What is a social media report and how to create one!

social media report

Written by Jordan

Jordan is a digital marketing executive here at Lumos. You'll often find her writing about social media marketing, digital PR, and marketing training and development.

October 21, 2021

When it comes to digital marketing there are tons of analytics that you need to keep track of for your clients. At the end of every month, you should be completing social media reports for them. Social media reports include what is going well and what is not going well on your client’s social media page since you began to take over their social media. The report gives you a clear idea of what to do going forward.

Creating a monthly social media report is important as it allows you to track what is going well for your brand and allows you to see if there are any changes that you need to make to ensure your brand gets noticed on social media.

To begin with a social media report, you will need to first:

Define your social media KPI’s.

You want to identify your social media metrics that are in line with your goals and business strategy. When you are identifying your KPI’s ensure you use the SMART system. You want to make sure your social media goals are Specific, Measurable, Achievable, Relevant and Time-limited.

Decide how often you want to complete social media reports. You can do them weekly, monthly, every 3 months, yearly, it is up to you. However, we recommend completing them monthly. The reason for this is because it leaves enough time to notice any changes with statistics and data, however it is not leaving it long enough where you must make a lot of changes to your page in case what you have been doing for months ends up not working.

How to create a social media report?

Think about what stats matter the most to you.

As mentioned above, a social media report is put together through data and statistics. These statistics include:

Clicks and impressions– These stats show what posts your followers click and interact with the most. It is a terrific way to determine what it is your audience are interested in. Clicks can also be the amount of people who click on the link in your Instagram bio and are viewing your website! This gives you an indication of how many people are interested in your business and what you do.

Followers– Every month, include the number of followers you have gained in your report. If you are gaining more followers every month than losing it means that you are doing something right on your social media pages.

Demographics– Include this towards the end of your report. It is a clever idea to know what percentage of your audience are men/women and the main age range that is following you and where abouts in the world your audience are based. This gives you a promising idea of who to cater your content to.

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 Visualise all your data in one place.

Our favourite way to create our social media reports is through Canva. It is best to keep all of your data is one place. Creating a social media report for your client on Canva, allows your clients to understand it very easily, which is what you want as it is their business. This is especially important if you are gathering data for all platforms and not just Instagram. This means you will have to visit different websites to gather all of this data. It is so much easier to record the data on the one platform, ours being Canva.

Once you create the first report, every one after that will be easier as you can just make a copy of the first one and use it as a template.

Look at competitors

In your social media report, you want to include your competitors, look at their engagement rate online and look and see what is and is not good about their social media pages. Your engagement rate should be between 1 and 5%. You can find this on a website called phlanx.com. Looking at competitors will give you an idea of what to do for your social media pages. It never hurts to take inspiration.

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Use the data to tell a story throughout your report.

Create bar graphs and charts using excel to compare your data month to month. This will give you a clear idea of what is improving every month and it will give you a sense of satisfaction to see the numbers on these charts grow. Also creating these bar charts will make it easier for your clients to understand the insights and statistics that you are showing them. This also reassures them that you are doing a fantastic job managing their social media pages.

Analyse the posts that are doing well.

You can get this information on Instagram insights, have a look at your top three posts by engagement month to month. This will indicate what your audience like and relate to the most, thus giving you a clear idea of what content to create the following month.

Conclude the report.

A conclusion of a report tends to have questions that you can answer. These questions tend to be, what is working well? What is not working well? What can we do more of? Ideas on how to improve on what is not working well. Any new ideas to explore? It is important to ask yourself these questions at the end of a report, so you, your team and your clients know what to do the next month to either keep your audience engaged or change something whether that is content, posting times etc to increase your audience engagement.

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This is a lot of information to take in! Luckily with this blog post we have included a social media report template free for you to use!

To find out more about all things digital and social media marketing visit our website for our other digital marketing blog posts.

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