4 steps to improve social media measurement reports
So you’ve had a great month managing your client’s social media channels – engagement is on the rise, follower numbers are doubling and you’re reaching more users everyday. But just how do you breakdown all of this information to share with your client?
With all of the analytics that you can measure in addition to social media jargons and lingo – it is important to provide social media measurement reports to your client that are both comprehensive and effective at showcasing the value of your work.
Oddly enough, I enjoy putting together social media measurement reports. I think it’s so beneficial to highlight success while evaluating needs for improvement.
One thing I have learned is to always use as many visuals as possible. Caution: leave the excel document alone – it’s outdated. PowerPoints are often the best way to showcase results, and here are 4 things you should be including in them:
- Graphs. – In order for your client to better understand the results overtime and in comparison to one another, graphs are essential. I use graphs for growth rates, engagement levels and even to show what posts are the most popular among fans viagra a paris.
- Images. – Often times, your client doesn’t have the time to scroll through all of the interactions and posts you’ve created throughout the past month on their channels. Include screenshots of your most engaging posts, top conversations and fan interactions.
- Definitions. – As I mentioned before, social media has a language of its own, and a lot of time it’s easy to forget that not everyone understands our PR jargons. I always include a slide in my reports for social media definitions for the client’s reference.
- Relevant Analytics. – What is most important to your client? More “likes”? “Retweets”? It’s important to make sure the analytics you capture align with your client’s goals.
- The top three things I most frequently measure are month-to-month follower growth, engagement rate (# of users interacting with your posts, i.e. “liking”, sharing, commenting, “retweeting”, “favoriting”/ total # of followers) and reach (# of users who potentially saw your post on their timeline).
Social media measurement reports aren’t always about flashing numbers and data. In order for your client to best understand the ROI and value, a good report should provide a comprehensive look at meaningful insights.