So you’ve done your social media strategy and executed it perfectly. Congratulations! Now comes the reporting stage.
If you’re self-employed, doing social media for your own business, reports are an excellent way to track your progress.
If you work in an agency, your boss or client would most likely be needing a social media report from you at the end of the month or quarter, however, it’s also more for you – think about it as a tool to help you improve next month’s strategy.
What a good social media report includes
Summary of goals and strategies – Every social media report should include a brief of your goals that you made at the start of the time period. It’s important to be on the same page with anyone you’re presenting the report to. Do a quick rundown of how you planned to achieve those goals and maybe explain some challenges you encountered along the way.
Metrics – Now comes the meat of the presentation: relevant social media analytics presented as is or through visual elements.
Analysis – Not every client or team is going to understand what the metrics mean. It’s up to you to explain them in short, sweet, digestible statements.
How to create a social media report
1. Identify your audience
Who is the report meant for?
Your marketing team is going to need something different from what your customer service team wants to see. Identify the core information that is relevant to your audience and leave everything else as a footnote.
If a lot of departments need to view your report, it’s best to customise it for each so that they don’t have to scroll through a bunch of data to find what’s important to them.
2. Recap goals and strategies
What were the objectives and strategies agreed upon?
Context is key. Was your strategy made for brand awareness or engagement? You’ll need a concise introduction to loop everyone back into what you agreed upon weeks or months before. These business goals also determine what to include in your report.
3. Choose valuable metrics
What are the results that matter?
Before pulling out all the fancy metrics, give an overview of how the account has been doing in terms of followers, engagement, and/or website traffic. This is just to give your audience an overview of the account’s performance.
Metrics can be overwhelming, especially when you don’t know which of them to choose. As a guide, base it on your audience and their goals.
If your audience was your marketing team and their goal was brand awareness, you’d track metrics like:
- Brand mentions
If you’re tracking your engagement, you’d track metrics like
- Audience growth rate
- Engagement rate
- Net promoter score
- Amplification rate
- Click-through rate
- Bounce rate
- Conversation rate
- Applause rate
- Comment conversation score
If you’re reporting to the sales team about the increase in conversions or sales, you’d track metrics like:
- Conversion rate
- Click-through rate
- Bounce rate
- Social media conversion rate
If you’re tracking the performance of your ad campaigns, you’d track metrics like:
- Post Engagement
You can find all these metrics and more by going to your Facebook page insights, Twitter Analytics, and Instagram Insights. For other social networks, you can use 3rd party analytics like Sprout Social and Kissmetrics.
4. Decide on your mode of presentation
In what medium would this report be presented most effectively?
If your company or agency doesn’t have a standard presentation format, find one that works best for you. Here are a couple of ways you could present your report:
Excel spreadsheet – If your report needs to be more detailed and numbers-oriented, using excel or google sheets is the way to go. Not everyone will understand or appreciate the plain presentation of numbers, so it’s always best to come prepared with a spoken or written analysis.
Powerpoint Presentation– We use PowerPoint since we find that our clients respond better when the data is presented visually, accompanied by written analysis. Graphs, charts, and other visual elements are great tools to make your data easily understood even by the least social media savvy person in the room.
Google Data Studio – At Eight Clients, this is our current go-to medium for reports. Data Studio is a great tool for presenting visualised data in an interactive way. Say goodbye to screenshots of analytics, because you can input your data directly from over 380 connectors. You can also get full control over the customisation of reports and visuals, including adding as many pages or charts as needed.
5. Include analysis and recommendations
What does the data mean? And how can we use that to improve our strategy in the future?
At the end of the day, your report is only numbers on a page if it doesn’t come with valuable insights on what worked and what didn’t. A good social media report should include an explanation of why and how you got the results you did. You could analyse the data in a myriad of ways.
For example, you could state how your increase in ad spend directly boosted your impressions rate. Or how posting trendy and experimental video content led to an increase in engagement from Gen Z users. Or how an increase in CPM means that you have to reevaluate your interest targeting.
You get the gist of it. Your role as a social media account manager is to provide your audience with key insights and actionable recommendations.
You know by now that the data you’ve collected from your social media page is pure gold, even if the results haven’t been the best. By analysing your performance regularly, you’re able to make improved, data-informed strategies that will help you reach your business goals better.