2. Determine key stakeholders

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A preview of Sprout's Cross-Network Paid Performance Report which demonstrates various metrics including total spend, impressions, engagements, clicks, conversions and more.
On the organic side, these reports help you netherlands b2b leads share insights and collaborate with media buyers to improve both the paid and organic efforts of your campaign.

Figure out the key stakeholders you’ll be sharing insights with to set a firm foundation for your campaign performance report. Knowing your audience will help you understand their expectations and which information will be the most important to share. For example, a chief marketing officer might want an executive scorecard with a broad overview of key campaign milestones, while a social media manager might ask for a granular breakdown pointing out significant trends.

You’ll also need to define stakeholders to create your various workflows, especially approval workflows. This level of governance makes sure marketing leaders feel informed and confident about how social supports campaign goals. In Sprout’s Campaign Planner, you can see which of your campaign-related posts are out for approval—a good way to track content that still needs stakeholder review.

A preview of Sprout's message approval workflow.
Along with message approvals, you can share campaign calendar views and campaign-specific reports with relevant stakeholders to keep them informed of content plans and overall performance.

3. Select a reporting tool
Managing a social media campaign with native tools is difficult, and manual reporting is an obstacle in of itself. Marketers are also challenged with measuring the return on investment (ROI) of social campaigns—that’s why having access to the right tools and infrastructure is a must-have.

Adopting a tool like Sprout centralizes your existing social publishing, customer care and reporting workflows. There are a lot of social media analytics tools to choose from like Google Analytics, Sendible and Keyhole, so do your due diligence to determine which platform will help you achieve your goals.