Table of Contents
- What Is Social Media Analytics?
- What Is A Social Media Report?
- How To Conduct Social Media Analysis?
- 5 Best Practises On Creating Social Media Reports
- 3 Best Social Media Report Templates
- What Are The Best Social Media Analytics Reporting Tools In 2022?
However, manually preparing a report takes a long time, raising the question of whether this is the ideal way to track your progress.
It has been established to be the most concrete, data-driven manner of demonstrating your accomplishments. So, how do you create a social media report without wasting a lot of time? What types of social media metrics and KPIs should you include? How often should the results be checked? In today's article, you'll discover how to create a social media report and use social media data to your advantage.
What Is Social Media Analytics?
Social media analytics refers to the process of pulling data from social media channels and analyzing digital marketing efforts and account performance. You’d usually need a social media analytics tool to gather and create reports for the ideal optimization process.
But if you've ever seen a social media marketing report, you know how frustrating it can be: the data sets might be so large that you don't even want to read it - and for those less-data-savy, may be hard to understand. That isn't to imply that data reports aren't important. You can benefit from a social media report in the following ways:
- Creates a clear picture. Reporting provides a detailed overview of your social media strategy, including completed and ongoing tasks. A report aids in the pursuit of improved results, the formulation of conclusions or strategy revisions, and the enhancement of productivity. It also gives you a better knowledge of the target audience's preferences and demographics. The social media report will enable you to identify any patterns or trends in your audience, as well as the marketing activities they enjoy.
- Shows the work you’ve done. If your manager or client doubts whether you’re doing enough for the company, give them a detailed overview by using a social media dashboardto prove otherwise.
- Keep your team informed. A social media report isn’t just for you and your client; it also serves as a communication tool for the rest of your team. You won't need to make a PowerPoint presentation, create a graph in excel or do any extra explanation if you share the report with your coworkers.
Keep in mind that your report should be well-organized and attractive to the eye. Otherwise, it'll just be a burden in your teammates' eyes.
What Is A Social Media Report?
A social media report is a document that compiles real-time and historical data points from relevant social networks (Instagram, Facebook, or Twitter). These reports examine the progress of your social media activities and provide key metrics as well as actionable insights.
How often to create these reports?
Of course, it depends on your client's needs and the size of your marketing campaigns. Here's what to expect from each type of report, based on its frequency:
- Weekly reports are created to keep your clients or team up to date on any issues that arise on a weekly basis. Weekly reports are commonly employed in startups and businesses with a flexible social media strategy. Because these businesses are more likely to make changes or switch things up on a weekly basis, a weekly report is beneficial.
- Monthly reports are at the most common frequency level. Because the social media audits contain a huge quantity of information, their results may become rather substantial. Nonetheless, it's an excellent tool for keeping your team informed on the progress of the social media campaigns.
- Quarterly reports help to ensure you’re making progress at every point of your social media strategy, and every avenue is put to the test. Quarterly reports increase your team’s productivity and keep everyone updated on long-term performance.
Extra tip: although report frequency is essential, make sure you’re tracking growth, too. To do it, you can compare the previous report to your current one.
How To Conduct Social Media Analysis?
Depending on your aims and resources, each social media report will be different. We've compiled a few questions to ask yourself to help you pick which KPIs to include in your report:
1. Who is my target audience?
2. Is there any specific information relevant in this context?
3. Are you reviewing a particular campaign or ongoing results?
Now, keep your answers in mind throughout the entire process of creating your social media report.
Start with the introduction: lay down your goals, tactics, and metrics. This way, your readers will get a general overview of what this report will be about.
Also, provide a brief performance summary. Include critical details, like the number of new followers or leads generated. In other words, be sure to mention the highlights of your campaign.
5 Best Practises On Creating Social Media Reports
When it comes to building a social media insights report or dashboard, there are several key things to consider. Now you’ll find a list of essentials to go through before even drafting a report.
