Making a social media report is probably not probably the most thrilling a part of a social media supervisor’s job. However it’s definitely an necessary one.
In social media advertising, something price doing is price reporting on. In any case, monitoring and analyzing your efficiency is the one approach to actually perceive what you’re carrying out by way of your social efforts.
It’s additionally the one approach to reveal the worth of your social advertising efforts to your group and your boss. From workers morale to elevated budgets to rising your group, it’s crucial to have knowledge that reveals the significance of your work to the group.
When issues will not be going so nice, social media reporting is equally useful, as it might probably show you how to be taught out of your missteps and get issues again on observe.
Bonus: Get a free social media report template to easily and effectively present your social media performance to key stakeholders.
A social media report is an internal reporting document that presents and tracks relevant data about your social media activities.
It can be anything from a simple list of numbers in a spreadsheet to a spiffy slide presentation packed with analysis. It all depends on the purpose of your report and who your audience will be.
You might need multiple reports to suit different audiences or goals.
The short answer is that your social media marketing report should include the data and analysis your audience needs to understand your social media performance — no more, no less. That audience might be your boss, your team, or even yourself.
Of course, your team needs a much more granular report than your boss does. And you probably want an even more detailed one for your own records.
Your social media report should also look nice and be easy to follow. There’s no need to go overboard with the formatting or include unnecessary details. It’s best to let your data tell the story.
Here is a suggested structure to get you started. To make things easy for you, we’ve also included a free social media report template, which you can download below.
Feel free to mix and match the sections to create a custom social media reporting tool that works for your intended audience and reporting needs.
An outline of your social media marketing strategy
Start your social media report with a quick overview of your social media strategy. This gives context so your readers perceive what to anticipate in the remainder of the report.
You’ll go into extra element within the subsequent sections, however that is the place to put out the overarching goal of your social actions as they relate to enterprise technique.
Remember to spotlight any modifications in technique because the final time you reported, together with any new channels you’ve integrated into your social combine.
Now it’s time to get extra particular. Take the guiding technique you highlighted within the first part and break it down into clear, measurable objectives. It’s a good suggestion to make use of the SMART goal-setting framework, because it ensures you create objectives which are simple to trace and report.
The variety of objectives you embody will fluctuate relying on how properly established your social technique is and the scale of your group. If that is your first social media report, keep on with only a few objectives. When you’ve established a sample of monitoring, studying, and success, you possibly can add extra objectives over time.
Now it’s time to consider what knowledge you’ll report back to validate your objectives. SMART objectives have success metrics constructed proper into them.
For instance, in case your aim is to extend the variety of leads generated by 25 p.c in Q3, then you definitely’ll must report on the variety of leads generated. The metrics that matter shall be totally different for each group, however some key general metrics to incorporate on your social program are:
For those who’re utilizing social media for customer support, it’s additionally a good suggestion to report on service metrics like web promoter rating (NPS), buyer satisfaction rating (CSAT), and backbone time.
After all, you possibly can embody rather more knowledge if it’s related to your goals. For a full breakdown of all of the numbers you may wish to embody in your social media enterprise report, take a look at our put up on social media metrics that really matter.
Outcomes per community
Drilling down even additional, this part gives particular outcomes for every social community. If it is smart on your group, you will get much more particular and break issues down by format inside a community, akin to Stories vs. posts vs. Reels.
The precise knowledge to incorporate on this part will rely on the objectives and success metrics you’re included above. Listed here are a few of the commonest numbers to incorporate for every social community:
It doesn’t matter what metrics you select, present some earlier outcomes for context. In any case, knowledge means nothing in a vacuum. For those who’re reporting on a marketing campaign, look for the same previous marketing campaign to match what you achieved.
For those who’re creating a daily weekly or month-to-month report, observe your outcomes in comparison with the earlier a number of weeks or months. This lets you see ongoing tendencies. You may additionally examine your outcomes to the identical interval from the earlier yr, to account for any seasonal tendencies.
Having introduced your knowledge, it’s time to dive into the evaluation. First up, spotlight something that went particularly properly throughout this reporting interval.
Look past the numbers right here. Perhaps you made contact with a key social media influencer for the primary time. Or perhaps a very compelling assessment got here in by way of social that you simply’ll have the ability to use in future advertising campaigns.
Embody room in your social media report back to share all types of success which are related to your objectives.
For those who can, attempt to decide why you bought the outcomes you probably did. The information are fascinating, certain, however the causes behind the information are what may also help you tweak your technique and set meaningful social media goals.
This part gives the possibility for some soul-searching and recalibration. Was there something that went a little bit sideways this era? If that’s the case, are you able to pinpoint why? And what’s your plan to get again on observe?
That is additionally a great part to report on new alternatives available in the market you’ve uncovered by way of social listening or interplay along with your followers. Is there a kind of content material followers need extra of? Has your social care group flagged an ongoing concern that could possibly be resolved by way of higher documentation or an FAQ?
Finish your report by summarizing what you achieved and what you realized. Concentrate on the large takeaways and the way they are going to assist information your future technique.
