Our social media analytics report template includes both a Facebook Insights and a Facebook (Posts) section. This gives you insights in to performance and a track record of your posts.
The Facebook Insights page focuses completely on your client’s followers and their activity on the business’s Facebook page. To start, you’ll see the total number of likes on the page, along with a differentiation between paid and organic likes. You’ll also see a graph that displays the change in audience growth over the past month.
The Insights section also displays thorough demographics information for all of your client’s followers on Facebook. You’ll be able to see male vs. female, age and geographic information. This information keeps you informed about your client’s audience and whether or not you’re reaching the intended target demographic. Use the data here to formulate re-targeting strategies with your client, as necessary.
The Facebook (Posts) section of the report gives you a look into individual post performance and engagement. The page displays a full list of the Facebook posts you’ve made, along with total reach and the number of likes, shares, clicks or other reactions followers have left. This section helps you and your client understand what types of posts do better than others so you can try and capitalize on that success in subsequent months.
You can also include Facebook ad data in this section of the report, if you’re running them for your client. Data like conversions, click-through rates, impressions and more would be displayed if you were to include this information in the report.
If Facebook is your specialty, we also have a Facebook report template available as well.
Like the Facebook section of the report you get data both on an Insights page and a Posts page for Twitter. We think this is the best way to present the progress you're making to clients.
To start, you’ll see the total number of followers your client has on Twitter, including a bar graph that displays the change in follower count over the past month. You’ll want to show your client positive change here, but if there’s negative change, you can also discuss your strategy for gaining and keeping new followers with your client.
Generally speaking, the more followers your client’s Twitter account has, the better. The Twitter Insights section will also display the total number of likes, retweets and tweets on the account. And if you’re constantly growing these numbers, you can show your client that your strategy is working.
You’ll also get a look at demographics information for the followers on your client’s Twitter account, including language, gender and geographic location. If you’re targeting a specific location or demographic, use this section to see if you’re on track.
The Twitter (Posts) page on the social media report template displays a full list of each of the tweets you made during the past month, including the full text of the tweet. This helps you stay accountable to your agreement with your client on how many tweets you need to make each month, but you’ll also see how much traction those tweets are getting. The list also displays the number of likes and retweets each post has gotten.
Instagram is directly connected to Facebook, so it makes sense that you’d get the same level of detail on the Instagram Insights and Posts pages that you do in the Facebook section. But the audiences are completely different, so you’ll want to make sure you track this information for your client to show how Instagram specifically is performing in your social media strategy.
To start, you’ll see the Instagram Insights section, which displays metrics for the overall account without diving deep into specific post engagement yet. The number of total followers gives your client an idea of how popular their page is. The associated follower bar graph can help your client correlate positive follower growth with the things you’re doing on their account.
You also get demographics information here, which is very important for Instagram users. When you know the audience you want to target, you can use Instagram’s comprehensive business features to reach that audience and the report to see if your marketing efforts are working. If not, work with your client to adjust post content and offers to get the right leads interested.
When you look at the Instagram (Posts) page, you’ll see a list of each Instagram post you made during the month, along with the number of likes and comments each of those posts has garnered throughout the month.
Just like Facebook, if you’re running ads on Instagram as well, you can see all relevant KPIs for that campaign here. Much like demographics, use this data to re-adjust your approach as necessary to maximize ROI.
Last, but not least, social media analytics for LinkedIn are also included on the social media report template. This section will be super important if you are targeting a B2B audience.
First, the Insights page presents data about the total number of followers and how you gained those followers, whether or organic or paid. Track the change in followers using the handy bar graph on this page so you can see if your LinkedIn strategy is resonating with that audience.
The more followers you have on LinkedIn can mean one of two things: either people are interested in the content you’re producing or they’re simply interested in your company. Maybe they’re interested in both! The demographics information and social action overview can help you differentiate between the two.
If you’re getting a lot of comments, likes and shares, you can reasonably assume that followers are interested in your content. If you have a lot of followers, but hardly any social action, your followers may just be interested in the company to find a job or stay updated. This isn’t necessarily bad, but it can inform your strategy moving forward.
The LinkedIn (Posts) section of the report is similar to the other Posts sections of the report in that it will display a list of each post you made on LinkedIn during the month, along with the number of comments and likes you’re getting. If you’re not getting any engagement on your posts, try taking a more business-centric approach rather than an individual-centric approach. You can also use this section to adjust strategy with your client when it comes to creative content.