Social Media Report Examples – Do you have a hard time writing your weekly corporate social media reports? Here is a simple, customizable social media report template.
If you are looking to create a social media report for your organization, you are likely wondering what is included in one. Luckily, there are a lot of social media reports available so you can see some examples and guide your own creation process. In fact, you might even find that your organization already has a social media report of its own!
What is a social media report?
A social media report is an internal reporting document that presents and tracks relevant data about your social media activities.
It can be anything from a simple list of numbers in a spreadsheet to a spiffy slide presentation packed with analysis. It all depends on the purpose of your report and who your audience will be.
You might need multiple reports to suit different audiences or goals.
What should your social media report include?
The short answer is that your social media marketing report should include the data and analysis your audience needs to understand your social media performance — no more, no less. That audience might be your boss, your team, or even yourself.
Of course, your team needs a much more granular report than your boss does. And you probably want an even more detailed one for your own records.
Your social media report should also look nice and be easy to follow. There’s no need to go overboard with the formatting or include unnecessary details. It’s best to let your data tell the story.
Here is a suggested structure to get you started. To make things easy for you, we’ve also included a free social media report template, which you can download below.
Feel free to mix and match the sections to create a custom social media reporting tool that works for your intended audience and reporting needs.
An outline of your social media marketing strategy
Start your social media report with a quick overview of your social media strategy. This provides context so your readers understand what to expect in the rest of the report.
You’ll go into more detail in the next sections, but this is the place to lay out the overarching purpose of your social activities as they relate to business strategy.
Be sure to highlight any changes in strategy since the last time you reported, including any new channels you’ve incorporated into your social mix.
Now it’s time to get more specific. Take the guiding strategy you highlighted in the first section and break it down into clear, measurable goals. It’s a good idea to use the SMART goal-setting framework, since it ensures you create goals that are straightforward to track and report.
The number of goals you include will vary depending on how well established your social strategy is and the size of your team. If this is your first social media report, stick to just a few goals. Once you’ve established a pattern of tracking, learning, and success, you can add more goals over time.
Now it’s time to think about what data you’ll report to validate your goals. SMART goals have success metrics built right into them.
For example, if your goal is to increase the number of leads generated by 25 percent in Q3, then you’ll need to report on the number of leads generated. The metrics that matter will be different for every team, but some key overall metrics to include for your social program are:
- Number of leads generated
- Number of conversions
- Total revenue generated
- Total return on investment (ROI)
- Total spend (on social ads)
- Social share of voice
- Social sentiment
If you’re using social media for customer service, it’s also a good idea to report on service metrics like net promoter score (NPS), customer satisfaction score (CSAT), and resolution time.
Of course, you can include much more data if it’s relevant to your objectives. For a full breakdown of all the numbers you might want to include in your social media business report, check out our post on social media metrics that really matter.
Results per network
Drilling down even further, this section provides specific results for each social network. If it makes sense for your team, you can get even more specific and break things down by format within a network, such as Stories vs. posts vs. Reels.
The specific data to include in this section will depend on the goals and success metrics you’re included above. Here are some of the most common numbers to include for each social network:
No matter what metrics you choose, provide some previous results for context. After all, data means nothing in a vacuum. If you’re reporting on a campaign, look for a similar past campaign to compare what you achieved.
If you’re creating a regular weekly or monthly report, track your results compared to the previous several weeks or months. This allows you to see ongoing trends. You could also compare your results to the same period from the previous year, to account for any seasonal trends.
Having presented your data, it’s time to dive into the analysis. First up, highlight anything that went specifically well during this reporting period.
Look beyond the numbers here. Maybe you made contact with a key social media influencer for the first time. Or maybe a particularly compelling review came in through social that you’ll be able to use in future marketing campaigns.
Include room in your social media report to share all forms of success that are relevant to your goals.
If you can, try to determine why you got the results you did. The facts are interesting, sure, but the reasons behind the data are what can help you tweak your strategy and set meaningful social media goals.
This section offers the chance for some soul-searching and recalibration. Was there anything that went a little sideways this period? If so, can you pinpoint why? And what’s your plan to get back on track?
This is also a good section to report on new opportunities in the market you’ve uncovered through social listening or interaction with your followers. Is there a type of content followers want more of? Has your social care team flagged an ongoing issue that could be resolved through better documentation or an FAQ?
End your report by summarizing what you achieved and what you learned. Focus on the big takeaways and how they will help guide your future strategy.
Why Is Social Media Reporting Important?
Social platform marketing covers a wide range of platforms, plans, campaigns, content, and strategic initiatives. Being able to make intelligent decisions that will streamline your efforts will pay dividends.
That said, social media reporting will open your eyes to a wealth of information that will help you generate leads, cultivate long-lasting customer relationships, and create content that is shareworthy and will boost your levels of brand awareness.
