When was the last time you noticed a HUGE spike in likes, follows, shares, comments and sales from your social media reporting? Was it today, yesterday, last week, last month or last year? I don’t know about you but the frequency of my social media reporting depends on the goal and strategy of the campaign. Here are some pros and cons to daily, weekly, monthly, or annual social media reporting.
Finger on the pulse. Daily social media reporting means that you can report back and take action with the leadership team in almost real time on why you got that big spike in sales, negative comments or significant growth in likes or followers. This is especially important for marketers who work for political parties, celebrities, large consumer brands and major ecommerce websites. You can quickly drill into the weeds to respond/optimize/comment on what specifically impacted your brand from a specific post or platform or mention from a social media influencer.
Redundancy. If you’re not working for a major consumer brand or selling a high volume of products through ecommerce then daily social media reporting can be redundant and is not really necessary.
Best of both worlds. Weekly social media reporting is a great blend of frequency without the redundancy. You can still keep your finger on the pulse without spending too much time analyzing data for the sake of analyzing. You can also set up alerts for major events and triggers.
Missing the boat. You might miss the boat with weekly social reporting if there is a significant spike in your results and good or bad impact on your brand. Social media moves at light speed and news today and old news tomorrow.
Big Picture. Monthly social media reporting provides an aerial view and big picture of what happened last month. This is a great way to see what worked, what didn’t work and which platforms are also getting the best engagement. Monthly social media reporting is also great to have in your back pocket for those surprise management meetings when you have to present your work and success to the leadership team.
The Devil is in the Details. Monthly social media reporting does not usually have the level of detail a daily or weekly report would have. Monthly social media reporting only provides a snapshot and executive summary of what happened.
Budget Planning. Annual social media reporting is a great way to show the executive team why they need to invest more in social media marketing. You can take this opportunity to highlight the most important results such as sales coming from social media, impact on the brand, customer feedback, social media trends, most popular types of posts for likes, followers, comments, shares and which posts got engagement from influencers.
Forest for the Trees. Annual social media reporting lacks the layers of details that daily, weekly and monthly reports provide. The best use of annual social media reporting is a summary of results and trends to present to the leadership team for budget planning and next year marketing planning.