to define the role and purpose of that team. This is key for enabling them to deliver the organisation’s social media strategy. Scope and purpose of the social media team It is essential for the goals of the social media team to be […]
Roles and Responsibilities of a Social Media Team
The roles and responsibilities that make up a company’s social media team will vary based on the organisation’s goals, the team’s purpose and how it has been structured. In particular, the roles required will depend on whether the social media team will be a centre of excellence, or whether social media specialists will sit within […]
Structure and Operating Models for a Social Media Team
The ideal team structure will be shaped by many factors, including: The priorities and objectives of the company. The organisation’s size and The resources available. The sector they operate in. The products/brands or services they are marketing, and their audiences. Whether the company is represented in different geographies. The level of control required over brands […]
Guide to a Successful Social Media Team: A Checklist
This guide has set out some important considerations for companies and brands around structuring and resourcing a social media team. It offers practical advice and insights from the experts interviewed on what drives success. The following checklist sets out key guidelines to follow when deciding on the structure of a social media team and how […]
Inhouse and External Social Media Teams
Organisations can resource their social teams in a number of ways – via an inhouse team, using an outsourced agency team, or a combination of both. Which option is best for an organisation will depend on several factors. For some companies, it may work best for the social media team to be entirely inhouse, for […]
Measuring the Success of the Social Media Team
Understanding the performance of a social media team against their objectives is key to understanding if a strategy and setup is working. This in turn helps secure future investment and resources. This chapter will look at how social media teams can measure their performance against different goals and what metrics to consider. Determine metrics to […]
Social Media Policies, Processes and Practices
Most organisations will have a social media policy or some form of digital engagement policy. This is a corporate code of conduct that provides guidelines for employees and external partners, such as agencies, as to how they should represent the brand and themselves on social media. It sets clear expectations for appropriate behaviour, defines potential […]
Guide to a Successful Social Media Team: A Summary
The social media landscape continues to fragment at a pace, with new and diverse platforms emerging and algorithmic changes creating a more complex landscape for brands to navigate. A company that does not have a well-structured and resourced social media team runs the risk of missing out on key trends and opportunities to engage audiences […]
Conversion optimisation in action: Examples from Boots, B&Q, and Oh Polly
Improving the rate at which customers convert on your website can be challenging. Here are some practical tactics for optimising for conversions, along with examples of how brands are putting them into practice.