In this blog post, we will cover how to create a social media analytics report for your kick’n’ice social media campaign. However, we will go through all the steps of the process in much more detail to help you understand what is going on and why we are doing that.
At the end of a social media campaign, your client may ask for a report with some basic analytics. Here’s an overview of what you might include in a report, and how to format it in Excel.
How to Create a Social Media Report in 6 Simple Steps
What should you include in your social media marketing report, and how should you go about creating one?
Here are six simple steps that will show you how to create a social media report.
Step #1. Define Your Audience
First things first: Before you pull statistics from your social media reporting tools, you need to define your target audience so you can tailor your report to their needs.
For example, higher-ups may care most about conversions and how your social efforts link to revenue. Plus, they may not be familiar with social media jargon.
On the other hand, marketers may want to understand nitty-gritty, campaign-specific metrics.
Whoever it is, take some time to identify your target audience and their specific needs. Then, base your social media marketing report on this information.
Step #2. Choose a Frequency
Next, you need to choose a social media reporting frequency. Will you produce reports weekly, monthly, or quarterly?
Weekly reports can help you stay on top of your game. However, they can also be skewed by anomalies. Quarterly reports reveal trends over time, but going so long between reviews could result in missed opportunities.
If you’re not sure where to start, consider producing monthly reports. It’s far less work than weekly social media reporting, but will still provide an opportunity for you to spot and capitalize on trends.
Step #3. Identify Your KPIs
Now it’s time to choose your KPIs, or key performance indicators. KPIs aren’t just metrics – they measure your performance against defined targets and objectives.
When it comes to social media reporting, there are plenty of KPIs to consider, such as:
- Posts published
- Post engagement
Again, it’s best to base your KPIs on the needs of your audience.
Once you’ve decided which KPIs to use, capture the relevant data from your social media report tool or the platform’s native analytics.
MavSocial’s social media reporting software allows you to access a range of metrics for specific campaigns, groups, or platforms. You can then add this information to the free social media report template.
Step #4. Provide Context
Metrics mean nothing by themselves – you need to add some context to help readers better understand your social media report.
You can start by comparing your results to previous months. Doing this will help to demonstrate your social media performance progress over time.
Next, frame your data against your goals.
Use “SMART” goals – goals that are specific, measurable, relevant, and timely. By doing this, you can show that your efforts are directly driving the social media performance.
Then, add some industry context.
For example, hitting 500 Twitter followers may appear unnoteworthy – until you learn that your industry’s average number of followers is just 100.
Here’s what to do: For each of your KPIs, research some industry data to help contextualize your results. For example, find out what the average YouTube ad conversion rate is in your industry.
Finally, include some competitive context.
In other words, how do your results compare to key competitors? Focus on metrics that show promise.
For instance, perhaps one of your key competitors has far more followers than your brand. However, you may be able to show that your posts are getting more engagement and shares.
Step #5. Create Visual Aids
Numbers can be dry, so jazz it up a little.
If you want your social media report to engage readers, it helps to create visual representations of your data. For example, graphs can make data far easier to digest.
(Alt tag. Social Media Reporting Tip: Add Graphs)
MavSocial’s social media reporting dashboard makes it simple to produce and customize presentation-ready visual PDF reports in just a couple of clicks.
Also, make sure to add visual examples to showcase your social media performance. You could add examples of viral content, high-performing ads, or shoutouts from industry influencers, such as this one from SEO specialist Ann Smarty:
If you download our free social media report template, there are ready-made spots to showcase these examples.
Step #6. Summarize and Outline Next Steps
Social media reporting isn’t just about looking backward, it’s also about looking forward.
So, at the end of your social media report, summarize and highlight the key takeaways – and crucially – your next steps.
Do you plan to publish more video content, run more ads, or create a new campaign?
Whatever it is, outline how you plan to respond to the insights you’ve gained from the report, and set new SMART goals.
What to Include in a Social Media Report
A social media report shows how your brand’s social media content is performing across multiple channels like Facebook, Instagram, Pinterest, Twitter, LinkedIn, YouTube, and TikTok.
These reports should be clear, precise, and include relevant insights about everything you’ve posted — whether it’s monthly, quarterly, or yearly.
Depending on your goals, what you include in your social media report will vary.
However, most will have the following metrics:
- Follower growth, number of posts published, reach, engagement, link clicks, video views, sessions, spend — and their month-over-month percentage increase or decrease
- Best performing posts of the month
- Key learnings — wins, challenges, and opportunities
The bulk of your time should be spent on your key learnings and opportunities:
- What do the numbers reveal about your strategy?
