Understanding Social Media Reporting

Can you believe it? February is just around the corner and the last of our social media resolutions is here. Have you been keeping up? So far we’ve covered image sizing, tagging, audience targeting and marketing integration. Last but definitely not least, we’ll cover reporting.

Not only will reporting help you develop your social media strategy, it will help get your kick ass content recognized and influence business results — don’t let your hard work go unnoticed! Here are a few things that you should keep in mind:

Choose the KPI’s That Matter

Determine which KPI’s are important.  Is it engagement? Is it community growth? Influencer engagement? Whatever it may be, be sure the bulk of your report is focused on those aspects. Below are a few examples:

  • Total Engagement
  • Community Growth
  • Influencer Interactions
  • ROI

Choose the Right Frequency

How often should you be reporting — daily, weekly, monthly? The frequency will depend on a number of factors such as how involved the client would like to be, the duration of the project, the budget and the overall risk involved. For example, if you have a tight budget, the risk will be high. In this situation, I would implement daily reporting to determine any inefficiencies, make optimizations and utilize the majority of my budget on what’s performing.

 Lighten the Burden with Technology

Technology is your friend. Software and a number of tools have been developed to help you understand your data and lighten the burden of reporting. Here at Social Distillery, we use an enterprise software solution called Spredfast. Spredfast is now offering customizable templates and modules that cater to your clients needs. Hootsuite and ReportGarden also offer robust reporting capabilities.

I know we’re one month into 2017, but if you’re going to keep one resolution, let it be reporting. It’s time that social media marketers start delivering robust and transparent reports that proves their worth!


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