How to create a social media report

Head of Content managers
Kos Morris
Head of Content managers
Reading time — 11 minutes

When a marketing company already prepared and launched, it’s time to find a way to measure its efficiency. Obviously marketers also need to know how to explain what their work is about to the customers. Social media report is essential for tracking the results and proving productivity. But just throwing data on the paper is not going to be enough, information needs to be arranged in comprehensive, easy to digest and visual way.

What is Social Media Report?

Social Media report is a data-driven way of assuming the progress of telic social media activities within the marketing program. The proper report will show what has been already accomplished, which content strategy works best and which tools didn’t bring any success. 

Before going to the deeper details and specific techniques of creating a report, it will be helpful to see all the available metrics and time frames to decide which of them need to be mentioned and explained in the report and how it will be expressed.  

Why it is important?

Social media report is the only way to check the influence your media activity has on society. It shows how your efforts are working and make the mechanism of gaining an audience’s attention transparent for the clients.

Statistics say that marketers who establish the goals report success 3-4 times more often. 

But for tracking the goals is necessary to collect and interpret the data, and to corroborate the results of the campaign reached the target social media report is mandatory. It shows the potency of the current strategy and helps to modify and improve content performance to bring your businesses to the next level.

Continuous periodical scrutiny of the metrics will lead to improving daily workflow by understanding how the impact of Instagram is measured. Clear and detailed social media report creates the foundation for further decisions as it simply ends with the conclusion of what did the data teach you. Incorporating those lessons most likely will cause the improvement of social media performance. 

Which stats matter to you?

What media report will contain determined by the goals of the campaign. It may aim for wider audience awareness; in this case, you have to inspect the involvement of the followers in the activity. So the follower’s metrics will be paramount. If you sell stuff online, it makes sense to concentrate on traffic and purchases coming from Instagram.  

No matter which business you have, the bourns of the marketing campaign are always based on the main purpose of the company. Whether they are short or long term aims, it’s indispensable to always remember them while preparing social media reports, so all the victories or fails are evident.

Before reviewing your data make sure the list of goals is identified and set, otherwise, the report will not have any sense of value.
  • Built upon the campaign direction (business or product-oriented) you could be interested in:
  • The number of users clicked on the posted link or opened the website through hotlink in the Instagram post
  • Which indicators have improved and which have worsened compared to the preceding campaign
  • How did the audience react to the launch of the new product/collection

To answer those questions used key indicators of business success:

  • Followers – shows how many people want to stay connected with the brand and also the auditory the posts will reach along with being an indicator of the trademark’s popularity.
  • Reposts tell you which kind of content your followers prefer. Deep analysis of the post being shared most and least provides with the knowledge necessary to create target audience portrait. Reposts also allow expanding the activity on non-followers. The increasing or decreasing amount of reposts will clarify if you’ve chosen the right or wrong direction of the whole social media campaign.
  • Likes is a bit less informative because different people will follow different intention while liking the content. At the same time it’s a proper index of social proof and on Instagram can influence how high in the news feed your posts will appear. 
  • Clicks – is an important indicator for any company selling the products, because it shows traffic gained by the specific social media channel. Track every post to figure out what type of content makes people buy your products. Awareness of the audience’s tastes will lead you to further campaigns. 

What data should the final presentation content depends on the answers on the following queries:

  1. Who is your client? Try not to draw a too diffuse picture. It’s always easier to find out what excites the 25 years old woman with higher education and a decent income than guess what people from 15 to 30 from South Wales may like. Try to be as specific as possible. 
  2. Do you examine ongoing progress or inspect the results of a particular campaign?
  3. Which data most closely related to the campaign goals?

Those answers will guide you to form the structure of the report.

Which timeframe is most valuable?

Long-term goals creating a bigger picture, but the most efficient way to update your social media growth is to collect and analyze data every month. Though, the weekly or quarterly timeline could be also used to view the progress. For some short campaigns is enough to determine the starting position and sum the data up in the end. It will work if you promote, for example, 3 days sales in your Instagram account. 

The month is a period long enough to estimate your everyday social media activity and highlight wins, loses and possibilities in progress.

In certain cases it’s possible to use a snapshot – the recap of the numbers for the chosen period, without comparing it to the results of previous campaigns. Though, the period after period statistics provides more insights about the growth and changes that occurred since the last report.

