Social Media Marketing Reporting for Agencies

Feb 03, 2020 ● 4 min read

The reporting part of social media marketing can be interesting and fun if you know what to do and how to do it. If you can just find the fun in reporting, then maybe you would not have to run away from it when it comes.

A very important thing to consider when reporting is that you have to know how to create a report that balances and satisfies the report reader and also help you for future reference as a marketer. 

Reason Why Social Media Marketing Reporting Is Needed

Those that are well acquainted with social media marketing reporting, they know that at times the data and information can be so large and bogus and discouraging to read, but it is important to note that making of reports without including statistics is surely the wrong way to go.

• Create A Clearer Picture - Reporting gives a clear view of social media marketing. It shows that work has been done and still in the works. It helps those that it concerns to continue to look for greater results and to make conclusions and look for better ways to tweak your strategies to improve productivity.
• Shows The Work - For those that have bosses that never seem to stop complaining about paying more than you bring in, reporting shows that you are doing work, therefore your work is worth every penny that they throw at you, even more
• Keep Everyone Informed - A good report doesn't just stay within the confines of client and service provider or between boss and client, it goes beyond those borders, even to people that you might feel don't need it, but if anyone picks it, it informs them without need for extra explanation or slide presentation

It must be noted that social media marketing reports will lose its credibility and its benefits if it is not compiled well, it will just be a burden to the eyes of the viewers.

Social Media Marketing Reports and its Continuity

For most marketers that create reports manually or by using software, it's not a new thing knowing that you might have to keep on writing reports as frequently as possible. Your client may want to evaluate reports every week, or every month, and some might require it yearly. Here is some information on that.

• Weekly reports - This is majorly to keep people up to date on every issue on a very frequent basis as weekly. They prove themselves useful to firms that are very flexible with their social media strategy, also young companies find it helpful, so they can be productive as soon as possible.
• Monthly reports - This is on a normal frequency level but it can also be strenuous since the data will be quite much. It helps to keep the whole team up to date.
• Quarterly reports - This ensures progress on every point. It makes sure that every avenue in a particular strategy is put to the test. It ensures productivity and keeps everyone informed and in-line.

Although report frequency is important, growth tracking must not lag. Making a comparison of the present report with previous reports should be done to track growth.

What It Entails

All social media marketing reports are different from each other and this is because every company has its goals and its drive, different key metrics and the likes of yours. You might have to highlight what points are important to you or your client. Here are some:

Engagement

Engagement in social media is very important, it shows how productive your campaign is going, more engagement is positive, and less is means you can do better, but none is terrible. Engagement brings to light the social side of social media, where likes, comments, shares are seen.

Traffic on the Web

Knowing how much traffic your website gets through social media is a way to know how good your social media reach is.

Conversions

This indicator for social media helps to know how much people are brought in as customers through your social media platforms

• Revenue from sales -  If much revenue is gotten from sales through social media marketing, that means the revenue conversion is high.
• Lead Conversion Rate - This shows how many customers are gotten through social media
• No-revenue conversions - This indicates leads that are gotten through social media.

Other value statistics may and can be useful to you based on your goals, and be sure to avoid using metrics that are not useful. They just cause unnecessary trouble and baseless concerns, instead of just filling in vain data to find out if that information will be useful for correct analysis, or they will just help fill pages.

Where Data (Information) for Reporting Are Gathered

For most, if not all social media platforms have the analytical pages, data can be gotten there.

• Instagram

You could simply go to the analytics dashboard for Instagram to collect data like hashtags, mentions, likes, or you could use other analytics tools to have a better evaluation.

• Facebook

The analytics dashboard for your face will provide quite a handsome amount of data your analysis can be done with them.

• Twitter

Twitter comes quite close to matching itself with Facebook when it comes to analytics, loads of data relating to you can be gotten, imagine how your marketing experience can get a huge boost.

Of course, there are other platforms to get data for your reporting, platforms like Pinterest and the likes.

How Reporting Can Be Presented

One thing to never forget is, always put your report to viewers in mind. Your report must be appealing to your viewer's eyes and still contain all relevant data.

• Performance Summary - A short snapshot will prepare your viewers for what is to come, and it helps them know what to look for when going through the main report
• Data Breakdown for each channel - There is no need to pack all the data in one place, it will be more comprehensive to compile the traffic gotten from each channel separately
• Growth Stat per channel - The statistics for lead generation growth and following growth should be compiled separately for different channels.
• Engagement statistics for each channel - The number of different engagements like comments, likes, mentions, etc. should be inputted but separately for each channel
• Revenue growth for each channel - Conversions and ROI data should not be jumbled but must be arranged accordingly.

Conclusion

When writing reports, always remember to put yourself in the place of your readers, it helps your creativity and reports productivity, also the right metric should be used, if not you might just find yourself running in circles.

Written by Krystyna Krajevskaja

Krystyna is a content writer who believes optimizing the way you report data is the key to a good marketing strategy.