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One of the most important things that you can do as a modern marketer is fall in love with something that direct response marketers have loved ever since the early 1900’s – the ability to measure your marketing and its impact: to test, tweak, and modify your marketing until you get the kind of conversion rate you’re happy with!

Unfortunately, a lot of otherwise smart and savvy business owners really aren’t all that comfortable with marketing OR measuring – and that’s why most have absolutely no idea about KPIs for social media reports or which KPIs to pay attention to and give the most weight to.

Obviously, that’s going to be a big problem – especially considering just how competitive today’s online marketplace really is. If you’re not measuring your results, you won’t be able to replicate the things that work…and revamp those that don’t.

Pay attention to all of the inside information we are able to share with you below and you’ll begin to understand EXACTLY which KPIs to include in your social media reports and which ones to really lean on when you want to know how well your social media campaigns are doing!

How to Measure Social Success

Have clear goals

You can’t measure success unless you have goals…good goals. A goal is not “become popular on Instagram”. Here are a few examples of good social media goals:




  • Increase click through to my website from Social Media to 30% during Q1
  • Increase click through to my website from Twitter by 15% in the next 3 months
  • Get 15 influencers to share my content during the first week of my social contest
  • Increase social media sales by 10% YOY
  • Increase my targeted (meaning either geo-targeted people who fit your target demographic) by 20% by year’s end

Note these goals have very specific number goals. All these goals should also include a time period.

Your followers and fans numbers are critical

One of the most important KPIs (Key Performance Indicators) that you’re going to want to pay a lot of attention to is the number of followers and fans that you have on your social media platform.

Before you get overly excited, you need to make sure that the current following you have is real and targeted. Why? Because these followers don’t convert. Sure, those big numbers look nice, but fake or untargeted followers will mess up your ROI.

Click here to learn how to tell if the followers your brand has are fake

You need to be able to market and advertise to real people, so once you have made sure your following is real and targeted, you need to work on building a stronger, bigger follower base. A HUGE note here. Not every business needs to be at 100,000 or 1 million followers. You should be measuring:

  • Twitter followers
  • Facebook likes
  • Instagram followers
  • Pinterest followers

What matters is the money that ends up on in your bank account…which leads us to the next social media success indicator:

Engagement KPIs are KEY

You really need to pay attention to engagement KPIs that include (but certainly aren’t limited to):

Clicks: How many people click through on your social media posts (use a URL shortener like Bitly – they’re Socialdraft compatible).

Comments: This is one of my favorite measurements. If people take time to comment on your social media posts, this means they are really invested in your brand. Pro tip – ask questions to increase your comments on your social media posts. 

Retweets: Retweets are awesome. It’s a very simple metric. How many people on Twitter have “forwarded” your tweet on their feed to their network of followers. Retweets give you a chance to be seen by that person’s entire Twitter circle who may, in turn, share it as well and even follow you. Retweets will usually (but not always include an “RT” at the beginning of the post, but will always include the retweet icon. The more retweets you get, the better.

Social mentions: If you are being @mentioned by others on Social Media, you should rejoice. The more mentions of your brand or business on social media (unless you’ve just been involved in a snafu) is a great thing. Keep an eye on the conversations that mention your company, this will give you a better idea of reach.

Social shares: You want your content to be shared all over social media. Think of each social share as a link to your content. The more shares, the better. Just as with retweets, they increase the chance that your article or message will be seen (and that an action may be taken) by the sharer’s social circle.

Website Traffic: 

How to get social media analytics from google

If you have not already set up Google Analytics, you need to. They can get pretty complicated, but we’re going to give you a simple place to get started. Once you have done set up your Google Analytics, go to Acquisition > Social > Network Referrals. This will show you how much traffic each social network is sending to your website.

Conversions: This (IMHO) is the most important metric. When you put out social media posts, does your audience do what you want them to? This is super important…but first you need to understand what makes up a conversion…sure, a conversion can be a sale, but it can also be:

  • a click thru
  • a registration for a webinar
  • a pdf download (in exchange for an email address)
  • a newsletter sign up

So make sure that you have a goal for each of your social media posts and that you measure the conversions on each of these calls to actions.

Sales: Speaking of conversions…this is the ultimate conversion, a monetary transaction. Each time you sell something (be it a physical product, service, or membership) – make sure you track where that sale came from organic traffic, paid traffic, or social media. If you’re noticing a decent number of sales from Social Media, then you’re doing a-ok.

