Table of Contents
- What Is Social Media Analytics?
- What Is A Social Media Report?
- How To Conduct Social Media Analysis?
- 5 Best Practises On Creating Social Media Reports
- 3 Best Social Media Report Templates
- What Are The Best Social Media Analytics Reporting Tools In 2022?
However, manually preparing a report takes a long time, raising the question of whether this is the ideal way to track your progress.
It has been established to be the most concrete, data-driven manner of demonstrating your accomplishments. So, how do you create a social media report without wasting a lot of time? What types of social media metrics and KPIs should you include? How often should the results be checked? In today's article, you'll discover how to create a social media report and use social media data to your advantage.
What Is Social Media Analytics?
Social media analytics refers to the process of pulling data from social media channels and analyzing digital marketing efforts and account performance. You’d usually need a social media analytics tool to gather and create reports for the ideal optimization process.
But if you've ever seen a social media marketing report, you know how frustrating it can be: the data sets might be so large that you don't even want to read it - and for those less-data-savy, may be hard to understand. That isn't to imply that data reports aren't important. You can benefit from a social media report in the following ways:
- Creates a clear picture. Reporting provides a detailed overview of your social media strategy, including completed and ongoing tasks. A report aids in the pursuit of improved results, the formulation of conclusions or strategy revisions, and the enhancement of productivity. It also gives you a better knowledge of the target audience's preferences and demographics. The social media report will enable you to identify any patterns or trends in your audience, as well as the marketing activities they enjoy.
- Shows the work you’ve done. If your manager or client doubts whether you’re doing enough for the company, give them a detailed overview by using a social media dashboardto prove otherwise.
- Keep your team informed. A social media report isn’t just for you and your client; it also serves as a communication tool for the rest of your team. You won't need to make a PowerPoint presentation, create a graph in excel or do any extra explanation if you share the report with your coworkers.
Keep in mind that your report should be well-organized and attractive to the eye. Otherwise, it'll just be a burden in your teammates' eyes.
What Is A Social Media Report?
A social media report is a document that compiles real-time and historical data points from relevant social networks (Instagram, Facebook, or Twitter). These reports examine the progress of your social media activities and provide key metrics as well as actionable insights.
How often to create these reports?
Of course, it depends on your client's needs and the size of your marketing campaigns. Here's what to expect from each type of report, based on its frequency:
- Weekly reports are created to keep your clients or team up to date on any issues that arise on a weekly basis. Weekly reports are commonly employed in startups and businesses with a flexible social media strategy. Because these businesses are more likely to make changes or switch things up on a weekly basis, a weekly report is beneficial.
- Monthly reports are at the most common frequency level. Because the social media audits contain a huge quantity of information, their results may become rather substantial. Nonetheless, it's an excellent tool for keeping your team informed on the progress of the social media campaigns.
- Quarterly reports help to ensure you’re making progress at every point of your social media strategy, and every avenue is put to the test. Quarterly reports increase your team’s productivity and keep everyone updated on long-term performance.
Extra tip: although report frequency is essential, make sure you’re tracking growth, too. To do it, you can compare the previous report to your current one.
How To Conduct Social Media Analysis?
Depending on your aims and resources, each social media report will be different. We've compiled a few questions to ask yourself to help you pick which KPIs to include in your report:
1. Who is my target audience?
2. Is there any specific information relevant in this context?
3. Are you reviewing a particular campaign or ongoing results?
Now, keep your answers in mind throughout the entire process of creating your social media report.
Start with the introduction: lay down your goals, tactics, and metrics. This way, your readers will get a general overview of what this report will be about.
Also, provide a brief performance summary. Include critical details, like the number of new followers or leads generated. In other words, be sure to mention the highlights of your campaign.
5 Best Practises On Creating Social Media Reports
When it comes to building a social media insights report or dashboard, there are several key things to consider. Now you’ll find a list of essentials to go through before even drafting a report.
1. Determine the relevant metrics.
When deciding what metrics you should add to the report, consider your goals and objectives. Here are the most common numbers social media marketers track:
- Number of posts;
- New followers (or number of unfollows);
- Reach rate;
- Web traffic;
- Likes, comments, shares;
- Page or profile views;
- Clicks on post links;
- Clicks on the link in your bio;
- Video views;
- Story views;
- Top performing posts.
