Without creating reports and correlating data over the month on how certain social media campaigns and/or posts performed, you’re not going to know how to improve. A report enables you to see what performed well and what didn’t perform as well; allowing you to make data-driven decisions in regards to the approach you have to social media.
A report has to summarise all metrics you want to measure, whilst also being clear and easy to understand
It’s important to encourage continuous improvement in all areas of business, but without seeing reports and data it’s tough to understand what needs to be improved, what works and what doesn’t work. A report will enable the whole team to see an overview of how the approach to social media is performing; giving everyone a chance to voice their opinions on what could be improved.
But, how do you go about creating this report?
Begin your monthly report with an overall snapshot. It’s a good idea to do an overview of everything that your team did in terms of social media - how many posts were put out, what the posts were, how they performed without looking at any analytics yet, engagement, and so on.
This overview enables your team to see if they’ve posted enough, or not enough. It shows your whole team what the planned posts all look like together and if they show your brand values as you want them to. It’s important to see an overview as it allows you to see the progress being made on social media - it shows the team whether the posts being made are effective enough to generate this necessary progress.
An overall view is the most constructive way to begin a monthly report as it sets the tone for the remainder of the meeting
It enables the rest of your team to grasp where the meeting will be heading and the purpose of the rest of the meeting.
An overview only gives a team a snippet of how the approach to social media for that timeframe performed.
It’s then important to provide the team with a more in depth analysis of the performance - this will be done with metrics
Metrics are important as they allow you to see how your audience has engaged and interacted with you. Furthermore, this enables you to see how engaging your posts are and if your audience enjoys the types of posts you’ve been creating. It’s important to remember that, whilst there are a tonne of metrics you could look at, you should only focus on the ones that are important to your team and align with the goals made.
Some metrics you could focus on include;
Followers or likes gained
Clicks on links
Retweets or shares
Likes or favourites on individual posts
Reporting on these metrics shows the team how engaging and interactive the posts on social media are, and whether they engage your audience enough. If the metrics show a lack of engagement in the form of likes, shares, etc. then it could be beneficial to change the approach.
If you fail to report on these metrics, your team aren’t going to fully understand and know how the posts have performed. Failing to analyse the metrics also lessens your chance of being able to improve your approach in the way it should be improved. Metrics allow you to see what performs well and what doesn’t, so you can make data-driven decisions.
Looking at and analysing the metrics for posts subtly leads into the goals created previously and whether they have been met or not. Goals set are most likely set in metrics (e.g. 100 new page likes in a month), so once you’ve gathered all information on the metrics and performances - you can begin to align them with your teams goals.
It will become apparent quickly whether goals have been met or not. What might not be so easy is deciding what you’re going to alter to meet the goals if they’ve not already been met. A good place to start is to analyse the elements that didn’t go so well, see why they didn’t go well (e.g. not as many likes) and see how they differ from posts that did do well. Maybe it was the time posted? Maybe it was the image? The style of post? From comparing posts with opposite performances you’ll begin to understand what works and what doesn’t.
It’s important to continuously intensify goals
If goals have been met, it’s important to then raise the goals and strive for higher levels of results.
This step may correlate with your businesses goals (previous step) depending on what your goals are.
Social media isn’t just all about posts and the engagements from the posts.
It’s also about making those attempts to create customers or leads
Be sure to include any opportunities that arose from social media; whether they happened or not. These opportunities can range from…
Communicating with new people and educating them on your business
Converting people into leads
Getting newsletter sign ups
Gaining a new potential customer that you guide down the buyer’s journey
And so on. All of these opportunities enable your business to grow and it’s important to discuss all opportunities and how they came about. If you’re aware of where the opportunities came from, you can then begin to focus more on those types of posts or interactions to gain more opportunities.
If you’re responsible for your businesses social media as well as creating the reports, you might be tempted to show yourself as a successful professional. However, this won’t always be the case.
Don’t sugarcoat anything
There might be some reports that are better than others, but you simply cannot sugarcoat the results. You must look at all metrics, especially ones that aren’t as good, to be constructive and to find a way to improve what you’ve done. Without being honest about all the results gained, you’re not going to know what works best and what perhaps isn’t as effective.
Chances are, you won’t learn anything from sugarcoating things. You must be true to yourself and show your team all the metrics they want to see.
The report you create needs to be as concise as it possibly can be.
Steer away from trying to make your report look good or sound good
Your report simply needs to show what worked and what didn’t; what could be done better; opportunities that arose; any new customers; and so on. The information contained within the report needs to be easy to understand and follow.
It’s more than likely that the social media manager keeps track of the metrics and performance most days, but the rest of the team won’t. That’s why it’s important to educate the rest of the team with the metrics and how the social media efforts performed.
Social media reports are absolutely essential
Social media is not just used for brand awareness. It’s about creating engagements and interactions that matter that will make a difference to the business. That’s why social media reports are crucial. They allow the team to see how social media has affected their business; in a positive or negative way. If the business has been affected in a negative way due to social media, it’s good practice to analyse all posts and come to a conclusion as to why. This conclusion then enables the social media team to improve.
Without a report, none of this can happen. A report lets you make data-driven decisions about what is best for your businesses social media strategy.