1. Determine the relevant metrics.
When deciding what metrics you should add to the report, consider your goals and objectives. Here are the most common numbers social media marketers track:
- Number of posts;
- New followers (or number of unfollows);
- Reach rate;
- Web traffic;
- Likes, comments, shares;
- Page or profile views;
- Clicks on post links;
- Clicks on the link in your bio;
- Video views;
- Story views;
- Top performing posts.
It would help if you considered including data that generates money for your client, such as the number of leads, conversions, the total revenue, or ad spend. Of course, feel free to add any further information if you think it’s relevant to your campaign or strategy.
2. Focus on the most important information.
When it comes to developing social media monitoring reports, establishing and evaluating the relevant KPIs isn't the only element to consider. Always strive to look at your data from different angles, to examine and filter your data for hidden insights that could help you improve your performance.
3. Use data visualization to create more engaging reports.
The amount and diversity of data generated by your social media initiatives will be significant if you use multiple platforms. This becomes especially difficult to manage when you're tracking multiple platforms, for multiple clients.
Whatagraph is a great marketing analytics tool, that can aggregate massive amounts of data from all channels and make it simple to understand for all involved.
Data visualization is an important feature of these reports because it simplifies data analytics and saves time.
4. Establish a reporting timetable and automate report delivery.
Some posts become viral right away, while others take some time to reach the ideal number of impressions. However, the most crucial thing is that you and your clients always stay on top of social media performance metrics.
It would be ideal to use Whatagraph to automate reports at regular intervals (as mentioned above) and remove manual reporting.
5. Select the appropriate social media reporting tools.
There are a plethora of SaaS reporting options on the market today. Only a few, however, include a user-friendly panel, data visualization, and automation features.
Whatagraph is a marketing analytics reporting solution that has not only the mentioned features but also white-label, cross-platform reporting, and a pre-made template library.
3 Best Social Media Report Templates
Here’s how to gather the analytics on different social media platforms:
Instagram. To gather Instagram performance data for your Instagram analytics report, make sure you are using a business account. Also, you’ll only be able to acquire this information using the application on a mobile device.
(Instagram analytics dashboard created using Whatagraph)
Open your profile and tap the Insights button. Alternatively, you can click the settings icon in the upper-right corner and select Insights. Instagram Insights can be split into three sections: content, activity, and audience. While you’re in the Insights section, gather impressions and engagement rates. When you're here, you can siphon off the data and make your very own Instagram Insights reportusing a tool or a simple spreadsheet.
Facebook. To access Facebook Page Insights, first, open your Facebook Page. Then, navigate to the top menu and select Insights. If you can’t find Insights in the menu, click More to bring it up: you’ll be taken straight to your Overview. You’ll be able to access the Overview anytime by clicking it in the left-hand menu. Try using a Facebook reporting tool to build more detailed client reports.
(Facebook analytics dashboard created using Whatagraph)
Twitter. To create a Twitter Analytics report, start by logging in to your Twitter account at analytics.twitter.com. If you’re using the mobile Twitter application, tap the analytics icon visible in your Tweets.
(Twitter analytics dashboard created using Whatagraph)
On desktops, click on an individual tweet to see its data. On mobiles, tap the Tweet to see the Tweet detail page, and then click View Tweet activity: here, you’ll see all the necessary numbers.
These are just the three most common social media platforms. If you’re also using Pinterest, LinkedIn, or other channels, make sure to acquire data from there, too.
Dashboard and reporting tools - like Whatagraph for example - can gather all of these critical social media marketing metrics automatically, for all of your clients and aggregate them in one place!
If you decide to make a Whatagraph account, just connect your social media platforms with Whatagraph, and all of the latest analytics and insights will be included without any additional input. At this point, all you will have to do is drag-and-drop the metrics you wish to include within the report and you're all set.
What Are The Best Social Media Analytics Reporting Tools In 2022?
Now that you’ve collected the necessary information, it’s time to start working on your presentation. Reading a ton of data is already tricky, so here’s your chance to make it easier. Your report should be visually appealing yet still cover relevant information. Here are a few general tips to make the data easier to understand:
- Split data by channels. There’s no need to pack all the data in one place. It will be more beneficial to separate data by channel to make individual channel performance assessment that much easier.
