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A simple social media report template for those who need help creating a well structured report that clearly presents key results, value and insights derived from social media. The social media report template is suited to those using Facebook and Twitter as part of their social media strategy. Enjoy!
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HOW TO CREATE A WINNING SOCIAL MEDIA REPORT
How to create a winning social media report
The purpose of this presentation is to provide an example of a well structured social media report that will be well received by your stakeholders. Social media generates so much social data that sometimes it’s hard to know where to start. Our recommendation is to keep it simple and start with the metrics that align with your objectives and demonstrate the value of social media.
If you would like to talk more about measuring you social media efforts get in touch with us at [email protected] Disclaimer: this example report is suited to those that are actively using Facebook and Twitter as part of their social media strategy
Executive Summary
This slide should give a quick snapshot of your social media results. It should convey the most important metrics and insights for those that don’t have time to read each slide of your report.
BRANDPopulate your key brand mentions here.
Number of mentions, share of voice, sentiment and key insights are appropriate.
ENGAGEMENT Populate your fan and follower growth and
how well you’re engaging here. Include engagement scores, reach, buzz, campaigns
and key insights.
SERVICEPopulate your social service metrics here. How many enquiries, outcome, sentiment,
response times and key insights.
Example: Social Media Report
BRAND RESULTS
Before I get started, which tools should I use?
MONITORING MANAGEMENT BENCHMARKING
FREE
ENTERPRISE
ENTERPRISE
This is not an exhaustive list. Get in touch at [email protected] if you would like to talk about social media tools to suit your business.
Brand - mentions trended over time
This slide should show the number of brand mentions over time. It should show key trends in mentions and should provide insights as to what is driving the trends.
SAMPLE CHART - MENTIONS OVER TIME
call out drivers behind trends
SOURCE: RADIAN6
Brand - sentiment trended over time
This slide should show brand sentiment trended over time. It should show key trends in sentiment and should provide insights as to what is driving the trends.
SAMPLE CHART - SENTIMENT OVER TIME
call out drivers behind trends
SOURCE: RADIAN6
Brand - monthly sentiment breakdown
This slide should show a breakdown of sentiment for the month.
SAMPLE CHART - SENTIMENT BREAKDOWN
SOURCE: RADIAN6
Brand - monthly share of voice against competitors
This slide should show share of voice against competitors for the month.
SAMPLE CHART - SHARE OF VOICE AGAINST COMPETITORS
SOURCE: RADIAN6
Brand - sentiment breakdown against competitors
This slide should show share of voice against competitors for the month.
SAMPLE CHART - SENTIMENT AGAINST COMPETITORS
11% 8% 7% 2%
58%
87%
72%
98%
31%
5%
21%
AAMI NRMA ALLIANZ RACV
Positive Neutral Negative
YOUR BRAND BRAND X BRAND Y BRAND Z
SOURCE: RADIAN6
Brand - channel verbatim comments
This slide should show examples of verbatim comments. Can be broken down by channel e.g. Twitter and sentiment e.g. positive comments
EXAMPLE FROM RADIAN6 RIVER OF NEWS - VERBATIM COMMENTS
Brand - monthly insights
This slide should should be a brand wrap up slide and provide key brand insights generated from social media for the month.
Examples include:
• What is driving the trends in brand mentions, sentiment, competitor mentions
• What are the key themes being discussed?
• What are the key learning’s and actions as a result of these learning’s?
• What is happening in each channel? How do they differ from each other?
• How are marketing campaigns impacting social media? What are the results?
• How is the press and public relations impacting social media and conversations?
• Were there any key issues for the month? What were they and how are they being addressed?
• What are the wins for the month? How have they impacted the business?
Example: Social Media Report
ENGAGEMENT RESULTS
Engagement - Fan growth
This slide should show Facebook fan growth trended over time. It should also identify key drivers behind growth.
SAMPLE CHART - FACEBOOK FAN GROWTH OVER TIME
call out drivers behind trends
NEW FANS
July 967
Total 46,386
SOURCE: FACEBOOK INSIGHTS
Engagement - Facebook page
This slide should show identify the key themes and insights derived from the Facebook page for the month.
Examples include:
• Number of new fans and the drivers of growth
• Campaigns and competitions that were running and performance
• Examples of customer and fan comments
• Examples of user generated content
• Examples of the posts with the highest engagement
• Age and gender breakdown of fans
• How many posts by admin and how many posts by fans
• Overall sentiment of posts
• Any other points of interest about your fans
• Any other insights or learning’s
Engagement - Facebook reach
This slide should demonstrate the reach of your Facebook page. You can even estimate the dollar value of the reach by using a standard CPM figure. E.g. Value = (Impressions x CPM)/1000
SAMPLE CHART - FACEBOOK REACH OVER TIME
SOURCE: FACEBOOK INSIGHTS
REACH
July 4,321,531
Total 72,479,831
July Value $21,607
Total Value $362,399
VALUE CALCULATED USING $5.00 CPM
Engagement - buzz and viral reach
This slide should demonstrate the buzz and viral reach of Facebook page.
SAMPLE CHART - FACEBOOK TAT + VIRAL REACH
SOURCE: FACEBOOK INSIGHTS
Talking About This refers to the number of people who created a story about your page by liking, commenting or sharing one of your posts, or by posting on your page or tagging you in a post. It can be referred to as a measure of ‘buzz’.
Example: Social Media Report
SERVICE
Service - summary
This slide should give a quick snapshot of your social media service results by cannel. If you can use the following formula to estimate savings: Deflected contacts = (number of new enquiries) x (estimated deflection rate) Savings = (number of deflected contacts) x (avg cost per contact)
Twitter Facebook Total
Enquiries 1,082 2,089 4,071
Resolved enquiries 789 1693 2482
Escalated enquiries 293 396 689
Response Time 0:23:00 0:54:00 0:38:50
SentimentPOSITIVE
!20%
NEUTRAL !
18%
NEGATIVE !
62%
POSITIVE !
9%
NEUTRAL !
26%
NEGATIVE !
65%
POSITIVE !
13%
NEUTRAL !
19%
NEGATIVE !
67%
Deflected contacts (call deflection rate = 5%)
54 104 158
Estimated savings (average cost per contact $5)
$270 $520 $790
Brand - sentiment trended over time
This slide should show customer service enquiries trended over time by channel. It should show key trends in the volume of enquiries and should provide insights as to what is driving the trends.
SAMPLE CHART - ENQUIRIES OVER TIME
call out drivers behind trends
SOURCE: MANUAL TRACKING
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