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How to create a social media report | 2022 update

How to create a social media report | 2022 update

You and your team spent days preparing your latest social media campaign. Intense preparation, late nights, coffee on tap. Now what? Show your boss your results. A social media report will demonstrate the value of your social marketing efforts, ROI, results, and wins. I’m going to show you how…

Download my free social media reports!

Download our free, simulated Talkwalker reporting templates, to see how great your reports can look!

Social media channels are an essential part of digital marketing strategies. Measuring your social media performance and proving the results of those campaigns in a social media analytics report can be painful. It can be confusing to figure out the metrics that matter, the KPIs to use in social media reporting. What you should be presenting to your team, your clients, and your boss.

While I know that you already do weekly, monthly reporting. Those detailed spreadsheets that you work with won’t swing it with the boss. They’re going to want to see a high-level overview.

This social media reporting guide will explain why analyzing and reporting social results is crucial. For your team, boss, business, and for your future social media campaigns. Follow my seven steps to creating your social media reports. What you should include, metrics to track, choosing a reporting tool, and how to present.

I’ve suggested various types of social media reports to present, but it depends on your audience, business goals, and what you want to prove.

Here's an example social media report template - you can download all three simulated Talkwalker social media reporting templates now.

Talkwalker consumer intelligence dashboard for Coca-Cola, showing share of product attributes, results over time, reach vs engagement. Ingredients has the largest portion, over packaging and flavor. A reporting and analytics tool to help create your social media report.

Talkwalker consumer intelligence dashboard for Coca-Cola, showing share of product attributes, results over time, reach vs engagement.
Ingredients has the largest portion, over packaging and flavor.

Social media reporting

“What’s the ROI of your recent social media campaign?”

“Incredible… we got 1500 more Twitter followers, 45 retweets. On Facebook, it was shared 27 times… “

Nice, but not insightful. How did it help your bottom line?

It can be hard to translate social media metrics into something understood across the board. Not everyone has your insights into the many marketing channels you use. You need to be able to explain all that your team is doing and the results it’s achieving, the goals it’s meeting, to justify your budget. A visual, comprehensive social media report - social media audit - will explain all.

The secret of successful social media reporting lies in comparison. Compare how your channels performed before vs how they perform now. This Q3 compared with the last Q3. And, how your social marketing campaigns are positioned against your competitors. Do your competitors have higher engagement? More followers?

Table of contents

The best social media tips

Don’t ever, ever assume that senior management understands social media, or what your job involves. It’s up to you to educate them. To prove your team’s value. To prove your value.

Is social media a chore? Tasked to the intern? Your boss about to pull the plug unless you prove an ROI? If you ignore social media, you're ignoring a key part of your marketing strategy.

23 social media tips - teasing the first one - Employ a savvy social media manager - needs to be a project manager, support engineer, copywriter, strategist, branding expert, data analyst.

Download my 23 social media tips

Check out my 23 social media tips, with all the details on how to create a winning social media strategy. Includes...

  • Employ a savvy social media manager
  • Deliver consistently
  • Don't buy followers
  • Humanize your brand
  • And 19 more

What's a social media report?

First up... the definition of a social media report - smart, simple, easy-to-understand - using data - stats and metrics - to prove the value of your social media strategy. Done well, the best social media report will steer you in the right direction for future social media campaigns. You'll also learn what isn't resonating with your followers, and be able to pause or stop campaigns.

Example social media report for Coca-Cola, showing Community Impact page. Social community growth by channel.

Simulated social media report for Coca-Cola, showing Community Impact page. Social community growth by channel, with explanatory notes.

You’ll need to explain what you’re doing and why you’re doing it. Your targets and the results you’ve achieved. You’ll have to justify your budget.

  • Measure the ROI of social media campaigns so you can prove their value and targets met
  • Show your clients how their social accounts are evolving
  • Identify successes and failures, so you can tweak to improve, repeat, or delete
  • Save time with automated social media reports - using videos, images, and comments to make them easier to understand and remember

What should a social media report include?

First up, include an overview of your social media strategy. A summary that'll help readers understand what your social media report will cover.

Obviously, you're going to go into more detail later in your report, but this will explain to readers your intended goals for your social activities, as they relate to your business strategy.

