We’ll say it: should you’re not creating social media studies to trace your progress and analyze your efficiency, you’re losing your time. (Harsh? Perhaps. However we’re all about that robust love in the case of social media success.)

Collecting and analyzing data about your top-performing posts, your viewers, and, yeah, even your humiliating flops, is the key to bettering your social media efficiency. With out this important info, it’s nearly not possible to grow your following or obtain your social media goals. As enterprise bros like to say: what can’t be measured, can’t be managed.

Plus, social media studies are just about the one option to exhibit the worth of your social marketing efforts to your staff and your boss. From employees morale to elevated budgets to rising your staff, it’s important to have knowledge that reveals the importance of your work to the organization.

However right here’s our little secret: social media reporting really doesn’t should be exhausting. Constructing social media studies is simple with a social media report template. (And if filling out that even looks like an excessive amount of, Hootsuite Analytics can auto-generate the custom report of your dreams.)

It’s time to whip up some social media studies to show your value and set your social technique on observe for fulfillment — and we’ve acquired the ideas, methods, and social media report template that can assist you just do that.

What is a social media report?

A social media report is a document with an in-depth analysis of your social media performance over a specific period.

Social media reports help you track your key performance indicators (KPIs), measure the success of your social media campaigns, and determine alternatives for optimization.

For example, a report on your brand’s Instagram account may reveal that your followers remark extra on movies than they do on photographs. You may be taught that your Instagram Reels are reaching a wider attain than your Instagram Carousel posts. You may see that you just’ve acquired an uptick of followers from Latvia… and see that they’re all teenage boys. (What’s going on over there?)

In different phrases, every knowledge level will aid you and your staff determine patterns. And with these patterns, you’ll be higher geared up to serve your viewers extra of what they like… on-line and offline.

TLDR: Whether or not you’re reporting to your staff, purchasers, or stakeholders, a well-crafted social media report can present helpful insights into your efforts and assist contribute to knowledgeable decision-making.

What to incorporate in your social media report

Each social media report goes to be a bit totally different, relying on your enterprise’ unique social media goals. What’s vital to a quick meals firm is likely to be totally different than what’s vital to a college, proper? (Hamburgers and followers; tenure and engagement.)

This record of issues to incorporate in your social media report is extra of a suggestion than a rule. Choose and select what issues to you!

Govt abstract

Many social media studies begin with a quick overview of the report’s findings and highlights. That is finally a snapshot of your social media efficiency — a couple of sentences that summarize the main points which can be outlined in full later within the doc.

Social media aims

A fast overview of your social media strategy helps present a bit context, reminding readers of what we’re attempting to do right here. Does your organization use social primarily as a channel for customer service? Social commerce? Model consciousness? The entire above?

Remember to spotlight any adjustments in technique because the final time you reported, together with any new channels you’ve integrated into your social combine.

Interval-specific targets

What have been you hoping to perform throughout this reporting interval? A rise within the variety of followers, maybe? Perhaps you have been hoping to extend site visitors to your web site. No matter yours is, define this so everybody studying the report understands what “success” particularly means.

Metrics and KPIs

Current the social media KPIs that you just’re monitoring. It most likely goes with out saying, however these metrics ought to align together with your targets (above). Metrics you may wish to showcase might embody engagement, attain, followers, web site clicks, or conversion charges.

Efficiency evaluation

That is the place the juicy stuff occurs. To investigate your efficiency, you’ll wish to assessment how your metrics and KPIS stack up in opposition to your acknowledged objective. Determine tendencies, successes, and areas that want enchancment.

Marketing campaign insights

If you happen to ran particular campaigns over the reporting interval, create a separate phase to share insights about their efficiency. What labored nicely? What may very well be tweaked for subsequent time?

Competitor evaluation

You most likely have a way at this level of how your accounts have grown or modified over the weeks or months, however evaluating your efficiency to your friends can present some attention-grabbing perception as nicely. Think about together with a competitive analysis to benchmark your performance against other brands within the {industry}.