- Include the growth stat per channel. Compiled the statistics for lead generation growth and the following growth separately for different channels.
- Add engagement statistics for each channel. Put the number of different engagements, including comments, likes, mentions separately for different channels.
- Calculate revenue growth for each channel. Make sure you’re not mixing conversions and ROI numbers – separate and arrange these numbers accordingly.
You can present the information in many ways: for instance, a simple slide might do the trick. But, wouldn’t it be great if there was someone (or something) that did all these things for you? Yes, the data gathering, the right metric picking, the visualizing.
Luckily, there is.
Whatagraph is software that builds social media performance reports for you. The tool gathers and visualizes the key performance indicators in one place. You can create the report from scratch or use pre-made templates and widgets. Either way, the tool allows you to compare metrics from different channels, all in a single sheet.
As a matter of fact, we even made a social media report templatefor you to use! It's highly customizable so you can adapt the template to the individual needs of your firm or your clients. Give it a try.
Which social media analytics tool is best? ›
- Brandwatch (Formerly Falcon.io)
- Talkwalker Analytics.
- Sociality.io. Of course, this one is our favorite! ...
- Hootsuite. ...
- Buffer. ...
- Socialbakers. ...
- Agorapulse. ...
- Sprout Social. ...
- Keyhole. ...
While you can use the data from Google Analytics in myriad ways, the four most helpful reports for your content marketing cover traffic, navigation summary, traffic from organic search, and conversions.How do you write a good analytics report? ›
- Identify an issue or question. Before developing your analytical report, it's important to identify an issue or question. ...
- Gather relevant information. ...
- Choose a format. ...
- Add charts and other elements. ...
- Use design practices. ...
- Make recommendations.
- Present Statistics with Tables and Graphs. ...
- Explain User Acquisition with Charts. ...
- Express Demographic Information with Maps and Other Charts. ...
- Explain Successful and Failed Actions. ...
- Explain Your Goals and Timelines for Implementing Changes.
Social media analytics is the process of gathering and analyzing data from social networks such as Facebook, Instagram, LinkedIn and Twitter. It is commonly used by marketers to track online conversations about products and companies.What is the purpose of social media analytics? ›
Social media analytics is the process of collecting data from social media networks and gaining insights in order to improve the performance of social media campaigns. Social media analytics tools perform these analysis with the use of technologies such as data mining, data analytics, and big data.What are the 4 metrics used to track and analyze their social media activities? ›
The most common and often important metrics to pay attention to are engagement, impressions and reach, share of voice, referrals and conversions and response rate and time. These combined will give you a 360º view of your social media performance.What is the best tool for reporting? ›
- Google Analytics. Google Analytics is one of the most widely used free reporting tools. ...
- Google Data Studio. Google Data Studio is one of the best free report building software. ...
- OWOX BI. ...
- Funnel. ...
- Supermetrics. ...
- Improvado. ...
- Content curation tools. ...
- Social media scheduling apps. ...
- Content creation tools. ...
- Social media analytics tools.
What is an example of a social media tools? ›
Hootsuite allows you to manage multiple social content streams from Twitter, Facebook, LinkedIn, and Instagram. It is one of the most famous social media tools in the market.
Descriptive, predictive and prescriptive analytics.What are the 5 types of data analytics? ›
- Predictive data analytics. Predictive analytics may be the most commonly used category of data analytics. ...
- Prescriptive data analytics. ...
- Diagnostic data analytics. ...
- Descriptive data analytics.
- Several characteristics of a good report include: Precision. ...
- Accuracy of Facts. Information contained in a report must be based on accurate facts. ...
- Relevancy. The facts presented in a report should be accurate and relevant. ...
- Conciseness. ...
- Grammatical. ...
- Clarity. ...
- Presentation. ...
- Complete Information.
An analytical report is a business report for stakeholders to determine the best course of action. For instance, a CMO might review a business executive analytical report to identify a specific issue caused by the pandemic before adapting an existing marketing strategy.What are the three steps to successful analytics? ›
- Incorporate the Entire Business in the Kick-off Discussions. ...
