Imagine your agency has a stellar team and you have created some amazing social media strategies for clients. You have a lot of data and are confident that your campaigns have been extremely successful.

How can you be sure… and how can you communicate your success to your clients 

Social media reports can be used to show your team’s worth or share your track record.

Let’s discuss how to show your worth in reporting, and what to include with your summaries.

Why Social Media Reports are Important

Social media reports can offer valuable insights to your clients and your team.

These are the top benefits that they provide:

Performance Benchmarks

How did your client perform on Facebook last month and last quarter? What is the Twitter performance of your client’s rivals?

You can create a baseline for your performance metrics by preparing social media reports. You can improve your performance with each campaign.

Track progress toward goals

Are you seeing steady progress with your team toward the social media goals that you set? Perhaps you have hit a snag or are having performance issues.

In either case, it is important to report regularly to track progress and monitor your strategy’s execution.

Your team can ensure that your strategy is moving in the right direction by providing regular reports.

Update Team Members and Stakeholders 

Are you receiving frequent messages from clients or team members asking about your social media campaigns?

You can create reports daily, weekly, or monthly to keep everyone informed. Automating your reports can help you save time and ensure that everyone receives the information they require on time.

Optimize Campaign Results

Reports are a great way to identify trends and patterns in clients’ social media metrics.

Once you discover what works for clients, you can go one step further with what you have learned. You can use your new knowledge to improve future campaigns and optimize them for more ambitious results.

Showcase the Value of Your Efforts

Are your social media activities generating tangible value for you?

The answer can be found in social media reports. They can track revenue and include information about new followers, URL clicks, or other factors. These calculations can be used to prove your worth and show the value of your team.

What to include in Social Media Reports

An extensive social media report should contain a mix of analysis, graphs, as well as analytics. Let’s quickly examine why each one of these elements is so important.

• Analytics: How much revenue did your campaign generate? How many people have followed your social media profiles? Social media analytics allows you to collect data from every channel and use it for quantifying your results.
• Graphs While numbers don’t lie, they don’t stand out from a sea of text. You can convert social media data to visual formats with graphs and tables. This allows you to communicate key results.
• Analysis: How do the charts and numbers relate to each other? You can add context to the results and explain the meanings. Then you can suggest the next steps.

There is no one-size fits all social media reporting template. Your reports should be tailored to your client’s goals and needs.

These categories can be used as a guideline to help you choose the right metrics for the report. 

Brand Awareness

Better brand awareness is crucial for clients who are looking to expand into new markets or want to reach a larger share of their existing niche. These metrics will help you ensure that you are reaching the right people and growing your client’s audiences.

• Audience size
• Impressions
• Reach after
• Profile mentions

Engagement

Many brands don’t need to have awareness metrics. Your clients might want to know that their followers are responding positively.

These metrics can be added to your report to monitor audience engagement:

• Reactions and likes to your posts
• Comment and ask questions about your content
• Direct or private messages (DMs).
• Share and retweet your posts
• The engagement rate for your content
• Engaged followers

Website Traffic

Some clients might want to use social media to manage their businesses, from collecting leads to driving sales. Most brands depend on their websites to share informative content, encourage email signups, offer eCommerce, and provide other services. These metrics will help you track the contributions of your team to website traffic.

• Click here
• Click-through rate
• Rate of bounce

Revenue and Leads

No matter if your clients are direct-to-consumer (DTC) or brick-and-mortar businesses, they should know how social media affects their overall revenue and sales funnel. These metrics should be included in the reports of your team:

• Generated leads
• Conversions
• Ecommerce revenue
• Online revenue
• Return on investment (ROI).

Social Listening

Social media monitoring is a great way to gain insights into your clients and their industries, from branded campaigns to competitor analysis. These hashtags can be added to your social listening report to track the share of voice.

• Branded hashtags
• Use hashtags in your campaign
• Use hashtags that are specific to your industry or niche.
• Use hashtags from competitors

Influencer Marketing

Clients can increase brand awareness and revenue by running influencer marketing campaigns.

Use this tool to track the results of your influencer market strategy:

• New followers are a great way to measure brand awareness
• Engagement metrics such as comments, reactions, DMs, and shares
• Website traffic metrics such as clicks and CTR
• Social listening metrics such as campaign hashtags
• ROI metrics such as revenue and leads

Show Your Worth by Reporting with a Social Media Management Software

Your team can give insightful updates with the right reporting tool without spending a lot of time. These dashboards provide data and graphs in reports, but you will need to manually add your team’s analysis – either on a separate page or in the body of an email.