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How to create a social media report?

In marketing anything worth doing is worth reporting on. 

Tracking and analyzing your performance is the only way to really understand what you’re accomplishing through your marketing efforts.

Building social media reports is the best way to analyze the growth and improve of your social media strategy. So let’s start with a social media report.


What is a social media report?

A social media report is an internal reporting document that presents and tracks relevant data about your social media performance.

Social media platforms can provide a lot of useful insights to other departments. The followers of your brand will leave many useful tips that will improve the work of your product development or customer service department.

Your work is not only data collection but interpretation so you can implement the knowledge gained to improve your business or your client’s. First define your strategy and your goals. The next step should be identifying the social media metrics that are in line with your goals and with wider business strategies.

  • Followers tell you the number of people who wish to connect with your brand – your brand’s popularity.
  • Reach and Impressions: Reach indicates the number of unique social media users seeing your content. Impressions refer to the number of times your post shows up on social media users’ timelines—the total number of times people see your content.
  • Retweets tell you that the content you’re sharing is perceived as potentially interesting to one’s followers.
  • Engagement Rate: Engaged users interact with your brand’s content through likes, comments, social sharing, and other means.
  • Number of Leads Generated: it’s important to measure the number of leads generated from campaigns to ensure that social media posts are producing actual revenue for the company. 
  • CLICK-THROUGH RATE: CTR is the number of people who viewed and clicked a link in a post compared to the total number of people who viewed the post aka total impressions.
The time frame will depend on the type of report you’re preparing.

Here’re the most frequent report timelines:

  • Weekly social media reports
  • Monthly social media reports
  • Quarterly social media reports
  • Yearly social media reports
  • From campaign start to end

To fully understand how your brand is performing on social media, you need to dive into all social networks. A social media analytics report will:

  • determine the ROI of social media campaigns;
  • determine the growth or decline of social channels;
  • identify successes and failures, so you know what to improve, tweak or delete;
  • help identify the most valued new features to develop according to your audience;
  • measure brand awareness over time;
  • identify the content that sparks the highest levels of engagement;

To maximize the performance of your social media, when doing social media reporting, you need to keep an open eye on the competitors’ actions on social media. Benchmarking allows you to measure your performance and compare it with your competitors or the overall industry performance.


To monitor the impact of your social media marketing efforts, you may have to log into multiple tools to check how your accounts on different social networks are performing and spend hours compiling a comprehensive report. Try to use data visualization tools like Google Data Studio, Microsoft Power BI or Databox. Remember to gather all of your stats and piece the information into a cohesive story about your social media performance.


Do you need help to create a social media report? Contact our team to help you!