5 Reports Every Social Marketer Should HaveBridget QuiggBlogger ExtraordinaireSimply Measured
As a social marketer, you get a lot of “How’s it going?” questions. Behind your hip, creative veneer is a person who spends a lot of time reporting on your work. How can you reduce this review time?
Here at Simply Measured, we talk with speedy marketers every day. And, we’ve noticed some patterns in their workflow. It seems you can break down their reporting demands into five basic types of reports. Check out our fancy flowchart below.
You’ll likely need all five of these reports at some point, so let’s go over the when and how of each.
Summary: This report lets the community managers on your team know how tactics for big campaigns are going. They can identify problem areas and ramp up or reduce paid efforts mid-campaign.
The campaign ops report should only take you 15-30 minutes to prepare and you may be producing one daily, or even hourly, depending on your campaign’s pace and complexity. You get extra credit for mentioning progress toward larger business goals, like downloads or sales on your website.
Metrics: Share metrics about specific audience actions or activities, such as impressions, shares, Likes, Retweets, or a list of top performing posts.
Summary: The campaign debrief lets people outside your team, particularly executives, get an overview of your team’s success with a campaign. It’s a one-time review of key learnings and can take one or two hours to produce.
The key here is to tell them what you wanted to accomplish, how well you did, and why. But, keep it brief. Highlights only.
Metrics: Include activity totals, such as frequency of posting, stats on content types, response on certain channels to content, as well as comparisons to previous years’ or campaigns’ performance and the original goals.
Social Team Ops Report
Summary: You’re likely running many campaigns at once, so this report lets you look at all of your stats, period over period. It’s smart to start the report with progress towards company goals, such as leads or sales, and then get specific on stats related to team KPIs.
The most important aspect of this report is completing it on a regular basis so you can compare and learn, then compare and learn again.
Metrics: Focus on changes from the previous time period and progress toward goals. All metrics are welcome.
Summary: The ROI report answers two common questions for executives: “What are we getting out of our social presence?” and “How should we invest in the future?” We’re getting down to dollars, people. You’re going to lay out what was spent on social and what that spend returned.
What are those “returns”? They will vary company to company, but they are typically things like web conversions, downloads, leads generated, and sales. You get extra credit if you compare your success to some of your competitors’ efforts.
You’ll produce this report every quarter and it can take one to two hours to create, if you’ve been tracking your work all along.
Metrics: Show your goals achieved – web conversions, leads, video views, clicks, etc. – alongside your social budget allocated. This is a great time to use charts, graphs, and funnels for quick scanning.
Goal Setting Report
Summary: This report goes to your team. It’s where you list out the goals you set for your overall social presence last period, your progress against them, and new goals based upon this past performance. This report is full of baselines for different networks, content types, or other aspects of your social programs.
You need time for some data to collect so you’ll likely prepare this report quarterly or monthly. You get extra credit if you include comparisons to direct competitors in your industry or brands you admire.
Metrics: Include your goals, then period-over-period changes in progress towards them. Likely metrics are engagement, social audience size, and growth percentages.
Get Reporting, Rockstars
Do you already produce most of these reports? Different ones? If you’d like more detail on our list, check out our “5 Essential Social Media Marketing Reports” guide. And, if you try out these suggestions, let us know how it works for you in the comments below.
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