How to Create a Social Media Report: 6-Step Guide

Let’s be real—social media isn’t just about posting pretty pictures or witty captions anymore. It’s about proving the impact of your social media efforts. How did that last Cyber Monday or Christmas campaign perform? How many users did that campaign drive to your Shopify website, and what was its ROI?

Keeping an eye on all these vanity metrics, especially when you’re in the middle of another campaign and preparing for Christmas, can be hard.

This is where you take advantage of a social media report—your ultimate weapon to analyze performance, showcase wins, and pinpoint what’s working (or not).

But here’s the deal: creating a performance report isn’t just about throwing numbers onto a slide. It’s about telling a story of data that makes sense to your team, clients, or boss. 

Curious about how to do that effectively? Keep reading.

By the end of this guide, you’ll know exactly how to craft reports for your social media profiles that wow stakeholders, uncover valuable insights, and even save time while doing it.

Let’s dive in and transform the way you look at social media performance.

What Is a Social Media Report?

A social media report is a comprehensive document containing all the key performance metrics to understand how your efforts are performing. It’s a tool that tells the story of your social media campaigns and the results you’re getting. 

Think of it as a snapshot of how your campaigns, posts, and strategies are performing across platforms like Facebook, Instagram, Twitter (X), LinkedIn, YouTube, and Google Business Profile.

At its core, a social media performance report highlights key performance indicators (KPIs) such as engagement rates, follower growth, impressions, clicks, and conversions. But it doesn’t stop there.

An excellent report brings these insights to life and translates these numbers into actionable insights, helping you understand what’s working, what needs improvement, and where to focus your efforts next.

Whether presenting to a client, updating your boss, or analyzing your progress, a social media report is your go-to document for showcasing results, proving ROI, and shaping more innovative strategies.

In short, it’s how you connect the dots between your social efforts and business goals.

Want to know how to create one that stands out? Let’s explore further!

How to Create a Social Media Report in 6 Steps

Creating a social media performance report might get complex if you are unaware of the sequential steps. Here are the detailed steps to streamline your process:

Step 1: Define Your Social Media Goals

Before creating a dedicated social media performance report, you must define different objectives and KPIs to make the reporting process.

Goals and objectives provide a benchmark for measuring the success of your social media campaigns. By tracking your progress against your goals, you can determine whether your campaigns are on track or need improvement.

Establish Goals for Social Media Campaigns

Defining clear goals will help you measure the success of your social media campaigns, so you must define the objectives of your social media campaigns.

These could include increasing brand awareness, generating leads, driving website traffic, boosting sales, etc.

Primarily focus on creating goals that are Specific, Measurable, Achievable, Relevant, and Time-bound (S.M.A.R.T). SMART goals can provide a clear direction and deadline for your social media efforts.

For example, through Instagram, you can set a SMART goal for your social media campaign to increase website traffic by 25% within the next three months.

The goal defines a specific objective of increasing the website traffic and has a quantifiable metric of a 25% rise. It can be achieved because it’s not too ambitious or unrealistic and is relevant because it aligns with the overall marketing strategy.

Also, it has a specific three-month deadline, making it time-bound. But there’s also another aspect of SMART goals, which is choosing a specific social media platform.

Choosing Social Media Platforms

You can choose the social media platforms if you know your target audience and which platforms they are most active on.

For example, if your target audience is primarily young adults, platforms like Instagram and Snapchat may be more effective, whereas if your target audience is professionals, platforms like LinkedIn and Twitter may be more appropriate.

Once you have identified the social media platforms that you will use, you can then determine the KPIs that are most relevant to those platforms.

Identify key Performance Indicators (KPIs)

Once you have established your social media campaign goals, you must identify the key performance indicators (KPIs) that will help you measure progress toward these goals.

Your KPIs can include metrics such as engagement, reach, impressions, clicks, conversions, and audience demographics.

For example, on Instagram, track metrics like engagement rate, follower growth, and reach, whereas, on LinkedIn, focus on metrics like engagement rate, click-through rate, and lead generation.

Step 2: Search Your metric

Once you have identified your KPIs, you must determine the metrics you must track. It can set up the foundation for creating an accurate and detailed social media report.

Choose Appropriate Metrics for KPIs

You need to choose the most appropriate metrics to measure and track them. For example, if your KPI is engagement, you may measure likes, comments, and shares.

