Are you confident in running SMM campaigns, finding great content, writing headlines, automating posting and engaging the public?

But how will your client or boss, for whom, in fact, everything was started, find out about this valor? And it would be nice to track the progress of your work for yourself.

The answer is an SMM report. It is he who will explain to the client, and the boss, and even to yourself what is happening with your progress in working with social networks.

Creating any SMM report consists of 5 steps:

1. Select the most important key metrics for progress on social media
2. Select regularly monitored period
3. Select reporting format
4. Select tools for tracking metrics and generating reports
5. Generate a visual report on selected metrics using selected tools

Following this algorithm, you can regularly create reports for yourself or people who need to show the result of your work.

Before I start analyzing the metrics and creating reports on them, let’s take a quick look at what parameters there are that may be important for the report - metrics, posting schedule, growth, etc.

A survey of Buffer's audience showed that reports may differ in each individual case of a company or person, as well as depending on a number of other parameters.

What statistics matter to you?

A social media report is simply a set of data: statistics and numbers.

What data and what statistics should be in the report and why?

The answer depends on the specifics of your chosen social media strategy and your goals.

• Followers talk about the number of people who want to follow your brand. Pros of followers: the reach your content receives, social proof of your brand's popularity, in some cases just an additional metric to boost your confidence.
• Clicks tells you that your content is interesting to your users. Clicks send traffic to your demonstrate that your social page- a source of interesting content.
• Retweets and other shares indicate that your content is perceived as interesting by your followers. The benefit of content syndication is that it increases your reach and exposes your posts to people who are not yet your followers. And also social proof that you know what you are doing on social media.
• Likes- a little gray horse. The benefits of likes are the demonstration of social proof. However, determining the motivation of the person who liked it is quite difficult. There are too many different reasons why people like something. On some social networks, likes can move content to higher positions in the feed.

What posting frequency suits you best?

Here are a few of the most popular charts:

• Weekly
• Monthly
• Every 3 months
• From start to finish of a marketing campaign

Please note: some use a period of 28 days as a month without reference to the beginning and end of calendar months, so as not to make adjustments for different lengths. Likewise, for quarterly reports, some use a 90-day period for good measure.

How do you want to track your growth and progress?

There are differences in how progress and growth are tracked for each individual case.

For example, what is more interesting to you: what point of development are you at today, or how did you go from given point in the past until now?

Here are a few ways to look at the score:

• Screenshot- a look at the numbers at a specific moment, without taking into account the history of development
• Comparison of reports for different periods- weekly or for other periods of time

If you are interested in learning more about these strategies, take a look here (materials in English):

Weekly Social Media Report Template

Below we will talk about examples of types of SMM reports. Download and feel free to use them as a basis.

The report was created in Google Sheets, and it works based on data export from Buffer.

You'll likely be able to get it to work with exports from other social media analytics tools as well.

Here are instructions on how to use this report template:

1. Log in to Buffer and go to your “Buffer for Business” panel. Export your analytics for the last 30 days.
2. In the Google spreadsheet, on the “export” sheet, click cell A:1
3. Go to file → import. Load your file exported from Buffer and select Replace data starting at selected cell.
4. The “Report Card” will be automatically filled with data from your document exported from Buffer.
5. Adjust titles and headings as necessary (e.g. retweets for Twitter, shares for Facebook)
6. Ready! You have a Record Card version available for online editing and viewing and a printed version formatted to create *.pdf files and printouts.

10 Effective Ways to Create a Social Media Report

To do for you good selection for reporting ideas, we surveyed some Buffer users about how they use analytics exported from Buffer.

Therefore, many of the reports discussed below were made using analytics exported from Buffer (this feature is available when using Buffer for Business). You can also create these reports by exporting Twitter analytics (using Twitter Analytics) or Facebook (using Facebook Insights).

1. Increase in the number of followers

“Every week we are growing by 1000 followers!”

When your boss (or client) looks at the number of followers, he can immediately draw many conclusions: popularity, reach, brand awareness, etc. And all of these conclusions will be valid.

As your number of followers grows, so does your influence - both in terms of the amount of people you can potentially reach and the perception of others. Follower growth reports are a great way to demonstrate these 2 points.

If you work with Buffer's social media dashboard (like Buffer for Business), you can see follower growth in your analytics:

1. In the analytics panel, click on the graph to view followers
2. Hover over the start date of the period for which you want to view analytics. For example, if you want to see analytics for a weekly period, hover over a date that was 7 days ago
3. Write down the number of followers at the beginning and end of the period

The number of followers now minus the number of followers at the beginning of the period = the increase in followers for the selected period.

