Having a social media presence is essential. But it is also essential to know how well your online content performs and whether or not your social media campaigns are working. If you are responsible for your company’s social media presence, it is natural to feel the pressure.
You can use social media to sell, market, and offer support to your customers and target audience, as well as get to know them and bond with them. In order to achieve true success as a marketer, it is important that you are able to understand what type(s) of content and posts are most effective and on which platforms. This allows you to consistently produce good content for your targeted customer base that assuredly influences your bottom line.
This is where social media reporting comes in handy. It is inherent to every social media management activity nowadays. While it may seem like a simple routine task where you gather the best and worst numbers in a spreadsheet, use social media tools for exporting data, put everything inside a template that you downloaded online for free or borrowed from someone else, and finally send it to your team – it is not really that basic!
Social media reporting is the most crucial and valuable aspect of social media marketing, and thus it deserves your complete attention. With platforms like Whatagraph.com, it is really easy to create customized reports within minutes. But first, it is important to know the basics of social media reports, what it includes, how to create one, best practices, and what are the factors to consider.
With that said, in this post, we will discuss everything you need to know about social media reporting.
Let’s get started.
What is Social Media Report?
A social media report is a way of tracking and evaluating all your social network’s stats and graphs. Social media report allows you to track and measure everything from your overall social media performance to your new followers, your best tweets, posts with the most likes and shares, and your influencer marketing campaigns, among other aspects. The analytics can be presented in an automated, graph-filled report form using any of your preferred social media reporting tools. We recommend that you use Whatagraph.com to create and automate marketing reports in minutes.
These reports provide insights into numerous essential factors that are directly associated with the success of your social media marketing efforts, including your business as a whole.
A social media report allows you to:
- Build a stronger strategy for your business’ specific objectives that are related to things like services, products, sales, and marketing
- Learn about things that are working and things that aren’t regarding your social media campaigns and ads among your target audience
- Discover the types of posts that resonate best with your customers on specific platforms and determine what social media post has the significant reach
- Identify what type of social media content leads to the most clicks, engagements, and conversions, among other things
- Determine which social networking platform(s) receive the greatest amount of traffic and identify the target audience who use these specific channels for online socializing
- Develop a deeper understanding of your targeted customer base, where they live, what are they looking for, where they spend their time, and more
In order to create a solid social media report and for it to seem valid from your business point of view, here are some questions that you need to ask yourself.
- What is the purpose of creating these reports?
- What are your business goals?
- What are your key performance indicators? – revenue per client, client retention rate, average class attendance, profit margin, etc.
- What are your social media goals?
- What should your report look like?
- How frequently will you be creating the reports?
- Are you making these reports for specific campaigns or to achieve specific results?
- Who are these reports for? Your marketing team or your clients?
Social Media Reporting Best Practices
There are several aspects that go into play when creating a social media report. To get you started, we have put together a list of the best practices. If you are totally new to social media reporting, it is important that you pay special attention to this section. We have broken down the best practices to help you make the most of your reports.
Let’s jump right into it.
#1 Assess your reporting audience
First things first, before you put together a report, you need to determine for whom you are creating this report. Your reporting audience can be anyone related to your business.
It can be your entire company who doesn’t hear from you often. It can be your associates or colleagues, or even your seniors who might not be savvy to social media. And if yours is a B2B business, you may want to show the reports to your clients regarding the performance of their marketing campaigns. Or it can be your marketing team who is already well-versed with the industry jargon.
It is only after you identify your reporting audience; you can determine the level of detail you should go into as well as the important points that you should highlight.
For example, your clients will be laser-focused on financial figures and conversions, whereas your marketing team might be more interested in campaign-specific performance data.
#2 Figure out the time-frame of your reports
The next thing you need to focus on is determining the reporting frequency. Based on the specific date ranges, social networking platforms allow marketers to retrieve data from their native analytics.
Essentially, businesses and marketers produce social media reports on a weekly, monthly, or quarterly basis. Nevertheless, industry experts suggest that businesses and marketers should assess quarterly reports as this gives them the ability to collect lump-sum data. Quarterly reports are based on long-term trends, so it gives you the ability to assess what your target audience is into.
Weekly and monthly reports, on the other hand, are skewed by anomalies, like random low and high engagement days. For a strategy to establish itself, it requires time, and quarterly reporting does exactly that by giving you more time to prepare and dig deeper into your data.
#3 Narrow down your key performance indicators
When it comes to assessing the social media return on investment (ROI), you need to convey your key performance indicators (KPIs). If you are just starting out, the key data points that will be the center of your social media report are:
- Conversions: If you are interested in assessing your ROI, this is the most pressing metric to look into. To determine the conversion rate, you can either look at the performance of your social ads or set conversion goals in Google Analytics.
- Traffic: Traffic is the number of users accessing your website via social media. The more traffic to your website through social media, the better. To measure the traffic, you can use Google Analytics.