Viewers insights

Share up-to-date demographic information about your viewers. Who’re your followers? The place are they from, how previous are they, what else will we learn about their pursuits and conduct? Understanding who’s consuming your content material means that you can tailor future posts accordingly.

audience insights Hootsuite by age country and city

Content material evaluation

There could also be some attention-grabbing insights to be discovered within the kind of content material that’s trending or flopping. Consider the efficiency of various kinds of content material — textual content, photos, movies, and so forth. Determine which content material resonated probably the most together with your viewers.

Hootsuite Facebook pages analysis of content performance

Platform efficiency

Completely different social networks might require distinctive methods — your TikTok stats and your Instagram stats might inform two completely totally different tales. If you happen to’re lively on a number of platforms, assess the efficiency of every one on this part.


Welcome to the conclusion of your social media report. Primarily based in your evaluation and findings, counsel actionable suggestions for future campaigns or the following reporting interval.

How one can create a social media report in 11 steps

Making a social media report isn’t as daunting because it sounds — notably should you’re right here on this weblog put up the place we’re about to put out the super-simple step-by-step directions for constructing one from scratch. (If we have been making a report about how nice your day goes, our evaluation could be: you’re crushing it.)

But when even that course of feels overwhelming, don’t stress. Scroll down to search out an easy-to-customize social media report template ready for you.

(Or right here’s a professional tip: sign up for Hootsuite to entry customized, automated reporting, delivered in lovely PDFs.)

Breaking it down into manageable steps can simplify the method. Right here’s a step-by-step information that can assist you create a complete social media report:

Step 1: Decide who this social media report is for

Is that this on your boss, or the gross sales staff, or to get the brand new advertising and marketing intern in control? Is it for shareholders? Are you sharing this with most of the people?

Understanding who’s studying this report will assist form what info goes in it… and generally, much less is extra.

Step 2: Set clear targets and aims

Start by defining the targets and aims you wish to obtain by your social media efforts.

Then, break that down into smaller, extra time-specific targets that particular person reporting intervals will purpose to deal with.

Are you aiming to extend model consciousness, drive web site site visitors, or increase engagement? Clear targets will information your evaluation.

It’s a good suggestion to make use of the SMART goal-setting framework, because it ensures you create targets which can be simple to trace and report.

Step 3: Select related metrics

When you’ve settled in your targets, it’s time to determine simply the way you’ll measure your progress in the direction of these targets. For example, in case your objective is to achieve a youthful demographic, increasing your followers on TikTok may very well be an ideal goal… and a quantity that’s straightforward to trace and measure.

The metrics that matter will probably be totally different for each advertising and marketing staff, however some key total metrics to incorporate on your social program are:

add a metric on Hootsuite Analytics such as average post engagement rate, new fans and followers, and page & profile reach
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If you happen to’re utilizing social media for customer support, it’s additionally a good suggestion to report on service metrics like internet promoter rating (NPS), buyer satisfaction rating (CSAT), and ticket decision time.

After all, you may embody far more knowledge if it’s related to your aims. For a full breakdown of all of the numbers you may wish to embody in your social media enterprise report, try our put up on social media metrics that really matter.

Step 4: Collect knowledge

Collect data for the reporting interval, throughout the entire related platforms your model makes use of. (Most social media platforms supply built-in analytics, however it’s also possible to use third-party instruments for a extra complete evaluation… like, ahem, Hootsuite Insights.)

If it is sensible on your staff, you may get much more particular and break issues down by format inside a community, similar to Stories vs. posts vs. Reels.

It doesn’t matter what metrics you select, present some earlier outcomes for context. In spite of everything, knowledge means nothing in a vacuum. If you happen to’re reporting on a marketing campaign, look for the same previous marketing campaign to check what you achieved.

If you happen to’re creating a daily weekly or month-to-month report, observe your outcomes in comparison with the earlier a number of weeks or months. This lets you see ongoing tendencies. You could possibly additionally evaluate your outcomes to the identical interval from the earlier yr, to account for any seasonal tendencies.

Step 5: Analyze efficiency

Information doesn’t imply something should you don’t give it some thought — and type conclusions or insights.

What do the numbers you’ve painstakingly compiled present you? What sort of patterns, tendencies, or anomalies do you notice right here? Determine which content material and methods contributed most to your success… and the place your weak spots nonetheless is likely to be.