Social Media Reporting

If you’re just getting started in social media, you may not have the time to do this all by yourself. Socialdraft offers great reporting (with white label options – so you can remove our branding and add your own) that includes all the basics to get you started on reporting including:

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Facebook: Total Fans, New Fans, Unlikes, Top Views, page Impressions, and gender impressions, page views, post reach, impression demographics by age and gender, top country and top cities

Twitter: Overall followers, times you have been listed, favorites, daily interactions, twitter mentions, and audience demographics by age and gender

… And that’s just the tip of the iceberg!

These engagement details are of the utmost importance to track because they are going to let you know just how well you are resonating with your market, at least from a social media standpoint.

These are the KPIs to include in your social media reports when you want to really understand how effective your marketing is, how much you understand about your target market, and what you can do to better improve your marketing moving forward.

 

How to Manage your Social Media Accounts

Socialdraft is an all-in-one Dashboard that helps you manage multiple Social Media Acccounts. It is the most robust and simple tool for agencies and teams to effectively handle social media. With Socialdraft you can:

Schedule posts to Facebook pages, Twitter, Instagram, LinkedIn Business Pages (and one LinkedIn account) and Pinterest Boards
Schedule posts individually, as recurring posts, or bulk upload them as CSV
Easily re-schedule with a drag & drop action
Schedule GIFs to Facebook and Twitter
Download content calendars as PDF
Keep an eye on your online reputation and easily share the good news to social
Find content on Instagram and easily schedule reposts not just to Instagram but to all other social networks
Engage on Twitter, Facebook, and Linkedin
Download Facebook and Twitter reports
and tons more…

If you are curious about Socialdraft and any of its features, just click this link. If you’re ready to take us for your risk-free trial, simply click here to find the perfect plan for you.

You’ve been through it. It’s not just your mom and dad who have no idea what you do. Your clients are completely confused about what you do all day and how it converts into ROI for their business. This is dangerous and usually the number one reason for customer churn. Sure they think that social media is helpful in driving traffic to their website and to building their brand, but they don’t realize just how much of an effect social media actually has on their biz. If you plan to keep your job or your clients, then you need to learn how to explain social media ROI and just how much social media can do towards their ROI. Because without this skill, I can pretty much guarantee that you’ll be going through clients faster than you’d like.

How to Explain Social Media ROI

How Google analytics helps you explain your social media roi

Businesses are getting savvier. They now understand that having a huge follower base means nothing if it is not targeted. They’re also now going beyond these vanity metrics (like number Facebook fans), to more serious metrics (traffic driven to a site by Facebook). The really smart businesses will ask you how they $2,000 they’re paying you is getting them a 3x on investment. You need to be ready to answer this or to be let go. There is nothing worse than losing a client because they are not profitable when you’re sending them tons of web traffic and potential conversions. If you become a master of Google Analytics, you can foresee when there is an issue and write your client when, for example, you’re driving hundreds of views to their website, but the audience is bouncing back because of an SSL certificate issue; or when they bounce out at the shopping cart because their shipping is too damn high. And yes…I know you’re a community manager, and that this is not a part of your services, but if you want to keep your clients, you need to be armed and ready with these answers (or better yet, prevent these issues from happening). Besides, when it is time to re-up your contract, you’ll be able to quantify exactly how much return on investment you’ve brought in. Let’s get down to the nitty gritty of how to explain your Social Media ROI using Google Analytics.

GOOGLE ANALYTICS BASICS

Google Analytics should become your best friend. This is the most trustworthy analytics system and gives you all sorts of information. But, before you get started with Google analytics, you need to take care of a few things. Basically, you can’t measure your performance unless you have goals, a plan, etc…let’s discuss the things you need to get started to measure Social Media ROI

1. Set Goals




Setting up goals on Google Analytics

You can’t measure what you don’t expect. The goals that you set need to fit into your holistic  marketing plan. It is a good rule of thumb to keep your goals SMART (Specific, measurable, agreed upon, realistic, and timely). A goal of increasing sales by 200% is not a SMART goal. A smart social media goal would be something like increasing the click thru to your reservation page from Instagram by 15% MOM, or increasing the “click to call” on Facebook by 10% the next quarter. These are quite specific, they are easily measurable, hopefully they are agreed upon, and they are absolutely realistic and timely. Let me walk you through setting up your goals on Google Analytics:

  • Make sure you’re signed into Google Analytics
  • Go to Admin, choose the site you want to set a goal
  • Make sure the site is selected under property
  • From the View Column, click “Goals”
  • Click “New Goal”. From here you have three choices: Goal template (easiest), Custom Goals, Smart Goals

2. Set up Your Analytics Code

Now that you have your SMART goals, you need to be able to track them.  This is super easy. Google Analytics will give you two ways to do so:

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This is a great way to track your ROI.  With this feature, you’ll be able to add tags including AdWords Conversion Tracking, remarketing tags and more.

