Do you want to make data-driven decisions? If yes, you plan to start using analytics for your social media marketing. Since you have landed on this article, I assume you’re looking for a free social media analytics template. As one of the best templates in the market, Free Social Media Analytics Template will take your marketing skills to the next level. It is based on Twitter, but you can use it for any social network.
Looking for a complete roadmap for using social media analytics to grow your business? In this post I’ve created an absolutely free Social Media Analytics Template to do exactly that.
Why use our Social Media Analytics Template
If you’re reading this guide, you already know the importance of analytics for your business. Where you might be confused, however, is how to properly analyse them, and how to filter through all the templates online to find the one that is right for you.
With social media analytics, many tools already exist. Navigating through them is made more difficult because many tools calculate metrics in different ways. While you could have fun trying out all the free-trials, this is time-consuming and you could end up more confused.
With our template, we hope to give you an in-depth understanding of all your social media metrics, through careful manual tracking. Then once you have successfully understood your metrics, you can then examine the tools and find the one that will fit your needs exactly. Alternatively, of course, you will be able to come to us and we will help you with the automation of these analytics.
How to use our template
You won’t need to read our sheet “Start Here” on the template if you carefully read this whole guide. If you have any doubts along the way, please do not hesitate to contact us here.
Your first step is to copy the template and rename it what you want.
Enter your Company name in the “Start Here” sheet cell I4. This updates the dashboard.
You’ll also see a box that you can tick and untick to refresh the sheet. This will come in handy when you add more sheets to the file to fill in data for the following months. You only need to click this button once you’ve added a new sheet. We’ll explain this in more detail in the Months section.
For simplified instructions of our template, you can read the instructions on that page.
The dashboard is where you’ll see your data come together, it’ll give you an overview of all the analytics.
The file is set up with all social media platforms selected.
So your first step is to unselect the socials you don’t need. This will blackout certain elements and erase them from the charts so it doesn’t annoy you.
This is specifically helpful when you’ll be entering data for the different months.
The second interactive element you’ll find on the dashboard is the month selector. This accompanies the graphs so you can have a closer look at certain values without having to dissect the information out of the charts.
As the calculations relate to Month on Month changes, it is normal for you not to see any data for your first month.
Because the template is not yet personalised, you’ll only see Month1 and Month2, but once you have renamed the sheets appropriately and refreshed the data, you will be able to select your month.
The only important thing you need to look at on this sheet is the Refresh button.
When you add new sheets to the file, after refreshing your data on the Start Here sheet, come to the calculations sheet and hit the refresh button. Clicking it multiple times will not affect your analysis.
Upon downloading this template, two months will already have been programmed into your file.
The file has been pre-programmed with existing data, this is to give you an example of what you can expect to see in the dashboard. By clicking the “clear data” buttons on Month1 and Month2 Sheets, you’ll erase the data from the table so you can input your own data. Just remember to delete the buttons before using the tables so you don’t accidentally delete the data you input afterwards.
The cells that are not encased in black lines are calculated fields, you won’t need to edit these as they help calculate fields for your dashboard.
The first thing you need to do after looking at the Month1 page is to rename it to the month you start using the file. You can then rename the Month2 to the following month.
Once renaming your sheets, go back to the Start Here sheet and untick and tick the refresh button. This will update the titles to the newly imputed-months.
After renaming the sheets, you can go in and hide the rows associated with the socials that you are not interested in.
Before entering data in Month2, we recommend duplicating the Month2 sheet so you can use the blank version for the following months to come.
Side note: If you forget to duplicate the empty sheet for use in the following months, and do not wish to delete the data by hand, you can go to the script editor and run the script “Clear Data”. Make sure that the correct sheet is selected before running the script to prevent deletion of other sheets’ data.
When duplicating the sheet remember to refresh it from the Start Here sheet, but also the Calculations sheet. You can do this by clicking the refresh button. Please only do this once.
Please only duplicate the Month2 sheet, as there are calculations in it that do not figure in the Month1 sheet.
Each social media platform uses slightly different terms to refer to similar metrics, so in this section we’ll break down where to find each metric to complete the data sets.
Figure out your reporting frequency
First things first: you need to determine the time-frame for your reports.
All social networks allow you to pull data from their native analytics based on specific date ranges.
Businesses typically produce social reports either weekly, monthly or quarterly.
For the sake of this guide, we’re going to focus on quarterly social media reporting.