Spotlight something that went particularly nicely throughout this reporting interval.

Look past the numbers right here. Perhaps you made contact with a key social media influencer for the primary time. Or perhaps a very compelling assessment got here in by social that you just’ll be capable to use in future advertising and marketing campaigns.

Embody room in your social media report back to share all types of success which can be related to your targets.

Step 6: Create visuals

If you happen to’ve acquired the instruments to take action, visualize your knowledge utilizing graphs, charts, and tables. (Hootsuite can generate these type of issues for you—simply sayin’!)

visuals with graphs for Facebook page engagement

Visible representations make it simpler to grasp complicated info and tendencies at a look. Google Sheets can crank out infographics out with a couple of faucets of the button… Canva is a straightforward graphic design instrument to make use of, too.

Step 7: Evaluate your knowledge with earlier intervals

When you’ve been doing this for some time, contemplate evaluating your present efficiency with earlier reporting intervals in your social media report.

Seeing one yr or one week in comparison with one other can assist you gauge progress and determine areas the place you’ve improved or (gulp) regressed.

Step 8: Share viewers insights

Acquire details about your viewers demographics, pursuits and behaviors, and share these in your social media report.

Who’s your common follower at this particular second in time? When are they on-line, and what do they do there?

You’ll find this info in most platforms’ inner analytics, however social media dashboards like Hootsuite can assist pull information from a number of platforms collectively in a single spot.

Step 9: Present aggressive evaluation

Pull some latest knowledge about your opponents and {industry} — the place are firms thriving or struggling? This information can assist you benchmark your personal efficiency in a larger context.

industry benchmarking profile impressions, audience growth rate, and post engagement rate

Direct opponents are nice to observe right here, however it may additionally be useful to maintain observe of non-industry accounts that you just admire, too… there’s loads to be realized from different manufacturers who is likely to be courting the identical kind of viewers..

Step 10: Create a marketing campaign analysis

Chances are high, in some unspecified time in the future or one other, you’re going to be working a selected marketing campaign (both natural or paid) with the hopes of constructing a selected impression. If you happen to’ve invested cash or time into one strategic marketing campaign, it’s time to guage its effectiveness.

Did your advert blitz completely falter on Facebook, however thrive on Pinterest? Did you completely nail it together with your goal demographic on your Instagram Tales advertisements? Decide what features led to success and what will be improved in future campaigns.

Hootsuite Analytics campaign engagement amount spent and Facebook post organic impressions

Step 11: Suggestions and motion plan

Now that you just’ve soaked up all this juicy, juicy knowledge, it’s time to make some educated recommendations on what ought to occur subsequent.

Does your staff have to put money into some targeted social ads to enhance your attain? Do you have to double down on creating TikTok videos?

Present actionable suggestions for future campaigns, whether or not meaning suggesting content material concepts or adjusting posting schedules.

Sorts of social media studies

Relying in your particular targets or viewers, your social media report can take a couple of totally different types. Listed below are a couple of widespread kinds of social media studies:

Month-to-month studies

As you may’ve guessed from the identify, month-to-month social media studies present a snapshot of your efficiency over a month. They’re helpful for monitoring short-term targets, and will let you make changes to technique in real-time.

Quarterly studies

Quarterly studies supply a extra complete evaluation of your efficiency over (you guessed it) 1 / 4. These kind of social media studies present a broader perspective, and assist your staff determine long-term tendencies.

Marketing campaign-specific studies

As talked about above, it’s a good suggestion to report on and observe marketing campaign metrics in your broader social media studies, too, however you may discover it helpful to create a devoted report for a selected marketing campaign. With a hyper-forcused assessment like this, you’ll be capable to supply detailed insights into its success and areas for enchancment.

Platform-specific studies

Every social media platform has its personal distinctive dynamic, so you could discover it tough to assessment the nuances in a single generalized report. That’s the place platform-specific social media studies are available. For companies lively on a number of platforms, creating platform-specific studies means that you can tailor your evaluation extra exactly.