  • Google Analytics Tracking Code

The second way to get all the benefits of Google Analytics is to add the code on your website. This is done by adding a snippet of HTLM code to your site. These are the steps you need to follow:

  • Sign into Google Analytics
  • Click “admin”
  • Go to Account > Property
  • Choose the website you need a code for. This is a unique code. Only use it on one site.
  • Go to Tracking Info > Tracking code
  • Copy the snippet of code: Starts with <script> ends with </script>
  • Paste the code into all pages that you want to track with </head> at the end.

Set Up Your Goals

Now that you’ve set up your analytics, you need to set up your goals. Pageviews are fine, but if they don’t convert, then your job is at risk. The more you can prove your Social Media ROI, the longer you will be employed or keep your contract. You need to concern yourself with signups, leads, actual conversions. Your goals should revolve around these. If you can prove all this, you’re in the clear.

Google Analytics Reports

Google Analytics provides easy to understand Social Media reports

Google Analytics gives you 6 different types of reports to choose from. To get to them, go to Reporting tab > Acquisition > Social.

1. Overview

This is the simplest measurement. It tells you how many conversions are brought in from social media sites.

2. Network Referrals

This gives you the measurements for traffic coming in from social networks. Spend some time to see where you’re getting the most traffic & the best quality traffic. These are the social networks you probably need to concentrate on.

4. Landing Pages 

This lets you drill down even deeper into individual URLs. Each URL shows the social network that it got traffic from.

5. Conversions

This is where stuff gets juicy and where you can really measure your Social Media ROI. This report shows the actual monetary conversions that happened due to traffic from each social network.

6. Plugins

Great way to see if those share buttons you’ve added to your site are actually getting clicks, and which content is driving those clicks. From here, you will be able to see what articles are most shared and what social networks they are being shared to.

7. Users flow

This lets you see how your users traverse your site once they have arrived from social media. Use this to analyze if there is a page that is not converting. If people are landing from social media and bouncing out without seeing other pages, then this means that something on that page is turning them off and preventing the ROI from happening.

How to Translate this Data to Understandable Information

Now it is time for you to digest this data so that your boss or client can understand it. You need to start by recapping the goals and initiatives of your plan. Anything you put in this report needs to refer back to this. A few things you may want to include in your report:

  • Social Media traffic to website by social network
  • % of traffic driven to the website via social Media as opposed to Organic/Paid
  • Pages that converted best
  • Pages that converted worst
  • Things you can do better next quarter
  • Revised goals
  • Calls to Action to your client – what they can do to help your traffic conversions become sales conversions.

Other quick and easy ways to Measure Social Media ROI with Google Analytics

Social Media Traffic Acquisition > All Traffic > Channels

Measure web referrals from social media on Google Analytics

This will give you a quick view into where you are getting the most website traffic from. From here, if you click on “Social”, you can see what websites are sending you the most amount of traffic. You can also see how many pages they look at, how many views are new people, how many people bounce (one page view), and how long they are on your site. This is a quick and easy way to prove the worth of your social media efforts.

Social Media Management Tool

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In order to make your life a little easier, you should use a standard social media reporting on a monthly basis like that provided from Socialdraft. Then, every quarter, do a deep dive into Google Analytics and schedule a meeting with your client so you can explain your social media ROI and efforts in depth. Explain what you are doing well, what hurdles you are running into, and how the client can help you to achieve better results.

However, you can save yourself a lot of time by using a social media management tool like Socialdraft.