Divide the growth in followers by the number of followers at the beginning of the period and multiply by 100% = growth as a percentage.

Integer numbers are easier to compare, so it’s better to use them in reports (i.e. “I gained 35 new followers this week” rather than “The number of my followers increased by 0.3% this week”).

You can also compare weekly growth by looking at the “New Followers Gained” statistics for the required periods.

2. Influence reports

“Wow, look! WE ARE FOLLOWED BY OBAMA!”

Sometimes it can be very cool to know that you are followed by someone influential or with a huge follower base. In the long run, this is a garbage metric, but when discovered, it’s a great reason to celebrate progress and brag to the boss (client).

The practical value of having opinion leaders in your subscribers: every update you make has a chance to get them retweeted and win bonuses.

Not to mention, influencer followers are great social proof for others that people of that caliber took you seriously.

How to create a report:

To find influencers among your followers, use Followerwonk and SocialRank tools.

Sign up for each of these sites, add your accounts (Followerwonk focuses on Twitter, and SocialRank focuses on Twitter and Instagram). Then identify the opinion leaders among your followers and add them to your report.

3. Number of posts

“This is what we were able to do in the last month - 110 posts!”

I was quite surprised to learn that one of the main reports people do is a simple count of the posts they have made on social media. Report = number of posts. This figure can be compared with the number of posts from the previous period to see how it has changed.

You can use a super advanced version of this report to see how the number of posts affects other statistics, such as engagement or follower growth.

How to create a report:

1. The exported file will contain rows of your social media updates, and the columns will contain individual statistics for each update.
2. Count the number of lines (which is equal to the number of your posts) using the formula
   =COUNT(A:A), where “A” is the column with the update text.

4. Coverage

"Look! Our post is seen by 10% of our audience!”

One of the Buffer users who shared information about their reports with us has a great expression: “Their team needs reach and resonance.”.

Reach is the number of people who could potentially see a post.

Resonance is the number of times the content is interacted with.

Coverage can sometimes be a tricky term. Facebook uses it to indicate the number of people who SEE a post. Twitter calls these Impressions.

In any case, this metric often turns out to be the best way understand exactly how many people see the content you publish (actual reach), regardless of how many subscribers you have (potential reach).

How to create a report:

On this moment Twitter analytics is the best (and perhaps only) place to find analytics on Tweet Impressions.

Buffer tracks Facebook reach and potential Twitter reach (potential reach is the sum of your followers and the followers of those who retweeted you).

Calculate the reach or impressions for each post by adding up all the reach of all posts and dividing the result by the number of posts.

Reach of each post / number of your followers = % of followers who saw your content.

5. Total involvement

”Does our content resonate? Yes, we have 425 interactions with content per month!”

For different people the term “full engagement” can mean different things. In general, total engagement is the sum of clicks, shares, likes and comments - all actions that a user can take with the content.

What does the sum of all this information give? Understanding the effectiveness of your tweet or post.

Did people like your content? If so, overall engagement will be high, regardless of the distribution of numbers across engagement metrics.

Engagement is the foundation of any success on social media. Good engagement = good distribution.

How to create a report:

1. Export data from Buffer, Twitter or Facebook
2. In some cases, the engagement score will already be included in the data you export. If not, add the full engagement figure yourself.

6. Engagement per post

“Every time we make a post, we can expect 25 user interactions with the post!”

The next step in calculating engagement is to get engagement per post. Instead of overall engagement over a period of time (which can fluctuate depending on how often you post), you can look at engagement on an individual post to get a clearer picture of exactly how people are reacting to it.

How to create a report:

Divide total engagement by the number of posts.

7. Engagement per subscriber

”About 3% of our followers engage every time we post a new post! Yoohoo!”

The good news about tracking engagement per follower is that it gives you insight into how you can scale your social media reach. If you're working on gaining followers and know your engagement rate per follower, you can track your engagement growth as your number of followers grows. If you can manage your engagement numbers per subscriber, you can see even greater gains in engagement as your subscriber base grows.

Media managers use these statistics to compare this indicator across different social networks, for example Twitter vs Instagram.

The engagement rate per post helps bring the metric to the most understandable form and is easy to compare.

How to create a report:

1. Divide total engagement by the number of your posts.
2. Divide the resulting engagement per post by the number of your followers.

8. Clicks

At Buffer, we've been using clicks as the primary metric of our social media marketing strategy for 7 months. Clicks are the most direct metric you can link to. The moment someone clicks means that 2 notable things have happened: 1) you wrote a great headline or a great post image 2) that person is now viewing your site, subscribing to your email newsletter, reading other articles, or whatever -something else, moving along your marketing funnel.

