Creating a social media report might not be the most enthusiastic part, but it is surely an efficient step towards growth. If you are creating a report for the first time, or are looking for a way to improve it, this article is just the right guide for you.
By the end of the guide, you’ll know:
Keeping things simple, this guide will help you start from scratch and understand the importance of a report in a professional setting.
What is a social media report?
A social media report is the collection and arrangement of data collected through social accounts and presented in an insightful and actionable manner.
It is about keeping track of all the necessary KPIs over a period of time and drawing information out of it to track the success of the campaign and know what’s working best for you.
The collection of information to create social media reports can be done on daily basis. For reporting, it can be arranged on a time period of weekly, monthly, or quarterly basis, based on the size of your organization and the goals you are trying to achieve.
Why is social media report important?
Social media report is a very important part of social media marketing and management because:
- Keeps track of our progress. The report keeps track of the most important KPIs, that can be tracked over an extended period of time to know and share the growth of your account.
- Shows us our shortcomings. Looking at the report, it is much easier to identify the point of failure and work on it in the future. For example: not using a particular hashtag to increase impressions.
- Makes planning easy. When you know what works best, and you are tracking it over some time, it helps in planning for future content and strategy as well.
- Gives an analytical point of view. Reporting helps in balancing the creative and analytical side of social media marketing. Like to impression ratio, shares, profile visits, and more, not just likes.
- Helps in predicting future growth. Seeing the trend, engagement rate, and other metrics can help us predict the type of content required to grow, strategies that are working at their best help in predicting the rate of growth and how you can improve it.
- Helps in the understanding audience. Lastly, the social media report helps us understand our audience better. It helps us understand what kind of content makes people take a certain kind of action.
Parts of a social media report
A social media report can be very different for each business as the goal, strategy, output, industry, and platform can vary. But here are few a parts of the social media reports that will make it easy to understand and go through.
The beginning of the report should be starting with the goals. What were you trying to achieve and what reason why you are doing what you are doing.
This helps in setting up the expectation and getting a clear idea, from the start of what the goal was, and how the account was going to benefit from it.
Description Of Strategy
The next section would be to describe the strategy you followed to achieve your goal. This is to give a brief on what went behind achieving the goal, and how it was done.
At a quick glance, this section helps the reader understand the organic method involved and the ads that you might have run to achieve the goal.
KPIs You Are Tracking
Based on the description of the strategy, and the goals that you are trying to achieve this section will mention all the KPIs (Key performance indicators).
Before we discuss the results of the social media report, learning about the KPIs gives us an understanding of how the results were calculated and, what metrics were used.
This is one of the most important sections of the social media report as this is what the report is all about.
This will include the data collected before the strategy, data during the strategy, and the result of the strategy.
For example, if the goal was to increase the number of followers, this section will share the number of followers in the beginning, the number of followers that grew, and the rate (%) at which the followers grew.
This can also include the graphical representation of the stats showcasing the growth over an extended period of time.
This section is to highlight all the other positive metrics that you achieved through your social media marketing strategy. This is to showcase the other benefits the account received while achieving your goal.
For example: if the goal was to grow your followers, and saw an increase in engagement, use of hashtags, profile visits, and more.
All these are other positive signals showcasing how achieving the goal also helped in creating other wins.
The next section of the social media report is areas where you didn’t see the positive signal. Sections that you believe should have been improved but didn’t.
This section is also the place where you can discuss future opportunities that align with the strategy and updates that you could make.
Creating content, increasing engagement, and interacting with the followers. Social media requires a lot of effort. Creating a social media report to conclude and keeping track of the data, helps in giving the efforts a direction. Be it Facebook, Instagram, Twitter, Pinterest, or any other platform/.
This direction helps get much better results, making it even more important to keep track of your progress. Getting started with social media marketing? Here are 10 Best Content Calendar Tools (Free and paid) to help manage your work.
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