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Tips for Creating a Social Media Reporting Process

Analysis is a crucial component to any social media strategy. Good use of analysis will help you stay on track for your goals, make better decisions as obstacles arise, and fine tune your strategy for optimal performance over time. It is important that you streamline your reporting process to maximize its usefulness. Let’s take a look at some practical steps to making your reporting process work for you.


1 Audit current processes

It is important to know everything about what you organization is currently doing in order to build the most effective reporting process. You need to look at who is receiving the reports. Then you can make sure everyone receives the reports at once instead of them being forwarded around the organization. Additionally, different departments may need different information and you can tailor that accordingly. In this stage you can also find out what information people are using, aren’t using, and could use but don’t get.


2 Decide on your metrics

Having relevant metrics is the most important part of the reporting process so this step should be given a lot of attention. The more metrics you have, the more metrics you have to keep up with and more cumbersome the reports can become. Some important metrics that are almost always relevant are audience size, brand mentions, quantity and type of engagement on posts, demographics of who is participating in conversations, performance of different types of posts.


3 Choose your tools

If you don’t want to individually investigate every person who interacts with your brand online, then you should probably get some tools. The most important factor you should base your decision on is what type of information you need but other factors such as customer support and accompanying features should also be taken into consideration.


4 Schedule your reports

It is important to have time-frames for your reports. Often times it is easy to just say you’ll generate reports monthly, which may or may not be the answer. Depending on organization needs, types of reports, and management preferences, the timing may vary on how often you will need report.



Working in social media will require a large amount of time being devoted to reporting so it is important to streamline the process to make the best use of your time. Having a solid structure to your reporting process will help you out tremendously.

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Gary Thompson

Atlanta native and director of brand strategy at SociallyIn. Check out some of my work at

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