Social media marketing is currently a vital element of almost every marketing strategy. Regardless of whether you work for a marketing agency, as a brand’s marketing manager, or run your own company – at some point, you will have to deal with analyzing your social media results.
That’s why comprehensive social media reporting is essential – the better your reports, the more insights you can drive from them. In this article, we’ll take a close look at how to create good Facebook and Instagram reports easily and how to use them to improve your business.
Why are social media reports so important?
If you run marketing communications on Facebook and Instagram, you already know that there is no simple way to succeed. To make your actions successful, you need to constantly monitor and assess your progress in order to make the necessary adjustments.
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To put it simply: effective social media marketing is a process of constant improvement. And in order to effectively track your progress, you need to implement some form of reporting or another. But the benefits of reporting go beyond that. Let us identify the most important ones:
1. Reporting helps you to discover your strategy’s strengths and weaknesses
Social media reporting is a great tool for assessing the effectiveness of your marketing strategy. The reports are a great source of knowledge about your overall performance and your audience’s attitude towards your communications. Thanks to this information, you’ll be able to see how the different types of posts perform and, in effect, cut down on the weak ones while putting more focus on those that give the best results!
2. Reporting facilitates transparency between you, your team, and your stakeholders
Depending on your position, it can be your team, your supervisor, a client, or an investor who wants to see if cooperation with you is bringing in the desired results. There is no better way to prove the quality of your work than with data-based, comprehensive reports. With a well-prepared social media analytics report, you’ll be able to show your stakeholders that what you do has a positive influence on the company.
Now you’re probably thinking: OK, social media reporting is important – but how do I know what metrics I should be tracking? Read on to learn what are the key social media marketing metrics!
Key social media marketing metrics
Measuring social media marketing performance is a great source of information both about your target group and the effectiveness of your communications. But every business is unique, so it is crucial to choose the right metrics to track. Regardless of the niche you operate in, there is a set of social media-specific metrics that are relevant for most businesses.
Let us quickly explain the key social media marketing metrics that every marketer should track:
This metric tells you how many people have seen your content. Reaching a broad audience with your communication is substantial to growing your client base. You need to be cautious with this metric, since the way it is calculated is rather confusing. To make sure you get it right, check out our guide to Facebook reach.
Engagement signifies how social media users interact with your accounts and content. Likes, comments, shares, and tags all count as engagements. The most reliable way to monitor it is by tracking your engagement rate.
Engagement rate gives you an understanding of whether your audience finds your content interesting and, well, engaging. Knowing this will help you make the right adjustments to your content planning and production. Make sure to check out our tips on how to increase your Facebook engagement.
3. Follower growth rate
The follower growth rate tells you how fast your follower base is growing. This metric may have a positive or negative value, depending on your new follows vs. unfollows rates. Simply speaking – measuring it gives you a clear idea of whether your follower base is growing or shrinking, which in turn indicates if you are reaching the right audiences with the right content – you can read more about it here.
When analyzing these metrics, make sure to apply your measurements to your profiles as well as individual posts. Check which posts performed better than others and try to extract ‘post success factors’. Insights from such an exercise will help you create more informed content strategies moving forward.
Now it’s time to learn to prepare the reports!
Facebook’s native reporting panel
Facebook offers a free analytics feature to all Page owners. To access it, simply go to your Page level and select the ‘Insights’ feature from the menu on the left side of your screen.
Once you do so, you’ll see a number of analytics dashboards that reflect most of your basic metrics. Among others, you can check your reach, your post metrics or ads’ performance.
Facebook Insights is much broader than Instagram Insights and it gives you a better overview of your business profile.
If you need a very detailed set of information, you can export Facebook Insights data into an Excel file. Although, extracting specific sets of information may prove to be a bit tricky if you’re not an Excel expert. And it’s definitely not the most appealing way to display the data in front of your stakeholders, especially when the analyzed time period is limited to only 7 days.
How to create great social media reports with NapoleonCat
Here at NapoleonCat, we strive to make the reporting process as easy and intuitive as possible. Our social media reporting tool allows you to create detailed reports for any managed Facebook or Instagram profile in a matter of minutes – and then automate report delivery to your team or stakeholders.
To create a report, simply click the reporting icon on the left side of your screen and select ‘Create new report’ from the menu.
This will take you to the report setup tab. First, you’ll be asked to choose the time range for your report. Depending on your current needs, you can easily choose a custom date range to create a ‘last week report’ as well as ‘last year report’. Different time spans can help you understand changing trends within your community.
Next, choose your report’s language – English and Polish are available.
The next step is optional but definitely worth a try to make your report more visually appealing. If you wish to use the white label reporting option, you can personalize the report by removing NapoleonCat branding and uploading your company’s or client’s logo. You’ll find both of these options on the left side of your screen.
Now you can choose the profile which you’d like to feature in the report. To add a Facebook or Instagram profile, simply click the corresponding ‘Add’ button on the right side of the screen.
When you click the button, a new window will pop-up. This is the most important part of the process. Here you can choose from a wide range of metrics to be shown in the report. If you only need to quickly look up basic results, you can just choose the ‘Key metrics’ alone, but there’s so much more to see!
Try to think about the metrics that best reflect your business profile and KPIs and check the corresponding boxes. Now just click the ‘Generate’ button in the right lower corner and watch the magic happen!
Generating a report will take you 1-5 minutes tops , which gives you time to check out the rest of the features of the reporting tool – including the automation solutions. Using NapoleonCat, you can schedule your reports to be generated weekly, monthly or even quarterly. You can also set up automatic delivery to team members, supervisors, clients, or stakeholders so that everyone is always on the same page about your progress.
If you need, you can export data by downloading your report (in a friendly pdf. file format), just like would in Facebook Insights, but for a larger scope of data.
Now you can open the pdf. (which, by the way, is editable too!) and start feeding your eyes with all the metrics displayed in one easy-to-follow report!
Oh, and one more thing. You can also generate reports for any other public profiles (Facebook, Instagram, or Twitter). This way you can analyze your competitors, better understand your target audience, and improve your social strategy!
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Collecting data is important, but analyzing it and being able to draw conclusions matters even more. A good reporting tool is definitely a must-have for everyone who works with social media.
Seeing all of your performance information in one comprehensive report can save you a lot of time and effort spent on analysis, especially if you run multiple Facebook or Instagram accounts. Remember: work doesn’t need to be hard if you find a smart way to do it. Good luck with your future results!