Let’s face it: Writing social media reports can be tedious, taxing, difficult, you name it. But it’s vitally significant.
Because in social media marketing, tracking and performance analysis are the only ways to understand the outcomes of your efforts. Additionally, it’s the only way you can demonstrate to your manager and fellow team members how your efforts advance the company.
You can adjust your strategy accordingly by learning what is working and what is not by creating a social media report.
In this article, we’ll cover how to keep track of all of your key social media performance indicators and create clear, in-depth reports that will demonstrate the effectiveness of your strategy to your team and other stakeholders.
You can even use the free, editable social media report template we’ve provided to jumpstart your project!
What is a social media report?
A social media report is a written account of how your social media networks have performed over time. Such pertinent performance information as reach, engagement, and conversions are included.
Your social media analytics report could be anything from a straightforward spreadsheet to a data-rich slide show. Your report’s format will depend on who it is intended for and what you want it to accomplish.
Different reports are needed for different audiences. For instance, you can use a straightforward spreadsheet if you’re creating the report just for yourself. But if you work for a marketing firm, you’ll have to produce a more thorough report to demonstrate to clients the outcomes and return on investment of your efforts.
What details should appear in your social media report?
Only the information that your audience needs to understand your social media performance should be included in your social media report. That implies that your report shouldn’t contain any pointless details or vanity metrics. Your report should be well-organized and simple to read.
We’ve listed a few items you ought to include in your social media report. To make the best social media marketing report for your audience and needs, feel free to swap out the sections.
1. A synopsis of your social media plan
An overview of your social media marketing strategy should be the first section of your report. This will make it easier for your audience to appreciate the significance of the other report components you’ll be including.
On this section, there’s no need to go overboard. Just describe the overall objective of your social media marketing initiatives and how they relate to company objectives. Include that in your report, for instance, if your business primarily uses social media to sell products or raise brand awareness.
Any adjustments you’ve made to your strategy since your previous report should also be included. Include both the channels you’ve dropped and any new ones you’re currently working on.
2. Your targets
This is where things get a little complicated. Here, you’ll take the concise summary you wrote in the preceding section and divide it into SMART objectives. SMART means Specific, Measurable, Achievable, Relevant, and Time-bound.
You can set goals that are simple to track and report on using this goal-setting framework. Depending on your team’s size, the organization you work for, and the breadth of your social media strategy, the number of goals you list in your report will change.
Just list a few objectives if this is your first social media reporting report. Once you’ve created a system for tracking your goals, you can gradually add more goals to it.
3. Your success metrics
You must now consider the metrics you’ll employ to verify your objectives. Finding your success metrics shouldn’t be difficult if you set SMART goals.
You must report the number of conversions you receive if your objective is to increase them by 30% in Q2.
Be cautious of vanity metrics as you select your success metrics. These are metrics that look significant but don’t really mean anything to your company. For instance, having lots of likes and comments on your Tweets is a good thing. However, if you want to generate leads, likes and comments won’t cut it.
Every team has different success metrics, but the following are some crucial metrics you should include in your report:
- Number of leads generated;
- Number of conversions (on paid social ads)
- Total revenue generated,
- social sentiment,
- total return on investment (ROI),
- and Share of voice (SoV)
You can also report on metrics like customer satisfaction score (CSAT), net promoter score (NPS), and resolution time if you use social media for customer service.
4. Your social network results
You will now describe the precise outcomes you obtain for each social media platform. To be more thorough, separate these results by network format, such as feed posts, Stories, and Reels.
The information you include in this section will depend on the objectives and success indicators you described above. Some of the most crucial details for each social media platform are listed below:
• Post numbers
• Net follower change (gain or loss);
• Top-performing posts
• Click-through rate
• Engagement rate
Whatever metrics you decide to use, be sure to include some insightful findings that justify their inclusion in your report. If you’re reporting on a paid advertising campaign, include a previous campaign that was similar to it so that you can compare the outcomes.
