Here’s why you should be conducting monthly social media reports:
Some people may think social media reports are time-consuming and even unnecessary, but the businesses that do the best on social media, whether large or small, are the ones who conduct monthly reports to see what they’re doing well, what they’re doing not so well, then refine their social media strategies accordingly. Social media is constantly changing, whether it’s updates to networks or new trends, so if you’re not reviewing what you’ve been doing, you can easily fall behind. Reporting is a great way to stay on the front foot and ensure you’re getting the most out of your social media marketing.
There are many social media analytics tools available to assist with reporting, but for most of you, using the analytics tools which each social media platform provides you e.g. Facebook Analytics, Linkedin Analytics etc will usually do the job. These tools are free and provide you with a host of information about engagement, reach, demographics to help you tailor your social media strategy.
You can easily become overwhelmed with the amount of information at your disposal through analytics, so here are a few tips on the important things to include in your report and why:
Top and bottom 3 posts:
Have a look at your top 3 engaging posts as well as the bottom 3 for the month. You may notice that certain posts you thought would be interesting to your audience have not received much engagement at all, or the opposite! By determining which posts have performed best and which haven’t, you’ll know what to continue using for the following month, and what to get rid of.
Likes and unlikes:
Have 30 new people liked your page over the past month, but 20 unliked your page? Keeping track of these figures will help you identify whether or not your social accounts have been growing. If your page likes have plateaued for the past few months, you may want to consider putting some budget into ads. If Facebook Ads are something which you’re considering, check out our post on ‘Everything you need to know about Facebook Advertising.‘
If 90% of your fans are interested in marketing & advertising, there’s not much point posting content about the hospitality industry. See how old your audience is, the gender majority, what interests they have, where they’re from (all the juicy stuff), then tailor your posts around these factors for the best chance of getting people to engage with your content.
Engagement and reach:
Identifying your overall engagement and reach is important, especially when you begin comparing month on month figures. Why did engagement or reach spike at a certain point? Was this due to a a particular post or were you running a competition at the time? Hopefully if you’re making adjustments and learning from each month’s report, you should see your reach and engagement gradually increase.
When your fans are online:
If your social media platform offers this insight, definitely use it to your advantage! Facebook Insights shows you when your fans are online at any point of any day. This is incredibly useful when deciding what time to post, especially if you’re not putting any budget in Facebook Ads. There’s no point posting at 9.30am on a Monday morning if the majority of your users are online at 7.00pm. There may be times though when posting at say 12.30pm may be the best option even though it’s not when most of your users are online. If you’re posting something about food or lunch destinations, posting it around 12.30pm (lunch time) makes sense and will hopefully receive more engagement than posting at 9.00pm.
It may seem strenuous in the beginning, but once you get into the habit of reporting once a month, it’ll become second nature. You’ll be thankful for all the information you’ve put together and even happier when you begin to see improvements on social media due to the adjustments you’ve made.
If you’re currently reporting monthly on your social media pages, has this helped you with future decisions? Do you have any other important points which would be useful to include in your monthly report?