How to Make a Social Media Performance Report

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It has been a reality for years that companies need social networks as a vital part of their operation, but once our company has made that leap into the social world, there is still something very important that will help in making strategic decisions in the future: the results report or KPIs .


For those who are not familiar with the term, KPI refers to Key Performance Indicators, or in other words, those metrics that allow us to see progress in relation to the objectives, which brings me to the first point:

Setting Goals
We cannot determine which KPIs are really going to help us when making decisions if we do not first have well-defined objectives. Everyone who creates a business knows what objectives they want to achieve, but it is important to know how these objectives translate into social media.

For example, if we have an online hotel booking site, the objective of our business will be to increase sales. Therefore, on a social level, the main objective would be to have as many bookings as possible, and our main metric or KPI to take into account will be the booking conversion rate.

Set goals and measure progress
Once we have established our main KPIs, we must establish goals and measure the evolution of the results for better decision-making.

It is very important not to “measure for the sake of measuring”, that is, it is useless to know that my booking conversion rate is 45% this month if I do not contextualize this data with respect to my goal and with respect to previous periods. If I have verified that reaching a conversion rate of 60% my earnings are as expected for this year, that 60% will be my main goal and it is also important to know why in some months it increases and in others it decreases, hence the importance of periodic data collection.

Analyze the competition
Just as it is essential to contextualize data over a period of time, it is also important chile phone number to be able to compare the evolution of our KPIs with respect to the competition.

Not all metrics are comparable as we do not have certain access to our competitors' data, but both on the web and on social media there is always public data that we can measure and get an idea of ​​how our business is positioned in the sector.

Representing data visually
Once we have our main indicators collected, measured and contextualized, the phase in which we have to represent them arrives.

This point is key to making our report understandable and clear, because for you, who are in charge of collecting the data, it may be very easy to understand what is being represented and measured at each point, but for a person who sees it for the first time, this task is not so easy.

You have to establish what type of visualization is best for each metric . As long as the evolution of the data can be represented in a graph, don't hesitate, it is a thousand times better than in a table, but be careful, you have to analyze what type of graph is best for each occasion.

Interpretation of results and insights
The last but essential point is the interpretation of the results and insights. Here are two essential points:

The conclusions must provide data that are not already represented in the report, providing additional value that is essential for a good understanding of it.

A conclusion is not an insight. You have to know how to differentiate between these two terms and both are necessary in a report. Conclusions help us to make decisions based on already known data, an insight helps us to understand the basis of the problem and thus decide on the best strategy. For example, as a conclusion of a KPI report we can say that our conversion rate of reservations in November is 45%, which is lower than in August, which was 60% because our business depends on seasonality and obviously in summer more people go on vacation than in autumn. But in addition to this, we observe that the reservations made are in most cases for a short period of time (reservations from today to tomorrow) and from there we obtain a great insight: there are many people who wait until the last minute to book and find offers. With this insight, some advertising campaigns have already been carried out, such as this one , which was very successful.