In all marketing strategy A thorough analysis of the performance of the advertising campaign, the impact of the publications and the reach on social networks is necessary. For this, reports are made. If you want to know How the reports of the different social media marketing analyzes are made, continue reading this practice step by step guide.
The Reports are documents that allow you to evaluate the performance of your strategies in the profiles managed by the brand.
In such a way, you will determine which aspects need to be improved so that your publications have a greater impact and effectiveness in social networks.
What are the most important reports that a Community Manager should know how to do?
The report complies with the purpose of summarize the specific activities of a company in social networks. Its objective is to improve the productivity of the brand. They are usually carried out after a certain period. You want to know what are the most important reports that a Community Manager should know how to do?
Don't worry, here is a list:
- Content plan: It is a document that acts as a guide to content suitable for publication on the company's social networks. Indicates which channels are to be published and the purpose of each publication. It works to find out what content best suits the company's image and the type of target audience.
- Competition analysis: As its name implies, it consists of a comparative analysis between different companies. It is usually carried out in annual, semi-annual or quarterly periods. The document seeks to reflect the activities carried out by the competition in social networks. The objective is to learn about the strategies of other companies and how they are in each area.
- Reputation plan: Online reputation plans bring together a set of critical data, both direct and indirect, to determine the impact or prestige of a company in social networks. Its objective is to draw up a guide of actions that allow to positively develop the image of the company. It is based on the users' first impression and how to reinforce it.
Learn step by step how to carry out the different analysis reports on social networks
The reports must be concise documents, easy to read and with summary information to make way for the final objectives of the analysis.
Next, learn step by step how to carry out the different analysis reports on social networks:
Content plan
The content plan works as a roadmap detailing the content to upload on multiple social networks in which the company has a presence. The document must be updated frequently in order to adapt the results.
To make a content plan you must:
- A situation analysis and a SWOT analysis (Weaknesses, Threats, Strengths, Opportunities) to understand the starting point.
- Define the representation of the ideal client. This is the user who is within your target audience, to whom the content is directed.
- Define what the objectives are main to achieve with the content plan.
- Specify content type that you want to share on the company's social networks. They must be built in the interests of your followers and customers, to generate more interactions.
- Determine which are the ideal social networks to carry out the publications and what should be the frequency of publication that best suits the interests of the company.
- Execute a promotion plan to program the contents. This is a publication calendar, where you must detail the date, type of content, social network and publication channel. You can too run paid advertising campaigns.
- Check the metrics of the content plan to determine which actions have worked best, which should continue to be implemented, or should be modified.
Competition analysis
In competition analyzes it is necessary determine which are the most relevant companies and what is their level in social networks. Each metric has its own value, so you need to create individual comparative parameters for quick viewing.
Among the main data that you should collect from your competitors, the following stand out:
- Community size on their multiple social media profiles.
- What kind of activity make the mark.
- How much interaction maintains with users.
- What are the topics of conversation who handles the competition.
- Sentiment or how companies get involved with the interests of its clients. Refers to the categorization of positive, negative or neutral mentions.
- User activity, which represents how many interactions they receive from their followers.
- What are the main types of users that make life within the target audience of the competition.
Reputation plan
Online reputation analysis seek to understand the opinions of the environment. A positive comment plays a fundamental role in the development of each company, since it is the charged with determining the interest of the audience. Today, all brands are interested in knowing what they say about it.
Therefore, to make a reputation plan it is necessary:
- Perform a collection of information about the environment and idiosyncrasy of the brand. Its products or services, main competitors, its sector, type of competitors, seasonality and its level of competition.
- Define the objectives to be achieved with the analysis, since the purpose of the investigation will be what will prepare the bases of the work.
- Define analysis fields to draw a roadmap on what kind of information you want to get.
- Select measurement tools suitable for tracking vital analysis data.
- Define what are the keywords that you are going to use in your tracking tool.
- Identify the terms that should be excluded so as not to dirty the collection of information.
- Define the categories of mentions of the collected data.
- Categorize mentions to begin with the evaluation of results and conclusions.
- Adapt the information collected to a summarized and simple format for further analysis.
List of the best tools to make social media marketing reports
In Internet there are multiple tools for preparing marketing reports in social networks. Most fulfill the function of gathering fundamental information, in a certain period, for the creation of new strategies.
However, here is a list of the best tools for social media marketing reporting:
Metricol
It is a tool that can create social media reports automatically. The platform allows link the profiles you manage. Then, it is in charge of collecting the data of interest. Its interface is simple, and you have access to multiple customization options.
Its main advantages include:
- Can add data from any platform. Be it Twitter, Facebook, Instagram or blog content.
- Count with one download manager.
- It allows you view the history of your last 10 reports.
Dasheroo.com
It is a web tool whose objective is monitor the detailed metrics of your marketing strategies. You can create social media reports in no time. As an additional function, it allows you to add the data collected from Google Analytics.
Some of its characteristics are:
- It has a free and paid plan.
- This designed for business with a large marketing team.
- It allows monitor up to 27 different applications.
Cyfe.com
It is an online platform that make social media reports graphically. One of its greatest advantages is the possibility of connect up to more than sixty applications.
Cyfe stands out for:
- its paid version has no limitation some in terms of the number of metrics.
- It has trend indicators and / or problems.
- Generate evaluation forms.
- Has a paid version and free version with 5 widgets designed for small businesses.
SumAll.com
It is a web tool that is responsible for measuring the impact of social media marketing strategies. You can connect more than 20 different applications to monitor the progress of the company's activities. In addition, it also allows comparisons.
Other features are:
- Make daily summaries of activities on social networks.
- Easy interface of using.
- You can view the results as graphics.
Google Analytics
Is a free service developed by Google whose objective is monitor web traffic. However, it also allows see the statistics of your social networks. Some of the metrics you can get are the number of interactions, number of shared posts or comments made.
Other of its functions are:
- Create a time distribution of visits made by users in real time.
- Indicates what are the most visited websites.
- It is also capable of report how much time a user is connected to the web or platform.