Social Media Client Reports: What to Include?

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If you are a social media manager, an aspiring freelancer, or a marketing consultant and are confused that what really are the things to include in social media reports to my clients then this is the right place to know it.

The very first thing is that start with a goal or objective and this is just true for any client relationship. You guys have to be on the same page about “what the ultimate goal is?” because you could give analytics on a million different things but it still might not be what your client is looking for. If it’s not aligned to their business goal and their social media campaign. Below are the different metrics that you should include in the report depending upon the Client Goals.

For a step by step guide, you can visit How to create the perfect social media report for your client and win it for yourself.

Awareness Metrics

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If your client’s major goal is to increase awareness about their brand. Then you need to pull information from all those different platforms that you guys are working together on.

You should pull the awareness metrics. So, awareness metrics are numbers like;

· Impressions

· Reach and

· Followers Growth

Because that’s showing you how many accounts you reached, how many times your content is seen, and how people are paying attention to your brand and following your brand.

As their goal is awareness so don’t necessarily put clicks in there. It’s just like not something they’re interested in. Awareness is only the reach, how many times your content was seen.

Another thing that could be cool to put into an awareness metric would be Sentiment just to see how people are talking about your brand and that’s but you would need a third-party analytics tool to get that but it is possible through different.

Conversion

If your client’s goals were really just conversions, like they wanted to sell or increase sales on their website, you need to include

· Clicks

· ROI metrics

You can see Facebook pixel conversions through ads manager if you have a Facebook pixel setup.

If you have tracking links set up through Google Analytics or through Bitly then include those numbers in there. How many people clicked on their website will help them understand how they’re converting.

If they have Shopify or some other selling platform you need to get that data from them too to line it up together.

If they had a thousand clicks but no sales then either the prices are too high or the website isn’t user friendly and there could be a million reasons why.

In such cases share case studies or campaign information. Highlight that;

· How the concept performed?

· Did it perform better or worse than other content?

· How many clicks did it generate?

· How did it tie back to their business goals?

· Did you get any comments that were really nice?

If there are some things that did well. Let’s say, a random piece of content, that you didn’t expect, it was a quote got shared 100 times and it just went off the rails. Tell that to them so that they can invest more time in more content like that.

Ad Spends

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If you guys did any ads, you should break out these metrics

· How much did they spend?

· How many clicks did it generates?

· How many impressions it produced?

· How much reach did it get?

· Cost per click

· ROI (if it’s available)

· Audience Growth

So it’s important that you’re reporting on things that you really had set out as a goal. And that’s really all you should include in your report and what clients like to see and they tend to be happy with it.