How to create a report:

1. Export data from Buffer, Twitter or Facebook
2. If you are interested in the total number of clicks, add the clicks of each post for the period you need
3. If you're interested in the number of clicks per post (our favorite metric), then divide the total number of clicks by the number of posts
4. If you're wondering how many clicks you get per follower, take the number of clicks per post and divide by your total number of followers

9. Referral traffic from social networks

“Look how many visitors to our site came from social networks! ”

If clicks are a great way to measure the success of individual posts, then referral social traffic is a great way to see how good a channel for attracting people to your site is for a particular social network.

Thanks to the indicator of referral traffic from social networks, you will see how many site visits each of the social networks that you use in marketing generates.

When you look at organic, referral and direct traffic metrics together, it gives you perspective on your social media efforts and the ability to measure the effectiveness of each.

How to create a report:

1. Inside Google Analytics go to All Traffic → Channels.
2. This report will show you the percentage of traffic that comes from social networks, from search, direct and referral traffic, traffic from other sites, from emails, etc.
3. To see a breakdown of social traffic by social network, go to Acquisition → Network Referrals
4. This report will show how much traffic came from each social network

10. Funnels

“See these sales? These people came to us from social networks - cool, right?”

For advanced users: funnel reports show not only clicks and referral traffic to your site, but also how these people then walked around the site and what they did on it. Is your social traffic converting into leads? In subscribers? On sale? Funnel reports show your visitors' entire journey, from tweet to visit to action.

How to create a report:

There are many ways to deal with funnels.

Here are some helpful lessons from KISSMetrics and Social Media Examiner that do a great job of delving into the depths of this topic.

One of convenient ways Set up a simple funnel tracking I discovered - use Google Analytics Goals:

1. Go to Google Analytics and click Admin at the top of the page
2. Select your site from the drop-down list on the left and in the right column of the page click Goals
3. Click the "+ New Goal" button
4. Give the new goal a name, choose the type of goal you want to create, and configure the goal so Google Analytics knows when it is achieved

After these steps, you can view analytics for this goal (including the number of actions on social networks) by going to Conversions → Goals in your Google account Analytics.

Conclusion

What is your process for setting goals and creating reports for social media marketing?

Are you using the methods described in this article? Which one do you like/dislike and why?

We are interested to hear about your experience.

Reports on social networks

Google Analytics, keeping up with the times, offers tools for analysis social activity. The assessment is carried out according to the following indicators:

Conversions– tracking goals, conversions, e-commerce transactions.

– in which networks or communities the content is presented.

From which users come to your site.

Social modules— the degree of user engagement on your site.

Reports

On the tab Traffic sources In chapter Social functions available the following groups reports:

Review– what % of conversions come from social networks. A referral from a social network may result in a direct conversion or influence future conversions.

The chart shows the total number of conversions achieved and their monetary value compared to the conversions driven by referrals from social networks. Direct conversions are shown in the chart as “Conversions by last interaction from social sources.” Conversions achieved on subsequent visits are shown as “Associated Conversions from Social Sources.”

The report will help you determine which networks bring the highest quality traffic to your site. The report contains data on views, average duration of stay on the site, and the number of pages viewed per visit.

The report shows engagement metrics for each URL. Shows social networks and communities where your content is presented.

Conversions. The report shows the total number of conversions and their monetary value caused by referrals from social networks.

Social modules. The +1 and “Like” buttons will help you track the content that users are tagging with them. For example, articles you publish can be shared by users using button clicks. This way, you can understand which content is most interesting to users and which is not. To be able to track user interactions with buttons (except +1), you need to change the tracking code.

Do you have a large subscriber base, but not as many likes as you would like?

The symptom is clear. Let's dig deeper.

I believe that you are giving them truly valuable and quality content. But does it resonate enough with your audience? After all, this directly determines how many clients you can attract.

And now we come to the main thing... what is at the heart of a truly powerful content strategy...

Tell me, how well do you know your subscribers?

• Which category of people are most involved now?
• What kind of subscribers would you like to attract?
• Is your current marketing strategy suited to who you want as a client?

We constantly monitor how our actions change our audience. We changed the GM promotion strategy - and our clients have changed qualitatively. Now, for the most part, these are other people.

Do you know who you need and want to tune them to your wavelength?

In this article, we’ll look at 4 simple reports that will help you get to know your subscribers better and create real resonance in communities.

So let's get started.

1. Demographic reports

Facebook Statistics

Let's start with . There is a huge amount of information here. To quickly access it, go to the tab "Statistics".

Pay attention to everyone who is here. This will help you quickly understand the interests and occupations of your subscribers. First of all, you will see the age and gender of the people who are in your community.