Here are some tips for selecting the most relevant metrics for your organization or client:

• Align metrics with business goals.
• Focus on metrics that can be influenced through your social media efforts. For example, if you can’t control the number of followers you have, then measuring follower growth may not be the most useful metric.
• Use a mix of quantitative (likes and comments) and qualitative metrics (sentiment analysis.)
• Consider metrics specific to each platform.

Identify Sources of Data to Measure and Track Metrics

Next, figure out where you’ll be getting all the information that you need to create a comprehensive report.

Identifying the sources of data will provide insights for your social media report. You can extract data from social media platforms, third-party analytics platforms, website analytics, customer relationship management (CRM) tools, and other sources.

Whatever you choose, make sure it provides the insights you need to create a killer social media report!

Step 3: Create the Template

This step involves creating a template for your social media report. You can choose a pre-existing template or create a custom one tailored to your needs.

Many social media report templates are available, each with benefits and features. Some popular templates include Excel spreadsheets, Google Sheets, PowerPoint presentations, and online dashboard tools.

However, you can avoid the trouble of manually adding the metrics and maintaining the data once you choose SocialPilot’s social media analytics.

Within a few clicks, you can generate a dedicated social media report based on the analytics results on platforms like Facebook, Instagram, Twitter, LinkedIn, and Google Business Profile.

Step 4: Build the Report

In this step organize the data into a clear and concise format that is easy to understand.

This could include using charts, graphs, and tables to help visualize the data.

You need to track social media metrics based on the platform and your goals. For example, if you want to analyze your Facebook marketing strategy, you must measure your Facebook page’s performance by defining the metrics like the growth of your fans/audience, likes, comments, shares, impressions, etc.

Once the data is available, you can format it into the desired visual graph, making it easier for a non-technical person to understand the reporting results.

If you use SocialPilot’s analytics tool, you can bypass the hassle of creating visually appealing graphics, as the tool has already broken down the most important metrics into eye-pleasing graphs and charts.

Step 5: Analyze and Interpret Data

This step involves interpreting the data to draw insights and identify areas of strength and weakness. Based on your findings, make recommendations that will help you improve your social media strategy.

Interpret Data to Draw Insights

You need to interpret the data to draw insights about your social media performance. Look for trends, patterns, and anomalies in the data to help you understand what works and what doesn’t.

For example, if your audience engages more with videos than images, incorporate more video content into your social media strategy.

Also, if you notice a spike in follower growth after running a specific social media campaign, replicate the same campaign in the future.

Identify Areas of Strength and Weakness

Based on your analysis, identify the areas of strength and weakness in your social media strategy. This will help you make informed decisions about how to improve your performance.

You can use a SWOT analysis to identify areas of strength and weakness in your social media strategy. The framework can identify areas of strength and weakness in your social media strategy and help you leverage the information to make data-driven decisions.

Let’s understand SWOT analysis with an example of a fashion brand with a decent social media presence.

• Strengths: The strengths can include a visually appealing Instagram feed, decent social media engagement, and a loyal following of fashion enthusiasts
• Weaknesses: You can struggle to generate leads or sales through social media.
• Opportunities: To improve its weakness, you can partner with fashion influencers to reach a wider audience or use social media platforms like TikTok to showcase its products and reach a younger demographic.
• Threats: If your competitors use social media more effectively, they may attract more customers and gain market share. Also, consistent social media algorithms or policy changes can affect the visibility of your content.

Make Final Recommendations Based on Findings

Based on your insights, make recommendations for how to improve your social media strategy. These recommendations should be actionable and tied to your social media campaign goals.

For example, if your social media engagement rates are declining on Instagram, you can improve your engagement rates by focusing on creating more interactive content that encourages user participation.

Try out different social media campaigns like polls, Q&A sessions, or quizzes or share user-generated content, which can drive better engagement from the audience.

Also, blending your content strategy with new formats like Instagram Reels can deliver excellent results.

Step 6: Report and share

This step involves presenting your report clearly and concisely and sharing it with the relevant stakeholders. You should also prepare for future reports by tracking your progress and making necessary adjustments to your social media strategy.

How to Present the Report

You need to decide how to present your social media report clearly and easily to understand, helping communicate your findings.

Choosing a detailed PDF format with multiple visual elements can make it easier for the stakeholders and your team members to analyze the social media reports.

