Just in time for the end of the quarter/year/weirdest historical period in recent memory, we’ve got the social media reporting template you need to help you strut your social stuff.
It’s always good to take a minute to reflect on how brands and agencies performed on social media. Looking back helps us capture valuable lessons and earmark experiments to try in the weeks and months ahead.
Social media reporting can feel daunting at first, and it’s hard to know where to start. To help you out, we have a quick and free social media reporting template you can download, and we paired it with a completed sample for inspiration.
Let’s raise a glass to recent social media successes and jump in!
Grab your free 30-minute social media reporting template.Download now
Why you should use a social media reporting template
Managing one or more social media accounts is, as we all know, a serious undertaking, so reflecting on your success is critical. Running a check on your social media performance doesn’t have to take hours and hours, but it’s worth a little time for a few key reasons:
Makes your brand (and you) look good: By pulling out a few easy-to-find social media KPIs (key performance indicators), you’ll be able to see the channels, posts, and campaigns in which your brand excelled. Don’t forget to compare your data to your top competitors for critical context for your success, and of course share it with your team.
Get a jump start on social media strategy tweaks: Taking note of what worked well for your brand and jotting down a few ideas for what’s working well for your competitors gives you a roadmap for exactly what you should be doing next on social.
Map your performance over time: Investing a little time reviewing recent key social media metrics will give you even more to look back on next month/quarter/year to help you tell a story of how your social handles are growing and changing over time.
Take a quiet afternoon or a quick lunch break to review your brand’s recent social media performance. This review can be as quick or comprehensive as you need it to be, and don’t be afraid to go off-script by choosing other metrics or screenshots that are most relevant to your brand.
Let’s get into exactly how to use our free, easy-to-use social media report template.
How to use our social media reporting template
Step 0: Download your materials
If you haven’t already, download our free social media reporting template which includes everything you’ll need to get started. Our free guides include the template slides and a sample report we filled out that’ll help you see what goes where.
Then, log into your Rival IQ account (or sign up for a free trial), and we’ll get started!
Step 1: Build a competitive landscape
Any social media marketer worth their salt can name five competitors off the top of their head, so the first step is to generate a list of fellow brands you want to keep an eye on and then put that list into a Rival IQ landscape. You can definitely do this using native social media analytics, but it’ll require a lot more manual research, so we recommend using Rival IQ or another social media analytics tool.
Once you’ve assembled your list of competitors, select the date range you want to study.
The first slide is easy: populate it with your logo, brand name, reporting period, and anything else you’d like to capture in summary.
Then, screenshot a grid view of your top social posts and use them as the background for this slide. To make that happen, head to the “Social Posts” dashboard in Rival IQ for your favorite channel and set the “Top Landscape Posts” table to grid view.
Step 2: Dive into channel-by-channel performance
Pick your favorite channel to get started. (Is it Instagram? Yes, we’re psychic.) Paste your social icon in the top left corner, and replace [channel] with the correct name.
The metrics overview slide is all about key numbers and graphs that show how you performed and grew on a specific channel over the course of the year.
Step 3: Capture key data at a glance
To fill in the bottom left corner, head to your Overview dashboard in Rival IQ for the channel you’re studying. All four of those stats are in the “At A Glance” table at the top of the screen, so just screenshot and pop them in. Here’s the table you’re looking for:
Step 4: Locate followers and engagement total
Let’s fill in two other key metrics for the right half of the slide. Scroll down on the Overview dashboard for your followers vs. competitive average, which looks like the graph below. Pop that in the top right, and then do the same for its neighbor, engagement total.
When you’ve arranged all your metrics the way you like, spend a few minutes studying them. Are you way ahead of your competitors in one area? Did you grow your followers or engagement total significantly as compared to last year? Don’t forget that we have tons of automated insights in the Overview dashboard of Rival IQ as well, so poke around there too for other observations about what stands out about your social media performance.
Once you’ve gathered a few thoughts, jot them down in the top left quadrant of the slide so you don’t lose those valuable insights. When you’ve assembled everything on this slide, it’ll look something like this:
You’re halfway done with your first channel! Now that you’ve created an overview of your performance on this channel, let’s spend a little time on what led to that success by jumping into top posts.
Just like above, you’ll want to drop your social icon in the top left box and specify your channel in the slide’s title. We’re going to focus on your brand’s performance only for this slide, so change your company filter in Rival IQ to focus on just your brand.
