The creation of a social media report is a long lasting and difficult task, which involves a lot of different aspects and certainly a lot of testing. You may already have noticed that every social media report concept follows a different approach and sometimes you do find overlaps. It sometimes feels like asking the deeply philosophical question: “Which came first, the chicken or the egg?” because there is no certain answer to these questions. A myriad of factors come into play in the process of creating a social media report.
But how do you create a rock solid report? In this blogpost, we'll focus on four features that can enable you to set up an informative and successful report. In our first article on social media reporting, we already discussed the importance of the general conception, outline, and the fundamental basics of a social media report. We provided a closer look at the data driven elements that are vital to include in your report, e.g. choosing the right KPIs and how to dig deeper into social media analytics by asking the right questions from the beginning of your analysis. We didn’t stop there, and continued our observation by comparing the advance of using live data reports and static data reports. This is an especially crucial factor when it comes to reporting to your boss or client.
As our last article already covered the basics of a social media report, it is now time to focus on further aspects that are of high relevance for the conception of a report, like its usability and the design. So let’s discover what else there is to create a near perfect social media report.
Tailor your social media report
A report's customization to the targeted audience is another salient feature, and should always be tailored to the recipient's individual needs. That means always select the KPIs and other metrics that make your report meaningful to the person who you are presenting to. One example of this could be to exclude your “Key Influencers” metric from the report when presenting your social media data to the management floor, because this information may not be great of direct interest for the general goals of your company. On the other hand, the information may still be relevant for internal reporting purposes, e.g. your marketing team. The important takeaway is always gather data suited to the people you are reporting to.
In the next step, we look at the essentials of a social media report, for example including a variety of dashboards in your report. Create several dashboards with different purposes, e.g. one for content marketing or a dedicated customer service dashboard, so that you always have the right data in one place. You can also take look at how social media analytics can improve your customer service.
Benchmark your performance
Report on your own performance and include the performance of all your competitors to see how you recently did in the overall comparison. Make your social media report comprehensive by combining the data from all your social media networks to benchmark all platforms against one another. This doesn’t only mean to include the data of your competitors - which is already a really powerful indicator of your overall performance, but it should also include your performance on all the social networks you are using. Combining your performance on Facebook, Twitter, YouTube and Instagram makes your report even more valuable. Eventually, by combing your competitors performance and your overall social media network performance, you’ll receive a total overview of your achievements.
Personalize your social media report
The looks of a social media report is an important factor. While the content of your report is of course the main factor, you also shouldn't forget that a good looking report is not only an eyecatcher but also can help a lot when it comes to readability of your report. For now, let us dig deeper into the role of the general visualization of your report. Providing a well-looking social media report is one of the key elements of every social media analysis. It shows that you really care about the data, and did not simply randomly gathered KPI’s on an empty white piece of paper. This is especially helpful when you have to present the data to a client.
Start with the usage of custom colors that represent your corporate identity and give your report a personalized look - Personalization means that you can add your own company logo or name to the report. When you use a dedicated software for social media reports, make sure that it offers a white labeling feature, which offers you the possibility to exchange the software company's logo with your own logo. Adjusting your report to the look of your company makes it even more professional.
Another key step is to focus on the arrangement of the used metrics in your social media report. Establishing a logic that signifies the importance of each and every metric is crucial. Through this you can avoid misleading anyone who is new to social media analytics, and provide him an immediate overview of social media data. Making your report easy to understand is an essential factor - it shows that you fully understand the data. This gives your report a much more professional look, and it will make a better impression in your presentation.
Make your data accessible
Keep in mind that your social media data should always be easy to access. Why you ask? The answer is simple. Having your report at hand when the data is needed is a crucial part of your social media analysis. Especially when you have to report your social media data to your clients, your superiors or your fellow colleagues in the marketing team.
Therefore, make sure when you use a software for you social media analysis that it supports software supports features that enable you to export your social media data both manually and automatically into a report.
The advantage of a manual export is its flexible character. It guarantees that you can create a report whenever you need it. Through this, you can make sure that you always have the right data at hand when needed. Using a system that helps you create automatic reports can streamline your workflow. So creating an automatic reporting system that will send you daily, weekly or monthly reports is a crucial factor that everyone will benefit from who is working for an agency or as a social media manager.
But that’s not all when it comes to the creation of a report. Another point you should keep in mind is the range of formats your report should be available in. For this reason, make sure that you have the possibility to provide your reports in just more than a plain text document. quintly, for example, offers a broad range of exporting formats like CSV, or PPTX - that keeps you always updated.
How to create an effective social media report?
There is so much to think of when it comes to creating a social media report. Never forget, it is not always about the follower evaluation in a specific time range; There is so much more to the creation of a fantastic social media report. If you are successful, then the key takeaway from every social media report should be constant improvements you have made and can make on your social network performance. Questioning your own approach and also from time to time rethinking your social media strategy are important insights you gain from analyzing your social media appearance. Social media reports are enormously important indicators of how to grow your business.
Tips for crafting your social media report
So let’s sum up our findings: First use KPIs in your social media report should that are tailored to your target audience needs. Second feature use a software that enables you the create manual and automatic reports that will help you to streamline your workflow and make your social media analysis even more efficient. The third trick was not only benchmark your competitors performance, but also include your overall social media network performance to receive a total overview of your achievements. Next, remember to keep an eye on the design of your report. Have a well designed report, this includes its readability and its inclusion of corporate identity. This gives your report a much more professional look, and it will make a better impression in your presentation. We also created an designated webinar on social media reporting that includes the most important steps to save time in your social media routine.
Last but not least, a little reminder: being able to set up a social media report that allows you to concentrate on other important things because it is automatically sent to its recipients is a priceless feature. You'll be able to focus on further improving your performance instead of constantly keeping track about metrics and recipients all the time. The easiest way to achieve this goal is by using a dedicated social media reporting tool like quintly.
Do you want to measure something specific in your social media analytics, if so, feel free to contact us. We will help.
If you are looking for more resources on how to create a social media report and which metrics are important, have a closer look at this lists of posts we wrote on this topic: