A social media monitoring dashboard for the British Council

The British Council’s social media ecosystem had grown organically over time. Individual offices and programmes across the world were managing their own channels, often using different approaches, priorities, and reporting methods.

This created several challenges.

There was no simple way to monitor overall account health across the organisation. Comparing performance between accounts was time-consuming, and identifying accounts that needed support or intervention often relied on manual reporting.

The organisation needed a clearer, more consistent way to measure success across a large and decentralised network.

We worked closely with stakeholders to understand how social media performance was being measured internally, and where existing reporting processes were creating friction.

Rather than overwhelming teams with raw analytics, the goal was to create something simple, actionable, and easy to interpret at a glance.

We designed a dashboard web application that consolidated data from hundreds of accounts into a single interface. Staff could quickly compare accounts, review trends, and identify areas performing particularly well or requiring attention.

Alongside the platform itself, we helped develop a scoring and metrics framework that translated large amounts of social data into clear performance indicators.

This allowed teams to move beyond isolated metrics and towards a more holistic understanding of account health and effectiveness.

The project required balancing technical delivery with organisational usability.

The platform needed to work for a wide range of users, from central communications teams to regional staff working across different countries and contexts.

We led delivery iteratively, refining the dashboard structure and reporting approach through regular feedback and collaboration with stakeholders. Keeping the interface straightforward was a key priority throughout the project.

The result was a tool that made complex information feel manageable rather than overwhelming.

The dashboard became an important part of the British Council’s wider social media strategy.

The metrics and scoring framework developed during the project were adopted as part of the organisation’s KPI measurement process for international teams and regional outposts.

More importantly, staff gained a clearer understanding of how accounts were performing across the organisation, allowing them to make faster and more informed decisions.

The project helped transform fragmented reporting into a shared, organisation-wide view of social media performance.