Socialdraft is an all-in-one Social Media Dashboard. It is the most robust and simple tool for agencies and teams to effectively handle social media. With Socialdraft you can:

Schedule posts to Facebook pages, Twitter, Instagram, LinkedIn Business Pages and Pinterest Boards
Schedule posts individually, as recurring posts, or bulk upload them as CSV
Easily re-schedule with a drag & drop action
Schedule GIFs to Facebook and Twitter
Download content calendars as PDF
Find content on Instagram and easily schedule reposts not just to Instagram but to all other social networks
Engage on Twitter, Facebook, and Linkedin
Download Facebook and Twitter reports
and tons more…
If you are curious about Socialdraft, take it for a risk-free trial. You’ll get to try out all the features and decide if Socialdraft is right for you.

 

It is mission critical that you take advantage of advanced metrics and analytics to measure your social media marketing efforts (and all of your other marketing efforts, for that matter) – but it’s incredibly easy to become overwhelmed by all of the data you have thrown at you.

This is why you’re going to want to quickly learn how to use Google Analytics for Social Media Managers, but learn how to use it intelligently – and efficiently – to give you both a big picture view of your social media marketing efforts as well as a more “ground-level” understanding of what you can do to improve your marketing efforts.

Here is just a little bit of information you’ll want to zero in on to help you make the most of Google Analytics & social media marketing!

1) Break down traffic by social media network

One of the most important things you are going to want to do when utilizing Google Analytics & social media marketing is to really strip out all of your traffic into its individual source components.

You are going to want to know how much traffic comes from Twitter, how much traffic comes from Facebook, how much traffic comes from Instagram, how much traffic comes from LinkedIn, and how much traffic comes from all of the other separate platforms that you have a presence on.

Then (and only then) will you know which of the social media platforms are worth really optimizing and which ones need to be more aggressively experimented with to turn them into legitimate traffic generation sources.

In order to find this information, go to Acquisition > Social > Network Referrals

2) Dissect and analyze traffic

Now that you know which social network is getting you the most traffic, you will want to compare overall social media to your other marketing efforts: email newsletter, paid traffic, organic search, and referrals. This will help you to understand what is working best, concentrate on that – AND  then go into the worst performing areas to figure out how to improve them.

For this information go to Acquisition > All Traffic > Channels

3) Conversion rates

It is always advantageous to send specific sources of traffic to specific and segmented landing pages, if only to better understand which sources of traffic are converting best and at which rates.

This is definitely something that people who learn how to use Google Analytics for social media marketing are going to be able to do, but it’s slightly more advanced – and it means creating multiple landing pages (or conversion codes) so that you really understand the impact that social media marketing is having on your overall bottom line.

After all, they are is absolutely no reason whatsoever to spend a ridiculous amount of time, money, or effort marketing on social media if it isn’t paying off when it comes to pure profit. These kinds of analytics and metrics will let you know!

4) Landing Pages

When you’re interested in knowing which landing pages are getting the most traffic from your social media platforms, Google Analytics can furnish you with a report to see which pages get shared most often. By accessing the links in this report you can get specifics on networks where content was shared.

5) UTM (Urchin Tracking Module) codes

A UTM code is a code attached to a custom URL to track a source or campaign. This allows Google Analytics to determine where people come from and what campaign directed them. After creating a URL for each campaign, you can redirect that URL whatever you assign to it, such as your main domain. This allows you to track the results of a specific ad campaign without a landing pages for each campaign.

6) Conversion Paths

Google’s report on Top Conversion Paths reveals unique conversion paths that led to conversions, as well as the number of conversions from each path, and the value of those conversions. This report will show you how multiple channels interact on your conversion paths. Look for duplicated patterns that reveal how to efficaciously market across channels.

7) Acquisition Overview

Find this report through Acquisition -> Overview. The Acquisition Overview report will explain how many people visited your site and where that they came from. Look to see what the search traffic metrics are. A good search traffic rating should be above 50 percent.

8) Bounce Rate

The Bounce Rate evaluates the percentage of visitors who landed on a webpage and left without visiting any other pages. In other words, when a visitor comes to your website, looked at one page, and then promptly left. Not to be confused with Exit Rate, where visitors come to your website, visit multiple pages, and then leave.

Facebook Insights provides information about your Page’s performance and includes demographic data about your audience. But if you would like to expand on the information Facebook Insights provides, such as Likes, Reach, Engagement, shares and comments, you could combine your Facebook Insights with Google Analytics.

By combining the two you can determine who is visiting your website, who has visited your landing page, and who wants more information. If a click through to your website is your measurement of success, then this is an absolute must.

Set Goals

The first step is to establish a set of Goals in Google Analytics. Your goals represent the objectives you want to achieve with those that visit your website, such as making a purchase or asking visitors to sign up on a mailing list.

