Social media can be a huge boon for your client’s business if managed properly, but the opposite can also be true if mismanaged. This is why it’s vital to track overall social media performance and engagement metrics. With the AgencyAnalytics social media reporting functionality, you can know exactly what’s going on with each one of your client’s social accounts and communicate that information to your client in a way that’s easy to understand and interpret.
You can use the specific data you get from the report to show your client that you know all the ins and outs of their social media accounts, enough to make strategic decisions that directly create positive growth. When you present this information to your client in a concise manner, you bolster their trust in your abilities to run their digital marketing campaigns appropriately, leading to greater satisfaction on both sides.
Keep in mind that with AgencyAnalytics, you can build a real-time social media dashboard to accompany your reports.
6 Things Included in Our Social Report
1. Monthly Summary
An important aspect of running any kind of social media or marketing campaign is keeping your client informed of the things happening with their accounts and marketing budget. This section gives you the opportunity to tell your client about what happened in the last month and whether or not you’re on track to meet long-term goals.
You can also use the monthly write-up to discuss new strategies moving forward in the next month. Was there anything that just didn’t work this month that you want to change next month? This is a great place to start fielding new creative ideas for posts, Tweets and articles.
Another good thing to do here is give your client the broad perspective into your editorial calendar for the next month. Do you have any important dates or posts coming up that you feel important to highlight? Input that information here so your client stays informed of your major plays and can plan accordingly on their end.
2. Google Analytics - Social Breakdown
This is an essential section if you're tracking more than just followers and likes. If your client is interested in seeing traffic generated from social campaigns, or conversions, you should be tracking it through Google Analytics.
First, you’ll see the number of web sessions coming from social, including a line graph that tracks the total number and a bar graph that shows how many sessions are coming from each of your client’s social media accounts. The report also displays the average number of pages customers visit per session.
This section differentiates between repeat visits and new sessions so you can see if you’re attracting new customers with your social media strategy. Like the number of web sessions, the Social Breakdown section also displays the total number of conversions you’ve gotten from web traffic via social media accounts.
For further diversification, you can see all of these metrics broken down per social media account on the bottom part of this section, including the average bounce rate per account. Use these data points to show your client which social media platforms are top performers when it comes to web traffic.
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.