- What do they reveal about your audience?
- Is it a certain time of the year? For example, summers may be generally slow for you.
Truly understanding how (and why) your content performs the way it does is key to building a successful social media strategy for your business.
How to Access Analytics to Create a Social Media Report
In order to create a great social media report, you first need to get a grasp on your analytics. Most social media platforms have built-in analytics tools that you can use to discover your weekly numbers.
However, with a third-party tool like Later, you’ll have a more streamlined way to monitor your performance across Instagram, Pinterest, and Twitter — and get more in-depth data too.
Later’s analytics dashboard is easy-to-interpret, and lets you navigate different tabs including Post Performance.
This way, you can filter by different metrics including engagement, followers, reach, likes, and more:
Plus, you can export your Instagram analytics directly to your desktop (in a CSV file) making it easy to keep all of your numbers in spreadsheet format.
Then, simply use this data when building your monthly social media report, and spotlight the most relevant metrics for your boss, team, or clients.
How to Create a Monthly Social Media Report
Now for the fun part! It’s time to create your social media report.
To help, we’re going to walk you through the main sections of our free reporting template.
As an editable Google Slide (similar to Powerpoint) template, you can duplicate or remove slides, change background colors, use our PNG stickers, and add your data insights.
Once you’re done, delete the example report slides, and voila — you’re ready to present your findings.
To share your report in PDF form, simply save the Google Slide as a PDF instead.
If you want to start using our social media report template now, it’s a few clicks away.
Step #1: Choose Which Metrics You’ll Report On
Remember: your monthly report is all about sharing a high-level check-in.
So, with your social media goals in mind, choose which metrics you’ll report on for each platform.
Once that’s decided, it’ll help you frame and fill out the rest of the report, including whether you’re on track to hit your monthly, quarterly, or yearly goals.
Step #2: Include a High-level Overview of Your Progress
Right off the bat, you’ll want to include a snapshot of your progress with a monthly check-in slide.
This shows a high-level overview of how you’re tracking towards your goals, and can help inform your strategy for the months to follow.
Likewise, your top performing posts slide will give some more insight into what content drove the most sessions, got the most engagement, and reached the most people.
Here, you can briefly explain why each post performed so well, and call out any trends you notice.
For example, if the same post drove the most sessions and engagement, then you know you’ve hit the money spot.
Step #3: Monthly Performance Breakdowns & Metrics
Next, it’s time to add your social media analytics to the report.
Most social platforms have built-in analytics dashboards, but for more flexibility and peace of mind, you should keep track of your metrics in a spreadsheet that you own.
With Later, you can export your Instagram analytics from your dashboard as a CSV file directly to your desktop.
This will make it easier for you to see all of your data in a spreadsheet format, which you can then copy and paste into your report.
For the report template, we’ve separated performance breakdown into three sections:
- Instagram (Organic): Instagram, Instagram Stories, Instagram Reels
- All Other Platforms (Organic): Facebook, Pinterest, Twitter, TikTok, YouTube, LinkedIn
- Paid: Instagram, Facebook, Pinterest, Twitter, TikTok, LinkedIn, Google
Separating the data in this way will help you get a clear picture at-a-glance. It also lets you segment certain metrics for easier comparison.
For example, Instagram Reels should be analyzed separately from other content on Instagram (e.g. static feed posts) because the reach potential is so much higher.
To calculate your monthly percent change, subtract the previous month from the current month. Then divide the result by the previous month and multiply by 100.
For example, if you had 436 Instagram followers in March and 562 followers in April, your equation should look like:
- 526 – 436 = 126
- 126/436 = 0.288
- 0.288 x 100 = 29%
This means that from March to April your Instagram profile grew by +29%.
P.S. You can access in-depth analytics for your Instagram, Pinterest, and Twitter profiles with Later.
Step #4: Summarize Your Key Learnings and Monthly Takeaways
To conclude your monthly report, it’s important to reflect on what worked and what didn’t — so you can drive your strategy forward:
- Wins: What worked this month? Did something perform exceptionally well?
- Challenges: What didn’t land this month? This is a great time to present “tweaks” to your strategy. What can you try next month?
- Opportunities: Share new platform features that you want to experiment with, upcoming holidays or events, or key learnings from your wins and challenges.
So there you have it, a step-by-step guide for creating your own monthly social media report.
Whether you’re presenting to senior leadership, giving a client update, or sharing with another department, you want your reports to be easy-to-read and easy-to-follow. 10s across the board.
It takes just a few minutes to pull together all the information you need to make informed decisions about how your business is doing on social media.