  • Do you use your social channels for social commerce?
  • Does your company use social media for customer service?
  • Are you using social media to increase brand awareness?

At the end of your report, be ready to answer the following questions, so you can demonstrate what you’ve learned and how you’re going to manage your social media strategy moving forward

  • What do the numbers show you about your strategy?
  • What did you learn about your audience?
  • If results were poor, is it a seasonal issue?

Key to creating a successful social media strategy is fully understanding how and why your content performs the way it does. The big wins and the disappointing fails.


Now you need to drill down and provide comprehensive, measurable goals. Follow SMART goals, so you can track and report your results easily and accurately.

How many goals depends on your social strategy, size of your team, size of your organization, whether your strategy is a new one.

SMART goals for your social media report, with explanations under. Specific - what do you want to do? Measurable - how will you know when you've done it? Achievable - can you accomplish it? Relevant - is it worthwhile? Timely - when exactly do you want to accomplish it?

SMART goals - specific, measurable, achievable, relevant, timely.

As you become more proficient at tracking and analyzing, you can add more goals.


Time to choose the data you'll use to measure and confirm your goals. Remember, SMART goals have metrics built in them.

For instance... you're looking to increase your leads by 30% in Q2. There's your success metric - show how many leads you generated.

While each team will have its own set of metrics depending on their goals, data to include for measuring your social strategy are...

  • Leads
  • Conversions
  • Revenue
  • Return on investment - ROI
  • Share of voice
  • Sentiment
  • Customer satisfaction - CSAT
  • Net Promoter Score - NPS

Include all the metrics you need to prove your results effectively and clearly. To show that your social media strategy is a success. That customers are satisfied with the customer service they're receiving on social media.

Check out my post - 20 social media metrics that matter - for more deets.

Results per social media network

Now you need to find results for each of your social media channels.

Owned channel performance - results per channel for social media reporting

Owned channel performance - results per channel for social media reporting.
Talkwalker simulated report.

Again, data you include will depend on your goals and metrics. For instance, for each social channel, you could include...

  • Follower growth/loss
  • Number of posts for reporting period
  • Engagement rate
  • Click-through rate
  • Top-performing post
  • Top mention
  • Top follower

It's important that you offer a comparison, i.e., compare Q2 results this year, with Q2 results from last year. If you're reporting on a specific social campaign, try to compare with a similar one from the past.

When performing weekly or monthly reporting, always compare to the previous weeks and months, so you can spot trends.

Wins & fails

Now it's time to analyze. Highlight what was successful, and what didn't work.

Start with the numbers - so many leads, so much revenue. Then concentrate on other wins such as shared user-generated content, positive reviews and comments. Things you could use in future website copy or marketing campaigns. New influencer contacts that are happy to become brand advocates for your product.

Understand how you got the results, so you can improve your social strategy, and determine future social media goals. Were there parts of your strategy that didn't work? Try to find out why they failed, and how to turn it into a win.


Include a summary of all your wins, fails, and what you’ve learned. How you’ll use your results to guide your future social media strategy.

Why do I need a social media report?

Tracking your social media campaigns - owned and paid - will help you find what’s working and what isn’t, so you can improve or cancel. You can share your strategy across your organization and help prove that your team’s efforts are effective. Targets are being achieved.

Comparing your social media channels will identify which channels are favored by your audience. Which are bringing the most success, with minimal effort. Identifying what content is working and bringing high engagement means you can replicate your successes, and drive out failures.

Track and analyze your competitors, and you'll be able to compare market impact and see whether you're missing out on opportunities to expand your online community. Seeing the bigger picture allows you to prove that your business decisions are effective. Decisions like, prioritizing resources based on the channel bringing the highest ROI.

Media amplification. Competitor analysis for social media report,  in simulated Talkwalker report. Coke vs Pepsi.

Talkwalker simulated report - track and analyze your competitors, to compare market impact.

Compare my brand with my competitors!

Download our free, simulated social media report templates to do competitor analysis.

How to create a social media report in 7 steps

Creating an automated report is all in the preparation - who, what, why, how...

1 Identify your audience

Is this report meant for your boss, your marketing team, C-level… ?

