If you’re responsible for your business’ social media strategy, you’ll know how important it is to be able to share your progress with your clients, managers, or team. If you don’t, how will they know if you’re actually hitting your goals and objectives?
This is where social media analytics reporting comes in. Social media analytics helps businesses track the progress of their marketing campaigns on social media platforms. By analysing data such as engagement rates, reach, and demographic information, businesses can understand how their campaigns are performing and make adjustments accordingly.
Good social media analytics reporting is essential for tracking the progress of a marketing strategy because it provides valuable insights into which tactics are working and which are not. This allows businesses to identify new opportunities for growth and engagement and make better, more efficient data-driven decisions.
Read on to find out why social media analytics are key to any marketing campaign!
What is Social Media Analytics Reporting?
Social media analytics reporting is the process of collecting, measuring, and analysing data from social media platforms to gain insights into the performance of a business’s social media presence. This can include metrics such as engagement rates, reach, clicks, shares and the demographics of the audience.
The data collected can be used to track progress, identify trends, and make better informed decisions to optimise social media marketing efforts.
Social media analytics reporting tools can also be used to monitor and measure the performance of competitors, as well as to identify new opportunities for growth and engagement.
Progress and Growth
There are two main types of social media marketing reports that businesses use to measure progress in their workflow and growth in their marketing strategy: snapshot reports and periodic reports. Together, these provide a comprehensive view of the business’s social media performance.
What are they about, exactly? Let’s get into it:
- Snapshot reports: A snapshot report is a quick and concise overview of a specific aspect of a business’s social media performance. It is typically used to provide a quick overview of a specific metric or a set of metrics, such as engagement rates, reach, or clicks, over a specific time period, such as a day or a week.
- Periodical reports: Periodical reports are created on a regular basis, such as daily, weekly, monthly, or quarterly, and provide a comprehensive view of a business’s social media performance over a longer period of time.
The frequency at which you create your social media analytics reports should be aligned with the specific needs and goals of your business’ social media strategy. Social media platforms provide the option to gather data for analytics within specific date ranges, and each reporting interval has its own advantages.
Some advantages of each timeframe include:
- Weekly social media analytics reports:
These reports provide a more comprehensive view of performance data. They are frequently used in startups and businesses that have a dynamic social media strategy for which changes or adjustments are made on a weekly basis.
- Monthly social media analytics reports:
These are the most frequently used types of reports. They contain a large amount of information from social media audits, which can be extensive, but they are an excellent way to keep your team informed about the progress of the social media campaigns.
- Quarterly social media analytics reports:
Quarterly reports are a useful tool to track the progress of your social media strategy and evaluate its effectiveness across all channels. They help increase the productivity of your team by keeping everyone informed about long-term performance and ensuring that all aspects of the strategy are being tested and improved.
What Does Social Media Analytics Reporting Include?
Social media analytics reports typically include a variety of elements and data points that help businesses understand the performance of their social media presence. These can include:
#1. Strategy Outline
A strategy outline in social media analytics reporting refers to a summary of the overall social media strategy of a business. It includes information such as the goals and objectives of the strategy, the target audience, the channels to be used, the message, and the call to action.
The strategy outline also includes information on the tactics and techniques that will be used to reach the goals and objectives of the social media strategy, such as: the types of content that will be created, the frequency of posting, the tone of voice, and the types of campaigns that will be run.
#2. Goals and Targets
Goals and targets in social media analytics reporting refer to the specific objectives that a business aims to achieve through its social media presence.
Goals are the broad objectives that a business hopes to achieve, such as increasing brand awareness, generating leads, or driving sales. Targets, on the other hand, are specific, measurable, and time-bound objectives that a business sets out to achieve.
A goal could be to increase brand awareness, for example, while a target could be to increase the number of followers on their social media platforms by 20% in the next quarter.
#3. Key Metrics
Metrics are imperative because they provide businesses with a way to measure the performance of their social media efforts and determine if they are achieving the desired results. Here are some key examples:
- Engagement rate: The number of likes, comments, shares, and clicks on a business’s social media content divided by the number of people who have seen it. This is one of the most important metrics out there, as it tells businesses how well their content is resonating with their audience. A high engagement rate indicates that the audience is interested and engaged with the content, while a low engagement rate suggests that the content is not resonating with the audience.
