Let’s say your agency has a rock star team and you’ve developed some great social media strategies for your clients. You’ve gathered a lot of data, and you’re pretty sure your campaigns have been wildly successful.
But how can you be sure … and how communicate your success to customers?
Social media reports is the solution, whether you need to share your experience or show the value of your team.
We’ll talk about how to prove your worth with reporting, and see what you can add to your summaries.
Social media reports can give your team and customers important insights.
Here are some of the biggest benefits they offer:
Set performance metrics
What was your customer’s Facebook performance like last month or last quarter? How are your customer’s competitors doing on Twitter?
When creating social media reports, you can create a baseline of performance metrics. With each subsequent campaign, you can try to overcome this initial fulcrum.
Track progress toward goals
Is your team constantly moving towards the social media goals you set? You may have hit a plateau or encountered a performance issue.
In both cases, periodic reporting is essential to map progress in implementing the strategy.
With regular reports, your team can make sure your strategy is moving the needle in the right direction.
Updating stakeholders and team members
Do you often receive notifications from customers and team members to think about the status of your social media campaigns?
Whether you run reports daily, weekly, or monthly, they can keep you up to date. To save time, you can even automate reports to provide everyone with the information they need on time.
Optimize campaign results
Reports help you identify patterns and trends in customers’ social media metrics.
Once you find what really works for your customers, you can take it a step further. Use the knowledge you find to improve future campaigns and optimize them for even more ambitious results.
Show the value of your efforts
Does your social media effort create tangible value?
Social media reports can make the answer crystal clear. In addition to revenue tracking, these can include the value of new trackers, URL clicks, and other factors. With these calculations, you can report to prove your worth and explain the value your team offers.
A comprehensive social media report should include a combination of analyzes, graphs, and analyzes. Let’s take a quick look at why all of these aspects are so critical:
- Analytics: How much revenue did your campaign earn? How many new fans were following your social profiles? With social media analytics, you collect data from each channel and use it to quantify your results.
- Graphs: The numbers do not lie, but they do not look exactly in the text sea either. With graphs and charts, you convert social media data into a visual format to convey key results more clearly.
- Analysis: What do all the numbers and graphs mean? With thoughtful analysis, you add context to your results, explain what the results mean, and suggest the next steps.
There is no definitive social media reporting template to suit every situation. Instead, your reports should reflect your customers’ needs, goals, and social channels.
Use the categories below as a guide to choosing the right metrics for your report. (Screenshot from Agorapulse reporting tool.)
Whether your customers are expanding into new markets or wanting more of their current niche, better brand awareness is key. With these metrics, you can make sure you’re growing your customers’ audience and reaching the right number of people.
- Audience size
- Posting Impressions
- Post coverage
- The profile mentions
For many brands, awareness metrics alone are not enough. Instead, your customers may want the reassurance that followers respond positively to their content.
To track audience engagement, add the following metrics to your report.
- Likes or reactions to your posts
- Comments and questions about your content
- Private or Direct Messaging (DM)
- Retweet and share your posts
- The degree of relevance of your content
- Followers involved
From collecting customers to increasing revenue, some customers may want to run their business on social media. However, most brands rely on their websites to share informative content, encourage e-mail registration, and offer e-commerce. To track your team’s contribution to website traffic, follow these steps:
- URL clicks
- Clickthrough rate (CTR)
- Impact rate
Revenue and sales leads
Whether your customers have a direct-to-consumer (DTC) business model or a regular business, they deserve to know how social media contributes to their overall revenue and sales funnel. Include these metrics in your team reports.
- Generated sales leads
- Offline income
- Return on investment (ROI)
From brand campaigns to competitor research social media monitoring can provide a sharp overview of your customers and their industries. In addition to tracking voice sharing, add the following types of hash marks to your social listening report:
- Branded hash marks
- Campaign hash marks
- Industry or niche hashtags
- Competitor hashtags
Organizing marketing campaigns for influencers for customers can strengthen many goals, from brand awareness to revenue.
To track your results marketing strategy of influencers, use:
- Brand awareness metrics like new followers
- Involvement metrics such as reactions, comments, DMs and divisions
- Website traffic metrics like clicks and CTR
- Social listening metrics, such as campaign hash marks
- ROI metrics such as revenue and sales leads
With the right reporting tool, your team can provide comprehensive updates without investing much time in the process. While these dashboards all provide reports with data and graphs, keep in mind that you need to add your team’s analyzes manually – on an additional page, in a separate document, or in the content of an email.
Agorapulse is a complete social media management solution that provides publishing, engagement, listening and reporting. In addition to reporting on brand awareness, engagement and social listening metrics, Agorapulse can also monitor the return on investment of selected social channels. Enter metrics such as link clicks, impressions, and fans involved, and calculate ROI automatically.
With the right goals, relevant metrics, and solid analysis, you can prove your worth with reporting. Choose the best reporting solution for your agency and you can show the value of your team, taking performance to the next level.