Say your agency has a rock star team, and you’ve designed some brilliant social media strategies for clients. You’ve collected tons of data, and you’re pretty sure that your campaigns have been wildly successful.
But how can you be certain … and how can you communicate that success to your clients?
Social media reports are the solution, whether you need to share your track record or demonstrate your team’s value.
Let’s talk about how to prove your worth with reporting and look at what to include in your summaries.
Why Social Media Reports Are Important
Social media reports can provide crucial insights for your team and your clients.
Here are some of the biggest benefits they offer:
Set Performance Benchmarks
What was your client’s Facebook performance like last month or last quarter? How are your client’s competitors doing on Twitter?
When you prepare social media reports, you can establish a baseline for your performance metrics. With each subsequent campaign, you can strive to outperform that original point of reference.
Track Progress Toward Goals
Is your team making steady progress toward the social media goals you set? Maybe you’ve hit a plateau or run into some performance issues instead.
Either way, periodic reporting is essential for charting progress as you execute your strategy.
With regular reports, your team can make sure your strategy is moving the needle in the right direction.
Update Stakeholders and Team Members
Do you get frequent messages from clients and team members, wondering about the status of your social media campaigns?
Whether you prepare reports daily, weekly, or monthly, they can keep everyone in the loop. To save time, you can even automate your reports to ensure everyone has the information they need on time.
Optimize Campaign Outcomes
Reports can help you identify patterns and trends in clients’ social media metrics.
When you find what really works for your clients, you can take what you’ve learned one step further. Use your newfound knowledge to make future campaigns better and optimize them for even more ambitious outcomes.
Demonstrate the Value of Your Efforts
Are your social media efforts generating tangible value?
Social media reports can make the answer crystal clear. In addition to tracking revenue, they can include the value of new followers, URL clicks, and other factors. With these calculations, you can prove your worth with reporting and clarify the value your team provides.
What to Include in Social Media Reports
A comprehensive social media report should include a combination of analytics, graphs, and analysis. Let’s take a quick look at why each of these aspects is so critical:
- Analytics: How much revenue did your campaign generate? How many new fans followed your social profiles? With social media analytics, you collect data from each channel and use it to quantify your results.
- Graphs: Numbers don’t lie, but they don’t exactly stand out in a sea of text 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 charts mean? With a thoughtful analysis, you add context to the results, explain what the outcomes mean, and suggest next steps.
There’s no ultimate social media report template that works for every situation. Instead, your reports should reflect your clients’ needs, goals, and social channels.
Use the categories below as a guide to choose the right metrics for your report. (Screenshot from the Agorapulse reporting tool.)
Whether your clients are expanding to new markets or they want a bigger slice of their current niche, better brand awareness is key. With these metrics, you can make sure you’re growing your clients’ audiences and reaching the right number of people:
- Audience size
- Post impressions
- Post reach
- Profile mentions
For many brands, awareness metrics alone aren’t enough. Instead, your clients may also want assurance that followers are responding positively to their content.
To monitor audience engagement, add these metrics to your report:
- Likes or reactions to your posts
- Comments and questions on your content
- Private or direct messages (DMs)
- Retweets and shares of your posts
- Engagement rate for your content
- Engaged followers
From collecting leads to driving revenue, some clients may want to run their businesses on social media. However, most brands rely on their websites for sharing informative content, encouraging email signups, and offering eCommerce. To track your team’s contributions to website traffic, monitor these metrics:
- URL clicks
- Click-through rate (CTR)
- Bounce rate
Revenue and Leads
Whether your clients have a direct-to-consumer (DTC) business model or a brick-and-mortar company, they deserve to know how social media contributes to their overall revenue and sales funnel. Include these metrics in your team’s reports:
- Leads generated
- Ecommerce revenue
- Offline revenue
- Return on investment (ROI)
From branded campaigns to competitor research, social media monitoring can offer keen insights about your clients and their industries. In addition to tracking share of voice, add these types of hashtags to your social listening report:
- Branded hashtags
- Campaign hashtags
- Industry or niche hashtags
- Competitor hashtags
Running influencer marketing campaigns for clients can amplify many objectives, from brand awareness to revenue.
To track the results from your influencer marketing strategy, use:
- Brand awareness metrics like new followers
- Engagement metrics like reactions, comments, DMs, and shares
- Website traffic metrics like clicks and CTR
- Social listening metrics like campaign hashtags
- ROI metrics like revenue and leads
Prove Your Worth With Reporting With a Social Media Management Tool
With the right reporting tool, your team can provide insightful updates without investing tons of time into the process. While these dashboards all provide reports with data and graphs, keep in mind that you’ll need to add your team’s analyses manually – on an additional page, in a separate document, or in the body of an email.
Agorapulse is a complete social media management solution that offers publishing, engagement, listening, and reporting. In addition to reporting on brand awareness, engagement, and social listening metrics, Agorapulse can also track ROI for select social channels. Input the value for metrics like link clicks, impressions, and engaged fans 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 demonstrate your team’s value while taking performance to the next level.