The monthly report lets you keep a track of the SMM process, make conclusions about the efficiency of the chosen strategy and correct certain actions to receive more positive outcomes.

But thinking monthly report is only a copy past of the platform’s analytic dashboard is a dangerous mistake. The main part of the document is an interpretation of the numbers into the knowledge on how to improve business efficiency online. 

What do you need to create a report?

The first step is to choose an interval between the two reports. In any social media, you’ll need to set the dates to get native metrics. And never forget whom you are going to present the review for – the data and insights must be understandable and appropriate.

First of all gather the key performance indicators, which include:

  • new followers;
  • reach;
  • engagements (likes, comments, and shares);
  • clicks;
  • quantity and frequency of the posts;
  • traffic;
  • conversions.

But just data doesn’t tell much and needs to be explained from the position of how close it to the established goals. 

The basic outline for social media reports will include:

  1. Introduction – explanation of the goal intended to achieve, description of tools and technologies used to approach it. Creating a context will make the report easier to digest by the unprepared audience, like business owners and so on.  
  2. Brief conclusion of achievements. Highlight the main results of the period.
  3. Data tracking – will include lots of numbers. Your goals will determine which exactly statistics to provide, but here are the most common indicators: amount of followers, number of posts, quantity of likes and shares, average reach of the post, amount of shares, number of post or story views, the most popular posts, number of conversions and leads generated, amount spend on the campaign. Additional data also can be included if it suits the strategy. 
  4. Other extraordinary achievements that cannot be expressed by numbers. Let’s say, you got support from the key influencer or outstanding feedback that can be used in further campaigns. 
  5. Analysis – is the heart of the statement, where all the digits are explained and compared if it’s necessary and useful. For example, you can measure and collate the number of clicks and the total traffic or conversions. It usually includes a mark of how changed the performance of your account comparing to a previous period and highlight which posts were more and less successful. 
  6. Summary – is a final dot in the review, where you should make conclusions about the lessons learned from the metrics and proposing the variants of how to improve your performance.  

Ways to create a social media analysis report for your business

When the time for creating your social media report had come, we recommend following the steps. It will help not to get lost in the metrics and will keep you focused on what is really important. Your team members and clients will barely enjoy lots of numbers, make the data to tell the story and keep it as simple as possible.

  1. Define the objectives. Most brands media marketing sticks to one of the three goals: engagement, branding (or attraction of target audience attention) and traffic. 
  2. Choose the reporting style. The most common are spreadsheets or presentations. The first way provides more systematized knowledge when slideshow is much easier to follow and understand.
  3. Decide which schedule is the most suitable: weekly, monthly, quarterly or annually.
  4. Create or download the template according to the selected style.
  5. Gather the data through in-app analytics or any of the preferred dedicated tools. Remember, metrics on Instagram shown only for business accounts. 
  6. Use any of the available tools to easily form automatic reports. 

Social Media reports should finish with the conclusion and have ideas to improve performance in the next period.

Useful tools

Today you can choose from a huge variety of social media analytics tools that will give you the necessary data for improving your presence on Instagram. 

  • Sprout Social – allows measuring, quickly organizing and sharing the data in an intelligible visual report. Has ready and customized templates.
  • Snaplytics – provides analytics for Instagram stories, showing where the story becomes popular and the moment the views drop off. It can be helpful for running story-based ads. 
  • Curulate – platform, providing an analytic tool for increasing sales through Instagram; it simply shows which posts score most of the views and clicks.
  • Keyhole – provides data about which tags are most popular among the followers and target audience, so you can choose which ones to use during your campaign.
  • Social Bakers – allows measuring, monitoring, reporting and optimization of social communication; provides ROI (Return on Investment) in evident tables.

Of course, you can find helpful insights using native Instagram analytics, but sticking to them only limits what can be learned from social media presence. Third-party services give access to more data and additionally, make multi-purposing possible, so u don’t have to switch between different platforms.

The major stage

Social media report – one of the major stages of your marketing campaign, as it helps to understand which of the posts work better for your business. Though it’s not just a data, deep analysis of them, which gives marketers the basement for experimenting with content strategy to get most out of further campaigns.  

Which tool will be best for your business and also how often you need to analyze your social media presence at the market will depend on your needs. The best way is to try multiple and see which one is the most convenient.