Free social media report template

There you’ve got it: every little thing it’s worthwhile to know to create a successful social media report. However, hey, we get it, you’re busy retaining your social media content calendar stuffed with partaking content material: allow us to provide you with a head-start. Use this primary social media report template to kick off a brand new romance with reporting.

Best social media reporting tools

Creating a social media report is made easier with the help of various reporting tools. Here are some of the best tools available:

In-platform analytics tools

Whether you’re diving into your Instagram numbers or your LinkedIn data, social media platforms feature an in-house analytics platform that will shed light on your performance.

Learn more about each of the social media platforms’ analytics tools here:

Meta Facebook Story Insights

Hootsuite Analytics

Hootsuite Analytics is a social media analytics instrument that permits you to simply observe the efficiency of all of your social channels in a single place  so you may replicate what works and get extra engagement.

The instrument additionally makes it straightforward to create customized studies to showcase your outcomes to your boss and share insights together with your staff.

Hootsuite Analytics collects your stats from Fb, Instagram, X (previously Twitter), LinkedIn, and TikTok.

Free 30-day trial

It helps you observe metrics like:

  • Attain
  • Engagement price
  • Impressions
  • Likes
  • Performs
  • Shares
  • Clicks
  • Saves
  • Feedback
  • Video views
  • New followers
  • Whole followers
  • Profile visits
  • Reactions
  • Detrimental suggestions price
  • Web site clicks
  • Common time watched
  • Variety of messages, calls, and emails
  • Every day engaged customers
  • Web site clicks
  • And much more

You may arrange customized boards that provide you with an summary of your most vital metrics at a look, over a choose time period and lookup far more granular info, right down to particular person put up efficiency.

With Hootsuite Analytics, it’s also possible to:

  • Discover out when your viewers is on-line
  • Get personalised suggestions on your greatest instances to put up for every of your accounts
  • Simply view {industry} benchmarks and see the way you evaluate to opponents

Hootsuite Best Time to Publish feature - heatmap showcasing best times to post on Facebook

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Hootsuite’s Brandwatch integration is a social media report gamechanger. Brandwatch’s highly effective search scours the world’s largest pool of social knowledge to return related knowledge that really issues. Trade-leading options phase and analyze your knowledge to disclose actionable insights, due to easy-to-use performance and unparalleled processing speeds.

Brandwatch market analysis

Google Analytics

If you happen to’re utilizing social media for enterprise, you’re most likely already on the case with Google Analytics… however should you’re new to the powerhouse knowledge instrument, enable us to fill you in.

Google Analytics is a strong internet analytics instrument provided by Google that gives helpful insights into web site and app efficiency, and even can assist observe social media site visitors. It’s extensively utilized by companies, entrepreneurs, and web site house owners to trace and measure person interactions, analyze site visitors sources, and collect knowledge to optimize on-line presence.

Google Analytics audience overview user interactions and demographics

Panoramiq Insights

Are you grammin’ exhausting? These with a devoted Instagram focus will discover this instrument invaluable for effortlessly managing important metrics.

Seamlessly integrating with Hootsuite, Panoramiq Insights means that you can conveniently entry essential Instagram metrics straight out of your dashboard. Panoramiq Insights presents complete analytics on your complete vary of Instagram actions, spanning posts, Tales, and Reels. It facilitates the monitoring of person info, encompassing follower demographics and new observe interactions.

Panoramiq Insights Instagram Account and Follower Analytics


A favourite right here at Hootsuite HQ, Talkwalker leads the {industry} in social knowledge intelligence.

Leveraging the prowess of synthetic intelligence, its expertise delivers actionable insights derived from real-time social media monitoring and complicated analytics.

Outline and categorize conversations that matter utilizing over 50 filters, and make knowledgeable choices on the best way to interact together with your viewers.

To get extra particulars on the best way to take advantage of the info accessible by all of those social reporting instruments, try our weblog put up devoted to social media analytics.

Talkwalker Hootsuite demographics including gender non-binary gender age language interests and occupations

Use Hootsuite to do all of your social media reporting from a single dashboard. Select what to trace, get compelling visuals, and simply share studies with stakeholders. Strive it free immediately.

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All of your social media analytics in a single place. Use Hootsuite to see what’s working and the place to enhance efficiency.

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