What Is a Social Media Report and Why Is it Important?

By Indeed Editorial Team

Published June 10, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Professionals use social media reports to review the activity of a company's social media platforms. These reports include essential metrics that measure the growth and effectiveness of social media campaigns. Understanding how to create and interpret these reports can help you improve the performance of a company's social media platforms significantly. In this article, we discuss the definition of social media reports, explore the importance of these reports, and provide a guide to help you create one of these reports.

What is a social media report?

A social media report refers to documents that detail the activity of several social media networks. This typically involves summarizing a company's social media performance using metrics, charts, and graphs. These reports may include insights and metrics like growth, likes, followers, engagement, comments, and reach to help professionals understand how an organization's social media platforms operate. You can customize data and information obtained by choosing specific metrics that help you understand the progress of company goals and social media marketing strategies. Here's some additional information you can include in these reports:

  • Number of impressions

  • Number of followers

  • Link clicks

  • Comments

  • Likes

  • Shares

Why are social media reports important?

These reports are important because they can improve the success of social media campaigns. They also develop trust between organizations and the target audience and improve the effectiveness of advertisements. These reports track and arrange the collected data and help companies connect with their target audience and potential buyers. This allows you to learn more about the target audience and create more brand and product awareness. Here are more benefits associated with using these reports for social media:

Helps create stronger content

The content shared on social media platforms, like pictures, videos, and captions, is a primary component of successful business strategies. Social media reporting informs you of the content the target audience appreciates through engagement metrics, like replies, mentions, and shares. The data these types of reports highlight tells you if posts, stories, images, links, and language are impactful and inspiring, if they generate sales, or if there's an adverse reaction to the content. The insight you obtain from these reports can help you create more valuable, engaging, and financially responsible content to share on each platform.

Confirms marketing or strategy

Social media reports can prove or disprove the value and effectiveness of advertising strategies and help you budget for future efforts. They may also help you change marketing methods based on the reactions of consumers. For example, the metrics in these reports can inform you of whether the content successfully improved interactions between the company and its consumers. You can review areas for improvement and adjust the social media strategy to improve it. When reviewing sales metrics, it's also beneficial to check the overall return on investment to determine the value of the strategy.

Provides added value to customers and the brand

Tracking your social media marketing allows you to leverage the added value these platforms have, like trends, hashtags, viral videos, and content shares. The report creates another level of brand connectivity for a customer and informs you of the creative ways to entertain and inspire the audience through awareness and engagement. For example, social media managers of airlines may read posts about memorable flights consumers had and can choose to extend travel vouchers for those consumers. This provides a creative strategy to establish brand loyalty.

Related: How to Become a Social Media Manager (Step-by-Step Guide)

Obtains customized performance metrics

Social media reporting allows you to customize the metrics you focus on, the customers you communicate with, and the activities with which you engage. You can choose a specific metric to review, like where the highest number of engaged customers live or how much money in sales you obtain on specific days.

To choose the metrics you want to review, you may communicate with the social media, marketing, and sales teams to identify the company's goals. For example, if you want to obtain insight into consumer behaviour to increase sales, you can review clicks, leads, and daily sales, which you can then compare to different social media or marketing campaigns.

Related: Important KPI Sales Metrics (With Definitions and Examples)

How to create a social media report

Here's a step-by-step guide to help you generate an effective report:

1. Consider the audience and purpose

When creating these reports, it's beneficial to consider the purpose of the report and who you want to read it. For example, you can create reports for marketing professionals who require insights into the company's sales resulting from social media campaigns. This provides the marketing team with the metrics necessary to adjust their marketing campaigns. After you identify your target audience and purpose, you can choose the appropriate format or layout for the report. If you have several target audiences, you can also generate different versions of the report for the different audiences.

2. Organize an introduction

You may want to write a summary at the beginning of the report to provide the reader with information about what they can expect to read. It's beneficial to consider the goals, strategy, reporting schedule, and success metrics to provide readers with context and expectations of what the report entails. Your summary can be in paragraph, sentence, or bullet point format.

You can also use graphics when relevant to provide visual interest and to increase accessibility to information. For example, you can provide graphs that describe the increased sales experienced by specific social media campaigns, which allow the target audience to visualize the precise impact of the campaigns.

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3. Share an overview

You can provide a concise high-level overview at the beginning of your social media reports to describe a specific reporting schedule, like whether this data reflects a certain campaign or time period. It's beneficial to choose the time period used in the social media campaign depending on your goals, like the weekly performance of the social media campaign.

You can maintain more concise writing by prioritizing important information that provides the target audience with data that helps them with decision-making. For example, you can include the number of new followers or the total engagements on social media to determine the effectiveness of social media campaigns and strategies.

4. Concentrate on important results

You may share all successes in the report and discuss how they relate to the company's goals. For example, you can discuss any compliments provided to the company by consumers because it establishes the processes of the organization that function the best. You can also ask the consumer to use the review for future marketing campaigns, or discuss potential partnerships with social media influencers who can promote the company's products and services. Including unique results in your report can help inspire other teams and foster creativity by showing them potential successes.

5. Visualize the data

You can include graphics like charts and graphs in your report in an accessible area where a reader can browse and obtain the most important insights quickly. Visual elements in your report can also provide team members with a better understanding of complex data and metrics. You may use social media metric software if your report compiles data from more than one social platform at a time. This is because it can help you organize data and analyze it with more ease.

Related: How to Learn Data Entry and Available Career Options

6. Provide an analysis

In this section of your report, you typically interpret and analyze the data you previously shared to provide the target audience with insight into what it means. Learning about the reasons behind the results is important to recreate successes and adjust any issues. For example, if the data shows a large increase in total engagements, you can investigate the best-performing posts to determine whether the time of day, attached imagery, or content itself contributed to this increase. You can also integrate predictions into your analysis to compare the company's social media to competitors' content and strategies.

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