Ashley Demshki gives a step-by-step guide to building a social media report.
In the age of social media, we are all marketers now, right? I hate to break it to you, but that’s totally false. There is a reason positions like “social media manager” and “content creator” exist. It’s because in the world of social media, a place where things are always changing, it takes time and effort to understand new trends, implement them and then analyze the effort. Yep, I am talking about the ever-elusive social media report.
A social media report is a document that analyzes the efforts of the social media account over a period of time. For every recreation center, that might be different — options include monthly, quarterly, by semester, etc. This document is crucial to measuring results against established goals, understanding student behaviors and signaling when there is a need to change strategy.
Social media reports are not a one size fits all. It is really what you make it and what your needs are. It’s OK to report data you find valuable and leave out data you don’t. Need just a one-page snapshot? Totally cool. Need a full blown out report with a comparison summary? Go for it. Since we all use different platforms and cater to different audiences just based on our geographical locations and who memberships are extended to, it is important to remember you don’t need to compare your report to your counterparts across the country.
Making the report work for you is the most important. If you are not sure where to get started, here is a breakdown of what I use.
For each platform I am analyzing, I report on the following metrics:
There are multiple templates and ways you can put a report together. Since my goal of the report is to share it with my coworkers, I opt for a design that includes photos, graphs and is easy to follow. If your report is strictly internal for marketing purposes, you might want a template that is less showy and focuses more on the raw data rather than pictures. For example, an excel spreadsheet might work perfectly for your internal team, but a templated, designed presentation would work better for other colleagues outside of your team. At the end of the day, it is all about meeting your specific needs.
A social media report is a really helpful tool in understanding your social media strategy and meeting your goals. You can better identify if your marketing is helping you fill events, sell memberships, and track behaviors and interests. While it may seem like a daunting task at first, especially if you have more than one platform to report on, take your time putting the report together. Once the first is done, it is really easy to stay up-to-date and keep tabs on your platform’s trends.