▷ 7 rules for developing good social media reporting 2021 -

Social media reporting is an essential element in community management activity. Animating the various social networks requires frequent contact with your clients or employers. Like editorial planning or content strategy, the statistics and reporting part is one of the skills of the freelance community manager. The objective: a perpetual search for improvement of actions in order to achieve your objectives. Here are 7 rules that will allow you to present relevant reporting.

Rule 1: Pedagogy: the key word in social media reporting

Social media reporting must present very clearly the quantitative and qualitative results of the actions of a digital strategy.

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Because, make no mistake, clients will always see your work as a short to medium term investment.

Based on this observation, they expect a real return on investment.

Note that the targets of your reporting will not necessarily be digital marketing insiders. Thus, you will have to make your report as intelligible as possible.

Indeed, if a digital project manager or even a social media agency will be familiar with terms such as earned media, kpi or reach, it will not necessarily be the same for the CEO who hired you.

The pedagogy goes through:

  • Popularize technical concepts as much as possible;
  • Use visualization, images and icons rather than text;
  • Prioritize information;
  • Don’t make it too long.

The use of tools such as PowerPoint, Canva or Photoshop (for the most skilled) will facilitate the creation of visual reporting!

In short, the rule that you must remember is to consider the person who will read this social network report as ignorant of the rules of social media and the animation of social networks.

Know that this skill is more and more requested by new customers who recruit CMs.

Companies are looking to follow your social media actions very closely.

Do not see it as a disadvantage, on the contrary! There is nothing worse than a company that lets you run web communication without looking at it except to blame you.

Managing social media is not an exact science, so it requires regular adjustments despite good social media practice.

Rule 2: Which reporting for which target?

Your social media reporting can have several forms depending on the actions you have put in place.

Among the social media reports that you can present are:

  • Classic social media reporting (monitoring of actions on the networks);
  • Campaign reporting (advertising or influence): monitoring and results;
  • The crisis report;
  • The audit (benchmark) of brands.

It will be necessary to specify to your target what type of report you are going to present to them.

By target, I mean the people to whom you will expose the results of your presence on social networks.

This can be directly the customer, but also the digital project manager or the marketing manager for example.

Depending on the intended target, you will not use the same data. The more the target is initiated, the more you will go into technical details and vice versa.

That said, in all cases, the target should at the end of your social media reporting have understood the key messages you want to convey.

Rule 3: Provide an inventory at the start of reporting

Before starting your reporting, it is good to present the different social media of the brand.

Depending on the elements you want to highlight, the inventory may include the following information:

  • The owned media : what belongs to us and on which we can act (social networks, site, blog…);
  • The paid media : what we paid for;
  • Earned media : what concerns us but over which we have no real control (customer reviews, press article, etc.).

Thus, the target of your social media reporting will have an overview of the brand’s digital ecosystem before your various actions.

After this introduction, you will present to your target the different objectives that you had set for yourself.

As a social media manager for example, you had to set up a social media strategy containing a component Goals.

Because being present on social networks without a goal is unrealistic. The social media strategy will make it possible to try to achieve the various objectives that we have set for ourselves.

Among the objectives that a brand can integrate into its strategy on social networks, we have:

  • Create a community;
  • Retain existing customers;
  • Work on your brand image;
  • Increase its notoriety;
  • Ensure the customer relationship;
  • Generate traffic to its site;
  • Work on the brand’s e-reputation.

Your network communication strategy can obviously target several of these objectives.

But the latter will have to be evaluated according to what are called kpis.

Performance indicators that allow you to measure the effectiveness of your actions and refine your strategy as you go.

Examples of kpis:

  • Number of subscribers / followers;
  • Scope of posts;
  • Social traffic to your site;
  • Engagement rate;
  • Clicks on links.

These indicators must be measurable and quantified in order to be able to use them in your report.

The rest of your social media reporting will focus on the heart of your work: actions and their interpretation.

Rule 5: Present the actions implemented

Now that you have recalled the objectives of your strategy, the rest of your social media reporting will focus on the actions you have taken.

This is where you will focus on visualization and images. As we said above, clarity and synthesis are your best allies.

There is little or no room for overly specialized terms, aim for clarity!

Here is one way to present the data:

Objective A + kpis:

an action / a number / an image

an action / a number / an image

Objective B + kpis:

an action / a number / an image

an action / a number / an image


Objective A + kpis:

an action / a number / an image

Objective B + kpis:

an action / / a number / an image

Thus, your target will be able to have an overall idea of ​​your way of communicating on social networks (action) but above all will be able to know the results that you have had (number).


Objective: visibility on social networks with for kpis the number of subscribers and engagement,

Action: the community manager has implemented a content production strategy targeting the brand’s personas.

Figures: over a week we had 50 new subscribers and a 2% engagement rate.

Image: one or more emblematic posts of the type of content offered.

Rule 6: Interpret the results

After presenting your actions on your various pages (Facebook, LinkedIn, Instagram…), you will have to give an interpretation to your various results.

The interpretation part is one of the most interesting in your social media reporting, because it requires good analytical skills.

The interpretation may contain the following elements:

  • Explain the figures you obtained as a result of your actions;
  • Highlight the positive elements which therefore need to be pursued and reinforced;
  • Highlight unexpected elements;
  • End with less glorious results and explain them if possible.

In the interpretation of your community management actions, know how to remain humble.

Admitting that editorial content or a hashtag strategy was irrelevant doesn’t make you a bad cm.

On the contrary, it shows your professionalism! CM’s strong point is their ability to bounce back and improve their actions, otherwise everyone could be CM.

Rule 7: Suggest your areas for improvement

Proposing areas for improvement is mandatory in your reporting. In this part your expert eye is once again essential.

Now is the time, in your social media reporting, to discuss your doubts and actions with your client that you deem useful, unnecessary, or even essential.

Normally, the previous part of your social media report should have finished convincing your client that you have mastered statistical analysis.

Community management is not an exact science as I always say. If you stubbornly maintain a strategy that doesn’t work, you won’t have better results.

Each recommendation should be linked to one or more objectives to maintain clarity.

Some recommendations that may appear in your report include:

  • Offer a competition;
  • Opt for advertising campaigns (Facebook Ads);
  • Modify the editorial strategy;
  • Redefine target communities on social networks;
  • Add a new social network to your strategy;
  • Invest in new social tools;
  • Work on a project with influencers.

As you can see, there may be significant changes to your strategy in your recommendations.

These recommendations are the result of hours of network management, moderation and content creation. Your expertise and this experience will allow you to advise your clients in the best possible way.

Yes, some recce will ask for extra money, but nobody said that digital communication was free.

You are responsible for offering, then, your client to follow your advice or not.

Thus, social media reporting is your roadmap as a community manager. Test things, analyze, modify and improve your strategy together with your client. Here is the secret!