After choosing an account on Google Analytics, click the Admin tab, and select Goals in the View column. On the next screen choose a goal, the type of page you want, then name your Goal, and select “Destination” as the the Type. After entering your landing page URL, verify the Goal and save it. Make sure to enter your Thank you or Confirmation page URL.

Campaigns

With a device known as Campaigns, you can track visitors based on specific links they have clicked to arrive at your website by using UTM parameters, which are tags you add to a URL. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking. To create UTM parameters for your links, use the Google Analytics URL Builder.

By using different UTM parameters you can identify the source of your traffic, such as search engine, newsletter, or other referral, or identify the medium the link was used upon, such as an email. You can include the URL anywhere you want the resulting click to end up on your designated landing page so Google Analytics can identify and attribute the source.

To view your campaigns in Google Analytics, go to your website profile and click on Traffic Sources > Sources > Campaigns. Here you will see an overview of your campaigns as tagged using the UTM parameter on your links.

Custom campaign UTM parameters need to be precise so you don’t end up with multiple UTM sources in Google Analytics. Bear in mind that both UTM parameters and Campaigns are case sensitive, so be sure to maintain continuity to track and report accurately.

Google Segments

With Google Segments you can isolate and examine subsets of your data. You can isolate and analyze subsets of data so you can examine trends in your business. You may want to determine where people who visit your website are located geographically. For example, Google suggests that if you find that users from a particular geographic region are no longer purchasing a line of products in the same volume as they normally have, you can see whether a competing business is offering the same types of products at lower prices.

If true, you could offer a discount to those users that undercut your competitor’s prices. You can also create a Segment of users who visit specific product pages, and then target only those users with a remarketing campaign that is focused on new items you add to those pages.

It can be a lot easier to succeed at business today thanks to the power of advanced analytics. In fact, analytics are the key to success in business. If you are not measuring your performance and comparing it to your tactics and business goals, you are probably going to end up with a failing business.  Luckily, the Internet makes it easier than ever before to measure results and modify on-the-fly without a major investment.

At the same time, if you’ve never delved into this, you may not know how to get started on analytics. You may not be quite sure of how to make heads or tails of the information that you are able to pull from the analytics tools you’ve set up in the first place.

Hopefully we are going to be able to give you a little bit of an edge and advantage in this department. Analytics are important for business success today – maybe the most important factor – and you’ll gain an almost immediate advantage the second that you start taking advantage of the tools and tracking options available out there.

You’re looking to figure out how to get started on analytics, we’ve got a quick guide that’s perfect for you!

Outline your goals in advance

Sample excel for measuring your social media performance

It’s going to be absolutely impossible for you to take advantage of anything that analytics has to offer without first outlining your specific goals, your specific target milestones, and the overall strategic push that you are interested in in the first place.

A lot of businesses really have a time succeeding today because they do not build goals into their day to day operations.

But unless you’re able to track and measure your progress you’re never going to know whether or not you’re doing the very best you can or absolutely flopping until it is too late.

With your goals outlined, you’ll be able to plug those details into a much every analytics tool out there when you figure out how to set up your analytics – and from there tracking becomes almost effortless.

Your goals need to be very specific. I want to make sales is not a goal. Your goals should look like this:

  • Increase sales 30% over last year
  • Increase TAT score by 15%
  • Increase Click thru to website by 5% from Facebook
  • Increase targeted Twitter followers by 900 per month

This means that you need to measure last year’s performance in order to accurately plan your social media strategy and analytics. Create spreadsheets and update them on a monthly basis.

Take advantage of advanced metrics and tracking

At first you may feel that you are a little bit overwhelmed by all of the different advanced metrics and tracking options available out there, but don’t worry – everyone else that gets started with analytics feels the exact same way!

The important thing to realize is that you now have a lot more control over your business than you ever would have had before. You’re going to be able to really analyze every single part of your business, and will be able to streamline and systemize things that could use a little bit of improvement and push resources into those areas that are already crushing it.

Resources you can use for advanced metrics:

Google Analytics: The link here is to Google Analytic’s own school. Once you’ve gone through their basic training and set up your analytics account, you will be able to get statistics and basic analytics that you can use towards improving your search engine optimization (SEO) and marketing purposes. It is a freemium model, so until you become a whiz, you can use it for free and get a lot of benefits from it.