- Carefully Consider Your Platform Choice. ...
- Standardize Your Reporting. ...
- About the Author:
Excel. Microsoft Excel is the most common tool used for manipulating spreadsheets and building analyses. With decades of development behind it, Excel can support almost any standard analytics workflow and is extendable through its native programming language, Visual Basic.What is the most important aspect of analytical reporting? ›
The most important aspect of analytical reporting is the ability to solve problems and make decisions based on facts. Attempting to make decisions based on uninformed guesses or assumptions can be problematic—analytical reporting provides tangible information to create strategy and direction."What are the 4 different views available for a report? ›
There are four different Report Views in Access : i) Report view- This view allows to enter and edit data in the report. ii) Print Preview- This view is used to preview the report before printing. iii) Layout View – This is the default view of a report. iv) Design view – This is used to design the report.What is social media analytics in simple words? ›
Social media analytics is the process of collecting and analyzing audience data shared on social networks to improve an organization's strategic business decisions.
What are today's three most important uses of social media? ›
- 1) Communication.
- 2) Collaboration.
- 3) Opinions & Reviews.
- 4) Brand Monitoring.
- 5) Entertainment.
- 6) Media Sharing.
- 7) Paid Advertising.
Data Relevance & Quality: The quality of online data being analysed is always a concern among enterprises. Social media platforms are littered with fake and duplicate profiles. Adding to the problem are the access restrictions on most profiles that make it difficult to verify their validity.What are the types of social media analytics? ›
Depending on the business objectives, social media analytics can take four different forms, namely, descriptive analytics, diagnostic analytics, predictive analytics, and prescriptive analytics.What are the 7 layers of social media analytics explain each layer briefly? ›
Seven Layers of Social Media Analytics: Mining Business Insights from Social Media Text, Actions, Networks, Hyperlinks, Apps, Search Engine, and Location Data by Gohar F.What is the main purpose of data analytics? ›
The chief aim of data analytics is to apply statistical analysis and technologies on data to find trends and solve problems. Data analytics has become increasingly important in the enterprise as a means for analyzing and shaping business processes and improving decision-making and business results.What are the five types of social media metrics? ›
- Volume. The first – and easiest – social media metric to measure is volume. ...
- Reach. Reach measures the spread of a social media conversation. ...
- Engagement. ...
- Influence. ...
- Share of Voice.
Social media scheduling tool
Track the total number of followers. Discover different engagement metrics, including Facebook engagement metrics. Measure the click-through rate of your social posts. Track social traffic.
5 Steps for Monitoring Social Media Analytics
Discover information about your followers. Set goals so you know what metrics to measure. Use tools to help analyze and manage your social data. Invest in outside resources to advance your knowledge.
- Read other reports. To enhance your report writing skills, try to read other published reports. ...
- Create an outline. You can improve your planning skills by creating outlines for each report. ...
- Verify your sources. ...
- Write multiple drafts. ...
- Ask for feedback.
Excel is, of course, the most widely used Data analytics software in the world. Whether you are an expert in R or Tableau, you will still use Excel for the grunt work. Non-analytics professionals will usually not have access to tools like SAS or R on their systems. But everyone has Excel.
What are the methods of reporting? ›
- Abstracts and Briefings.
- Annual Reports.
- Fact Sheets.
- News Releases.
In "Social media? Get serious! Understanding the functional building blocks of social media", researchers provide a framework that defines social media, which includes seven functional social media building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups.What are 3 uses of social media? ›
Social media allows individuals to keep in touch with friends and extended family. Some people will use various social media applications to network and find career opportunities, connect with people across the globe with like-minded interests, and share their own thoughts, feelings, and insights online.What is social media tools and their uses? ›
Generally, there are three kinds of social media tools. Listening platforms, publishing platforms, and competitive analysis platforms. Separately, each tool tackles social media from a different angle. Together, they can help your brand achieve all your social media and business goals.What device is most used for social media? ›
99% or 4.43 billion social media users access networks using a mobile device. 78% or 2.97 billion users access networks exclusively on their mobile phone.What are the 4 parts of a report? ›
- OVERVIEW: The overview is a brief summary which tells the reader quickly what the report is all about. ...
