5 Tips for a Social Media Report Your C-Suite Will Love

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5 Tips for a Social Media Report Your C-
Suite Will Love
By Ron Schott – May 19, 2015
437 0 9 141 1
Gone are the days when a screenshot of
Facebook’s Insights tossed into a deck would
make people smile and approve larger budgets
for social. Social marketing has grown up. Along
with that coming of age, social marketers have a


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Ron Schott: Director of
Professional Services
Lauren Berry: Enterprise
Client Partner
responsibility to justify its existence, value, and
contribution to the brand. Where marketing
managers and directors were perhaps the
highest people looking at social marketing reports, the C-suite (your executive team) is
engaged, involved, and interested more than ever before. While that may be exciting, scary, or
just another day in the office, reporting to the C-suite takes a different approach.
Our enterprise client partner Lauren Berry and I have talked with countless heads of digital,
CMOs, and others, and we’ve learned a few key tenets that help us form our thinking around
reporting for the C-Suite. This is experience that we’ve used to help social marketers develop
their own executive reporting program around the world.
We’ve boiled those ideas down into a list to help get you started thinking about how to
report not just to your boss, but your boss’ boss (or maybe even your boss’ boss’ boss).
”
At , we’re constantly competing for eyeballs and attention. In a place where
social content is increasing every day, having a way to understand how our social
content is driving on-site behaviors and how our audiences are engaging with our social
content is incredibly important. The sheer volume of social posts we create daily means
boiling the associated metrics down into something that we can show stakeholders, and
that takes a ton of work. Simply Measured’s dashboards take all the heavy lifting off our
plates so we can focus on insights and strategy. –
About.com
Matthew Knell, VP of Social Media
and Community Strategy for About.com

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1. Know Your Business Goals
Without a clear understanding of what is expected of your marketing team, you can’t
accurately show how social marketing is impacting and influencing those goals. Are you on
the hook for increasing brand awareness or driving conversions? Those are two very different
end goals and have incredibly different metrics attached to each.
2. Ditch Metrics That Don’t Ladder Up

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Social community growth may be something that your social marketing team loves to see
going up and to the right, but does it align with the story you need to be telling executives?
Choose a set of metrics that show a logical link between actions your team takes and
business goals.

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3. Less Can Sometimes Be More
Most executives have pretty busy schedules, so giving them something that is impactful and
easy to digest (think one page) can help make an impression, but not lead to data overload.
4. Get Visual
Charts and graphs are often more impactful than tables and can offer more visually appealing
content to the reader. Think about how your executives consume information and design to
that standard.

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5. Timing Is Everything
An executive is in and out of meetings all day and emails likely pile up. Find out not just when,
but how your executives would like to receive your social marketing information and deliver
based on those findings.
For some, being able to receive a
link in their email they can view on
their mobile device might be the
best way to ensure they’re reading,
or perhaps it’s a PDF delivered right
to their inbox.
Ultimately, the idea of executive dashboards is as varied as the companies building them. If
you keep these five tips in mind, you can start building, refining, and sharing your reports
fairly easily.
Ask the Pros
This list is based off real conversations we’ve had with our biggest and smallest clients alike.
Recently, we visited a leading enterprise brand in the finance industry who was paying a large
amount of money to an agency to produce their monthly social media wrap-up. The wrap-up
was 60 pages! Do you know who reads a 60 page wrap-up? Nobody. And especially the
executive at the top who is responsible for budgets. On the flipside, we worked closely with a
large retailer to formulate a one-sheeter (the deliverable preference of their CEO), that
highlighted the social marketing team’s monthly accomplishments in terms of revenue,
The 5 Essential Social Media Marketing
Reports
Download

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impressions/reach (brand awareness), and engagements (customer loyalty). The CEO and
President of the company has now committed to attending the social team’s weekly
meetings once per month.
Simply Measured’s Professional Services team can help with guidance, experience, and
implementation along the way. They’ve helped deliver custom executive dashboards for
industry-leading companies around the world – each tailored specifically to the needs of
those companies and their teams.
If this is something you’re interested in, request a demo of Simply Measured. To learn about
other types of reports, download our free guide 5 Essential Social Media Reports. by clicking
the link below.
Get everything you need to analyze the metrics that matter
The 5 Essential Social
Media Marketing
Reports
Download

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Ron Schott
Director of Professional Services. I'm originally from central Washington, but
needed a bit more dampness in my life, so moved to Seattle after growing up in
Wenatchee and going to school in Pullman (#GoCougs!). I've spent the past 10
years working in the PR/advertising world. I like to spend time with my wife and dog,
Jasper, who essentially runs things around our house.
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