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How to be Effective in Social Media Reporting

Social media has become an essential aspect of digital marketing. That said, it’s important that your social media performance is maximized, and this can be done by knowing and understanding what’s currently working and what’s not, what’s encouraging people to engage, and what’s driving clicks.

This post aims to explain the steps of effective social media reporting including the key metrics to measure and how to interpret your results.

Know who the stakeholders are

The first step to social media reporting is to identify who will receive your reports. This includes the senior management, PR, marketing, sales, customer support, demand gen. Once you’ve identified who they are, customize your reports according to the team’s guidelines.

Know what your goals are

Ask yourself: what is the goal of your reports? Is it to show how your business is doing? To know the performance of your business?

Reports can be done in three categories:

  • 1. Research reports - Finding insights and date for a specific trend or topic by social listening
  • 2. One-off reports - Perform analysis during a one-off event, campaign, or product launch, and finding what’s effective and what’s not.
  • 3. Regular reports - Looking at key metrics to find out your progress on social media, such as SOV, positive feedback, and follower increase.

Use the SMART method

You should be able to identify the questions that would benefit your company and have an answer for each of them. For example, your weekly report could address how many subscriptions have been gained per post or per week. A question for a one-off campaign could be: how many people signed up for a free demo?

For the uninitiated, SMART means:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time limited
Remember these points to when presenting your reports.

Select the types of metrics to track

You don’t have to report everything - only the necessary ones for your business. Your choices should depend on your marketing strategy, who will receive your reports, and which social networks you use.
Your metrics should be able to tell you the information you need, which will greatly affect your decisions when it comes to present and future campaigns.

Some metrics that you should use include:

  • Volume
  • Impressions and reach
  • Leads
  • Conversions
  • Bounce and click-through rate
  • Content
  • Audience
  • Engagement
  • Lessons learned
  • Share of voice
  • Executive summary

Select social media reporting tools

Your goals and priorities need to be laid out first before you use social media reporting tools. Before choosing, ask the provider these questions:
  • Is the vendor tied to a specific social network?
  • What are the data sources used?
  • How does data perform in terms of quality?
  • What are their plans for the future?
  • Do they have excellent customer support?

Set a time frame for your reports

Metrics have different tracking frequencies -- some need to be monitored daily, while others you can do yearly, quarterly, monthly, or weekly.

Your product launches seasonal holidays, events, and one-off campaigns should always have social media reporting results as well.

Present your report effectively

Complicated reports won’t be remembered or understood at all, and boring reports won’t receive the attention you want. To make your report effective, utilize charts, graphs, word clouds, and the like in order to make it more interesting and appear attractive to stakeholders.

You should also include examples of the posts you’ve been tracking and short descriptions, as well as highlights of the analysis and the takeaways.

Why Social Media Reporting is Important

Presenting the results of your social media report can be quite challenging because you’ll never know how the report will be received by the board and if they can really understand how metrics work. You cannot just assume that you will be understood as to why you’re tracking social media activity and response regularly, so you should do your best to show proof of your labour.

With an excellent social media report, your goals will be identified easier, as well as your methods, and the success of each report. You may notice some misses here and there, but your report will give an idea of how they should be fixed.

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