For example, the graph below shows that 62% of our subscribers are women, the remaining 37% are men. ( Where to Facebook Another 1% of cases are unknown, but this is not so important).

We also know that the majority are people aged 25 to 34 years (1/4 of the entire audience). The next category is from 35 to 44 years old.

It is these values ​​that we need to pay attention to when drawing up a content plan.

This is extremely important because with each age category you will have to look for different touchpoints. This is the main advantage that will help you find common interests and create content that will resonate with each group.

VKontakte statistics

I think it won’t be too difficult to find VKontakte statistics. It is located immediately below your community avatar, in front of the subscribe button.

The graph below shows that the main subscribers of our VKontakte page are men (63%), and only 37% are women. It is also clear that the largest number of subscribers are young people aged 21 to 24 years, followed by age groups from 24 to 27 years and from 18 to 21 years.

Twitter Analytics

Just like Facebook will allow you to see your subscribers at a glance. You will find the same data on dashboard separate service Twitter analysts. Once you are on your analytics page, go to the "Readers".

Here you will find a lot of information about the people who follow you on this social network:

• Education,
• Occupation,
• Interests,
• Income and net worth.

And this is not all that you can find out about them. But what’s curious is that you won’t find the age of your followers here, but you can safely look for the rest of the information in Twitter analytics.

followerwonk

followerwonk is a tool created for audience analysis on Twitter. If you have access to it, then select the tab "Analysis". Here you can enter any Twitter account names and scan their followers. This way you can view, for example, the accounts of your competitors or those who have a large number of readers. This will help you understand their audience.

Twitter Audience Demographic Analysis is an invaluable resource when creating content for specific groups of readers.

Google Analytics

Login to your account and go Audience > Demographics > Overview.

Then find and add a segment that interests you as sources of traffic for similar interests. This way you can find out where the main flow of visitors comes from and what they are interested in. In this tab you can also set up statistics to view all demographic data and track age, gender, language spoken and other data.

2. Reports on location and language of communication

Geo targeting – most powerful tool for advancement. This report will help you find some of the most populous cities, states, or countries that you can create content for to better resonate with those specific audiences. This could be a post for a specific region, for example, when you need to attract the attention of fans of a sports team in a particular city.

Facebook Statistics

Let's go back to the page "Statistics" Facebook, just below the age and gender information, you will find the location data of your followers.

Approximately as in the screenshot:

VKontakte statistics

On the same VK statistics page you will find information about the geography of residence of your subscribers.

Twitter Analytics

You will find location information by accessing the resource "Analytics".

Only this time, focus on the tab called “Demographics”. If you have enough readers, data about geography will also be revealed to you. This will allow you to publish the most relevant content for the place of residence of your target audience.

followerwonk

followerwonk saves reports for 60 days, so you can find the same information when looking at a demographic report. Followerwonk actually puts your followers' location data on an interactive map.

To see this map, you just need to scroll down a little further on the analysis results page.

Google Analytics

Just like demographics reports, if you can't find location data on other networks, you can use Analytics.

Log in to your account and go to the tab Audience > Geography > Location.

After creating a user segment, looking at the social network, Google will provide user data by country, city, continent and subcontinent.

How to significantly increase sales and reach new heights in the near future - click “” and get your access to exclusive lessons!

3. Reports on posts (likes and reposts)

Now that you know everything about your audience, it's good to think about what interests them.

One way to do this is view data for past publications on social networks.

What content was more successful: Which posts received more likes and shares from your followers? This will allow you to strategize for the future to gain more subscribers and find resonating content.

Some of the above platforms can analyze old posts, but I want to focus on one resource that will help you most with this.

PlatformSprout Social

Sprout Social – a social platform for managing communities in social networks, analyzing how certain platforms performed over a certain period.

It has key performance indicators (KPIs) that make it easy for you to recognize which resources are performing well. You can conduct an analysis and figure out the content that resonates most with your audience. This will help determine the strategy for the future.

4. Reports by day and time

Once you have identified your target audience and its interests, it is completely logical to ask the question “when is the best time to post content?” This information is very relevant.

Google Analytics

In the tab Behavior > Site Content >Attendance analysis you will be able to see on which days there were more visits and at what time. This way, you will understand when and at what time it is best to post content so that it gets more read.

But one time can be great for a certain material and bad for another. So watch and analyze the reports to find the best moment for your post.

Facebook Statistics

Let's go back to the page "Statistics" on Facebook. Let's go to the tab "Publications". Here you can find additional information about your readers, such as when they are online.

This graph shows that visitors are approximately equally active on weekdays, but during the period from 9.00 to 22.00 they are most online. Moreover, at 21.00 is the most active time.

