A social media report is going to help you make sense of your social media marketing strategy.
From new followers, leads converted, to the trends, and the amount of conversation about you or your product, a social media report sums it all up.
How you do your report gives your social marketing plan a direction. In the era of data-driven service provision, the social media report is a precise way of showing what you’ve accomplished.
The ongoing reports which provide an overview of your progress on social over a certain period are essential to revise your strategy.
You can also create one-off reports to analyze specific activities like campaigns or contests. Additionally, there are research reports which can (and should) inform your marketing decisions based on social data.
What is a social media report?
If you are expecting a definite definition, there is none. A social media report is unique to every individual and or company depending on the goals set.
However, you can use these 3 to categorize the reports:
- A regular social media report. It will contain the primary social media KPI, for example, engagement metrics, followers count, or social media reach. It will demonstrate your latest progress;
- A report after completing a particular social media campaign. It will help determine the success of a product launch, event, or marketing campaign. The impact of marketing campaigns are correlated with a company’s growth;
- A piece of research. You take a more in-depth look at all conversations around a specific brand, product, or event. Research social media report aims to uncover insights about a particular topic.
Tips On Creating A Social Media Report
Creating a social media report is more than just finding out which photo, video, or stories performed best. It’s about turning your data into actionable insights.
Always keep it simple. It makes it easy to read and understand.
2. Identify your social media goals
The goals are going to be the focal point of your strategy. The goals can be to drive awareness, sales, leads, engagement—the list goes on.
The KPIs and metrics will help you assess how far you have gone in achieving the set goals. Additional stats may be just that, additional.
Whatever your priorities, your social media marketing goals should always tie back to your short- and long-term business goals.
3. Know Your Audience
You are going to be asked to make presentations to either your higher-ups or even clients. Those are already different personnel and they will require different reports. Focus on what’s important to each audience, instead of forcing everyone to dig through to find what’s relevant to their jobs.
Tools For A Social Media Report
The data in your social media report is based on analytics—either from the individual social networks themselves or a centralized social media reporting tool like Hootsuite, Zoho social sprout social.
We are going to look into metrics from LinkedIn, Facebook Instagram, and Twitter.
1. Facebook Analytics
Here, we have both Facebook Page insights and Facebook Audience. How do they differ?
- Facebook Page Insights gives you detailed analytics for your Facebook Page, so you can track what works, learn how people interact with your content, and improve your results over time.
- Facebook Audience Insights helps you understand your Facebook audience so you can better target ads and create more relevant content.
Head to your Facebook business page and click Insights in the top menu. You’ll see data for all your major metrics, presented visually.
You can click through various reporting options in the left menu to see more detailed information about likes, reach, actions on your page, and more.
To export data to include in your social media report, click Export Data on the top right of the Insights page, and choose which data to export and the format that works best for you (.xls or .csv).
Most Facebook data for your business page is tracked automatically, but if you want to report on data for your Facebook Stories, you’ll have to manually turn that option on. In the left menu of your Insights page, click Stories, then click the blue Turn On button.
2. Twitter Analytics
Open your Twitter profile and click on your avatar on the top right of your screen. Click Analytics in the drop-down menu. You’ll find key data on the main analytics screen. To find more detailed information, click through the options like Tweets or Audiences in the top menu of your Twitter Analytics screen. From there, click Export Data to export the information as a .csv file so you can add it to your social media report.
3. Instagram Analytics
Open your Instagram profile and tap on the three bars menu icon on the top right of the screen. Click Insights.
On the first screen, you’ll see activity data like interactions, profile visits, reach, and impressions. Tap on Content or Audience for more details about specific posts or follower information.
To access stories analytics, tap Content in the top menu, then scroll down to Stories and tap See all.
By default, this screen shows impressions of your stories for the past 14 days. Tap the blue Impressions text to open a menu that allows you to get insights on reach, exits, forwards, and more, and to choose a different time frame.
There is no option to export Instagram analytics data from the app, so you’ll have to manually enter it in your social media report. Keep in mind that Instagram Insights are only available for business accounts.
4. LinkedIn Analytics
Open your company page and click Analytics in the top menu, then choose Visitors, Updates, or Followers.
You’ll get access to metrics like traffic, impressions, engagement rate, and new followers. One interesting feature: If you scroll down on the Follower analytics page, you’ll see how you compare to similar companies under the “Companies to track” heading.
To export your data as a .xls file, click the blue Export Data button on the top right.
Your social media report and analytics depend entirely on the social media channels you have chosen to go with.
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