Designing and implementing the perfect social media strategy won’t mean anything if you can’t explain your success. These days, social media channels are saturated with analytics. But if you’re able to track every click, conversion, and interaction, how do you know what’s truly important?
A successful social media manager needs to be able to synthesize important data and present it in a digestible way. If you’re lost in the sea of social insights, keep reading. We’ve compiled a few helpful tips for creating an effective social media report.
The very first step – even before the campaign itself – is to set goals. This will create a foundation for you to base your report on. What do you hope to achieve form your social media efforts? Some examples include increasing brand awareness, creating a loyal fanbase, or growing sales. Remember that whatever your goal may be, it needs to be S.M.A.R.T:
Specific – Clear and defined. (I want to expand my brand’s fanbase on Facebook.)
Measurable – Quantifiable, including at least one metric. (Grow Facebook page likes by 15%)
Achievable – Is this possible? (Yes.)
Realistic – Given your current resources, is this goal within your means? (I can boost my company page for an additional $25 per month)
Time Sensitive – Establish a practical timeframe. (1 month)
Share the Most Important Information First
Start your report with some highlights from the campaign, such as your overall totals (total reach, total spend), to give a quick overview. You can then identify the Key Performance Indicators (KPIs) that tie back to your initial goals.
Be brief when reporting data and never flood readers with unnecessary numbers or walls of text. Format your report so that it’s easy for anyone to read and understand, then let the data speak for itself.
Show AND Tell
Utilize visual aids whenever appropriate. An easy way to do this is to include screenshots directly from the analytics page of your social channel. Graphs will help you identify trends and give you a better idea of the scope of your efforts. Always include metrics from the previous time period so you can easily see the comparison.
Don’t just state the results and call it a day. Identify patterns in the data, find where your efforts worked or were unsuccessful, and devise actionable steps moving forward. It’s helpful to create benchmarks to compare in the future. Say you were only able to grow your page likes by 10% rather than 15%. From here, you can analyze your current strategy and find ways to improve it. Do you need to increase your budget? Maybe allocate fewer resources toward paid campaigns and focus on your organic strategy?
Take your own advice and implement the necessary changes. Finally, establish a regular reporting schedule. We recommend analyzing your social media channels every month.