StatCounter: It is another freemium service that works of a code that you add to your website. It gathers anonymous information on your website visitors in almost real time. It is a great alternative to Google Analytics – and albeit not as robust, can be a great option for those looking to get started in their analytics journey.

Why do we start off with these two analytics methods that seem so SEO based? Because you will need to measure the traffic that your social media posts are driving to your website. Unless your only goal is brand awareness (it usually rarely is), you will want to measure just how much traffic social media is sending your way. You will also want to measure which networks work best for you so that you can concentrate your efforts there, so one of the two above should absolutely be a part of your analytics arsenal.

With advanced metrics you’ll be able to know:

  • Exactly what social network customers are coming from and where they are going
  • Whether or not your marketing and advertising campaigns are working and why they may or may not be
  • Exactly how much each prospect is worth to you and how much each customer spends over their customer lifetime

… And that’s only the tip of the iceberg!

With advanced metrics, you are going to get an almost unfair advantage over your competition – especially if you figure out how to get started on analytics before others in your market wise up to the power that these numbers have to offer.

Resources you can use for light metrics:

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Bitly: Bitly is a URL shortener that gives some awesome analytics. Bitly lets you visualize the traffic to your link as well as that of others that are going to the same content. It gives you stats per hour, day, week or month such as  total clicks, total clicks on all bitly links to that same content, and the percentage of the total clicks that came from your bitly link. It also tells you what social networks are driving traffic to your link (this is my favorite stat from the service), and where your clicks are coming from. It’s very easy to understand. We’re big fans and have a bitly partnership so you can use your branded bitly on Socialdraft.

Klout: This site measures your social influence. It is easily gamed, so don’t use Klout as the be all of analytics. We recommend you use this as a quick tool to measure the health of your account. If your Klout drops, then you need to dig into deeper analytics to figure out what is going wrong.  Check out your Klout weekly just to make sure you’re on the right path.

Socialdraft: Use socialdraft to measure your follower growth, analyze your demographics (gender, age, and geo-location). Take look at your Facebook engagement, is it increasing or dropping? All of this is outlined in Socialdraft’s reports. They can be downloaded as PDF’s so you can send them to clients and collaborators. These are some of the many things that Socialdraft reports offer you:

Facebook Report Details

  • Total likes, new likes, dislikes
  • Page top views
  • Page impressions
  • Gender impressions
  • Page views per day
  • Post reach per day
  • Impression demographics: age and gender
  • Location: top countries and top cities

Facebook Report Details

  • Followers, listed, favorites
  • Daily Interactions
  • Audience demographics: age and gender

Adjust on-the-fly

It is absolutely mission critical for you to take advantage of the analytics information that you are pulling from every and any tool available as soon as possible, and the Internet makes that a lot easier than it ever was before.

You’ll be able to adjust your marketing, your advertising, and pretty much every other component of your business on-the-fly, looking for new ways to improve your systems and operations to build the most profit into the back end. For example, you may see that Facebook is driving 4% of your website traffic, while Pinterest is driving 15%. This means that you need to focus your marketing efforts on Pinterest, an do a deep dive into Facebook to see why your marketing efforts there are not working as well. It could be anything from demographics, messaging, etc…but you will never know unless you measure results.

Seriously, this is like having a crystal ball for your business and makes your operation a lot more predictable. If you’ve ever thought about selling your business or are looking to cash out later on, this kind of information is going to be invaluable.

Always look for new elements to test

Lastly, you’ll want to make sure that you are always looking for new elements to test, new combinations to try, and new approaches to “steal” from other industries.

Testing is the name of the game, and when you’re able to optimize your operation, you’re going to be able to leap forward far beyond your competitors without any real effort at all. This is all possible by figuring out how to set up your analytics ASAP!

PS – don’t forget to create awesome Social Media reports. Click here for our advanced reporting how to.

 

It’s impossible to know whether or not you’re really rocking and rolling with your social media marketing unless you are spending hours looking at analytics, or using tools that help you create easy social media reports.

All smart and savvy business owners, marketers, and entrepreneurs today understand the value of advanced analytics, reporting, and tracking. Unfortunately, most people don’t understand that there are tools that offer social media reports to dive even deeper into marketing and advertising reports – giving them the kind of power that they need to compete against the stiff competition out there today.