It would help if you considered including data that generates money for your client, such as the number of leads, conversions, the total revenue, or ad spend. Of course, feel free to add any further information if you think it’s relevant to your campaign or strategy.
2. Focus on the most important information.
When it comes to developing social media monitoring reports, establishing and evaluating the relevant KPIs isn't the only element to consider. Always strive to look at your data from different angles, to examine and filter your data for hidden insights that could help you improve your performance.
3. Use data visualization to create more engaging reports.
The amount and diversity of data generated by your social media initiatives will be significant if you use multiple platforms. This becomes especially difficult to manage when you're tracking multiple platforms, for multiple clients.
Whatagraph is a great marketing analytics tool, that can aggregate massive amounts of data from all channels and make it simple to understand for all involved.
Data visualization is an important feature of these reports because it simplifies data analytics and saves time.
4. Establish a reporting timetable and automate report delivery.
Some posts become viral right away, while others take some time to reach the ideal number of impressions. However, the most crucial thing is that you and your clients always stay on top of social media performance metrics.
It would be ideal to use Whatagraph to automate reports at regular intervals (as mentioned above) and remove manual reporting.
5. Select the appropriate social media reporting tools.
There are a plethora of SaaS reporting options on the market today. Only a few, however, include a user-friendly panel, data visualization, and automation features.
Whatagraph is a marketing analytics reporting solution that has not only the mentioned features but also white-label, cross-platform reporting, and a pre-made template library.
3 Best Social Media Report Templates
Here’s how to gather the analytics on different social media platforms:
Instagram. To gather Instagram performance data for your Instagram analytics report, make sure you are using a business account. Also, you’ll only be able to acquire this information using the application on a mobile device.
(Instagram analytics dashboard created using Whatagraph)
Open your profile and tap the Insights button. Alternatively, you can click the settings icon in the upper-right corner and select Insights. Instagram Insights can be split into three sections: content, activity, and audience. While you’re in the Insights section, gather impressions and engagement rates. When you're here, you can siphon off the data and make your very own Instagram Insights reportusing a tool or a simple spreadsheet.
Facebook. To access Facebook Page Insights, first, open your Facebook Page. Then, navigate to the top menu and select Insights. If you can’t find Insights in the menu, click More to bring it up: you’ll be taken straight to your Overview. You’ll be able to access the Overview anytime by clicking it in the left-hand menu. Try using a Facebook reporting tool to build more detailed client reports.
(Facebook analytics dashboard created using Whatagraph)
Twitter. To create a Twitter Analytics report, start by logging in to your Twitter account at analytics.twitter.com. If you’re using the mobile Twitter application, tap the analytics icon visible in your Tweets.
(Twitter analytics dashboard created using Whatagraph)
On desktops, click on an individual tweet to see its data. On mobiles, tap the Tweet to see the Tweet detail page, and then click View Tweet activity: here, you’ll see all the necessary numbers.
These are just the three most common social media platforms. If you’re also using Pinterest, LinkedIn, or other channels, make sure to acquire data from there, too.
Dashboard and reporting tools - like Whatagraph for example - can gather all of these critical social media marketing metrics automatically, for all of your clients and aggregate them in one place!
If you decide to make a Whatagraph account, just connect your social media platforms with Whatagraph, and all of the latest analytics and insights will be included without any additional input. At this point, all you will have to do is drag-and-drop the metrics you wish to include within the report and you're all set.
What Are The Best Social Media Analytics Reporting Tools In 2022?
Now that you’ve collected the necessary information, it’s time to start working on your presentation. Reading a ton of data is already tricky, so here’s your chance to make it easier. Your report should be visually appealing yet still cover relevant information. Here are a few general tips to make the data easier to understand:
- Split data by channels. There’s no need to pack all the data in one place. It will be more beneficial to separate data by channel to make individual channel performance assessment that much easier.
- Include the growth stat per channel. Compiled the statistics for lead generation growth and the following growth separately for different channels.
- Add engagement statistics for each channel. Put the number of different engagements, including comments, likes, mentions separately for different channels.
- Calculate revenue growth for each channel. Make sure you’re not mixing conversions and ROI numbers – separate and arrange these numbers accordingly.