Knowing this data, all you have to do is post content at this peak time for your popularity to mushroom like mushrooms after rain.

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Let's summarize...

So what do you need to do.

Step 1. Analyze statistical data on your audience on social networks:

• find out who, men or women, predominate among subscribers;
• what is the average age of the audience;
• where they live and what language they speak.

This way you will understand what your people are potentially interested in and how they live.

Step 2. Determine when your subscribers are most active:

• every day or there are some specific days;
• when during the day the majority of people sit online.

This will allow you to determine when (which days and specific times) your posts will receive the best response. In addition, you will be able to really evaluate why your post was not received. You will see that perhaps the reason is not the quality of the content, but the low online availability at this time.

Step 3. Analyze past publications:

• what topic did the posts go well on?
• which received less response;
• what is the reason for the “failure” of the publication: unsuccessful content or time.

All this will help you work on your weaknesses and learn strengths your content marketing. You will see where you need to move next - you will have the right, proven guideline!

Did I manage to sort everything out for you? If yes, give it a like! This way I will understand what you are interested in this topic and you want to know even more.

Do you have a couple more minutes?

In February, we published an article “Analysis of indicators for tracking the effectiveness of Internet marketing.” Readers loved the material and demanded more.

You asked, we did: we tried to collect all the most important indicators for analyzing social media marketing. The information will be useful to text message operators, managers and business owners.

Warning to customers: do not go to extremes, evaluating SMM either by one indicator or by all at once. In the first case, a single metric shows a distorted picture and is easily inflated by an unscrupulous performer. The second assessment method requires too much time and effort.

Metrics for assessing subscriber dynamics

Let's start with metrics that reflect the dynamics of subscribers and, therefore, the effectiveness of the SMM strategy as a whole.

• Number of subscribers (Followers)

Perhaps the most famous metric in SMM: it is used everywhere in reports and is set as a KPI. Of course, you can cheat followers, but such scams are easy to spot.

If you have any suspicions, you need to study the accounts of newcomers - bots and “dogs” are immediately visible. At the same time, it is worth comparing the geography, age and other important data of new subscribers with portraits of the target audience. Characteristics vary greatly - questions to the text message operator.

Read more about independently searching for bots in social networks and services for identifying fake accounts in the article by Dmitry Dementiy.

Formula: (number of new subscribers / total number of subscribers) * 100%.

The formula can also be improved by substituting in the numerator net increase: the difference between the number of new subscribers and the number of people leaving the community. This will make it easier to assess audience interest, the relevance of posts, and the effectiveness of advertising, if it is included.

• Number of Views

For reports, as a rule, a summary indicator is used: the number of views for all community posts for a certain period.

• Reach

Reach shows the number of people who interacted with a community post(s) at least once.

As in the case of the previous indicator, customers are mainly reported on total coverage. It is considered separately if there is an intermediate task: to compare the effectiveness of several posts.

Viral reach directly depends on interest in the content, paid reach- from the advertising budget. On organic reach The number of subscribers and the frequency of publishing content influences, but there is also an irresistible force - ranking algorithms in social networks.

If KPI's are limited to the dynamics of subscribers and posting, the Peakfeed service is suitable for tracking. It can work with 8 social networks (VK and OK, however, are not included in the list). Cost – from $5 per month.

Livedune will do a better job of tracking most important indicators - subscribers, reach, views and engagement metrics (which will be discussed in the next section). Tariffs start from 195 rubles. “Livedune” knows how to work with all Russian social networks and even LiveJournal.

Metrics for assessing audience feedback

Now about the metrics that reflect various user reactions. Likes, comments, shares or reposts– the simplest, well-known, but not the only assessment indicators feedback audience.

• Love Rate

Likes in terms of audience size. Formula: Likes / Followers * 100%.

• Talk Rate

Comments in terms of audience size. Formula: Comments / Followers * 100%.

• Amplification Rate

Synonym: growth rate. Formula: Shares / Posts (number of posts) * 100%.

AR characterizes the virality of content. The higher the indicator, the greater the free reach and the cheaper it is to attract subscribers.

Sometimes likes, shares, comments and their coefficients are not calculated separately, but rather a more general indicator is taken - the volume of engagement (Engagement Volume). Formula: Likes + Comments + Shares.

• Audience Engagement Rate (ER)

There are several ER formulas.

One calculation option: take the number of community members who made at least one engagement (like/repost/comment), then divide it by the total number of subscribers.

There is also this formula: (sum of all engagements / number of subscribers) * 100%.

Advice to specialists from Daria Samoilova, SMM manager at Netology: “If you report on subscriber growth, try to show it in conjunction with ER. Because the best guarantee of the absence of bots and “dead souls” is growing or at least not falling engagement in the account. It is important".