You need to choose your audience so you can share what’s relevant to each stakeholder. Don’t force your audience to hunt for the information they need.

The social media report you create for your team will be entirely different to the one you share with C-level. Community management, sales, customer support, PR, etc.

Senior management won’t always have the time or inclination to read a heap of pages. Keep it short and simple.

  • Stakeholders receiving your reports - senior management, sales & marketing team leaders, customer support, demand gen
  • Recipients of social media metrics in your organization

2 Set your goals

It’s important to focus your social media analytics reporting. What are you hoping to achieve from your social media reports? What are you trying to prove, to justify?

  • Leads
  • Sales
  • Brand awareness
  • Engagement

Concentrate on the social media KPIs and metrics that matter to your business strategy, and the audience you’re reporting to. While you have to be detailed, don’t get buried under data.

Social media reporting can be broken down into three categories...

  • Regular reports - using key metrics to demonstrate progress on social media - your brand alone, or include competitors and industry
  • One-off report - following a campaign, event, product launch - metrics and qualitative analysis to gauge success
  • Research reports - using social media listening to find insights around a particular topic or trend

3 SMART questions

SMART - specific, measurable, achievable, relevant, timed.

SMART - Specific, Measurable, Achievable, Relevant, Timed.

Regardless of which report you’re writing, the first thing you should do is identify the questions you want to answer. As with your goals, ensure your questions are SMART...

  • Specific - real numbers with real deadlines
  • Measurable - how you'll track and analyze results
  • Achievable - ask questions that are challenging, but possible
  • Relevant - check you have the necessary resources
  • Timely - set a timeline, and stick to it

A report following a specific marketing campaign might ask - how much engagement was driven in your target group?

A research report might ask - what do people want in their 40s from a clothing brand?

This is where tools will help. Check out my Market Research Tools & Guide for more details.

4 Which metrics to track

Just because you can report on something, doesn’t mean you should.

The more you include, the greater your reporting task will be. What you choose to measure will depend on your needs and which social networks you use - Twitter, Facebook, Instagram, LinkedIn, etc. Try to avoid custom metrics that’ll need you to calculate every time, unless vital.

Measure metrics that you’ll learn from, and that will inform your decision making...

  • Leads - visitors that have the potential to become customers. Leads coming from social can be directly tied to revenue. Target consumers with gated content, contests, events, demo sign-ups, newsletter subscriptions, etc., to increase registrations. Regular content that resonates with consumers will drive sign-ups.

    Trackable links (UTM code) - to track the leads you’re generating, and those that convert

  • Conversions - when a lead becomes a paying customer, acting on a call to action - opening an email, registering for a download, subscribing to a newsletter, scans a QR code, etc.
    Jay Baer, “we’re after action, not eyeballs.” Paying customers - that’s what it’s all about.

  • Reach & impressions - the number of people that see your posts. It’s a metric that demonstrates the value of your content beyond the total number of likes.

    Reach = total number of people who see your content
    Impressions = number of times your content is displayed, clicked or not

  • Volume - track conversion size and number of brand mentions

  • Engagement - this is about the relevancy of your content. Analyze the quantity and type of engagement your social media channels and content receives. Include clicks, comments, and shares.

    Recognize which channels are performing well for your brand. Highlight posts doing better than normal. Identify pain points, so you can action for improvement.

  • Audience - identify who participates in conversations, the most active users, influencers. Demographics - show your clients that you’re attracting the right followers. Present a breakdown of audience - location, gender, language, interests, occupation, age.

  • Content - track your top performing posts, and those that have tanked. Include the number of posts published monthly, to prove the activity of your team.

  • Click-thru with bounce rate - track bounce rate of website visitors coming from social, and compare to website visitors who visited your site directly, arrived from a search engine, or came via any paid ad campaign.

    If your social media bounce rate is lower than those other sources, you can show your boss that you’re targeting the right people on social, and the traffic you’re bringing is more valuable to the business.

    Bounce rate = % of page visitors who leave your site after only viewing one page. In social media it would be someone clicking on a link in TW/FB, landing on your site/blog post, leaving without looking at any other content.

    Tool = Google Analytics - acquisition tab - all traffic - channels - bounce rate.