You can present the information in many ways: for instance, a simple slide might do the trick. But, wouldn’t it be great if there was someone (or something) that did all these things for you? Yes, the data gathering, the right metric picking, the visualizing.
Luckily, there is.
Whatagraph is software that builds social media performance reports for you. The tool gathers and visualizes the key performance indicators in one place. You can create the report from scratch or use pre-made templates and widgets. Either way, the tool allows you to compare metrics from different channels, all in a single sheet.
As a matter of fact, we even made a social media report templatefor you to use! It's highly customizable so you can adapt the template to the individual needs of your firm or your clients. Give it a try.
Which social media analytics tool is best? ›
- Brandwatch (Formerly Falcon.io)
- Talkwalker Analytics.
While you can use the data from Google Analytics in myriad ways, the four most helpful reports for your content marketing cover traffic, navigation summary, traffic from organic search, and conversions.How do you analyze social media analytics? ›
5 Steps for Monitoring Social Media Analytics
Discover information about your followers. Set goals so you know what metrics to measure. Use tools to help analyze and manage your social data. Invest in outside resources to advance your knowledge.
Social media analytics is the process of collecting and analyzing audience data shared on social networks to improve an organization's strategic business decisions.Why are social media analytics tools important? ›
Social media analytics allows brands to learn what their audience cares about and what influences their purchasing decisions. These insights allow marketing departments to craft more personalized and relevant experiences.What are the types of social media analytics? ›
Depending on the business objectives, social media analytics can take four different forms, namely, descriptive analytics, diagnostic analytics, predictive analytics, and prescriptive analytics.How do you analyze social media trends? ›
- Google Trends. Google Trends is the best way to monitor trending topics on an expansive level. ...
- TweetDeck. TweetDeck is a free Twitter monitoring tool that allows you to track certain hashtags and keep tabs on their popularity. ...
- Hootsuite. ...
- Cyfe. ...
- Tumblr. ...
- Reddit. ...
- 7. Facebook for Media. ...
- STEP 1: Assess Each Channel. ...
- STEP 2: Identify Your Core Channel. ...
- STEP 3: Look at Your Content. ...
- STEP 4: Review Your Social Media Goals. ...
- STEP 5: Analyze Your Listening Strategy. ...
- STEP 6: Go Deep Into Competitive Analysis. ...
- STEP 7: Make Sure Your Metrics Still Matter.
- 1.) Mobile Overview Report.
- 2.) Channels Report.
- 3.) Navigation Summary.
- 4.) Landing Pages Report.
- 5.) Site Speed Overview Report.
- 6.) Goal Overview Report.
- Efficiency Analysis Report.
- Customer Behavior Report.
- Site Speed Report.
- Keyword Performance report.
- Content Efficiency Report.
- Social Media Report.
- User Acquisition Report.
- Mobile Performance Report.
How do I summarize a report in Google Analytics? ›
User behavior overview
- Average time on a page.
- Bounce rate.
- Exit rate.
- Pageviews per session.
- Define your target audience. ...
- Set clear goals and KPIs. ...
- Create and curate engaging content. ...
- Focus on the social media networks that best fit your strategy. ...
- Research your competitors. ...
- Engage with your followers. ...
- Make employees your brand advocates.
- Start using chatbots. ...
- Create a personalized experience for your customers. ...
- Create an efficient content marketing strategy. ...
- Create a community for your audience. ...
- Jazz up your profiles with a diverse content strategy. ...
- Use brand advocates.
Data analytics (DA) is the process of examining data sets in order to find trends and draw conclusions about the information they contain. Increasingly, data analytics is done with the aid of specialized systems and software.What are the 7 layers of social media analytics explain each layer briefly? ›
Seven Layers of Social Media Analytics: Mining Business Insights from Social Media Text, Actions, Networks, Hyperlinks, Apps, Search Engine, and Location Data by Gohar F.Why is social media reporting important? ›
Smarter Scheduling: Social media reports provide insight into the best times and days of the week to interact with current and potential customers, as well as help your business understand which topics resonated on a given day.Why is Media Analysis important? ›
Media analysis measures communications output. Not just the quantity of press releases and posts, but rather the quality – specifically in terms of effectiveness. By looking at the response to communications, in terms of sharing, republishing and reporting, the strength of a particular comms strategy can be quantified.What are benefits of social media? ›
- Build relationships. Social media is not just about brands connecting with their customers. ...
