No matter how many social media channels you’re using or how well your company is performing on each social media channel, creating a social media report will help you make smart decisions based on the data you’re seeing. An effective social media report takes a little bit of time to create, but once you make a template, you can use it time and time again for all of your social media reporting. Using the same template will also help you stay consistent in what you’re reporting, see here what components a social media report should have.
Social Media Report Components
Now, you’ll also have to figure out how often you want to create a report. You may decide to create a weekly report and then offer up a monthly report as well, and each of these may have different information in them because you’re looking for different things. An annual social media report will definitely look different than a weekly report. How often you choose to pull reports all depends on your goals and the information that stakeholders are looking to see. Please take all of this into consideration as you’re looking through our social media report components here.
The Data Points
What you decide to include in your report all depends on your social media goals. For example, if one of your main goals is to increase brand awareness, then you’ll probably want to include the number of new followers and maybe even the number of lost followers since the last pulled report. You may also look at how many impressions your posts are getting. Here are some possible data points you may want to include in your social media report, depending on your goals:
- Leads: Visitors that are also potential customers
- Conversions: Visitors that complete something you were aiming for, such as clicking through to your website or making a sale
- Reach and Impressions: The number of people who see each post
- Volume: Conversion size and the number of brand mentions
- Engagement: How people are interacting, including clicks, comments, and shares
- Comments: Make note of any that are really good or problematic
- Audience: Any available demographic information
- Content: What types of content are you posting and how often?
- Click-thru-rate: The number of visitors who clicked through the post to your website
- Bounce rate: The number of visitors who came to the website and/or social media page and quickly left
- Share of voice: How many people are talking about your brand?
- Lessons learned: Anything learned between the time the last report was pulled and now
- Executive summary: Takeaways from the report and next steps
Remember to choose components that will help you see if you’re getting closer to reaching your goal, or moving further from it. If you’re running a social media campaign to target something specifically, you may want to include any data associated with that in your report.
Make a note of any benchmarks, such as getting a certain number of followers or having a certain number of views on a video. Make note of any of these things as they happen so you can easily spot trends now and down the road.
You should also consider who will be looking at this report and the kinds of data they’ll be looking for. While it is possible to adjust your reporting template over time, it may not be possible to get retroactive data for some platforms or data points, so try and cover all of the bases from the start.
Depending on who you’re showing this social media report to or what it will be used for, that will lend itself to the look of your report. Should it be more visual or is a spreadsheet more fitting? Depending on your social media goals, it might be beneficial to use charts, maps, and graphs to show off your data. You can use PowerPoint, Canva, or other simple design tools to make your report presentable, if needed.
The Presentation and Explanation
If you are required to present your report, or you’re using the report presented as a jumping off point to set new social media goals, go for a visual approach as you talk through the data. With this kind of presentation, you’ll want to share layers of data that cover weeks, months, and years to see the big picture.
Even if you don’t have to present your report, you’ll want to be able to offer some key takeaways for whoever will be looking at it. These takeaways can be provided in writing (in a simple email message) or verbally during a meeting. Regardless of how the information is presented, you’ll want to be able to provide some insight into the numbers instead of just presenting the raw data. Be able to answer questions such as:
- What are the numbers telling you?
- What content is getting you closer to your goals?
- Are your social media efforts getting you closer to your goal or further away?
- Are there additional goals you should be setting surrounding your social media accounts?
- How can you use the posts that are popular to continue on an upward trend?
- Should you be on other social media platforms?
- Should you remove your presence from a certain platform?
- Are you able to respond to customers in real-time?
- Are you posting enough?
Answering these questions (or other ones depending on who will see the report and what your goals are) will help you focus your social media reporting and use the numbers to improve your efforts week after week, month after month, and year after year. You’d be surprised how many people make a report but just tuck it away without using the information to help focus their marketing strategy.