Building social media reports is the best way to analyze the growth and improve of your social media strategy. And creating these type of reports are fundamental for this.
The main purpose is to improve your daily work through understanding how to measure the impact of social media since you took control.
➡️ When should a Social Media Report be delivered?This depends either on the agreement reached with your client or your interests, if we’re talking about your own business.
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➡️ A report on social media is normally delivered at the end of a specific period of time and depending on that we can identify three types of reports:Weekly, monthlyorannualreport.
If you want our opinion, you should tend toward a social media monthly report. However, it’s also important to elaborate anannual reportto present to the company so they can see the evolution of their brand during the year.
✅ It gives value to your work.If you don’t monitor your work, you’ll be unable to know whether your social media strategy is working or not.
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Your work is not only data collection but interpretation so you can implement the knowledge gained to improve your business or your client’s. These are the most common objectives determined by most brands:
➡️Engagement or community development: Is your objective to get a high number of shares, likes and comments following your client’s instructions? Then, this is your goal.
The next step should be choosing the KPI’s that adapt better to these goals. With this illustrated example, you can get an idea of how you can do it:
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Don’t have time to design a template that gathers up all the information in a visual report? Then you should use tools that can prepare you a report in a matter of seconds such as .
The first thing you have to do is connect your social network accounts , so that the tool collects your data and you have them on a dashboard, so you can consult it whenever you want.
To get a report in social networks you have to click on the tab of Analytics and then click on Generate report.
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On the top right choose the period of time you want to analyze and download your metrics and in which language you want to download the report with :
✅ Check the ‘Brand Summary’ tab to have a complete report of all social networks together for the same brand: number of followers, impressions, interactions and ads.
⚠️ If you want to receive a monthly report with the data you have configured, you can fill in the bottom of the screen your email and forget to create reports for the rest of months.
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➡️ saves your last 10 reports and you can download them again in a moment. From this download manager you can make downloads instantly, with a single click on the format you previously downloaded.
✔️ You won’t have to wait for it to download. Once you click on download, your report will be collected in the Download Manager history and you will be able to access it when you need it.Just click and go.
To avoid overwhelming your client with large amounts of data, your aim should be to create asimple and clean presentation. You should only include themain informationandhow you achieved your goals.
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We know how little time there is to stay caught up with the weekly social media news. However, we have collected it all, so you don’t miss anything.
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These cookies may be site-wide, placed by our advertising partners. These businesses may use them to create a profile of your interests and show you relevant advertisements on other sites. They do not store personal information directly, but are based on the unique identification of your browser and internet access device.This is part 8 of my Smart Insights 12 part social media series. In the last part we looked at resource planning for social media; in this blog, I discuss what data you should capture and report to measure the impact of your social media marketing campaigns.
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It’s important to understand the context, and limitations, for reporting. The data you have access to depends upon your business resources and scale of social activity. For example, many small businesses don’t have subscriptions to social media monitoring tools like Audiense and Buzzsumo, so won’t be able to include data from these in their regular reports. Focus on what data you have available; you can extend later by adding tools or customising analytics.
What you need to report on should be aligned with your social media strategy goals and objectives (see part 2 in this series – “How to create a social media strategy and plan”). For example, if a goal is to increase customer retention by using social media marketing to bring people back to your website, then ensure you have a metric based upon returning visitors.
*caveat – if the only people who RT your content have limited followers and/or are bot spam profiles, then it’s no longer a value metric!
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Top tip: Learn what analytics reports each social network offers. For example, Twitter has a useful ‘Top mention’ for each month, showing the most popular tweet including your twitter handle. You can also drill into engagement metrics for individual tweets, to analyse what type of tweet gets the highest engagement rate or total number of engagements.
This is for the social media team, not management, and the aim is to monitor daily fluctuations in activity to be able to spot a change quickly and react. In social media terms, a day is a very long time, so if you see a sudden spike in brand mentions or engagement rate, you need to find out why, fast.
This dovetails with proactive social channel management, ensuring that someone is regularly checking anything posted on the brand’s social networks, as well as brand and product mentions. You don’t want to wait until the next morning to find out if you had a problem the previous day!
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I tend to use each social network’s own analytics reports for daily monitoring, or an aggregated view like Hootsuite, from which you can access data on multiple networks (though you’ll need a Pro or Enterprise license to unlock any meaningful data).
Detailed sentiment analysis requires subscription to a specialist tool like Meltwater or Trackur, though you can do ‘rough’ analysis using free tools like Google Alerts and Social Mention, albeit with a more limited toolkit.
I use free tools like Twittercounter to keep an eye out for follower spikes. The free versions give you limited but useful data to get a handle on trends. For example, the screenshot below shows follower growth over one month for Smart Insights, an easy visual way to spot spikes.
Ways To Do Effective Social Media Reporting
If any of the above questions are a ‘Yes’, I’d analyse the data further to find a logical reason and take action if required. For example, if I suddenly gained hundreds of followers but discovered these were fake/low quality profiles, then I’d ignore the spike as it’s a false reading but I might look into things like my hashtag usage to see if a specific hashtag is attracting bot spam.
Typically I’d set this up in a web analytics tool like Google Analytics and create a custom dashboard, though some people prefer to use custom dashboard tools like Dash.this, which offers periodic, rolling and campaign reports.
Below is a simple periodic report from the Dash.this blog showing key metrics for each network and comparison with the previous period:
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Another useful report aggregation tool for social media is Klipfolio, which lets you connect all your social channels and then create custom reports and dashboard to give you a customised data view. Below is an example report Klipfolio has created to showcase the flexibility:
Your weekly KPI report should contain data for each KPI that is aligned with your social media goals. It should be distributed to key stakeholders including the senior social media decision maker. It’s useful to align graphs and charts with 4 different dimensions:
Monthly reports enable an objective performance comparison over a longer period of time for management teams. They show whether upward/downward spikes flagged in weekly reports
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