Step 1: Decide your viewers
Is that this report meant on your boss, your advertising group, or VPs? Or perhaps it’s only for you?
Concentrate on what’s necessary to every viewers, as a substitute of forcing everybody to dig by way of a basic report to search out what’s related to their jobs. The upper up you go in your organization, the extra concise and targeted your report must be.
Step 2: Focus your reporting
Social media may also help drive consciousness, gross sales, leads, engagement—the listing goes on.
Ensure that to remain laser-focused on the social media KPIs and metrics that matter most to your enterprise — and the stakeholders you’re reporting to. Don’t get slowed down by reporting on extra stats except you discover a serious spike or one thing noteworthy.
Step 3: Collect your knowledge
Social knowledge comes from numerous sources. We’ll get into the specifics of the place to search out the information you want later on this put up.
Step 4: Analyze your knowledge
Uncooked knowledge doesn’t imply a complete lot. Following the sections outlined above, crunch the numbers to search for tendencies, anomalies, and every other patterns that present an image of what’s working and what’s not.
Step 5: Current your findings
All of this info wants to enter a doc that’s clear, concise, and simple to grasp. That doc is your social media report. On that word, now’s a great time to take a look at our social media report template.
Social media report template
We’ve created a social media report instance template you should utilize to ensure your report seems good and hits all crucial areas of information and evaluation.
Bonus: Get a free social media report template to easily and effectively present your social media performance to key stakeholders.
Once you download our free template, follow the instructions to customize it.
If you’d prefer to create your own social media report template, you have a couple of options.
If you’re going to focus primarily on numbers, you can create a template in Excel or Google Sheets. For reports with more analysis, use a spreadsheet to gather your data, then present it in a Google Doc or slide presentation.
Another great option is to use a social media reporting tool like Hootsuite Analytics to construct customized reviews. You’ll then have entry to easy-to-read charts and graphics you possibly can export on to a spreadsheet, PDF or PowerPoint.
Social media reporting instruments
Now that you realize what knowledge to incorporate in your social media report, right here’s the place to search out it on the primary social media platforms.
Meta Enterprise Suite
When you can entry Instagram and Fb Insights individually on every platform, Meta Enterprise Suite is a extra strong reporting instrument that provides knowledge for each platforms side-by aspect.
To entry insights in Meta Enterprise Suite, head to http://business.facebook.com and click on Insights within the left menu. We’ve obtained a devoted weblog put up about how to use Meta Business Suite for those who’re in search of in-depth particulars.
To export knowledge on your social media report, click on Export Information on the highest proper of any chart. You may select which knowledge to export and the format that works finest for you (.png, .csv, or .pdf).
Open your Twitter profile and click on on the three dots icon within the menu, then click on Analytics.
You’ll discover key knowledge on the primary analytics display screen.
To seek out extra detailed info, click on by way of the choices within the high menu of your Twitter Analytics display screen. From there, click on Export Information to export the knowledge as a .csv file so you possibly can add it to your social media report.
Open your organization web page and click on Analytics within the high menu, then select Guests, Updates, Followers, Opponents, or Worker Advocacy.
You’ll get entry to metrics like web page views, impressions, and engagement fee.
LinkedIn Analytics gives an fascinating function to think about on your social media reporting. For those who select the Competitor Analytics web page, you possibly can see the way you examine to as much as 9 different pages.
To export your knowledge as an .xls or .csv file (relying on which knowledge you’re downloading), click on the blue Export button on the highest proper.
To entry TikTok Analytics, you’ll want a TikTok Enterprise or Creator account. When you’ve made the swap, head to your profile. Faucet the three dots, then Enterprise Profile (or Creator Profile), after which Analytics.
This offers you good details about the way you’re doing on TikTok. Nevertheless, if you wish to export the information into your social media report, you’ll must entry TikTok Analytics on desktop.
Log in in your pc, hover your cursor over your profile picture and click on View Analytics. You may entry general metrics on your account, in addition to detailed data about every of the movies you’ve uploaded.
Hootsuite Analytics permits you to gather knowledge and create reviews for a number of Fb, Twitter, Instagram, and LinkedIn profiles from one dashboard.
You may customise the dashboard to trace the metrics that you simply’ve recognized as most necessary on your social media report, together with group and time metrics.
When it’s time to create your report and share your knowledge, you possibly can customise what info to incorporate. You’ll have entry to a fantastic choice of charts that inform your reporting story in a extremely visible method, so the knowledge is straightforward to eat at a look.
You may share reviews with group members straight inside the Hootsuite Analytics interface. Or, you possibly can obtain your full social media report as a PDF, a PowerPoint, or a spreadsheet file that’s able to share.
To get extra particulars on profit from the information obtainable by way of all of those social reporting instruments, take a look at our weblog put up devoted to social media analytics.
Use Hootsuite to do all of your social media reporting from a single dashboard. Select what to trace, get compelling visuals, and simply share reviews with stakeholders. Attempt it free right now.
All of your social media analytics in a single place. Use Hootsuite to see what’s working and the place to enhance efficiency.