The disadvantage of this indicator is that it is subjective: it does not take into account coverage, engagement on specific days, and interaction with individual posts. Therefore, experienced text message operators use several subtypes of ER.

• Engagement Rate by Reach (ERR)

Formula: (number of engagements / reach) * 100%.

The metric shows the approximate share of those who saw community posts and, one way or another, reacted to them.

• Daily Engagement Rate (ER Day)

Formula: (number of engagements per day / number of subscribers) * 100%.

Daily engagement shows how many times per day the average subscriber is active.

• Engagement Rate of Post (ER Post)

Formula: (sum of engagements per post / number of subscribers on the date of publication) * 100%.

The indicator allows you to assess interest in specific publications and compare posts with each other in terms of effectiveness.

• Engagement Rate by Views (ER View)

Formula: (number of engagements per post / number of views) * 100%.

One must be careful with conclusions based on this indicator, because social networks do not count unique views.

• Average response time (Response Time)

The metric reflects the time it takes community administration/brand representatives to respond to audience messages. This is an important indicator of quality of service and respect for customers.

To estimate the average response time over time, you can use the following formula: (response time for the previous period / response time for the reporting period - 1) * 100%.

• Response Rate

The metric shows the percentage of questions that users received an answer to. Formula: (number of answers / number of questions) * 100%.

According to JagaJam data collected across Russia, brands respond slowly and do not answer even half of the questions.

Conclusion: with the help of quality service you can outperform most competitors.

For regular monitoring of responsiveness, the same JagaJam is suitable. It can collect statistics on both your brand community and competitor groups. In addition to response rate, the service can calculate subscriber dynamics, engagement and other important SMM indicators. Tariff plan Personal in JagaJam – 2,700 rubles per month.

There are also foreign service to improve the quality of customer service on social networks - CX Social. It monitors posts mentioning a brand and notifies you about them in a timely manner. Rates are unknown, but you can request a demo.

Metrics to measure traffic and conversions

The metrics from the previous sections are mainly about the internal SMM kitchen. Businesses are interested in sales. We'll tell you how you can evaluate the efforts of the SMS operator to bring the audience to a purchase.

Important: you cannot set KPIs for sales, as they are influenced by many other factors that do not depend on SMM.

Liya Kanarskaya, remote SMM manager, says: “Very often you can hear this from potential clients:

• “Ten thousand will be a hundred thousand profit?”
• “Do you guarantee plus 1,000 subscribers?”
• “We will pay you a percentage of sales.”

But SMM affects sales and profits only indirectly. Social networks do not shape consumer needs; they are just one of the brand’s communication channels.”

• Traffic from social networks (Social Traffic).

In the first 2-3 months after creating a community, it’s definitely not a good idea to set strict requirements for traffic to the site for the text message operator. Keep in mind that building trust takes time: new subscribers are in no hurry to click on links to unfamiliar sites.

• Conversion rate or click-through rate (Click-Through Rate, CTR).

A basic indicator in internet marketing, it is used at almost all stages of the sales funnel.

CTR in SMM can be calculated as follows: divide the number of clicks on a link by the number of post impressions, and multiply the result by 100%. If the site is promoted by targeted advertising, the click-through rate is calculated in the same way: ad impressions are simply substituted into the denominator.

• Cost Per Click (CPC).

This indicator is known to everyone who has at least once set up targeted or contextual advertising. However, CPC can also be calculated for general SMM using the following formula: all expenses for maintaining social networks / number of clicks to the site.

• Number of leads (Leads).

The metric shows the number of contacts of potential clients, that is, the number of applications / orders / calls received through social networks.

• Cost per lead (CPL).

Formula: (amount of expenses / number of leads).

Leads and CPL are easy to calculate when managers process leads using social media apps. Try to offer potential clients maximum options for ordering: not everyone is comfortable filling out forms on landing pages or putting products in online store carts.

Let's touch on the topic of the number of KPIs once again.

Daria Samoilova, SMM manager of Netology, spoke especially for Texterra about her experience:

“For me personally, 5 metrics are optimal: website traffic, conversion to leads, subscriber growth, reach, Engagement Rate. This is a necessary basis from which the effectiveness of work can be seen without further ado.

Someone adds a breakdown to ER by indices of communication, gain, and involvement - that is, they count comments, reposts, and likes separately. Then there might be eight metrics.”

• Duration of work.
• Number of community members (as of the date the report was generated).
• Subscriber growth in 1 month.
• Full audience coverage.
• Number of unique visitors.
• The total number of views of posts.
• Number of posts (messages).
• News update frequency.
• Top 5 popular posts (by reach).

