A smart, simple, and easy-to-understand social media report is essential to proving the value of your social marketing plan . It is a real, data-driven way to show what you have accomplished.
A good social media report can also help guide your actions when incorporating lessons learned from campaigns and other activities.
Bonus: Get a report template on free social media to easily and effectively present your social media performance to key stakeholders.
What your social media report should include
A social media report can be anything simple - bones spreadsheet listing raw numbers to a spiffy slide presentation filled with analysis. Everything dependsthe purpose of your report.
When deciding what to include in yours, ask yourself the following questions:
- Who is your target audience?
- Are you reporting on current results or on a specific campaign?
- What information is most relevant in this context?
Your answers will guide you how you structure the document.
Here's a basic overview to get you started. Think of it as the foundation for our social media reporting template, which you can download for free below. Mix and match the sections to create a personalized social media reporting tool that works for your target audience and needs.
Start your social media report with a quick summary of goals, strategy, tactics and indicators of success. This provides context for your readers to read.take what to expect in the rest of the report.
Snapshot of Success
Next, provide a quick snapshot of campaign performance (or your performance, if it's a regular report). This is just a quick overview of the most important results.
For example, you might want to list some high-level data like total new subscribers, total engagements, or total website traffic. You will go into details in the next section.
This section is about numbers.
For context it is a good idea to provide some past results as well. If you are reporting on a campaign, find a similar old campaign so that you can compare what you have achieved. If you are creating a regular weekly or monthly report, keep track of your results against previous weeks or months to helpn to be able to begin to see current trends.
The specific data you want to include in your social media marketing report will depend on the goals and associated metrics you track, but here are some of the most common numbers to include for each social network :
- Number of posts
- Net gain or loss of subscribers
- Number of likes
- Audience of posts
- Number of comments
- Number of shares
- Number of pages / profile viewed
- Number of clicks on publication links
- Number of clicks on the link in your bio
- Number of views of the story
- Number of views of the video
- Publication ( s) Top Performers
In addition, you might want to report on the following general data:
- Number of leads generated
- Number of conversions
- Total revenus generated
- Total spent (on social ads)
- Socia l share of votes
- Social feeling
Good Of course, you can include a lot more data if it's relevant to your campaign goals. For a full breakdown of all the numbers you might want to include in your social media report, check out our article on the social media stats that really matter .
Other Notable Results
Sometimes numbers do not fully reflect the results of a campaign. Perhaps you have made contact with a key influencer for the first time. Or maybe a p particularly compelling testimonials have arrived via social media that you can use in future marketing campaigns.
Include room in your social media report to account for all forms of successthat match your goals.
This is where you go beyond just reporting the numbers to analyze what the data really means.
For example, rather than just reporting the number of engagements, you might want to analyze the number of engagements per post or per subscriber. And rather than just reporting how many clicks you got on your website, you might want to analyze the share of total website traffic that comes from social campaigns.
Again, be sure to provide context by comparing your results to previous campaigns or what you know about competitor's campaigns.
If you can, try to analyze your data to determine why you got the results you got. The facts are interesting, of course, but the reasons behind the data are those that can help you refine yourre strategy and define significant objectives on social networks .
Conclude your report by summarizing what you have learned and how these lessons will help guide your future strategy.
Social media reporting tips
Keep it simple
Your report should look good and be easy to follow. No need to go overboard with intense formatting or unnecessary detail. Let your data tell the story.
Focus on predetermined social goals
Social media can help increase awareness, sales, leads, engagement, the list goes on. Make sure you stay focused on the key performance indicators and metrics that matter most to your business. Don't get bogged down in reporting additional stats unless you notice a major spike or something else noticeable.
Bonus: Easily get a social media report template and effectively present your performance on social media to the main stakeholders. Get the free template now!
Know your audience
As mentioned above, it is important to tailor your report based on who is going to read it. Is this report for your boss, marketing team, or vice presidents?
You may need to create multiple reports for different audiences.
Focus on what's important to each audience, rather than forcing everyone to dig into what's relevant to their work.
If you are writing a report for your team, you can go into campaign details. What has worked well and what has not been so great? Capture it all in your rcontribution on social networks. This makes your report a valuable tool to help you avoid mistakes and repeat successes next time.
The more you grow in your business, the more concise your report should be. Figure out what's important to your bosses and focus on those numbers and facts.
In some cases, you may want to create social media reports just for your own reference. In this case, you probably don't need an introduction and a conclusion.
