< Return to blog

How to Create a Social Media Report: A Step-by-Step Guide

Creating stories is inherent to each social media administration exercise.  At first look, it might appear to be a easy routine process – you pull your finest numbers in a single spreadsheet, export knowledge from social media instruments, and put all of it into your template (or borrow a template from another person). Ship the report back to your boss or your colleagues – that’s it.

If it actually had been that fundamental, you wouldn’t be studying this text. The reality is, reporting is likely one of the most useful and essential elements of social media advertising and marketing – and it deserves your due consideration.

With out reporting, you’re going into social media advertising and marketing blind. Social media stories present you what works and what doesn’t. Certain, you’ll be able to see that, say, a few of your posts carry out higher than others, however solely a complete report will allow you to analyze the strengths and weaknesses of your social media technique.

The continued stories which offer an outline your progress on social over a sure time period are important to revising your technique.  

You may also create one-off stories to investigate particular actions like campaigns or contests. Moreover, there are analysis stories which might (and may) inform your advertising and marketing choices primarily based on social knowledge.

No matter the kind of report you’re creating, the core course of is analogous. Listed below are the 5 steps to observe to generate any sort of social media report from scratch.

Step 1: Outline your objectives

Earlier than you do one thing, you might want to perceive why you’re doing it. A complete social media report devoted to your ongoing exercise will mirror whether or not you’ve hit your objectives, how your methods are working, and what your successes are. It will additionally clarify any failures, and present you the methods to handle them effectively.

As an example, because of your report, you and your staff may uncover a lower in your engagement numbers in November and attribute them to both a change in your content material technique or the vacation season.

As for particular stories, to make them as useful and actionable as doable, pose a particular query. For instance, a report targeted on a advertising and marketing marketing campaign may ask, “did the marketing campaign drive spontaneous dialog among the many goal group of 15-34-year-old male sports activities followers?”. A analysis report may ask “What do Millennials who dwell in huge cities need from an Web service supplier?”

Step 2: Outline your recipient

Who will obtain the report? How can it profit them? Take into consideration the choices your stories are supposed to tell and assist.

  • Does the pinnacle of gross sales want to grasp what number of leads come from social?
  • Does the neighborhood administration staff wish to know the effectivity of their technique?
  • Do you wish to persuade the pinnacle of promoting to put money into video content material manufacturing?

These are just a few questions which will come up in your social media advertising and marketing endeavors. As you may need observed, defining objectives and recipients go hand-in-hand – who wants insights, and why they want them, are the principle inquiries to construct your report round.

Step 3: Outline the time-frame

The time period coated by your report might depend upon the aim of the report (i.e. a marketing campaign report will cowl the timeline of a marketing campaign) or your most popular workflow.

The next time intervals are the commonest:

  • Weekly report
  • Month-to-month report
  • Quarterly report (90 days)

At this step, you must also contemplate the way you wish to consider your progress. Do you wish to examine your efficiency to the earlier month (if you happen to’re doing month-to-month stories)? Or perhaps you’d prefer to see how your key figures examine to these from the identical month of the final 12 months?

Step 4: Determine what metrics to incorporate

Now that you recognize why you’re making a report, you’ll be able to consider what knowledge you might want to current. That is really the cornerstone of reporting, and social media platforms have a large number of native metrics which might be relatively overwhelming, not to mention all types of knowledge from third-party social media instruments.  

Figuring out the aim will help you hone your focus onto a particular set of metrics which showcases your successes and slip-ups in a selected space.

Listed below are a few of the knowledge factors you may wish to deal with and the methods to search out them.

Quantity of content material

Quantity of content material is likely one of the best methods to show to your boss that you simply’re not simply taking a look at memes on Twitter.

In all seriousness, quantity of content material is sort of a well-liked metric in social media stories, which, paired with others, enables you to analyze your content material sharing efforts.  

The place to search out it:

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

This one is sort of unimaginative: you simply go to Insights and export the Submit or Tweets knowledge for Fb and Twitter respectively (narrowing it all the way down to a required time period). There you will notice the rows of your social media updates with columns for particular person stats on every replace. Merely rely the variety of rows and also you’ll get the outcomes.

For Instagram, you’ll be able to see the variety of posts sorted by completely different filters in your Insights below the Content material tab. You’ll be able to’t select a customized time period, however Instagram allows you to view stats for 7 or 30 days, 3 or 6 months, and 1 or 2 years.

Attain or publicity

The attain metric helps you perceive the dimensions of your viewers. It is a difficult one, since some entrepreneurs measure their viewers by the variety of followers or subscribers they’ve. Nevertheless, what you actually wish to know is how many individuals see your content material, and that’s the place attain is useful.

The place to search out it:

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

On Fb, it’s best to go to your Web page Insights and export Submit knowledge. Within the Lifetime Submit Whole Attain column, it is possible for you to to see the attain for every Fb submit. You’ll be able to test your complete attain by going to Insights>Attain.

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

Twitter reveals you the Impressions for every tweet and the variety of Impressions for a selected interval in Analytics>Tweets.

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

On Instagram, yow will discover your weekly attain within the Insights. Sadly, you’ll be able to’t specify a time interval on your outcomes, so if you happen to want Instagram knowledge, you’ll need to report it manually each week.