In order to know the progress of the work you have done on social networks, there is such a thing as an SMM report. By using

creating an SMM report, in a convenient and understandable form, you can report to your boss about the success of the work you have done, and also use it for self-control.

5 steps to create an SMM report:

1) select the main indicators of progress on social networks

2) select a period of time for continuous tracking

3) select a form for the report

4) choose a tool with which you will track indicators and generate a report

5) make a report on the selected indicators using the tools you have chosen. Using these steps, you can easily create SMM reports on the results of the work you have done and visually provide this information.

Before you start creating a report, you need to consider some factors that may be included in it, namely: growth rates, time frames, etc.

What statistics matter to you?

What data and statistics should be in the SMM report? And why?

The answers to these questions depend entirely on your specific goals and strategies that you have chosen for yourself.

The number of followers reflects people's interest in your brand. A large number of subscribers serves as proof of the popularity of your brand.

Clicks show how interesting the posted messages are to the target audience. This proves that your social page is really popular and has useful information.

Reposts allow you to reach more of your target audience who are not yet your subscribers.

— Likes show social significance. It's hard to say what people are thinking about when they like something because there are so many factors that go into it.

What time frames are most valuable to you?

Main time frames:

1)weekly
2) monthly
3) quarterly

Note: For monthly reports, you can use a 28-day period so that it can be used for all months, since months may vary in the number of days. In addition, quarterly reports use a 90-day period so that four quarters can be included in a year.

How do you want to track your growth rate?

Additionally, there may be some differences in how you want to track your progress: you may be interested in the situation at a given point in time, or how you have grown since the previous moment.

Some ways to measure progress:

The screenshot allows you to look at the numbers for the selected period, without taking into account previous results.

Statistics for the selected period are compared with statistics for the previous period.

Interested people can read more about setting goals for social media, as well as explore some popular goal setting strategies using the links:

Popular Goal Setting Strategies

(https://goo.gl/t2nbHv)

Template for a weekly progress report on social networks:

Google Sheets are used to create reports; they allow you to work with exported data from Buffer.

A short instruction on how to use:

1) Go to the Buffer for Business tab and export your analytics for the last month.

2) In the Google spreadsheet, in the “export” sheet, click cell A:1.

3)Go to File > Import. Load your exported file and select "Replace data starting from selected cell."

4) The “Report Card” sheet should be automatically filled with data from the “export” sheet.

5)Edit any headings or titles. For example: Retweets for Twitter, Shares for Facebook.

6) Now everything is set up! For online viewing and editing there is a “Report Card” sheet and there is a “Print-Ready” sheet that has been formatted to create PDFs and printouts.

10 useful ways to create progress reports on social networks

To come up with the report ideas listed here, Buffer users were asked, “What do they do with the exported data?”
Many of the reports you'll read were done using the Buffer Export Analytics feature, which is available as part of the Buffer for Business functionality (https://goo.gl/gk7TQu). They can also be created by exporting analytics from Twitter Analytics and Facebook Insights.

1) Gradual growth rate in the number of subscribers

“We get 1000 new subscribers every week”

Having seen statistics on the number of new subscriptions and all subscribers in general, your boss will be able to draw clear conclusions about the work you have done. After all, the more new users come to you, the more influence your company has.

How to create an SMM report?

TwitterCounter(https://twittercounter.com/) will show statistics: daily changes and the average number of new subscribers, forecasts for the next week. You can put this information directly into your report.

Alternatively, follower counts can be viewed via the Buffer for Business dashboard in the social media management tab:

1) Click on the Analytics tab in the toolbar and you will see a graph showing statistics. (Click on the Analytics tab to view subscribers in an analysis chart.)

2) Hover your mouse over the desired date to view statistics. If you want to see weekly growth, then hover over a date that was a week ago.

3) Write down the number of subscribers at the beginning of a period and at the end.

Subtract the previous number of subscribers from the current number of subscribers, the resulting figure will be equal to the number of new subscribers.

In order to find out the increase in subscribers as a percentage, you need to divide the number of new subscribers by the number of subscribers at the beginning.

2) Impact report

"Wow! Arnold Schwarzenegger is watching us!”

When among your subscribers there are famous people whose opinions are authoritative and constantly occupy top positions in the comments, and at the same time these people have millions of fans around the world, then this is very cool. It shows how seriously people at that level take you.

How to create an SMM report:

To find influential people and top commentators among your subscribers, you can use the following resources: Followerwonk and SocialRank. You need to register on these resources and link your accounts there. Followerwonk is used for Twitter, and SocialRank is used for Twitter and Instagram.

