Social Media Reporting Systems

To see if your social media efforts are working there are a number of important metrics that you need to consider which I will go into more detail in the following paragraphs.

Social Media reports are based on objectives, the progress of the social media tool used to meet these objectives and whether the objectives were met.

With traditional advertising such as T.V and radio they can have immediate results that you can see, however social media results usually take more time and are less obvious, making it difficult to convey the positive return on social investments.

Some objectives to consider for your social media reporting system is increased traffic to your website, increased fans, increased sales/conversion rates.

Finding Social Media Data

In order to measure and analyses results, first of all you need to look at what analytical tools are out there for each platform.

Facebook Insights which is available on you Facebooks page dashboard

To find Instagram numbers look at Iconosquare

To track Twitter interactions like retweets, mentions and hashtags, look at Talkwalker

Tracking Google+ use Google Analytics which is also idea for website and blogs.

Tracking Data

In an excel spreadsheet you should keep track of all your social mentions/interactions/comments whether they be positive, negative or neutral. This will allow you to identify sales opportunities and failures.

According to The Social Media Examiner Facebook usually has a large influence on the success of a social media campaign, it’s a good idea to report on your Facebook reach.

Look at how Facebook posts both organic and paid impacted on the total reach of your target audience and include the number of comments and shares. All of them together help measure sentiment and virality.

Another way of showing the success of your campaign is to share the total number of fans gained as a results of the actions visitors carried out because of your call to action updates (e.g. through hosting a competition how many new fans did you gain as a result).

If you do hold a number of competitions then make sure to track the results for each to see what ones work best in achieving objectives (retweets, shares, comments, new fans etc.)

Tracking certain company hashtags on Twitter is useful to determine the reach and the number of retweets.

When analysing data from your website, you may need to look at where your traffic is coming from (e.g. Facebook, LinkedIn, Twitter etc.) and what was it that they clicked to bring them onto the site (this can show you what content work best).

An increase in the number of visitors coming onto the website increases the number of conversions and the chances that more people would purchase your product or service (and these numbers are directly related to the growth of social media fans).

Then see what actions visitors did once they came onto your website.

Metrics to Watch

Reach – measure how many people are exposed to your add

Engagement – analyse the type and quantity of engagement your add gets

Audience – look at who these people are that engage in conversations

Content – monitor top performing adds

When developing a reporting system the best time to do one is on a monthly basis. Weekly reports don’t work as well because there isn’t enough data to work from. Monthly reports can smooth out the daily spikes. They also provide more insight into seasonal patterns.

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