Google Analytics screenshot of dashboard, showing bounce rate, page views, sessions, new users.

Google Analytics - turning insights into action.

  • Share of voice (SOV) - competitor analysis. Mentions show how much consumers are talking about you on social. Find out how your SOV compares with that of your competitors.
  • Lessons learned - share social media insights you’ve learned with other teams in your organization. For instance: product feedback, technical issues, praise.
  • Executive summary - include a summary of your top achievements during the month. Keep it short - up to 5 bullet points.

You’re going to be tracking a heap of social media data. When it comes to reporting results, you need to be shrewd about what you share. Not because you’re hiding things. But because not everything you’re monitoring is going to be relevant to your boss.

Be consistent - report the same metrics in the same way, each time. Include percentage changes and benchmarks to make it easier for your audience to understand the results.

5 Choosing the best social media reporting tools

Clarify your priorities and goals before you start looking for the best tool. Ask questions...

  • Where does the tool source its social data?
  • What’s the quality of data?
  • What relationship does it have with the social networks?
  • Can it track owned, earned, and paid social?
  • Does it include insights from the networks that you’re looking to report on?
  • What type of customer support or account management does it provide?
  • What features are on its roadmap?
  • Does it offer multiple languages?
  • Does it provide image recognition, video analytics, sentiment analysis?

Social media channels are evolving. You need a tool that will keep up with these changes.

There are good free tools out there, but they won’t provide you with all the statistics you need. A single tool would be best, rather than multiple, or a different one for each channel. You’ll save time, money, and stress.

6 Choose optimal reporting timeframes

Daily, weekly, monthly, yearly, campaign related. It makes sense to report some metrics more often than others. What’s your boss asking for?

If you’re creating a campaign related report, you need to set benchmarks before you start. You’ll then be able to track improvements.

You can do a monthly report on published content. Include the number of sessions, page views, new users, goal completions, bounce rate, leads, downloads. If you’re targeting keywords, you could include page rankings for before and after the content was published. With this information, you’ll see spikes and patterns, to better understand what’s working with your audience. For example, seasonal patterns during holidays, Christmas, Black Friday, etc.

7 Presenting your social media marketing report

Ok, so you have all the information you need to start building your social media report. Now it's time to work on your presentation.

Remember, not everyone you're talking to will have your insights. They may not understand all the data you're planning to present. Make it an easy read.

Use graphs, charts, virality maps, Conversation Clusters, word clouds, social posts, Influencer Networks - whatever it takes to create social media reports that are easy to understand. Human brains understand images - data visualizations - and are more likely to retain the information they’re illustrating. Include a short description of what they’re seeing, along with takeaways and analysis highlights.

Check out my tips for making your social data easier to grasp...

  • Break down your data per channel, and present separately. Thereby making performance analysis easier.
  • New user growth per channel
  • Lead generation per channel
  • Engagement stats per channel - comments, likes, shares, mentions
  • Influencer interaction per channel
  • Revenue growth - conversions and ROI listed separately - per channel

How you present - the look of the report - depends on your audience, the depth of your reporting, and which tools you're currently using.

If you can present everything clearly on a single slide... go for it.

But, for comprehensive, visually pleasing, results, a consumer intelligence platform can collect your data, work with your metrics, and automate and present results in an easy-to-understand report.

Selection of graphics for social media report - word clouds, emoji cloud, social media post.

Talkwalker consumer intelligence - use a mix of data visualizations to support and explain your results in your social media report.

Conversations around sustainability encompass various topics such as the impact of electric vehicles, the concerns around cryptocurrencies, and the importance of plastic waste management.

Conversation Clusters illustrating conversations around sustainability, encompassing topics that include the impact of electric vehicles, concerns around cryptocurrencies, and the importance of plastic waste management.

Remember context - your boss might panic if shown a handful of negative tweets, not realizing that they’re only 2% of an ongoing conversation.

Don’t terrify the boss!

You should be ready to...

  • Understand what happened so you can plan the future - pull out last year’s data to target this year’s critical KPIs

  • Get to the point - anything that doesn’t impact your goals, don’t waste your time, don’t waste your boss’ time

  • Understand the data you’re presenting - don’t list numbers, tell a story

  • Be brutally honest - learn from your successes and failures. Never lie about or fluff over what the results represent. Ensure your team is ready to address negative results immediately

  • Make it actionable - allow the data to steer your decisions and plan how you’re going to respond, according to the results

The goal of your social media report is to optimize your social media activities and benefit your bottom line.

