A social media dashboard is a social media management tool that individuals or companies can use to coordinate a social media presence across multiple channels or accounts, through a single interface.
Some dashboard tools are designed to manage multiple accounts on the same platform. TweetDeck, for example, is for Twitter only. Other dashboards, like HootSuite and Sprout Social, help companies manage social media across multiple platforms.
Most social media dashboards include features aimed at making the social media publishing process more efficient, standardized and effective. Features may include content scheduling, collaboration tools that make it easy to add team members to the content creation process, as well as permissions controls surrounding who can approve posts. Some social media dashboards also provide listening tools. These tools help companies monitor social conversations on multiple platforms so the company knows what people are saying about the company or the company's products and company representatives can respond in an appropriate manner.
As companies start to recognize the usefulness of social media data for customer service, customer engagement and marketing business intelligence efforts, the analytics features in social media dashboards are gaining importance. Dashboards often have basic analytics capabilities that help filter and analyze social media data flowing in from many different sources. Many dashboards integrate with Google Analytics or other analytics tools, and some dashboards allow more advanced reporting and analytics capabilities that help companies dive deeper into social media data and track certain metrics and key performance indicators related to social media engagement. Companies can use this data to make more informed business decisions, particularly when designing social media marketing campaigns.