A simple social media report template for those who need help creating a well structured report that clearly presents key results, value and insights derived from social media. The social media report template is suited to those using Facebook and Twitter as part of their social media strategy. Enjoy!

1. HOW TO CREATE A
WINNING SOCIAL
MEDIA REPORT

2. How to create a winning social media report
The purpose of this presentation is to provide an example of a
well structured social media report that will be well received by
your stakeholders. Social media generates so much social data
that sometimes it’s hard to know where to start. Our
recommendation is to keep it simple and start with the metrics
that align with your objectives and demonstrate the value of
social media.
If you would like to talk more about measuring you social media
efforts get in touch with us at info@inlight.com.au
Disclaimer: this example report is suited to those that are actively using Facebook and Twitter as part
of their social media strategy

3. Executive Summary
This slide should give a quick snapshot of your social media results. It should
convey the most important metrics and insights for those that don’t have time to
read each slide of your report.
BRAND
Populate your key brand mentions here.
Number of mentions, share of voice,
sentiment and key insights are appropriate.
ENGAGEMENT
Populate your fan and follower growth and
how well you’re engaging here. Include
engagement scores, reach, buzz, campaigns
and key insights.
SERVICE
Populate your social service metrics here.
How many enquiries, outcome, sentiment,
response times and key insights.

4. Example: Social Media Report
BRAND RESULTS

5. Before I get started, which tools should I use?
MONITORING MANAGEMENT BENCHMARKING
FREE
ENTERPRISE
ENTERPRISE
This is not an exhaustive list. Get in touch at info@inlight.com.au if you would like to talk about social media tools to suit your business.

6. Brand - mentions trended over time
This slide should show the number of brand mentions over time. It should show
key trends in mentions and should provide insights as to what is driving the
trends.
SAMPLE CHART - MENTIONS OVER TIME
call out drivers
behind trends
SOURCE: RADIAN6

7. Brand - sentiment trended over time
This slide should show brand sentiment trended over time. It should show key
trends in sentiment and should provide insights as to what is driving the trends.
SAMPLE CHART - SENTIMENT OVER TIME
call out drivers
behind trends
SOURCE: RADIAN6

8. Brand - monthly sentiment breakdown
This slide should show a breakdown of sentiment for the month.
SAMPLE CHART - SENTIMENT BREAKDOWN
SOURCE: RADIAN6

9. Brand - monthly share of voice against competitors
This slide should show share of voice against competitors for the month.
SAMPLE CHART - SHARE OF VOICE AGAINST COMPETITORS
SOURCE: RADIAN6

10. Brand - sentiment breakdown against competitors
This slide should show share of voice against competitors for the month.
SAMPLE CHART - SENTIMENT AGAINST COMPETITORS
11% 8% 7%
2%
58%
87%
72%
98%
31%
5%
21%
AAMI NRMA ALLIANZ RACV
Positive Neutral Negative
YOUR BRAND BRAND X BRAND Y BRAND Z
SOURCE: RADIAN6

11. Brand - channel verbatim comments
This slide should show examples of verbatim comments. Can be broken down
by channel e.g. Twitter and sentiment e.g. positive comments
EXAMPLE FROM RADIAN6 RIVER OF NEWS - VERBATIM COMMENTS

12. Brand - monthly insights
This slide should should be a brand wrap up slide and provide key brand insights generated
from social media for the month.
Examples include:
• What is driving the trends in brand mentions, sentiment, competitor mentions
• What are the key themes being discussed?
• What are the key learning’s and actions as a result of these learning’s?
• What is happening in each channel? How do they differ from each other?
• How are marketing campaigns impacting social media? What are the results?
• How is the press and public relations impacting social media and conversations?
• Were there any key issues for the month? What were they and how are they being
addressed?
• What are the wins for the month? How have they impacted the business?

13. Example: Social Media Report
ENGAGEMENT RESULTS

14. Engagement - Fan growth
This slide should show Facebook fan growth trended over time. It should also
identify key drivers behind growth.
SAMPLE CHART - FACEBOOK FAN GROWTH OVER TIME
call out drivers
behind trends
NEW FANS
July 967
Total 46,386
SOURCE: FACEBOOK INSIGHTS

15. Engagement - Facebook page
This slide should show identify the key themes and insights derived from the Facebook
page for the month.
Examples include:
• Number of new fans and the drivers of growth
• Campaigns and competitions that were running and performance
• Examples of customer and fan comments
• Examples of user generated content
• Examples of the posts with the highest engagement
• Age and gender breakdown of fans
• How many posts by admin and how many posts by fans
• Overall sentiment of posts
• Any other points of interest about your fans
• Any other insights or learning’s

16. Engagement - Facebook reach
This slide should demonstrate the reach of your Facebook page. You can even
estimate the dollar value of the reach by using a standard CPM figure. E.g. Value
= (Impressions x CPM)/1000
SAMPLE CHART - FACEBOOK REACH OVER TIME
SOURCE: FACEBOOK INSIGHTS
REACH
July 4,321,531
Total 72,479,831
JulyValue $21,607
TotalValue $362,399
VALUE CALCULATED USING $5.00
CPM

17. Engagement - buzz and viral reach
This slide should demonstrate the buzz and viral reach of Facebook page.
SAMPLE CHART - FACEBOOK TAT + VIRAL REACH
SOURCE: FACEBOOK INSIGHTS
Talking About This refers to the number of people who created a story about your
page by liking, commenting or sharing one of your posts, or by posting on your page
or tagging you in a post. It can be referred to as a measure of ‘buzz’.

18. Example: Social Media Report
SERVICE

19. Service - summary
This slide should give a quick snapshot of your social media service results by cannel. If you can
use the following formula to estimate savings: Deflected contacts = (number of new enquiries) x
(estimated deflection rate) Savings = (number of deflected contacts) x (avg cost per contact)
Twitter Facebook Total
Enquiries 1,082 2,089 4,071
Resolved enquiries 789 1693 2482
Escalated enquiries 293 396 689
Response Time 0:23:00 0:54:00 0:38:50
Sentiment
POSITIVE
!
20%
NEUTRAL
!
18%
NEGATIVE
!
62%
POSITIVE
!
9%
NEUTRAL
!
26%
NEGATIVE
!
65%
POSITIVE
!
13%
NEUTRAL
!
19%
NEGATIVE
!
67%
Deflected contacts
(call deflection rate = 5%)
54 104 158
Estimated savings
(average cost per contact $5)
$270 $520 $790

20. Brand - sentiment trended over time
This slide should show customer service enquiries trended over time by channel.
It should show key trends in the volume of enquiries and should provide insights
as to what is driving the trends.
SAMPLE CHART - ENQUIRIES OVER TIME
call out drivers
behind trends
SOURCE: MANUAL TRACKING
0
50
100
150
200
250
OCT NOV DEC JAN FEB MARCH APRIL MAY
FACEBOOK
TWITTER