- Lead generation: The number of people who have taken a specific action, such as filling out a form or signing up for a newsletter, as a result of a business’s social media efforts. Lead generation tells businesses how well they are converting their social media audience into leads or customers and helps them measure the effectiveness of their social media campaigns in terms of generating leads and conversions.
- Return on Investment (ROI): ROI is crucial when it comes to social media reporting because it measures the effectiveness of the marketing efforts in terms of the revenue generated compared to the cost incurred. It helps determine if the resources being invested into social media marketing are delivering a positive return and provides valuable insights into the success of specific campaigns, platforms, and tactics.
Your social media report results schedule is significant because it reflects the impact and outcomes of your social media marketing efforts.
Wins refer to positive outcomes or accomplishments, such as: increased engagement, reach, website traffic, or conversions. These indicate success and demonstrate the value of the investment. These metrics also help to demonstrate the return on investment (ROI) and highlight the successes of the social media strategy.
Opportunities refer to areas for improvement or optimization. These could include lower-than-expected engagement or reach, underperforming campaigns, or audience insights that suggest new tactics to try. By identifying these opportunities, social media analytics can guide the development of a more effective strategy and drive continued growth and improvement.
A good results summary should provide an overview of the key metrics and their performance, highlighting any significant changes or trends. It should also provide context for the metrics, such as comparisons to previous periods, industry benchmarks, or goals, as well as highlight opportunities for improvement and support data-driven decision making.
How to Create a Social Media Analytics Report
By following these five straightforward steps, you can create a social media analytics report that provides valuable insights into the performance of your social media marketing efforts and helps you make data-driven decisions.
Step #1. Define the Target Audience
First things first: When creating a social media report, it’s essential to determine your target audience in order to tailor the information presented to meet their specific needs and interests. Think demographics—such as your audience’s age, gender, and location—and their interests and behaviours, such as how they’ve engaged with social media in the past. By doing this, you can tailor your content and strategy to better reach and impact them.
Understanding your target audience helps to inform key decisions such as which social media platforms to use, what type of content to create, and how to measure success.
Step #2. Focus on Relevant Information
One of the most important things to do when creating a social media analytics report is to identify the most relevant information to include in it. This could include metrics such as reach, engagement, conversions, and return on investment (ROI), as well as insights into the audience’s behaviour, trends, and competitors.
By including only relevant information, you help focus attention on the data and insights that really matter.
Step #3. Gather Impactful Data
Next, collecting data from a variety of sources, such as social media platforms, website analytics, and marketing tools, is crucial in order to gain a comprehensive view of the performance of your social media efforts.
Some ways to gather impactful data include using social media analytics tools, tracking conversions, monitoring brand mentions and collecting feedback from your target audience. All this data, when collected and tracked appropriately, can provide a complete picture of your brand’s social media performance.
Step #4. Analyse the Data
After collecting impactful data, use data analysis techniques to uncover insights, identify trends, and determine the impact of your social media marketing efforts. Data analysis is a decisive step in creating a social media report, as it allows for the interpretation of the collected data and the extraction of insights to inform future strategies.
Step #5. Present Your Insights
Once you have analysed your data, make sure to organise and present your insights in a clear and concise manner, using charts, graphs, and tables to support your findings. The presentation should be visually appealing, avoid jargon, highlight any key points, provide context, and offer recommendations—but above all, it should be easy to understand.
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Why are Social Media Analytics Important?
Still not convinced? We highly doubt it… but here are 5 stand-out reasons why social media analytics are ground-breaking when it comes to helping brands make better informed decisions, improve their social media presence, and achieve their goals.
- Creating results-driven content: Social media analytics provide valuable insights into what type of content resonates with the target audience, allowing brands to create content that is more likely to drive engagement and achieve their goals.
- Simplifying scheduling and organising workflows: By tracking performance metrics, social media analytics make it easier to identify what works best for a brand. They also help schedule and organise content in a way that maximises impact.
- Improving audience targeting: By analysing audience behaviour, social media analytics provide insight into the interests and demographics of the target audience, allowing brands to target their content more effectively and improve their reach.
- Delivering value to the audience: By understanding what resonates with their audience, brands can create content that is more likely to provide value to them, which can help to build brand loyalty and improve overall engagement.
- Measuring the impact of social media efforts: Social media analytics allow brands to track the success of their social media efforts, measure the impact of their content, and make data-driven decisions about future strategies.
