How to Create a Social Media Report (Including a Free Template)

Digital marketing produces a lot of data. A social media report is the best way to track and analyze this data so you can learn from your efforts and Prove your social media ROI.

research According to Google and Forrester, half of marketers are struggling to manage their data. A social media report can help.

In this post, we'll look at:

  • What data should you include in your social media report?
  • Where can I find this data?
  • how to effectively present your data to different stakeholders.

Bonus: Get a Free Social Media Report Template to easily and effectively present your social media performance to important stakeholders.

What is a social media report?

A social media report is a document that presents and tracks relevant data about your social media activities.

It can be anything from a simple listing of numbers in a table to a fancy slide show full of analysis. It all depends on the purpose of your report and who your audience will be.

You may need to produce multiple reports to suit different audiences or goals.

How to create a social media report

When considering how to create your social media report, ask yourself the following questions:

Who is your target audience?

Is this report intended for your boss, your marketing team, or your vice presidents?

Focus on what is important to each audience instead of forcing everyone to read a general report to find out what is relevant to their work. The higher up you are in your company, the more precise your report needs to be.

What information is most relevant in this context?

Social media can help increase awareness, sales, leads, and engagement – the list goes on.

Make sure you focus on the laser Social media KPIs and metrics that matter most to your business – and the stakeholders you report to. Don't let that stop you from reporting on additional statistics unless you notice a major spike or something noteworthy.

What should your social media report include?

Your social media report should look great and be easy to follow. There's no need to go overboard with extensive formatting or unnecessary detail. It's best to let your data tell the story.

Here is a basic overview to get you started. To make your job easier, we've put all of this into one free social media report templatewhich you can download below.

You can also combine the sections to create a custom social media reporting tool that works for your audience and needs.

introduction

Start your social media report with a quick summary, including your:

This provides context so that your readers understand what to expect in the rest of the report.

Success snapshot

Next, provide a quick rundown of your social performance.

Depending on the goals of your report, it might describe a specific campaign or monthly or weekly achievement.

For example, you might want to list general data like the following:

  • Total new followers
  • total Engagements
  • Total website traffic

This is just one Quick overview of the most important results. You will get into the details in the next section.

Data tracking

This section is all about the numbers. For context, it's a good idea to start with some earlier results.

When reporting on a campaign, look for a similar campaign in the past to compare what you've accomplished.

By running a regular weekly or monthly report, keep track of your results compared to previous weeks or months. This enables you see ongoing trends. You can also compare your results to the same period last year to take into account seasonal trends.

The specific data to include in your social media marketing report will depend on the goals and related metrics that you are tracking. Here are some of the most common numbers for any social network:

  • Number of posts
  • Gain net followers or loss
  • Number of likes
  • Reach mail
  • Number of comments
  • Number of shares
  • Number of side / profile views
  • Number of clicks on post links
  • Number of clicks on the link in your bio
  • Number of story views
  • Number of video views
  • Top post (s)

Additionally, you may want to report on the following overall data:

Of course, you can add a lot more data if it's relevant to your goals. For a full breakdown of all the numbers you might want to include in your social media annual report, please see our post at Social media metrics that really matter.

Other outstanding results

Sometimes numbers don't fully capture the results of a campaign. Perhaps you made contact with a key Social media influencer for the first time. Or maybe a particularly compelling review came through social networks that you can use in future marketing campaigns.

Make a place in your social media report Share all forms of success these are relevant to your goals.

analysis

Here you go beyond simply reporting the numbers and analyze what the data actually means.

Instead of just reporting the number of engagements, you may want to analyze the number of engagements per post or follower. This approach can help you identify types of content that will be best for your audience.

And instead of just reporting the number of clicks you've made to your website, you might want to analyze how much of your total website traffic is coming from social campaigns.

Again, make sure to provide context by comparing your results with previous campaigns or with what you know about campaigns from competitors.

If you can, try to determine Why You got the results you got. While the facts are interesting, the reasons behind the data can help you optimize and define your strategy meaningful social media goals.

Conclusion

End your report by summarizing what you have learned. Add a section that explains how these lessons guide your future strategy.

Social media report template

We've created a sample social media report template that you can use to make sure your report looks great and covers all of the major data and analysis areas.

Bonus: Get a Free Social Media Report Template to easily and effectively present your social media performance to important stakeholders.

