How to Create an Effective Social Media Report in 3 Easy Steps

Whether it's the end of the year, quarter, or campaign, marketers must be able to prove the impact of their social media activities on their company's business results.

How to Create an Effective Social Media Report in 3 Easy Steps

Knowing how to create an insightful social media report is vital for the success of any social media marketer. This proves true in today’s social media atmosphere, in which many companies are increasing their social media spend and demand to see the results of that investment.

To demonstrate how much value they brought to the business, marketers need to know how to interpret and visualize data so that it tells a coherent story. Here are steps to consider when creating a social media report that proves your success:

Step 1: Define the variables of your social media report

Before you crunch all the numbers and draw data-based conclusions, it’s important to ask yourself the following questions:

  • Who is your social media report for?

Knowing who’s going to receive your report is key to selecting the most relevant metrics you should present. If you work in an agency, your clients will most likely want to hear about the overall business revenue they generated from social media. If, however, you’re an in-house social media manager, you can dive deeper and, depending on your objectives, showcase to your boss more granular data on engagement, Click-through Rate (CTR) or Cost-per-click (CPC).

  • What is the timeframe of your social media report?

The timeframe you select for your report should be broad enough to accurately reflect the impact of your social media strategy. This can be, for example, a year, six months, or a quarter. If you’re asked to report on a shorter period of time, make sure your social media activities took full effect and the results aren’t skewed.

  • What is the methodology of your social media report?

Showing a complete picture of your performance requires incorporating multiple data sources into your report. That’s why you need to integrate social, web, and digital data and track the effect of your social media activities from brand awareness to conversion stage.

Make sure to explain the methodology to your clients and managers to establish credibility and provide them with the context necessary to understanding your report.

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Step 2: Choose the right metrics for your social media report

As mentioned before, the social media metrics you report will depend on who you’re reporting to. But it’s even more important that you report on the metrics that accurately reflect your success – ones that are based on data defined by your social media marketing objectives.

If you’re focusing on brand marketing, and aiming to raise awareness and affinity, you should report on the following metrics:

If your goal is performance marketing and you aim to deliver tangible business results, these are the metrics you need to highlight:

  • Click-through rate – how many of the users reached by your ads clicked on the ads and arrived at a designated landing page, such as your e-shop
  • Cost-per-click – how much you paid for each of the clicks on your ads
  • Cost-per-action (CPA) – how much you paid for the completion of your advertising objectives – not only clicks, but also ebook downloads, form submits, newsletter sign-ups, etc.
  • Social media ROI – how much revenue you generated from the budget invested in your social media marketing activities

The above metrics will help you to create a comprehensive social media report on the condition that they’re not measured in isolation. Keep in mind that your goal when reporting is connecting the dots between awareness, lead generation, and conversions in a story-like manner.

Step 3: Benchmark your success to set realistic future targets

Once you discuss all the numbers in your report, it’s time to set expectations for the following period. Your forecast, however, shouldn’t be based exclusively on your own performance, as it shows you merely one side of the coin. To be able to map out realistic and accurate targets for the future, you need to benchmark your results against the competition and see how you stack up.

Analyzing data on both your own and competitive performance will allow you to answer a number of strategic questions. What can you accomplish in the time to come? Which areas of your social media strategy should be refined, and how? What type and amount of resources are you going to need to execute your future strategy?

Answering these questions will not only be a suitable conclusion for your report, but it will also provide your clients and managers with useful information on the next steps in your marketing activities.

The Takeaway

Even though reporting on your social media performance might seem challenging, it can be made easy with a proper approach. Following the outlined steps will enable you to easily create a comprehensive report and present it to your clients or management in the best possible way.

Reporting doesn’t need to be difficult. It can be effortless and visualized quickly to help you tell your success story. Try creating your presentation-ready report now.

Content Marketing Specialist

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