Social media reports

Let's take a look at the various reports and time periods that you could cover...

Time periods

Choose those that will give you and your boss all the data you need.

  • Daily reporting
  • Punctual campaign reporting
  • Monthly reporting - 28 days so consistent across all months, or 31 days
  • Quarterly strategy review - 90 day period - 4 fit in one year

Reporting on your brand

  • Brand protection
  • Brand promotion
  • Brand performance

Brand performance for your social media report. Talkwalker simulated report showing mentions, news mentions, social mentions, engagement, headline mentions, extensive mentions.

Talkwalker simulated report - brand performance.

Time periods

Daily reporting

Used by the social media team to track daily changes - ups and downs, find spikes and react fast. What caused this? What action needs to be taken?

Managing your channels means monitoring - in real time - what’s posted by your brand, product and brand mentions, and competitor mentions. Any issues should be addressed immediately.

An issue can become a crisis in the blink of an eye! Check out my 11 Steps to PR crisis management. It could save your brand.

Questions to ask...

  • What’re my followers doing - sudden increase/decrease?
    Wow, hundreds of new followers. Genuine/fake/low quality? Have I tagged anyone (Bieber) or used a hashtag that’s attracting bots?
  • How are engagement levels looking for my content - big increase/decrease?
  • Are there new influencers I can reach out to?
  • What’s the performance of the hashtags I’m using - increase in activity of those I’m following?
  • What’s my brand sentiment - positive/negative increase?
  • How are my competitors performing - increase in followers, sentiment, etc.?

Performance benchmarking will show you how your business compares to your competitors, and in your industry. Comparing processes, time to market, operations, customer churn, etc. You'll compare your brand with best-in-class standards, so you can make improvements. For details on how to do performance benchmarking, check out my guide.

Okay, this is from a few years back, but it's an example that trumps others...

Using Quick Search - Talkwalker’s social search engine - I’ve looked at three months of sentiment directed at Diet Coke.

Quick Search sentiment analysis of Diet Coke showing spike in negative sentiment - for your social media report

Quick Search - negative sentiment dominates and the brand should dig deeper to find the cause.

Going deeper into Quick Search, I can find the cause of the biggest slump, plus the surrounding negativity.

Scott Dworkin has 321K followers.

Unfortunately, the brand - while not being personally attacked - got caught up in posts poking fun at the US President. This is information that should be reported, to explain the spike in negative sentiment, and to find a way of turning it into a positive.

If you're interested in the rest of these potentially brand damaging tweets, or you'd like to track the sentiment of your brand, you'll need a sentiment analysis tool.

Punctual campaign reporting

Marketing campaigns - when successful - have a significant impact on company growth. Are you measuring this impact? It’s time you proved the value of your team and your campaigns.

A punctual campaign - time-bound initiative - has a single/targeted message and is intended to drive a particular conversion/reach business goals. You’ll want to report on the ROI of each punctual campaign. Track audience engagement, identify and analyze the opportunities that resulted from your campaign. Depending on the structure of your campaign, the following are metrics you should measure.

Metrics to share with your team and boss, or client...

  • What impact did the campaign have?
  • Were preset goals met?
  • How much traffic did the campaign drive?
  • How many leads did the campaign bring?
  • What was the engagement rate of customers?
  • How much revenue did the campaign influence?
  • How does this campaign compare to previous?

You’ll need to track paid ads - performance and frequency, keeping the budget on track. Optimizing goals and allocating money depending on what’s working and what isn’t. You might want to take a look at this social media advertising guide, explaining social media ad best practices, and the tools you'll need to measure results. Each social media platform has inbuilt tools to measure performance - Twitter Analytics, Facebook Insights, Instagram Analytics, etc., but if you're looking for easier reporting, a single consumer intelligence platform will prove more efficient.

  • Facebook ads - frequency, reach, clicks, impressions
  • Twitter ads - click-thru rate, reach, unique clicks, cost per retweet, cost per follower, budget
  • LinkedIn ads - clicks, likes, impressions, engagement, followers

Metrics to improve future campaigns...

