Social media has become an integral aspect of inbound marketing, both for B2B and B2C companies. As a marketer, you create content, schedule it, publish it to social media channels, and engage with your following. But do you know if what you’re doing is working to help you achieve your goals? Or are you just wasting time and effort?
Social reporting can help you paint a picture of how your social media marketing efforts are going.
Here’s how to use social reporting in your marketing strategy.
Compare Time Frames
Want to know if your social media efforts are creating positive results over the long term? Do you think your social media activities are getting better or worse? You can find out by comparing your social efforts historically by viewing data for different chosen time frames.
For the date ranges that you choose, you can view what you’ve published in order to get a quick snapshot of what you shared during that time. You can find out what your followers and fans thought—you’ll learn how many interactions your messages received, how many clicks per messages you got, and how it compares to a previous time frame. You’ll also learn what impact this had on your business, including how many new fans and followers you gained and how many website visits you got.
By comparing time frames through social reporting, you can track your progress over time. You can learn what to improve in your social media strategy and where to put in more effort in order to continue to get the kind of interactions and engagements that you want.
You can also use social reporting to compare different platforms, like LinkedIn and Facebook, against each other. By doing so, you can gain insight into which platforms are working best for you and which ones aren’t helping you reach your goals. Not all social media platforms are alike—you need to choose the platforms that will prove most effective for your business.
Through these social reports, you can learn which platforms resulted in more visitors to your website, more interactions, and more engagement. As a result, you can focus your time and effort on the platforms that are working best for you.
You can have separate and distinct channels on each social media platform you use. For example, each company page you manage on LinkedIn and each Twitter account you have active would be considered its own channel. Comparing different channels can help you get more in-depth data about how individual channels are helping to contribute to your overall social media success.
Through social reporting, you can also learn how well your unique social media campaigns are doing. Any post or message you’ve tagged by campaign can be reported. This type of report can help you understand which individual campaigns resulted in the most clicks and interactions, and on which platforms. With this data, you’ll know which types of social media campaigns were effective and which platforms to always include in your strategy.
The reach report can help you track important business metrics that matter to your bottom line, like overall contacts, visits, and customers generated per month. You’ll get an easy-to-read top-level snapshot of your social media reach, so you don’t need to be bogged down by details and individual elements. This report is ideal for showing your social media marketing ROI to upper-level management.
With social reporting, you can finally determine the value of your social media marketing efforts. You can dig deeper and find out what’s working and what’s not, so you can make necessary changes to improve your strategy. You can also check out data by time frame, by platform, by channel, or by campaign and get a simple reach snapshot. If you’re using social media marketing, you should be using social reporting for informed decision making.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.