Why? Because quarterly reports allow you to collect a larger sample size of data. Whereas short-term reports are skewed by anomalies (think: random high and low-engagement days), quarterly reports convey long-term trends.
Also, quarterly reporting gives you more time to prepare and dig deeper into your data. This informs your strategy more than surface-level data ever could.
Assess your reporting audience
Before putting together the report itself, you need to think about who’s going to be looking at it.
Your marketing team who’s already knee-deep in data and industry jargon?
Your boss or managers who might not exactly be savvy to social?
Or maybe even your entire organization who doesn’t hear from you often?
Based on your audience, you can better determine the level of detail and what to points to highlight.
For example, marketing teams are going to be interested in campaign-specific performance data. Meanwhile, higher-ups might be laser-focused on conversions and financial figures.
No matter who’s going to see your report, they’re going to want to see hard numbers related to campaigns.
And hey, that leads us directly to our next point.
Nail down your KPIs
The most important aspect of assessing social media ROI is conveying your KPIs (key performance indicators).
The following data points can be found through native analytics or reporting via Sprout and should be front and center in your social media reporting:
- New followers. Your follower count isn’t the be-all, end-all of your social presence, but it is a number you should strive to tick upward. You can drill these down from network to network or look at them across all accounts.
- Reach. Note the difference between reach and impressions. Expanding your reach should translate into expanding your audience.
- Engagement. Shares, comments and Likes are valuable currencies for social marketers. Increasing engagement proves that you’re posting content that people want to see.
- Clicks. Like engagement, click-throughs highlight compelling content. These can be divided into link clicks or promotion-specific clicks.
- Posts. How much content is your business pushing out? If you see a correlation between more posts and higher engagement, you’re more inclined to ramp up production.
- Traffic. The more traffic to your site via social, the better. You can measure this easily in Google Analytics.
- Conversions. This is the most pressing metric for those interested in assessing your financial ROI. You can either set conversion goals in Google Analytics or look at the performance of your social ads to figure this out.
Tracking multiple KPIs allows you to look at your social presence in a more holistic way versus harping on a single metric.
Present your reports in context
Reality check: you can collect all the metrics in the world, but they mean little without some context.
For example, what’s is the typical follower count for businesses in your field? What’s the industry standard conversion rate for Facebook ads?
For those unfamiliar with social media, these reference points help them make sense of your KPIs.
So do your social media goals.
Again, data points by themselves are just numbers. Prior to highlighting KPIs, make sure that you throw in a few brief sentences about what your goals were for the quarter.
You don’t need to write a novel here: keep it simple. Your responsibility is to show that you’re working toward something, whatever that may be (think: more conversions, followers).
In terms of your goals themselves, stick to the principle of setting SMART goals, which are:
- Specific. Say which specific strategies you’re going to employ (UGC campaigns, influencer marketing, Facebook carousel ads and so on).
- Measurable. Any social goal needs to be tracked by the numbers.
- Achievable. You need to make sure you have the resources (creatives, budget) to achieve your goals.
- Realistic. Don’t promise results that you can’t produce (think: doubling your follower count in a week).
- Time-Sensitive. Your goals need an end point: they can’t be vague and ongoing (think: “We’re going to increase our follower count”).
Framing your data this way not only helps you understand whether you’re reaching your goals but also clue you in on what needs to change to get there if you’re not.
Make your reporting visual
If you want your reports to shine, you’re going to need to do more than hit people over the head with numbers.
A visual representation of your data and talking points is a good start. This makes your social media reporting even easier to digest at a glance.
And if nothing else, visuals make your reports more entertaining (yes, visual data can be entertaining).
So how do you make your reports more visual?
Let’s start with graphs.
With Sprout, you can customize your reports beyond the sort of data you get from native analytics. These presentation-ready reports range from platform-specific metrics to your entire social presence.
Visual reporting is also great for conveying events such as engagement spikes or shout-outs from influencers. These are the sort of events that your reporting audience are most interested in.
Of course, social media reporting is about much more than numbers. Providing real-world examples of what your business is doing on social media can be an eye-opener.
For example, you can grab screenshots of your brand’s social posts that totally knocked it out of the park. Shout-outs, accolades and mentions from fellow industry players are also fair game here.
Oh, and our social media reporting template has built-in spots to place these snapshots to make your reports pop.
Please find attached a free analytics template that may be of use to you. It has been designed to give you a quick snapshot of your social media performance and what you need to be doing more of or less of on each channel. I thought it could be useful to some of your readers as well.