Social media has become a super integral part of most businesses’ marketing strategies.
Measuring analytics, tracking metrics, and keeping an eye on insights – all these actions matter!
Whether you’re a social media manager, or you just use social media for your brand, it’s handy and smart to have a good social media report template. It can help you reflect on the most important elements of your social media accounts.
By the end of this article, you’ll be able to create a basic social media report template to track your social media efforts. So, without further ado, let’s get into it!
What Is A Social Media Report?
A social media report is a compilation of social media data taken from your account activities. There are various presentation options you can use for your social media template. It can be numerical and data-focused. You can use diagrams and graphs, put it together in video format, or just go with a normal document.
However you choose to compile it, it must be the best way to represent the information on your social media accounts. The purpose of social media reporting is to create value from social media insights that you can use to achieve your marketing goals.
Important Metrics To Include In Your Social Media Report
The data you insert into your social media reporting template comes from metrics collected through social media listening, tracking, analytics or management software.
These are some key metrics to include in your reporting:
Stats on the audience you connect with play an important role in understanding your brand and defining marketing strategies in the future. You must include these in your report to highlight the types of people that engage with your content, their location and geography, their social media use times, the content they prefer, and more.
Understanding your audience data can help you create more complex and accurate customer profiles.
Your account reach gives you an idea of your audience size – the people who your account potentially touches.
Knowing your audience size is not as simple as just looking at your followers. Reach is a better-detailed metric that tells you more accurately how many people see your content across your various social media campaigns.
Rather than telling you the number of times users see your posts, impressions record the number of times the content appears on users’ screens. Check out a more detailed explanation of the difference between the two here.
Through reach and impressions comes engagement. This metric measures the interactions that users have with your account and the content you post. When it comes to proving the worth and impact of social media, engagement is an extremely important metric to include in your social media report. With increased engagement, your brand grows and so do brand awareness, reach, and impressions.
Finally, you need to include click metrics to show the financial and practical business impact of your social media efforts.
When it comes down to it, businesses want to get customers to their websites and get them to spend money. Click rates tell you how many social media users follow links and convert them into website traffic.
Creating A Social Media Report Template In Five Simple Steps
Here’s how you can create a basic template to fill in for your social media reports.
1. Decide on clear goals for your social media template
When you compile your social media report template, you need to think about what the focus of your report is. For example, it could be a general social media update, or it could be a customer and conversions-focused report. Knowing what you want to achieve with the report helps you design the best template.
2. Clarify your target audience
To help you define your goals for the social media reporting template, you will have to keep in mind who you will present the report to. A media kit drafted for potential clients will have a completely different structure and intent to a report for internal review purposes.
3. Select relevant metrics to include
Sticking to the example in step one, the general report would include all the metrics mentioned above and more. In the latter customer-centric report, you may want to use metrics that prove how customers and users are engaging with your content like audience data, and engagement and click-rates. Choose metrics that are relevant to your goal.
4. Limit the time span
It’s a good idea to look at data within a specified time period. This makes it easier to focus your data and analysis and make relevant statements that aren’t outdated. You can decide what period you want to cover- weekly, monthly, every 3 to 6 months, etc.
5. Design and compile your report
The final step is deciding how you want to present the information. Your social media report template should fit the quantity of data, audience, intention and goal, and the metrics selected.
To compile your reports, you can use Excel or Google Sheets or a presentation tool such as PowerPoint or Google Slide Deck. You can use videos, tables, graphs, and other visual tools.
For example, you can have basic overview of key metrics in a table like this:
|Channel||Clicks||MoM (%)||Impressions||MoM (%)||Engagement||MoM (%)|
Then, you can break down each channel and create tables and graphs to illustrate the metrics you’re focusing on and their month over month change (MoM).
Remember to also provide an overview of your strategy for each month. This helps you to better track the tweaks you make and understand what worked and what didn’t.
It’s also helpful to include visual representations of your growth and wins. This way, you can visually see your improved performance. Seeing your achievements can really help to keep you motivated!
Putting together good reports can help you make better informed decisions for your social media strategy. So, create a simple template that you can fill in every month or so to track your progress toward your goals as well as learn from your past efforts.