- BACKGROUND: The background sets the scene for your reader. ...
- DISCUSSION: The discussion presents your findings. ...
- CONCLUSION: Conclusions briefly state the major points that can be drawn from the discussion.
- Report Types: Top 8 Types of Reports.
- Type # 1. Formal or Informal Reports:
- Type # 2. Short or Long Reports:
- Type # 3. Informational or Analytical Reports:
- Type # 4. Proposal Report:
- Type # 5. Vertical or Lateral Reports:
- Type # 6. Internal or External Reports:
- Type # 7. Periodic Reports:
- Descriptive analytics.
- Diagnostic analytics.
- Predictive analytics.
- Prescriptive analytics.
Being one of the most popular tools for Data Analytics, Microsoft Excel provides the users with features such as sharing workbooks, work on the latest version for real-time collaboration, and adding data to Excel directly from a photo and so on.What are the basics of analytics? ›
- Descriptive analytics tell us what happened.
- Diagnostic analytics tell us why something happened.
- Predictive analytics tell us what will likely happen in the future.
- Prescriptive analytics tell us how to act.
What is social media analysis report? ›
A social media report is a document that compiles real-time and historical data points from relevant social networks (Instagram, Facebook, or Twitter). These reports examine the progress of your social media activities and provide key metrics as well as actionable insights.How do you analyze social media analytics? ›
5 Steps for Monitoring Social Media Analytics
Discover information about your followers. Set goals so you know what metrics to measure. Use tools to help analyze and manage your social data. Invest in outside resources to advance your knowledge.
First, click your Edit Profile option and select Privacy and Security. Then, scroll down to Request Download and choose Download Data. Once you click the private link, all data will be downloaded to your own computer. Now you can use all of your data and insights to fill up the report with examples and good stories.What does social media analytics include? ›
Social media analytics is the process of collecting data from social media networks and gaining insights in order to improve the performance of social media campaigns. Social media analytics tools perform these analysis with the use of technologies such as data mining, data analytics, and big data.What are the types of social media analytics? ›
Depending on the business objectives, social media analytics can take four different forms, namely, descriptive analytics, diagnostic analytics, predictive analytics, and prescriptive analytics.What is social analysis example? ›
In a business context, examples of social problems include outsourcing jobs to another country, customer data privacy and wasting energy. Social analysis, which is topic-driven, can address such issues through qualitative research or quantitative multivariate approaches.Why is social media reporting important? ›
Smarter Scheduling: Social media reports provide insight into the best times and days of the week to interact with current and potential customers, as well as help your business understand which topics resonated on a given day.What are the 4 metrics used to track and analyze their social media activities? ›
The most common and often important metrics to pay attention to are engagement, impressions and reach, share of voice, referrals and conversions and response rate and time. These combined will give you a 360º view of your social media performance.What is the most common use of social media analytics? ›
Social media analytics is the process of gathering and analyzing data from social networks such as Facebook, Instagram, LinkedIn and Twitter. It is commonly used by marketers to track online conversations about products and companies.What are some main challenges to social media analytics? ›
Data Relevance & Quality: The quality of online data being analysed is always a concern among enterprises. Social media platforms are littered with fake and duplicate profiles. Adding to the problem are the access restrictions on most profiles that make it difficult to verify their validity.
How do I create a Facebook analytics report? ›
- Find your page's Insights. ...
- Select your Facebook analytics report time window. ...
- Create your Facebook page analytics report. ...
- Interpret your data.
Seven Layers of Social Media Analytics: Mining Business Insights from Social Media Text, Actions, Networks, Hyperlinks, Apps, Search Engine, and Location Data by Gohar F.What are the 4 KPIs for social media? ›
That being said, there are four main areas your social media KPIs should be focusing on: engagement, reach, leads, and customers.What type of data is collected by social media? ›
The types of social media data collected about users can be broken down into roughly five different categories: Behavioral Data, Engagement Data, Personal Data, Attitudinal Data, and Preference Data.