- Posts: This is to determine how much content you are publishing on a particular scale. If more posts lead to high engagement, you will probably ramp up the production of the content.
- Clicks: How many clicks your social media posts get? Click-throughs highlight compelling content. You can categorize clicks into promotion-specific clicks or link clicks.
- Engagement: Similar to clicks, engagement highlights compelling content. For social marketers, Likes, Comments, and Shares are valuable currencies. Increased engagement means you are publishing content that your audience wants to see.
- Reach: Reach is when you are expanding your audience, say to a specific market, country, or continent.
- New Followers: The goal is to make sure that the number of followers on your social media page(s) continuously tick upwards. New followers mean your content is reaching the right audience.
These are some essential key performance indicators that allow you to analyze your social presence in a more comprehensive manner, instead of just dwelling on a single metric.
Context is important when you are using KPIs for your report. The specific set of data you will include in your report will depend on the objectives and related metrics that you are tracking. The most common numbers for each social network are:
- Top performing post(s)
- Number of video views
- Number of story views
- Number of clicks on the link in your bio or business page bio
- Number of clicks on post links
- Number of profile/page views
- number of shares
- Number of comments
- Post reach
- Number of likes
- Net followers loss or gain
- Number of posts
In addition to these, as a marketer, you would also want to report overall data, such as:
- Social sentiment
- Social share of voice
- Total spent on social media advertisements
- Total revenue generated
- Number of conversions
- Number of leads generated
You are not limited to these data only. There is much more to it, and the metrics you include will be relevant to your campaign objectives.
You can also include other standout results as well if you feel like the numbers aren’t capable of fully capturing the results of the campaign. Perhaps a compelling testimonial came in that could be used in your future marketing campaigns. Or you made contact with a social media influencer.
The report should include room for all forms of success. But make sure that they are relevant to your goals.
#4 Present your reports in the context
The metrics are of no use if they are without any context. Since the social media report you are creating is not for you, there will be entities who are unfamiliar with social media, like your clients. They probably don’t have any idea of the campaign works and all.
So, context acts as reference points that will help them make sense of your metrics and key performance indicators. So, it is important to brief about the metrics that you collected based on the objectives, which were assigned for that particular quarter. Thus, instead of just putting in the numbers, write a brief sentence about what your goals were and what you have achieved during the quarter.
Numbers are not easy to understand unless there is some context. Please note that you don’t have to pile up your report with paragraphs. Just write enough so that your reporting audience is able to understand and provide their views.
Now, in the report, you don’t just mention the performance of the campaign(s) with numbers, you also create new goals on how to improve on those numbers (if needed). Here, you will have to set SMART goals. They are:
- Specific: convey the specific strategies you are going to employ. It can be anything from Facebook Carousel Ads to Influencer Marketing, UGC Campaigns, and more.
- Measurable: the goals you set should be measurable in a way that they can be easily tracked by numbers.
- Achievable: the goals you set should be based on the available resources you have so that it can be achieved. The resources include creatives and budget. In simple terms, if you don’t have the budget to achieve what you are thinking, then that goal is not achievable.
- Realistic: when you present the goals, make sure that they are realistic and not something that you cannot produce. For example, if your goal is to double your follower count in a week, it seems unrealistic.
- Time-Sensitive: The goals you set need to be achieved in a specific time period. In short, they need to have an end-point, which cannot be ongoing and vague.
This way, you can determine whether or not you are reaching your goals, and you will also have a clear picture of what changes needs to be done in order to achieve the goals.
#5 Visuals matter
The report you create includes numbers and numbers only, and maybe a few contexts as well. However, if you want your report to stand out, you will need more than just numbers, something that people find understandable.
You can start with the visual representation of your talking points and data. Yes, we are talking about charts, graphs, pie charts, flow charts, and more. Visual data can be entertaining and more easily understandable.
Whatagraph.com is a platform where you can customize and personalize your reports beyond the sort of data and information you get from native analytics. You will find presentation-ready reports ranging from your entire social presence to even platform-specific metrics.
Visual reporting is the best way to convey events like shout-outs from influencers or engagement spikes. And not just graphs and pie charts, you can also grab the screenshots of your social media posts that really did well. You can also include mentions, accolades, and shout-outs in your report as examples of what you need to do more.
Using a pre-designed template is time-saving, and there are built-in spots where you can place the numbers, graphs, and snapshots.
In this section, you are going to tell your reporting audience what exactly you are going to do about the points you have discussed and learned. The choices are endless, based on the company’s needs. The conclusion should generate interest in readers, something that can make them enthused. You don’t have to write paras here, nor you have to place snaps. Simple buttle points will do the trick. If someone asks for further elaboration, they can ask. But make sure that your conclusion relates to SMART goals that you discussed earlier.
When creating a report, the three most important factors to consider are your target audience, the information that is relevant in this particular context, and whether you are going to report on a specific campaign or ongoing results. These are enough to guide you to create a robust structure for your document.
Last but not least, try to keep things simple. The report you create should be easy to follow yet look nice.