Thankfully, that’s not going to be a problem for you any longer. With the tips and tricks we are able to outline for you below, will be able to help you figure out how to create a social media report that provides tremendous impact in your business – the kind of easy social media reports that will help you put your online marketing on autopilot.

Let’s break down how to do exactly that below!

Understand the “stats” that you’re going to want to track in the first place

If you are having a difficult time wrapping your head around what social media reports are in the first place, the easiest thing is to think of them as “baseball cards for your business”.

You’ll be able to track important statistics in regards to your business in these easy reports, allowing you to keep your finger on the pulse of your business without any extra effort on your behalf whatsoever.

These reports will help you understand:

  • What your follower numbers are like and where they are coming from
  • How long people stay your follower and how active they are with your brand
  • The impact that your social media marketing has on your traffic and your bottom line
  • The amount of influence that you enjoy in a particular market

… And that’s only the tip of the iceberg!

But to make the most of tools that offer social media reports, you’re going to need to outline specific stats to track.

Really think about what you want to know about your business and your social media marketing efforts in particular, and then generate reports featuring those numbers so that you know whether or not you are getting closer (or further away) from your goals.

Create a regular reporting timeline that you’ll stick to

You’re also going to need to figure out how often you’d like to see these easy social media reports, and choose a timeline that provide you with a large enough sample of data to make knowledgeable decisions about your business.

If you have a flood of traffic and tremendous social media activity that you need to track you’ll want daily reports, but if you are just getting started you’ll probably want to figure out how to create a social media report every month. We recommend that you do a simple monthly report followed by a more in-depth bi-yearly report.  Here is what you should include in each type of report:

Monthly Social Media Report

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This report is merely there to give you and your clients a quick glimpse into your performance. You should look at this report and make sure you are on your way to meet your goals. This report should include the following (which is all available on Socialdraft’s downloadable reports with just one click):

Facebook

  • Total fans
  • New fans
  • Unlikes
  • Page top views
  • Page impressions
  • Gender impressions
  • Page views
  • Post reach
  • Impression demographics
  • Top countries/cities

Twitter

  • Overall followers
  • Friends, listed & favorites
  • Daily interactions
  • Tweets & @mentions
  • Audience demographics

Bi-yearly Report

Any numbers in this report should compare the performance at start of campaign vs. the current time. This will spell out to your client how their social media presence has improved since you started said campaign.

Spell out your goals

  • brand recognition
  • sales
  • web traffic

Facebook Section

  • Competitor comparison – top 5 competitors vs your client. Followers, TAT, engagement
  • Check your Facebook analytics for spikes in engagement
  • Go back to spike days & see what posts came out & figure out the reason for those spikes
  • Check your Facebook analytics for demographics (age, gender & geo-location)
  • Analyze if these match your target demographics
  • Top performing statuses for the period – what were they, when were they posted, why were they successful

Twitter Section

  • Competitor Comparison (followers, average retweets
  • Spell out twitter behavior (engagement vs influence)
  • Compare retweets, clicks, and @mentions
  • Twitter demographics (follower gender and age against your target demographic)
  • Top performing statuses for the period – what were they, when were they posted, why were they successful

Instagram Section*

  • Top 5 Competitor Comparison (followers/following/engagement)
  • Graph growth since start of campaign
  • Growth of engagement (most important stat)
  • Geo-location

**While Instagram does not give you demographics, there are apps that do. Click here for a list of apps that are either free or very inexpensive that will give you all the information you need.

Milestones

This section is where you add anything in particular that may have been outside your scope of work that makes you stand out.

Obviously, your specific reporting and schedule is going to be different than anyone else’s and it’s going to be entirely dependent upon the kind of operation and results that you have going for yourself. The above is a guideline to get you started on what you need to include.

Take advantage of the best tools that offer social media reports

You are going to find a lot of different tools out there that promise the moon and the stars when it comes to social media reporting, but only a handful of them are going to be quite as customizable and is effortless to use as you’re probably looking for.

Compare and contrast at least 5 or even 10 different tools before you dive right in. You’ll never know whether or not you’ve selected the right solution for your specific needs unless you compare and contrast all of the different options available. There may be hidden gems that you are overlooking just because you aren’t doing a number of digging.

Thankfully, the bulk of the best tools that offer social media reports out there allow you to try their platform with absolutely no strings attached whatsoever. We’re one of them. Socialdraft offers reporting for you at certain membership levels to make your life incredibly easy, so take us for a spin.