5. Your wins
Start your analysis once you’ve presented your data. First, list all the positive aspects of this reporting period. Your victories are those.
Wins go beyond monetary value. It’s a success if you caught the attention of an industry authority with whom you intend to record a podcast in the future. It’s also a win if you receive positive social media feedback that you can use in subsequent campaigns.
Don’t thus restrict your victories to metrics and numbers. No matter what form they take, be sure to include your pertinent successes in your report.
Find out, if you can, how you managed to win these games. Even though wins are good in and of themselves, knowing why you got them can show you which marketing strategies are effective for you.
6. Your opportunities
It’s time to examine your marketing results objectively after listing your successes.
During this reporting period, did anything go wrong? If so, do you understand why things didn’t turn out as expected? And how do you intend to restart things?
You should also make a note of any opportunities you’ve found through market research, social listening, and interactions with your followers.
Does your audience prefer a certain kind of content over others? Are there any problems that could be solved with better documentation, FAQs, or explainer videos?
Include them in your social media report if there are any.
Write a summary of everything you accomplished and discovered in your social media report’s final paragraph.
Write down some key insights and how you’ll use them to enhance your social media marketing strategy.
8. Choose your audience.
Identifying the audience for your social media report is the first step. Is it your manager, vice presidents, your group, or just you?
When you are aware of who your audience is, you can concentrate on what matters to them rather than writing a report that is general and contains information that they are not interested in. Your report should be as succinct as possible depending on the level of authority your audience has within your company.
9. Optimize your reporting
The benefits of social media are numerous, including raising awareness and generating engagement.
It’s simple to become distracted by the numerous benefits of social media marketing. However, you should concentrate on the KPIs that are most important to your business and the involved stakeholders.
Only add additional information if you notice something significant or unusual.
10. Compile your data.
The following action is to compile your social media data. This information is available through a vast amount of sources. Later in this article, we’ll delve deeper into these sources.
11. Review your data.
Prior to analysis, raw data is essentially meaningless.
Look for patterns, oddities, and trends in the data to help you understand what is and isn’t working for you.
12. Describe your conclusions.
It’s now time to organize all of your information into a clear, concise document. Your social media marketing report is contained in that file.
13. Meta Business Suite.
While Facebook and Instagram analytics are available separately on each platform, Meta Business Suite combines the data for both, allowing you to accomplish two tasks at once.
Visit http://business.facebook.com and select insights from the left menu to access your Facebook insights in the Meta Business Suite.
To export data for your report, click Export Data in the top right corner of any chart. You can export your desired data in the formats of PNG, PDF, or CSV.
14. Twitter Analytics.
Go to your Twitter profile and select the three dots menu item to access your Twitter Analytics. Next, select Analytics.
On the main analytics screen, you can find data there. Select an option from the menu on your Twitter Analytics screen to learn more. After that, click Export Data to save the information as a.CSV file.
15. TikTok Analytics
To access TikTok Analytics, you must have a TikTok Business or Creator account.
Go to your profile and click on the three dots after switching to these accounts. Then select Analytics and Business Profile (or Creator Profile).
On TikTok, you can monitor your performance. Only desktop users who are using TikTok Analytics can export data.
Simply sign in on a desktop computer, place the cursor over your profile picture, and select View Analytics. You can access detailed analytics for each video you’ve posted as well as account-wide metrics.
16. LinkedIn Analytics.
Open your business page and click Analytics in the top menu to access your LinkedIn Analytics. then select Employee Advocacy, Updates, Competitors, Followers, Visitors, or Followers.
Metrics like impressions, page views, and engagement rate will be visible.
It’s pretty cool to be able to compare your company page to up to nine other pages when you visit LinkedIn’s Competitor Analytics page.
To export your data as an.XLS or.CSV file, depending on the type of data you are exporting, click the blue Export button in the top right corner.