  • Which landing pages had the highest conversion rates?
  • Which blog posts took off?
  • Which emails were opened most?
  • Which social messages drove the most engagement?

Monthly reporting

Used by management for performance comparison over periods of time. Watch for spikes and slumps. Is that spike a trend or a one-off incident? Ensure you determine this before tweaking your social media plan on an exception, rather than the norm.

Example: You included @justinbieber in a tweet and it all went a bit crazy on Twitter.

You should include the following...

  • This month vs last month
  • This month vs the same month, last year
  • KPI movement - include acquisition, conversions, engagement, retention KPIs

This is going to the boss, so be ready with the answers to all the questions you’ll be asked. More data, more questions...


  • Focus on crucial metrics - 3-5 max
  • Avoid including data you can’t explain. What caused that spike? No clue!
  • Use data visualizations to clearly show trends and progress
  • Tie the results back to business goals
    Example: goal = customer retention. Show increase in sessions coming via social media for returning customers

Quarterly strategy review

Your quarterly strategy review will help you maximize the performance of your marketing efforts. The goal is to assess how fit for purpose your strategy is, while learning from the previous quarter. This in turn, will influence planning for the next quarter.

Your quarterly review should cover...

  • Current strategy, focus and goals - what your social media campaigns will achieve, in line with business goals
  • Progress against goals - where is your team with regard to targets - ahead/behind targets?
  • Hits and misses - what worked, what didn’t, why? Your review should cover reasons for successes and failures
  • Issues and resolution - what stopped goals being met? What improvements will be made? Who will be tasked with this? How will you monitor and report the results?
  • Insights - what did you and your team learn that will help improve your social media marketing?
  • What data will you share across your organization that will improve performance?
    Example: customer feedback and insights with customer service team, sales
  • Next steps and actions - plan of action with roles defined, responsibilities, target deadlines

Brand protection reporting

Crisis management

When a brand gets embroiled in a potential crisis, a fast assessment and reaction is crucial. Reporting on your online performance is only valuable if you’re honest, and face up to the truth. Consider establishing a PR crisis management plan. It will significantly reduce the chances of your brand reputation being damaged.

Crisis management plan to protect your brand from reputational damage - listen, identify, review, respond

During PR crisis management - listen, identify, review, respond.

Share of voice report

Who are people talking about most, you or your competitors? What’s your brand’s share of voice - SOV - in your industry? Having a spike in SOV isn’t always a good thing, if the increase was caused by a crisis situation.

Below, Quick Search compares Coca-Cola, Pepsi, Dr Pepper, Red Bull, and Gatorade over a 13 month period.

Quick Search compares 5 brands for social media report

Quick Search - brand comparison.

Coca-Cola is the undisputed king of fizzy drinks, but the roar of Pepsi drowned out Coke in April with 2.4M mentions. What happened to cause this increase in SOV? In your social media report you need to include the stats, the graphic, and the cause.

Check out How to conduct a competitor analysis, if you want to find out the cause of what turned out to be a reputation-bruising crisis.

Brand performance reporting

Social network comparison

Compare results from all your social channels. Each channel is different, and might not be a fit for your brand. Try out some alternative strategies. If it doesn’t improve, concentrate on the channels that work for you.

Brand health report

Talkwalker analytics brand health for social media report template

Talkwalker consumer intelligence - brand health (simulated social media report template).

How effective is your brand in achieving your business goals? Tracking reputation, awareness, engagement, and positioning will give you an overview of your strengths and weaknesses.

Report the stats, and ask questions. An increase in share of voice sounds great, but is it due to a potential crisis? Gathering all your results and analysis into a single report will give you the complete picture of your brand health.

Performing a brand audit regularly, is an essential part of maintaining and improving your brand health. Check out my Brand Audit Guide, for all the deets on how to do it.

Brand promotion reporting

Brand reputation

Reputation measurement is considered tricky to measure. It’s about what consumers think of your company, brand, values, and trustworthiness. Measuring sentiment - opinion mining - tracks and analyzes mentions of your brand. Assigning a positive, negative, and neutral score. In simple terms:

% of positive score - % of negative sentiment = reputation score

Sentiment key drivers - KFC Beyond Nuggets. Emoji on left showing vomiting face, and positive emoji on the right.