6 Best Practices for Social Media Analytics Reporting in 2023
#1. Tracking the Right Metrics
Like we’ve established, tracking the right metrics is crucial in social media analytics reporting. Typically used metrics include Engagement, Reach, Audience Growth, Conversion Rate, Click-Through Rate, and Brand Mentions.
Pro tip: other underrated but equally useful metrics include: Bounce Rate, which measures the number of users who leave a brand’s social media page or website after only visiting one page, and Scroll Depth, which measures the average depth of a user’s scroll on a brand’s social media page or website. These metrics provide insight into how engaging the content is and whether users are consuming it fully.
#2. Focusing on Relevant Information
Focusing on relevant information and splitting data by channel is important in social media analytics reporting as it allows for a more comprehensive and actionable analysis.
Additionally, splitting data by channel provides insights into how different social media platforms are performing, allowing a brand to optimise its strategy on each platform and allocate resources effectively.
For example, if a brand finds that it’s receiving a high engagement rate on Instagram but low engagement on Facebook, it can adjust its strategy accordingly to better reach its audience on both platforms.
#3. Visualizing Data
When creating social media analytics reports, it’s important to choose the right type of visualisation for the data and ensure that your findings are clear, concise, and easy to understand.
Some common data visualisation techniques include bar charts, line graphs, pie charts, and heat maps. But interactive dashboards and infographics can also be used to present social media analytics data in a more engaging way. These types of visualisations can be especially useful for showcasing complex data sets and providing a comprehensive overview of a brand’s social media performance.
#4. Scheduling Deliveries
Scheduling deliveries is an important aspect of social media analytics reporting, as it ensures that the reports are delivered to the right people at the right time. Some crucial things to consider include your recipient list, the frequency at which you deliver reports, and the format.
#5. Automating Your Reporting Process
Automating the reporting process is an important aspect of social media analytics reporting, as it helps to save time and increase efficiency.
There are several software and tools available that make social media reporting easier, including Google Analytics, Hootsuite Insights, and Sprout Social. These tools can help automate the reporting process by collecting and analysing data, presenting it in a clear and concise format, and delivering reports to the right people at the right time.
#6. Predicting Outcomes
Predicting outcomes in social media analytics reporting involves using historical data and machine learning algorithms to identify patterns and make predictions about future outcomes.
However, it’s important to note that predictive analytics is not a crystal ball, and the accuracy of predictions can vary based on the quality of the data, the algorithms used, and the complexity of the problem being solved. It’s also important to regularly validate predictions and adjust algorithms as necessary to ensure that predictions remain accurate and relevant.
Challenges in Social Media Analytics Reporting
There are several common challenges that organisations face when it comes to social media analytics reporting. Some of these challenges include:
- Data collection and integration: Collecting data from multiple social media platforms and integrating it into a single report can be a complex and time-consuming task. Brands must ensure that they have access to the right data, that it is accurate, and that it is being collected consistently across all platforms.
- Data accuracy: The accuracy of social media analytics data can be impacted by issues such as incorrect metrics, wrong data sources, and missing data. Brands must validate the accuracy of their data to ensure that their reports are reliable and actionable.
- Data interpretation: Interpreting social media analytics data can be complex and requires a deep understanding of the metrics and KPIs being used in reporting. Brands must ensure that they have the right team in place to analyse and interpret the data and that they are using the right metrics to measure success.
How to Retain Historical Data from Social Media
Retaining historical data from social media is always important, as it serves as a good comparison point for the future. However, platforms such as Meta Business Suite, Twitter Analytics, LinkedIn Analytics, TikTok or YouTube Analytics provide information through page insights, profiles, ADS and KPI dashboards, which have limited historical data. To retain historical data from social media, data mining is typically used.
Data mining is the process of retrieving and analysing data from social media platforms to uncover patterns and insights and is an essential component of social media analytics reporting.
Some of the commonly used data mining techniques include classification, association, tracking patterns, predictive analytics, keyword extraction, sentiment analysis, and market/trend analysis. All of these help organisations extract meaningful insights from their social media data to inform their social media strategy and decision making.
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Social media analytics reporting is important because it provides organisations with insights into their social media performance and audience behaviour. By tracking and analysing key metrics, businesses can gain a deeper understanding of what is working and what is not, allowing them to optimise their social media strategy and improve their overall results.
Regular social media analytics reporting can also help organisations identify opportunities for growth, make data-driven decisions, and measure the impact of their social media efforts.