Learn how to create a social media report.

As of 2023, 4.9 billion people are using social media platforms globally and the number is predicted to reach 5.85 billion by 2027. And brands continue to use this rapid hike in social media users to connect with their audience and build a solid online presence. However, measuring the true impact and success of social media efforts can be challenging. 

That’s where creating a social media report comes in. 

This guide will show you how to make a social media report to analyze performance, identify trends, and make data-driven decisions for future strategies. So, let’s get started! 

What is a social media report? 

A social media report is like a special report card for your brand’s performance on social media. It gives you essential information about your social media activities, like how many followers you have, how many likes and comments you get, and how many people see and engage with your posts. It also helps you track trends, measure the success of your campaigns, and make better decisions for your future social media plans.

The report can be as simple as a list of numbers in a spreadsheet or as fancy as a slide presentation with detailed analysis—it all depends on why you’re creating the report and who will be reading it. Sometimes, you might need to make different reports for different audiences or goals you have. 

Why should you create a social media report? 

Creating a social media report serves several purposes and offers numerous benefits. Here are some reasons you should also create a comprehensive report:

1. It helps identify your best channel  

A social media report helps you determine which social media platform performs the best for your brand. It reveals where your audience is most engaged, allowing you to focus your efforts on that particular channel.

For example, let’s say you have a business that sells handmade jewelry. When analyzing your social media report, you notice that your Instagram account consistently generates high engagement rates compared to other platforms like Facebook or Twitter. This shows that Instagram is likely your best channel for showcasing your jewelry products. 

2. Gain relevant audience insights  

You obtain valuable information about your audience’s demographics, interests, and behaviors through a social media report.  With this information, you can create targeted content and engage with them more effectively. 

For instance, your social media report states that most of your audience comprises young adults. You can tailor the content accordingly and use the platform where they spend most of their time. 

3. Helps in understanding channel ROI 

A social media report enables you to measure the return on investment (ROI) of your social media activities. It helps you assess which channels deliver the most value for your brand, enabling you to allocate resources accordingly. 

Suppose your brand’s Facebook page generates minimal engagement and limited return on investment (ROI). Yet, you continue to invest your time and budget on the platform. As a result, your resources are being wasted on a channel that is not delivering desired results. 

You can avoid such instances by analyzing social media reports to identify underperforming channels and efficiently reallocating your resources. 

4. It assists in streamlining your resources  

Streamlining resources means using your resources, such as time, money, and people, in the most innovative and efficient way possible. When you have insights from the social media report, you can make better decisions using your resources. 

You can identify the social media channels and strategies that work best for your brand. And with this, you maximize your brand’s reach, engagement, and success on social media while avoiding wasting resources on things that don’t work well.

What to include in a social media report? 

A comprehensive social media report includes the following elements:

1. Outline your social media strategy 

Begin by offering a brief examination of your social media strategy. This section sets the stage and informs readers what to expect as they continue reading. Also, highlight any modifications made to your goals and strategies based on past performance. 

For example, mention if you have started targeting a new social channel or if your goals have evolved over time. Provide insights into the results of these adjustments and evaluate whether investing more in the new channel is worthwhile.

2. Mention clear and specific goals  

Break down the crucial areas identified in the overview into clear and specific goals. The number of goals may vary depending on how long you have implemented and reported your social media strategy. For a first-time report, focus on a minimum number of goals. 

Gradually expand the goals as you better understand what can be improved within your social media strategy.

3. Include relevant metrics to track success  

To measure the success of your goals, it is essential to include relevant metrics in your report. These metrics may vary based on different teams’ requirements. However, there are some common metrics that you must track. Here are a few examples:

• Number of leads generated
• Number of conversions
• Total revenue attributed to social media efforts
• Engagement rate (likes, comments, shares)
• Reach and impressions
• Click-through rate (CTR) for social media ads

Customer Service Goals:

If your goal is to provide customer service through social media, consider measuring the following metrics:

• Response time to customer inquiries
• Customer satisfaction ratings
• Resolution rate for customer issues
• Feedback received from customers

Remember to select metrics that align with your goals and provide meaningful insights into your social media performance.

4. Showcase Results per Network and Content Formats

In this section, highlight the specific results achieved on each social network. You can also break down the results based on different content formats within specific social networks. Including content format breakdown will depend on the goals and metrics you have chosen. 

Consider including the following common elements to measure for almost all social networks:

• Follower growth: Track the increase in followers over time.
• Engagement metrics: Measure likes, comments, shares, and other forms of engagement.
• Reach and impressions: Analyze the reach and impressions your content has received.
• Click-through rate (CTR): Measure the effectiveness of your links and call-to-action buttons.
• Conversion rate: Evaluate the percentage of users who completed a desired action.
• Audience demographics: Understand the characteristics of your social media audience.

Regardless of the metrics chosen, strive to compare past results. For example, if you are measuring the results of your latest Instagram campaign, compare it with a previous similar campaign. Highlight improvements and explain how you have enhanced your results. 

In addition, if you are creating monthly reports, ensure that you compare them to the previous months. Showing how your current efforts have improved engagement is crucial for demonstrating progress and shaping future strategies.

This approach will help stakeholders understand the value generated from different platforms and content formats while providing insights for refining your social media strategies.

5. Analyze Success and Beyond the Numbers

After presenting the data, it’s essential to dive into the analysis. Begin by highlighting what worked exceptionally well or even better than planned during the reporting period. The goal is not just to present numbers but to explore the underlying factors contributing to success.