Stick to the relevant data and include enough context so that the information is available and easy to understand for future analysis.
Social media report template
Bonus: Get a free social media report template to present easily and effectivelyyour performance on social media to key stakeholders.
If you prefer to create your own social media report template, you can do so using a program like Excel or Google Docs if you are going to focus primarily on Numbers. For reports with more analysis, use a spreadsheet to pull your data together, then present it in a document or slide show.
Or, use a social media reporting tool like Hootsuite Analytics to create custom reports, with charts and graphs, then export them as a spreadsheet, PDF or PowerPoint.
Social media reporting tools
The data in your social media report is based on analytics, either from the individual social network social networks themselves or from a centralized creation toolreports on social media like Hootsuite.
Here's where you can find the data you need for your social media report on each of the social media.
Go to your Facebook business page and click on Insights in the top menu. You'll see data for all of your top stats, presented visually.
You can click various report options in the left menu to view more detailed information about likes, reach, actions on your page, and more.
To export the data for inclusion in your social media report, click on Export data at the top right of the Insights page, then choose the data to export and format that works best for you (.xls or .csv).
Most Facebook dataof your business page are tracked automatically, but if you want to report your Facebook Stories data, you will need to manually enable this option on. In the left menu of your Insights page, click on Stories , then on the blue button Activate .
Open your Twitter profile and click on your avatar at the top right of your screen. Click on Analytics in the drop-down menu.
You will find key data on the main analysis screen. For more detailed information click on options such as Tweets or Audiences in the top menu of your Twitter Analytics screen. From there, click on Export data to export information as a .csv fileso you can add them to your social media report.
Open your Instagram profile and press the menu icon three bars at the top right of the screen. Click on Insights ensus.
On the first screen, you will see activity data like interactions, profile visits, audience and impressions. Tap Content or Audience for details on specific messages or to get information about subscribers.
To access the analyzes of stories , tap Content at the top menu, then scroll to Stories and press View All .
By default, this screen displays impressions of your stories for the last 14 days. Tap the blue text Impressions to open a message.nu which allows you to get information about range, releases, transfers, etc., and choose another period.
There is no option to export Instagram analytics data from the app, so you will have to enter it manually in your networks report Keep in mind that Instagram Insights is only available for business accounts .
Open the page of your company and click on Analytics in the top menu, then choose Visitors , Updates or Subscribers ensus.
You will have access to metrics such as traffic, impressions, engagement rate and new subscribers. cool feature: if you scroll down the subscriber analysis page, you will see how you stack up against businessessimilar under the "Companies to follow " heading.
To export your data as an .xls file, click on the blue Export data button at the top right.
Snapchat has built-in analytics, but not everyone has access to them. According to Snapchat , c is only available to "Snapchatters who are official stories or creators who have cultivated a large following on Snapchat.
If you qualify, open the Snapchat app, then tap on your avatar at the top left to open your profile. Tap Insights , which should appear right under My Story.
You will have access to data on story views, range, viewing time, etc.
It nooption to export your data to an .xls or .csv file, so you will have to enter it manually in your social media report.
There are also some great third-party Snapchat analytics tools available, which you can learn more about in our article on how to use Snapchat Analytics .
From your Pinterest profile, click on Analytics at the top left of the screen.
On the presentation page you will find information about impressions, viewers, registrations and link clicks. You can get more details by clicking on the different analysis options in the drop-down menu.
To get data about your ads Pinterest, click on Ads in the top menu, then choose Reporting from the drop-down list.
All Pinter Analysis Pagesis, except for the preview, have a Export data button at the top right. Click on it to download a .csv file of your data to integrate into your social media report.
Hootsuite Analytics allows you to collect data and create Reports for multiple Facebook, Twitter, Instagram and LinkedIn profiles from a dashboard.
You can customize the dashboard to track the metrics you you've identified as the most important to your social media report.
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When it's time to create your report and share your data, you can customize the information to include.You will have access to a large selection of graphics that tell your story in mani reporting.very visual era, so the information is easy to use at a glance.
You can share reports with team members right in the Hootsuite Analytics interface. You can also upload your full social media report in PDF, PowerPoint, or spreadsheet format ready to share.
You can get more details on how to make the most of the data available through all of these social reporting tools in our dedicated blog post at Get started
All your social media analytics in one place . Use Hootsuite to see what's working and where to improve performance. Try it for free