In the digital age, shooting in the dark and hoping for the best just won’t do. You have to use data to your advantage, and use it well by choosing the right digital marketing KPIs that will help in your overall social strategy. Whether a social media report for Facebook or a social media analysis report for any other platform, here are the primary reasons you should use digital dashboards for your social media reporting:
- Smarter content creation: Content creation is the base for any social media strategy. But publishing content just by intuition is not the smartest way to approach your strategy. With the help of social media reporting, you can identify relevant information such as your top-performing posts, if your target likes videos or images, posts or stories, and several other insights. This will help you create and promote more valuable and engaging content on each social platform based on real information.
- Results-driven scheduling: A monthly social media report can offer invaluable insights into the best times of the day, week, or month to interact or share content with your audience, as well as which topics are likely to resonate with prospects. By understanding this information, you’ll be able to schedule posts and deliver campaigns strategically, and in turn, enjoy maximum results from all of your social marketing efforts. This should be done by selecting accurate social media KPIs which we will explain later in more detail.
- Tailored targeting: Social media reporting gives you a level of insight that will allow you to drill down deep into platform-specific data and ultimately plan strategic efforts and activities tailored to each platform rather than adopting a one-size-fits-all approach to your promotional efforts. With the help of an online data analysis tool, this targeting can be built up significantly.
- Customized tracking and performance measurement: Tracking your efforts and target-setting is the key to ongoing growth and success, and these kinds of reports provide a host of insights that will help you tackle specific roadblocks, overcome challenges, and discover fresh information that will help you drive the business forward.
- Identifying trends and new opportunities: Social media is all about conversations and customers expect brands to be a part of them. With the help of social media reporting, you have the possibility to conduct research that you might not find in other channels, like what topics your customers are talking about, connect with other international markets while keeping expenditures on a minimum level. Discovering new consumer behavior and detecting new areas of potential selling points, can, and will, increase the reach of a brand.
- Delivering added value to audiences: Another undeniable benefit of tracking your social platforms’ activities is the fact that you will stand a greater chance of leveraging trending hashtags, viral movements, and trends, finding unique ways to inspire, entertain and deliver value to your audience.
- Prove the value of your strategy: Rather if you are working for a client or your own brand there is no better way to understand if your social media strategy is successful than with a social media report. By making sense of your social metrics you can prove if your content was successful, if your budget was spent effectively, and most importantly if the investment in your strategy was worth it.
- Identify seasonality effects: Our last benefit speaks about seasonality which in marketing is defined by fluctuations occurring during specific seasons or days of the year. For example, Easter, Christmas, Black Friday, Cyber Monday, among others. These events are commercially critical for businesses as they represent opportunities to increase sales and gain new customers. In order to achieve their seasonality goals, brands need to perform detailed analyses and plan quality campaigns with content that aligns with their target audience. For this purpose, social media reports are an invaluable tool. You can use data from previous years to understand what types of holidays your customers interact with the most, which types of strategies worked and which ones didn’t, and prepare yourself accordingly.
1. Determine the relevant metrics.
When deciding what metrics you should add to the report, consider your goals and objectives. Here are the most common numbers social media marketers track:
- Number of posts;
- New followers (or number of unfollows);
- Reach rate;
- Web traffic;
- Likes, comments, shares;
- Page or profile views;
- Clicks on post links;
- Clicks on the link in your bio;
- Video views;
- Story views;
- Top performing posts.
It would help if you considered including data that generates money for your client, such as the number of leads, conversions, the total revenue, or ad spend. Of course, feel free to add any further information if you think it’s relevant to your campaign or strategy.
2. Focus on the most important information.
When it comes to developing social media monitoring reports, establishing and evaluating the relevant KPIs isn’t the only element to consider. Always strive to look at your data from different angles, to examine and filter your data for hidden insights that could help you improve your performance.
3. Use data visualization to create more engaging reports.
The amount and diversity of data generated by your social media initiatives will be significant if you use multiple platforms. This becomes especially difficult to manage when you’re tracking multiple platforms, for multiple clients.
Whatagraph is a great marketing analytics tool, that can aggregate massive amounts of data from all channels and make it simple to understand for all involved.
Data visualization is an important feature of these reports because it simplifies data analytics and saves time.
4. Establish a reporting timetable and automate report delivery.
Some posts become viral right away, while others take some time to reach the ideal number of impressions. However, the most crucial thing is that you and your clients always stay on top of social media performance metrics.
It would be ideal to use Whatagraph to automate reports at regular intervals (as mentioned above) and remove manual reporting.
5. Select the appropriate social media reporting tools.
There are a plethora of SaaS reporting options on the market today. Only a few, however, include a user-friendly panel, data visualization, and automation features.
Whatagraph is a marketing analytics reporting solution that has not only the mentioned features but also white-label, cross-platform reporting, and a pre-made template library.
To succeed with social media marketing, you’ve got to measure your performance. When you create a report that breaks down your social media efforts , it’s easier to see which campaigns are working and which ones need improvement. Whether you pull these reports together on a routine basis will depend on the type of content you share and how much time, money, and effort you’re putting into each program.