Engagement allows you to analyze the amount and high quality of the interactions your accounts and posts get.

Engagement is likely one of the most essential metrics for progress – most main social media platforms have made engagement the principle focus of their algorithms. In different phrases, the extra engagement you get, the extra publicity your model receives.

The place to search out it:

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

For Fb, you will have to go to Web page Insights as soon as once more and obtain your Web page Information (click on Format>Make new structure to solely choose knowledge associated to engagement). There you’ll be able to see the variety of Engaged Customers and Submit Engagements.

You may also observe post-by-post engagement by exporting submit knowledge with Format>Submit engagement chosen.

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

For Twitter, you will discover engagement metrics on the identical web page because the attain metrics. You’ll be able to export knowledge to see engagement per Tweet.

For Instagram, you’ll be able to see the variety of Interactions in your Exercise tab, or try Engagement numbers for every submit within the Content material tab in Insights.


, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

Social media platforms offer you plenty of details about your viewers – you’ll be able to be taught who participates in a dialog, the place your customers come from, when they’re lively, what languages they communicate, and so on.

The place to search out it:

For Fb, go to your Insights> Export. Select Web page consumer demographics knowledge below Format.  

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

On Twitter, there is a separate tab in your Analytics referred to as Audiences. Right here, you’ll be able to see knowledge for all Twitter customers, your followers, your natural viewers, and your tailor-made viewers which you’ll create in Twitter Advertisements by importing e-mail addresses, Twitter usernames, or cellular promoting IDs.

The information is sort of complete – you’ll be able to find out about your audiences demographics, life-style, and habits. Nevertheless, observe that Twitter Audiences knowledge isn’t exportable.

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRMAs for Instagram, in your Insights, you’ve gotten an Viewers tab which tells you the age, location, and gender of your viewers.
, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

Clicks and visitors

In the end, you wish to drive prospects to your web site (except you’re employed at a brick-and-mortar enterprise, maybe). One of the convincing proofs of your success right here is clicks in your shared hyperlinks, and social media visitors. For social promoting, the variety of clicks is very essential.

The place to search out it:

For Fb, in your exported knowledge you’ll be able to lookup the variety of clicks in your CTAs (promotions), web site hyperlinks, cellphone quantity in your profile and so forth.

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

Twitter will present you the variety of clicks for a selected time interval within the Tweets tab. You may also see the variety of clicks per submit within the exported knowledge.

On Instagram, you’ll be able to test the Web site clicks (the hyperlink you set in your bio) and clicks out of your ads.

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

You may also entry your visitors knowledge in Google Analytics. Go to All Visitors >Channels to see what proportion of your visitors comes from social media.

In the event you’re enthusiastic about a selected social media platform, go to Acquisition>Social>Community Referrals and see the dissection of social referrals by platform.

Social listening knowledge

Social listening knowledge could also be included in your common ongoing report – for instance, knowledge that comes from model monitoring matches properly with engagement and attain insights.

You may also put together stories for particular events, like market analysis and marketing campaign monitoring stories.

Some social listening instruments will provide you with much more choices – for instance, Awario allows you to create competitor comparability and influencer analysis stories in PDF.

, How to Create a Social Media Report: A Step-by-Step Guide, TornCRM

The place to search out it:

Each social listening instrument, and a few social media administration instruments (Sprout Social, Agorapulse, and Hootsuite to call a number of), have social listening reporting options.

They might embody social listening knowledge within the overview report or an choice to create a separate report. Be aware that the majority social media administration instruments lack social listening capabilities obligatory for market analysis and competitor evaluation, therefore you’ll want to make use of a devoted social media monitoring instrument for insights in your market and competitors.

Step 5: Design the report

This could be essentially the most difficult step – organizing the collected knowledge in essentially the most logical and understandable approach isn’t simple.

Listed below are some common ideas that might be related for any report:

  • Don’t overwhelm the reader – Don’t attempt to match as a lot data as doable into one sheet. Until it’s an very simple report, designate at the very least one web page per every part.
  • Visualize what’s essential – Let’s say, you are evaluating your attain with the earlier month and spot that it has considerably grown. Emphasize it by highlighting with a shiny colour.
  • Advertd actionable insights – For instance, together with segments like “Prime 5 posts” in Attain, Engagement and Clicks sections allows you to level out the simplest actions.

The quickest approach to do it’s to make use of Google Sheets or Google Docs. Listed below are some ready-made templates created by Buffer.

In the event you want one thing extra refined, you can too create your individual template for normal use in Photoshop or a extra accessible instrument (Venngage, Infogram, and so on.)

Clearly, while you’re utilizing a social media administration instrument, you’ll be able to put it to use to generate stories, nevertheless, there’s a draw back – these stories may lack or under-represent some essential metrics, or embody the metrics that are of no curiosity to your recipient. In different phrases, to customise a report in keeping with your objectives, you’ll need to design it your self more often than not.

That’s it. Making a social media report might appear to be an enormous, complicated process, however by breaking it down into easy steps, you’ll have the ability to generate any social media report you’ll be able to consider.

A version of this post was first published at
Read More at ----

Ready to get started?