Step 5: Find your top posts by engagement total
Head back to the Social Posts dashboard for your chosen channel and click on the “View More” button in the “Top Landscape Posts” table. Use the layout dropdown to select “grid with details.” Then, sort by engagement total, or the metric of your choice. We like engagement total because it focuses on your absolute impact on social, but this template is totally customizable so you can use your most important metrics.
It’ll look something like this (but probably with fewer water bottles).
Play with your browser zoom and width to focus on the posts that are most relevant to you. In this example, we picked the top six.
Step 6: Calculate engagement total per post in your top 6
Your overall engagement total per post helps set a baseline for the engagement you can expect (and improve upon!) in the future. To find that number, take the engagement totals at the bottom of each post in your top 6 and divide them by the number of posts you’re looking at to fill in the average engagement for the top 6 posts. In this case, Hydro Flask averaged 23,000 engagements per post, which is nothing to sneeze at.
Write up a sentence or two about commonalities or differences among your top posts. Are they all videos or carousels? Do they all feature product shots, or do posts with people perform better?
Step 7: Identify your top campaign or hashtag
On the right side of the “Top Posts” slide, we’ll focus on a top social media campaign or hashtag. We bet you’re intimately familiar with the strategies you tried recently, but if you need a little #inspo, head to the Overview dashboard where we pull out a few key insights to focus on. You can also review the Social Posts dashboard where we dive deep into top hashtags, popular topics that were mentioned in your posts, and more.
Once you’ve picked an area of focus, try tagging your posts using Post Tags to easily keep track of posts and pull out top metrics. Screenshot a few of the top posts, and then do a quick calculation or head to the Post Tags dashboard to see the average engagements per post for that hashtag or campaign.
Write up a sentence about what made this campaign successful and any lessons learned.
Step 8: Calculate your overall engagement total per post
Since this slide focuses a lot on engagement totals, be sure to fill in the overall engagement per post in the bottom right. To find that number, pop back to the previous slide to divide your overall engagement total for the year by your total number of posts.
When you’ve assembled everything on this slide, it’ll look like this:
Final step: Lather, rinse, repeat
Congratulations! You’ve completed one channel’s worth of your social media reporting. Repeat this process for all the channels you were active on this year and you’ll be (almost) done.
Almost, you say? There’s one more slide to fill out, and that’s the To-Do List.
Extra credit: To-Do List
This slide will help you keep track of experiments you want to run, new strategies or campaigns you want to, uh, borrow from your competitors, social networks you want to check out, and any other social media goals you come up with.
Here are a few recommendations and experiments for Hydro Flask based on our quick study of their recent social performance:
|Eco-themed posts did well on social this year, so don’t be afraid to hit home Hydro Flask’s commitment to the environment.|
|More than half of Hydro Flask’s competitors aren’t yet on TikTok, which gives the brand an opening to dominate on this channel by increasing posting here.|
|Keep an eye on those Instagram engagement rates and totals–while still far ahead of the competition, Hydro Flask has been seeing less engagement on this channel.|
|Try posting more status updates and starting convos on Twitter–those tweets see about 2x engagement as photo tweets, which Hydro Flask favors.|
Other social media resources
We have a few other ideas for adding context to and showing off your social media success, including handy reports and free tools.
Social Media Industry Benchmark Report: This report is the definitive guide to exactly what’s going on with Facebook, Instagram, and Twitter for 14 top industries like Health & Beauty, Travel, Food & Beverage, and tons more in 2021. Use this report to measure your social performance against your industry so you can see if you’re better or worse than the other top brands you’re competing with. We survey hundreds of brands in each industry for a comprehensive set of benchmarks.
Free head-to-head social analysis: Want a free report that compares your social success to your #1 competitor? Run a free head-to-head analysis to get granular.
Find the right social tools for your workflow: We tested and reviewed dozens of social media analytics, management, and listening tools to find the best one in each category and price point. Check out the lists to see if there’s a social media tool that can help streamline your workflow. Of course, we’re biased towards one analytics tool in particular…😈
Start analyzing with a free Rival IQ trial.Get my free trial
Wrapping it up
We hope this 30-minute social media reporting template helps you celebrate your successes while setting you up for your next big social media strategy move. Don’t forget to send around your completed social summaries to your colleagues, your boss, your mom, and anyone else who will listen–including us, on Twitter. We’d love to see what you come up with!