3)Number of messages

“We achieved a lot last month - 210 messages!”

The main report in most cases is to count the number of messages posted by users. This figure is compared with previous periods and conclusions are drawn based on this. You can also find out how many messages will affect other statistics: subscriber growth rate, interest, etc.

How to create an SMM report:

2) The export file should contain rows of your updates from social networks, and the columns will contain individual statistics for each update.

3)Calculate the number of lines (which is equal to the number of your messages) using the formula:
=COUNT(A:A), where “A” is the column with the update text.

4) Coverage level

"Look! Only 10% of our subscribers see our messages!”

One of the Buffer users who shared their data when compiling reports expressed his point of view: “Their team is looking for resonance and coverage.”

Reach is the number of users who saw the message.

Resonance is the number of user interactions with information.

Reach is not such a simple term. Facebook uses it to indicate the number of people who see a post. Twitter calls it Impressions.

How to create an SMM report:

Currently, Twitter Analytics is the only tool where you can see statistics on tweet impressions.

Buffer monitors your Facebook reach and potential reach on Twitter (potential reach is the sum of all your followers and those who reposted your posts).
Calculate the reach for each post, add up all the reach of all posts and divide the result by the number of posts.

Divide the reach of each message by the number of your subscribers = % of subscribers who saw your content.

5)Full involvement

“People interact with our materials? Of course! We have 526 interactions per month!”

The concept of “full engagement” refers to the number of clicks, reposts, likes, comments, i.e. all actions performed with the content. Engagement is an important indicator of success on social media.

How to create a report:

1)Export data from Buffer, Twitter, Facebook

2)In some cases, the engagement rate will be included in the data you export. If not, then add the full engagement figure yourself.

6) Engagement with message

“Every time we publish a new post, we expect about 30 interactions with it”

Next, you need to calculate the engagement per message. Because full engagement directly depends on the number of messages posted. Viewing the engagement on each post allows you to get more detailed analytics of how people are reacting to the messages you post.

How to create a report:

Divide total engagement by number of posts

7) Engagement per subscriber

“Every time we publish a new post, about 3% of new users come to us!”

The nice thing about tracking engagement per follower is that you get an idea of ​​how much influence you have on social media. Knowing the number of engagement per follower can help you see how your engagement will increase as your number of followers grows.

How to create a report:

1) Divide total engagement by the number of posts you posted.
2) Divide this result by the number of subscribers you have.

8)Clicks

“Our social media posts brought us 450 site visits this week!”

Clicks are a direct metric that you can link to. When someone clicks, several things happen:

2)now this person is viewing your site, they can subscribe to your newsletter emails, or reads your other articles.

How to create a report:

1)Export data from Buffer, Twitter, Facebook

2) In order to find out the total number of clicks, add the clicks of each message for a certain period of time.

3)To find out the number of clicks on messages, you need to divide the total number of clicks by the number of messages.

4) In order to find out how many clicks there are for each subscriber, you need to divide the number of clicks on a message by the total number of your subscribers.

“Look how many visitors to our site came to us from social networks!”

Social referral traffic is a great way to show how successful a social network is in attracting people to your site.
With social referral traffic, you see how many visits to your site come from each social network. Social referral traffic includes any links you've shared, as well as any links others have posted on social media. If you simultaneously look at referral and direct traffic, this will allow you to evaluate the effectiveness of each of them.

How to create a report:

1)In Google Analytics, go to the “All Traffic”>”Channels” tab.
2)This report will show the percentage of traffic coming from social networks, as well as traffic from search, direct, referral (other websites), Email And so on.
3)To see an individual breakdown of traffic by social network, go to Collection>Social>Network Referrals.
This report will show you how much traffic is coming from each website.

10) Funnels

“Just look at these sales! It’s great that these people came to us from social networks!”

Using funnel reports, you can find out not only the number of clicks and social referral traffic, but they also allow you to track user actions on the site, i.e. what they did and viewed

How to create a report:

There are many ways to work with funnels.

On sites such asKISSMetrics(https://goo.gl/aZ3syh) andSocial Media Examiner(https://goo.gl/eeymYm) you can study this topic in more detail.

To track funnels you can use Google Analytics Goals:

1) Once you're logged into Google Analytics, click the "Admin" link at the top of the page.
2) Select your website from the drop-down list on the left, and in the right column of the page, click “Goals.”

3) Click the "+ New Goal" button.

4)Give the new goal a name, choose the type of goal you want to create, and set the goal details so Google Analytics will know when the goal is achieved.

Once everything is configured, you can view analytical data for a given goal. To do this, you need to click the “Conversions” > “Goals” button in the Google Analytics toolbar.