- Share your expertise. Social media gives you an opportunity to talk about what you know and what you want to be known for. ...
- Increase your visibility. ...
- Educate yourself. ...
- Connect anytime.
- Ask a Business Question First. This is the first and probably most important tip I can give you: ...
- Use a Data Analysis Framework. Having a process in place is very important as well. ...
- Set Up Goals and Goal Values. ...
- Set Up Annotations. ...
- Set Up Intelligence Events.
- Mention the strategies you implemented in the month and objectives. ...
- Follower/subscriber growth and fall. ...
- Platform-based metrics. ...
- Gaps in the performance and competition monitoring. ...
- Note down the solutions for the errors and future goals.
How do you measure social media success? ›
Monitor such information as: traffic volume metrics, such as the number of visits, page views and fans. engagement metrics, such as the number of comments, liked posts or favourited/shared tweets versus your page's total number of fans. competitive position (compare your engagement metrics to your competition's)What is report writing format? ›
- Executive summary – highlights of the main report.
- Table of Contents – index page.
- Introduction – origin, essentials of the main subject.
- Body – main report.
- Conclusion – inferences, measures taken, projections.
- Reference – sources of information.
- Step 1: Review our goals and outcomes to see if our brand met them. ...
- Step 2: Evaluate any feedback from outside stakeholders. ...
- Step 3: Gather feedback from staff or other internal stakeholders. ...
- Step 4: Report information to your superiors.
Smarter Scheduling: Social media reports provide insight into the best times and days of the week to interact with current and potential customers, as well as help your business understand which topics resonated on a given day.What should a media report include? ›
- Leads – Visitors that may become customers.
- Conversions – Leads that become paying customers.
- Reach and impressions – People that saw your posts.
- Volume – Conversion size and brand mentions.
- Engagement – Clicks, comments, shares.
- Step 1: Define your goals. Before you do something, you need to understand why you're doing it. ...
- Step 2: Define your recipient. ...
- Step 3: Define the time frame. ...
- Step 4: Decide what metrics to include. ...
- Step 5: Design the report.
- Defining Terms. ...
- #1: Measuring Social Media Exposure. ...
- #2: Measuring Engagement. ...
- #3: Measuring Influence. ...
- #4: The Lead Generation Funnel.
What are social media KPIs? KPI stands for key performance indicators. Businesses use KPIs to determine performance over time, see if goals are being met and analyze whether changes need to be made. Social media KPIs are the metrics used to determine if a business's social media marketing strategy is effective.What are the 5 steps in report writing? ›
- 5 Step Guide to Report Writing.
- Read the brief/terms of reference carefully. The brief should tell you: ...
- Plan each section. ...
- Relate findings to background research. ...
- Put yourself in the position of the reader. ...
- Edit ruthlessly and proofread.
- 1 Choose a topic based on the assignment. ...
- 2 Conduct research. ...
- 3 Write a thesis statement. ...
- 4 Prepare an outline. ...
- 5 Write a rough draft. ...
- 6 Revise and edit your report. ...
- 7 Proofread and check for mistakes.
What are the qualities of a good report? ›
- Several characteristics of a good report include: Precision. ...
- Accuracy of Facts. Information contained in a report must be based on accurate facts. ...
- Relevancy. The facts presented in a report should be accurate and relevant. ...
- Conciseness. ...
- Grammatical. ...
- Clarity. ...
- Presentation. ...
- Complete Information.
Every successful marketing or sales campaign begins with clearly defined goals. It should start with a creative brief, to make sure everyone involved is on the same page, and end in measurable performance. Along the way, regular reporting on goals lets you track important statistics.What are the three key elements of a campaign strategy? ›
However, your organization can compile its existing resources into a winning digital campaign strategy by focusing on three key campaign elements — campaign objectives, target audience, and key messaging.How do you make a successful campaign? ›
- Clearly define your target audience.
- Establish your goals.
- Define your budget.
- Create targeted content.
- Engage with your audience.
- Offer something valuable.
- Up your chances of going viral.
- Distribute and promote your campaign.