Sentiment around KFC’s new ‘fried chicken’ is evenly distributed from positive to negative.

KFC’s Beyond Nuggets are one of the latest additions to the plant-based meats fast food industry.

The image above shows the top emojis used on social media, with the vote evenly split between positive, neutral, and negative sentiment.

The ‘smiley faces’ and ‘green heart’ on the right of the image show that people are happy about plant-based foods. While the ‘green-face’ and ‘crying’ emoji on the left prove that not everyone is happy to give up on meat.

Check out our social media listening guide that'll show you how to find out what consumers think of your brand.

Influencer metrics report

Talkwalker analytics influencer tracking

An influencer with a healthy following, that could be beneficial to business.

In your report, to illustrate how this influencer’s article spread - his influence - include a virality map.

Virality map demonstrating spread of influencer's article

Talkwalker consumer intelligence - show how the article from the BBC, spread around traditional and new media.

How many people are your influencers reaching? How much engagement do they drive? The audience you’re targeting, are they interacting with your influencers?

Talkwalker analytics - influencer reach and engagement - social media report template

Talkwalker Analytics - influencer reach and engagement (simulated social media report template).

To find out more about using influencers, check out my What is influencer marketing guide.

Choosing a social media reporting tool

Now you understand why accurate reporting is so important.

Feeling overwhelmed at the work involved? How are you going to create an awesome social media report? How will you find time in your crazy work schedule?

There’s a heap of cool social media analytics tools on the market, all you need is the questions to ask.

Don’t be bamboozled by a suave sales rep talking AT you. Check out my cheat sheet, and TELL THEM WHAT YOU WANT.

  • Can I choose the format of my social media report?
    Your boss likes to present a PPT presentation to the board. Your team’s happy with a Word doc. Look for a tool that gives you multi-format reporting choices – PowerPoint, HTML, Word, PDF.

  • Can I use pictures in my reports – my boss isn’t big on words?!
    Social media is all about visuals. A good social media reporting tool has to reflect this. Not just to make it pretty, but us humans understand and retain the data from charts, videos, and graphs.

  • I’d like to see all my results in one place, is that possible?
    360° visibility of brand health on a content performance dashboard allows you to quickly spot shifts in results. You can react fast and stay ahead of the competition.

  • Can I receive notifications about changes in my results?
    You can set up alerts to keep you up to date about key metrics, new results, and unusual activity that may require immediate action.

  • Am I able to badge my social media dashboard with my own company logo?
    White labeling allows you to customize dashboards and social media reports with your corporate branding.

  • Is it possible to combine third-party data sources with my internal data?
    Importing external data and adding to your in-house data will reveal correlations that could affect your marketing campaigns. For instance, a retail outlet could include weather data to understand what flies off the shelves before a storm hits. Finding an increase in the sale of waterproof clothing, bottled water, torches, candles, dried goods, means the outlet can increase stock, and increase revenue.

  • I’ve way too much data to be able to find what I’m looking for. Can I use filters?
    If your social reporting tool has rule-based tagging, you’ll be able to add filters to past and future data. These rules can be set to flag up negative mentions, delete irrelevant mentions and spam, and assign mentions to teams around the world.

Measure the success of your social media efforts

  • Define business goals - increase revenue, gather consumer feedback, improve customer service, increase brand awareness, create future marketing strategy

  • Define KPIs - without, you can’t measure the success/failure of your marketing strategy

  • Social media channels - one size doesn’t fit all. Peak engagement times on Twitter, may be different to those on Facebook

  • Listen to your audience to ensure your content is targeting the correct demographic and that it’s engaging with it

  • Analyze top-performing posts - consider format, language, image, voice, timing, response rate

  • Brand advocates - monitor your tweets for mentions by industry influencers

  • Results - show what’s working and what isn’t. Present to your team, organization, boss – to prove and improve future social media marketing campaigns

Free social media report template

To show you how great your social media reports can look - download three simulated Talkwalker reporting templates. They're seriously gonna up your game!

CTA social media report templates