September 16

How to create a social media report?

How to Create a Social Media Report (Includes a Free Template)

If you want to adapt your social media marketing strategy to best draw in new customers. It’s a good idea to prepare a report about the results in a format that makes it easy for your supervisor to understand.

Social media provides you with a new means to connect with consumers.

Building a robust media presence can be instrumental for increasing brand awareness, and boosting engagement rate.

Every audience member should see the value of your content. Present it in a way that they’ll think “Why didn’t I think of this?”

Identify stakeholders in social media

Whose attention will the report be most useful to? Who is going to take action or make decisions based on it?

Let’s analyze!

  • Specific – the question clearly defines the channel (Twitter) and the metric to measure (conversion rate);
  • Measurable – with little help from Brand24 you can measure conversion rate;
  • Achievable – with a social media strategy in place you can increase your social media engagement rates and boost brand awareness;
  • Time-bound – social media marketing campaigns are usually time-bound. I’ll elaborate on this in the next point.

Let’s analyse!

  • Specific – the question clearly defines the channel (Twitter) and the metric to measure (conversion rate);
  • Measurable – with little help from Brand24 you can measure conversion rate;
  • Achievable – with a strategy in place you can increase your social media engagement rates and boost brand awareness;
  • Time-bound – social media marketing campaigns are usually time-bound. I’ll elaborate on this in the next point.

. Senior management will appreciate being sent key metrics from all teams.

Ask the right questions

It’s important to define your queries right at the beginning of social media report.

 An example of a SMART question is:

Did our Twitter marketing campaign drive engagement rates by 20%?

If you’d like to increase your online visibility, it’s important to use a management tool.

Let’s analyse!

  • Specific – the question clearly defines the channel (Twitter) and the metric to measure (conversion rate);
  • Measurable – We need to be specific about what kind of audience we want to reach.
  • Achievable –Social media is a really effective method of interacting with customers, but don’t forget that it is still only one part of your communications strategy.
  • Time-bound – social media marketing campaigns are usually time-bound. I’ll elaborate on this in the next point.

Research questions

An example of a Research question: What are the motivations of male customers in their 30s for sports brands?

The question is broad and requires a lot of work to answer. If you want to get an overview, it makes sense to read existing research on the topic and talk to people who have already gone through the process.

There are a lot of answers to the problem and one of them is media monitoring.

Establish a timeframe

The time frame will depend on the type of report you need to produce.

A weekly, monthly or quarterly report will cover, well… one week, one month or one quarter, that’s self-explanatory.

Then there’s a social media report that also shows how each channel is performing. Remember to include benchmarks from before the campaign started, so you can clearly see the results.


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