Look beyond the numbers and consider various angles to show your progress toward your goals. Here are some examples: 

• Engagement beyond metrics – Apart from measuring likes, comments, and shares, delve into the quality of interactions. Look for meaningful conversations, valuable feedback, and increased brand advocacy. For instance, if a post receives many comments discussing the benefits of your product/service, it positively impacts the audience.
• Brand sentiment – Monitor sentiment analysis to gauge how your audience perceives your brand. Analyze positive sentiment to identify areas of success and leverage them further. Similarly, pay attention to negative sentiment to identify potential areas for improvement and address any concerns your audience raises.
• Influencer partnerships – Assess the impact of influencer collaborations. Analyze the reach, engagement, and sentiment generated through these partnerships. Also, examine qualitative aspects such as the alignment between the influencer’s audience and your target demographic, the authenticity of the content, and the potential for long-term brand affinity.

And with this analysis, you can understand the factors that resonate with your audience, refine your strategies, and replicate effective tactics in future campaigns. 

6. Identify Opportunities for Future Strategies

In the final section of your social media report, it’s crucial to identify any opportunities that may have arisen during the reporting period. Look for aspects that deviated from the plan or areas where you see the potential for better goal achievement. Consider the following points to uncover these opportunities:

• Identify deviations from the plan – Reflect on any activities or results that didn’t align with your initial strategy. These deviations can provide valuable insights into unforeseen trends, audience preferences, or new exploration avenues. For example, if a spontaneous social media campaign receives unexpectedly high engagement, it may indicate an opportunity to incorporate more timely and reactive content.
• Assess content performance – Analyze the performance of different content formats and identify any standout performers. If a particular format garnered significant attention, but you had limited content in that format, it suggests an opportunity to capitalize on its success. Determine how to create more content in that format to engage your audience further and achieve your goals.
• Evaluate emerging trends – Stay informed about the latest social media trends and identify if any align with your goals and target audience. Social listening tools like Radarr can help here to monitor conversations, trends, and sentiments across social media platforms. You can easily gather valuable insights about your target audience, industry trends, and competitor activities.

How to create a social media report? 

Now that we know what to include in a social media reports let’s get ahead with the right ways to create it: 

1. Identify your report’s audience

Begin by determining the intended audience for your social media report. Consider who will be analyzing and benefiting from the report within your organization. While the marketing team is often a primary audience, it’s essential to identify other stakeholders who can derive value from the report.

Some potential audience members could include sales team, customer service team, product team and brand and communications team.  Understanding the specific needs and interests of all your audience groups will allow you to tailor the report accordingly. Instead of presenting a generic report, focus on delivering insights that are relevant and meaningful to each stakeholder.

2. Determine Your Reporting Frequency and Value

When creating your social media report, it’s important to decide on the appropriate reporting frequency that aligns with your objectives and allows for meaningful analysis. Consider the following reporting options and their respective value:

• Daily reporting: Identify immediate conversations that require immediate attention and monitor real-time trends.
• Weekly reporting: Capture trending topics for quick content optimization.
• Monthly reporting: Understand social media metrics and marketing campaign performance.
• Quarterly reporting: Analyze long-term trends and make enhanced decisions.
• Annual reporting: Compare year-by-year progress and inform strategic planning.

Note: Short-term reports address immediate needs, while quarterly and annual reports provide deeper insights and inform long-term strategies. Therefore, identify a perfect blend of both. 

3. Focus on Relevant Social Media KPIs and Metrics

When creating your social media report, it’s crucial to stay focused on the key performance indicators (KPIs) and metrics that align with your business goals and the stakeholders you are reporting. Avoid getting overwhelmed by reporting on additional statistics unless they demonstrate a significant spike or contain noteworthy insights. 

4. Enhance Your Social Media Reporting with Visuals

Incorporating visuals into your social media report is essential for engaging stakeholders and facilitating better understanding of the data. Visual representations such as line graphs, bar charts, and pie charts are effective in presenting data trends, comparisons, and distributions. For example, if your audience is interested in tracking follower growth, you can include a line graph showing the increase in followers over time.

Similarly, visualizing performance metrics through graphs or tables makes it easier for stakeholders to grasp and compare the data. For instance, you can use a bar chart to display engagement metrics for different social media platforms side by side, allowing for quick and visual comparison.

Lastly,  include screenshots of successful campaigns, user-generated content, or examples of high-performing posts to provide concrete examples of your social media achievements.

5. Study Competitor Insights with Social Media Monitoring Tools

A comprehensive social media report extends beyond analyzing your own social campaigns and efforts. It’s crucial to study your close competitors and understand what strategies are working well for them. Instead of manually researching your competitors, you can save time and gain valuable insights by utilizing social media monitoring tools like Radarr.

6. Communicate your Findings Effectively

To create an easily understandable social media report, present your findings in a clear and consistent format. Begin with an executive summary that highlights key insights, followed by organized sections focusing on overall performance, goals, metrics, competitor analysis, and opportunities. Conclude the report with a summary of key takeaways and actionable recommendations. 

With these guidelines, you can ensure that your social media report effectively communicates important information to stakeholders in a straightforward manner.

Enhance your Social Media Reports With Radarr!

In conclusion, as you expand your marketing strategy across various social media platforms, tracking metrics and creating a comprehensive report can become challenging. This is where a tool like Radarr for social media analytics proves invaluable. 

With Radarr, you can gather all your key data onto a single platform, allowing you to easily assess your performance, gain valuable insights, and derive actionable strategies to maximize your social media efforts. 

To experience the benefits of Radarr firsthand, book a demo today and unlock the full potential of your social media marketing.