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Posted by on Sep 3, 2012 in Guides / Tips, Social Networks |

How to prepare a good report of Social Media

How to prepare a good report of Social Media

When working in the new business of Social Media, be aware of the social networks and feelings of our users is not enough. We must also pay attention to the statistical fluctuations of our networks. And, if we are doing a good job, we will also need to demonstrate this good work in terms of growth. The key is to create a good report that shows what we have been doing, so today we’re going to be giving some tips.

One of the biggest problems we have when creating of Social Media is that customers often focus more on the aspects of growth in the formation of a community. We demand more and more “fans”-which, let’s face it, with some investment in advertising can be achieved in a few days, but do not consider how these followers are interacting with the brand. Naturally: companies are more focused on the look “formal” work and live day by day as people who are responsible for interacting with users. Good Social Media report should be able to take these two aspects, the quantitative and qualitative, and show us why go together.

The needs of your customer

Before creating a report or develop a template to do, we have to sit down and talk with the client about what they want to see in a report. This does not mean we have to follow everything to the letter: we can educate them about the importance of a particular metric, other metrics explain why it is not interesting, and also to emphasize the flaws that may have statistical methodologies in Social Media.

When we have very clear what our customer is looking for, we can begin to develop the report. A brief chat or email exchange tell us what you are looking for, but it’s our job to know how to organize it. It just depends on what we have said: if you prefer to have first a statistical knowledge of the fanpage, is what comes first. If you want to know the feeling of the community, we can place it in a privileged position.

Your limitations

Can not promise things you can not do. If we guarantee the customer that we can analyze the behavior of their competence in social networks, then you had better have a tool to do it for us or we’ll have to collect all these statistics by hand and lose much time. If we promise we can calculate the range of all our tweets, then we will also need the tools.

It is important to understand what to do and what not before generating a new report. For this, we must have significant knowledge of the tools (more on this shortly) and our own knowledge: if we are a disaster and we need to calculate mathematical things by hand, the report is false information. The client also has to be aware of the limitations of available systems, and the ever-changing nature of statistics in social networks.

The presentation

Another important aspect of the reports in Social Media is the presentation. While statistics are an item, are closer to the advertising or marketing than anything else. So they have to have an attractive design and a clean and simple organization of information. We can use various tools to generate data that will be in the report visually. For example, the graphs can be generated in Excel (in the most attractive way possible). If you are working with an Advanced Client, we might generate graphical reports for us and we can simply copy and paste this information.

But while Excel is the tool that is responsible for processing all the data, it is important to bear in mind that we can not submit an Excel file to a client. We need to bring information well organized and attractive, and this is used usually for PowerPoint, design possibilities by giving us. The best option is to save the PowerPoint file in PDF format, to make it lighter and easier to read. The graphics should be organized in a single slide, with a short caption if interesting things happened. I should not have too much text on a single slide, as this tends to bore the person who is looking.


If we are managing social media for a company, chances are we’re in two situations: we provide and statistical tool which can export reports or ask for certain information to us and we have to choose and hire the service most suits us. We have reviewed in previous occasions what are some of the best services on the Internet , so we will not repeat this time, although there are other payment tools are very powerful.

We spoke a few lines ago about the importance of knowing our limitations. Each of the tools is different in a sense, but we always provide the same information. In the case of Facebook, his insights are very complete and we really need to hire an alternative service to supplement it. With Twitter the thing is more complicated, but we can use a variety of services to measure the impact of our tweets.

The information displayed in the report will be drawn from these tools, so it is important to know all the options. If we are learning to use a new tool, let’s take a few hours to explore it in depth and consider how we can use this data to our advantage.

The templates

We will not lie: Social Media reports do takes time and can be quite stressful. So this is one of the most important advice we give. To save time, we can create templates or PowerPoint templates where, every week or month, all you have to do is complete the information as if it were a form. If all threads have the same template, will be much easier and will save time considerably.

The conclusions

There is no “good” way to create a report, but there are good reports. By working in a large agency or a large customer probably will not have to take on this task. But it never hurts to know how.

The important thing is knowing how to interpret customer needs and to translate them into a report that will not consume much time and has a very graphic nature, so they can know the status of the accounts just watching a few seconds each slide. With this in mind, we can go out and make reports.

However, these reports are always changing, the tools we increasingly offer our customers more choices and also have more needs. Take reports and templates as a base and work to improve every day, make them more complete and try not to go crazy trying.

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