Social media reports

In digital marketing, when we talk about strategy, we should consider how important it is to measure and look at the results we get from social media reports. It’s a lot more than just filling out templates with data. It’s not just about that, you also have to analyse, use the statistics given to you about your social media profiles and know what data is best to measure the performance of the campaign in question.

To start, it’s important to know how often you’ll pull results up, generally speaking it’s done every month, in order to have enough time to see results.

How to make a social media statistics report

The first thing to consider for the social media report is that the information is divided into two: Organic posts and Paid posts. Why? Because the former always generates a high number of KPIs taking into account the fact that investing will always yield better results than an organic post only seen by those who follow the brand.

What KPIs are highlighted in a social media report?

The main KPIs on social media are:

-Reach

-Impressions

-Number of fans

-Engagement rate

-Interactions: Likes, shares, comments, plays, number of clicks on a post

All of this data is useful for our social media report because: it can be compared with previous months to see if results have improved or not, it can be used to analyse if the strategy in question is working, it tells you what the most popular posts are with the brand, it can give you ideas for generating new content and see if the goals are being met when it comes to reach or interactions.

What is the difference between reach and impressions?

There are some people that can’t find the difference between the two, they find the terms similar and end up confusing them on their social media report, but we’ll clear up any doubt about their meaning.

• Reach: this is the number of users that see a post, on Twitter, Facebook, Instagram, wherever. You need to remember that not all users see your brand’s posts due to the algorithm.
• Impressions: this is the number of times a user has viewed a piece of content, considering that they may have viewed it from their account at the start, then viewed it again because their friends shared it, or because it’s a paid advert and appears multiple times.

These metrics are important because we will know how many people our posts reached and you should know that the number of impressions will always be higher.

Finally, it is important to note that obtaining data for your social media report must be done directly from each social media account; in Instagram the profile must be configured as a company profile and in Twitter the results will correspond to the last 28 days.