After downloading our free template, follow the instructions to customize it.

If you'd rather create your own social media report template, you have several options.

If you want to focus mainly on numbers, you can create a template in Excel or Google Docs. For more analytical reports, use a table to capture your data, then present it in a document or slide show.

Another great option is using a social media reporting tool like Hootsuite Analytics to create custom reports. You will then have access to easy to read charts and graphs You can export directly to a table, PDF or PowerPoint.

Social media reporting tools

Now that you know what data to include on your social media report, you can find it on every platform.

Facebook Insights

Go to your Facebook page and click Insights in the left menu. You see data for all important measurement data, which is displayed visually.

You can click through various reporting options in the left menu to see more detailed information on likes, reach, actions on your page, and more.

Click to export data for your social media report Export data at the top right of the Insights page. You can choose which data to export and which format works best for you (.xls or .csv).

Export Insights data from Facebook

Twitter Analytics

Open your Twitter profile and click Three dot icon Click in the menu Analytics.

Access to Analytics on Twitter

You can find important data on the main analysis screen.

For more detailed information, click through the options in the top menu of your Twitter Analytics screen. From there, click Export data to export the information as a CSV file so that you can add it to your social media report.

Export analytics data from Twitter

Instagram insights

Open your Instagram profile on a mobile device and tap Menu icon with three bars at the top right of the screen. click Insights.

On the first screen you will see summary data such as accounts reached, interactions and the total number of followers. Tap on one of the summary data points for more information.

Instagram Insights,

There is no way to export Instagram analytics data from the app. So you'll have to manually enter them into your social media report (or use a third-party social media analytics tool like Hootsuite to report on your Instagram performance).

Note that Instagram Insights is only available to professional accounts.

LinkedIn Analytics

Open your company page and click Analytics From the top menu, select the option Visitor, Update, or pendant.

Access to LinkedIn Analytics

You get access to metrics such as page views, impressions, engagement rate and new followers.

LinkedIn Analytics offers an interesting unique feature. If you scroll down on that pendant On the analytics page, you can see how you compare to similar companies Company to track Heading.

Click the blue icon to export your data as an XLS file export Top right button.

Snapchat Insights

Snapchat has built-in analytics for creator accounts and public business profiles.

When you qualify, open the Snapchat app and tap Insights Tab. You get access to data on story views, reach, average view time and more.

Pinterest Insights

Source: Snapchat

There is no way to export your data to an XLS or CSV file. You will therefore have to manually enter them into your social media report.

Pinterest Analytics

In your Pinterest profile, click Analytics at the top of the screen.

Access to Pinterest Analytics

The overview page provides information on impressions, engagements, saves, clicks out, and more. For more information, please click on the various analysis options from the drop-down menu.

For data on your Pinterest ads, click Show From the top menu, select the option reporting from the drop-down list.

All Pinterest analytics pages except the overview have a Export CSV Top right button. Click on it to download a CSV file of your data and include it in your social media report.

Export Pinterest Audience Insights

TikTok Analytics

To access TikTok Analytics you need a TikTok Pro account. After switching, open TikTok on your desktop.

Hover over your profile photo and click View analytics. You can access general metrics for your account as well as detailed information about the videos you have uploaded.

TikTok Analytics

Source: Tick ​​tock

You can also access TikTok analysis on your mobile device, but you can only export them from desktop view.

Hootsuite Analytics

With Hootsuite Analytics, you can collect data and generate reports for multiple Facebook, Twitter, Instagram and LinkedIn profiles from a dashboard.

Hootsuite Social Media Analytics Dashboard

Source: Hootsuite

You can customize the dashboard to track the metrics that you have identified as most important to your social media report.

As you build your report and want to share your data, you can customize the information to be included. You have access to a wide range of charts that tell your report story in a very visual way, making the information easy to process at a glance.

You can share reports with team members right from the Hootsuite Analytics interface. You can also download your full social media report as a PDF, PowerPoint, or spreadsheet file ready for sharing.

For more information on how to get the most out of the data with all of these social reporting tools, check out our blog post on Social Media Analytics.

Use Hootsuite to get all of your social media reports from a single dashboard. Choose what to track, get compelling graphs, and easily share reports with stakeholders. Try it for free today.

Getting started

All your social media analytics in one place. Use Hootsuite to see what's working and where you can improve performance.

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