Best Practices for Reporting and Sharing

There are several best practices you should follow when reporting and sharing your social media report. These include tailoring your report to your audience, highlighting key insights and recommendations, and being transparent about the data and method used.

Also, understand that report sharing is not a one-time thing. Many marketers do it every week, and others do it every month. So, with SocialPilot, we removed the manual task of sharing reports from your workflow with our dedicated Schedule Report feature.

With a click of a button, you can automate weekly or monthly sharing of your in-depth analytics report with teammates and clients via email. Say goodbye to the hiccups of generating social media reports manually monthly.

Preparing for Future Reports

It’s important to prepare for future reports by documenting your process and method. This will help you maintain consistency across different reports and make it easier to track your progress.

You should also identify areas for improvement and set goals for future social media campaigns.

Using the detailed steps, you can create a well-polished social media report to help you improve your strategies and optimize your resources.

If you get stuck during the process, wandering and looking for ideas, here are some examples to get some inspiration. 

Social Media Report Examples and Templates

Creating a social media report from scratch can feel overwhelming, especially when you’re juggling managing multiple platforms, metrics, and stakeholders. But don’t worry—having the right templates can help you save time and make your reports look polished and professional. Here are some examples and templates to help you get started:

1. Monthly Performance Report

A monthly performance report gives a comprehensive overview of your social media activities over the past month. It’s perfect for identifying trends, measuring growth, and spotting areas for improvement. Key elements include:

• Total follower growth
• Engagement rates across platforms
• Website traffic driven by social media
• Performance of top posts and campaigns

Use Case: Agencies use this report to demonstrate value to clients, while in-house teams share it with stakeholders to guide next steps.

2. Network-Specific Reports

These reports focus on one platform at a time, providing detailed insights into network-specific metrics. For example:

• Instagram: Engagement rate, Stories performance, follower demographics.
• LinkedIn: Post reach, click-through rates, and company page growth.
• Twitter/X: Impressions, hashtag performance, and retweets.

Use Case: Ideal for businesses that prioritize specific platforms or want to fine-tune their strategies for each network.

3. Custom Reports

Custom reports are tailored to highlight the metrics that matter most to your business. You decide what’s included: conversions, engagement rate, ad spend ROI, follower growth, or specific campaign performance. These reports are highly flexible and can be adapted to different goals, such as:

• Sales-focused reports tracking leads generated from social media.
• Brand awareness reports focusing on reach and impressions.

Use Case: Perfect for businesses with unique KPIs or clients with specific goals.

Not sure how to create these reports? Don’t worry; we have got you covered up. Check out our Social Media Audit Template and get yourself a headstart. It helps you:

• Quickly evaluate your social media performance.
• Highlight areas for improvement with clear, actionable insights.
• Customize your reporting for different networks, timeframes, or goals.

3 Social Media Reporting Tools For Better Analysis

Crafting insightful, visually appealing social media reports doesn’t have to be a headache. The right social media analytics tools can save you time, simplify data collection, and help you create reports that wow your clients or team. Here are three powerful tools to elevate your reporting game:

1. SocialPilot

Best Social Media Analytics for:

Rating:

4.5 (G2), 4.4 (Capterra)

Apps:

Web-version, Android and iOS apps, and Chrome, Firefox and Edge web extensions

Social Media Platforms Supported:

Facebook, Instagram, X (Twitter), YouTube, LinkedIn, and Google Business Profile

About SocialPilot

If you’re looking for a tool that combines simplicity with powerful reporting features, SocialPilot is a must-have. It helps you create detailed social media reports effortlessly, whether you’re managing one account or dozens.

Designed with agencies and SMBs in mind, this analytics and reporting tool enables you to track performance across all major platforms effortlessly. With customizable, white-labeled reports, you can focus on the metrics that matter most to your business or clients.

Additionally, SocialPilot’s analytics provide actionable insights into engagement, audience growth, and content performance. From identifying top-performing posts to optimizing strategies, SocialPilot ensures you stay ahead with data-driven decisions—all in a user-friendly interface.

SocialPilot Pricing

SocialPilot offers a 14-day free trial and access to all premium features (no credit card required & cancel any time). Choose a plan that fits your needs.

Overall Verdict

SocialPilot is an excellent choice for agencies and businesses seeking in-depth analytics and easy-to-create, comprehensive social media reports. Its prompt customer support ensures a smooth experience.

While occasional missed notifications for failed posts and a lack of instant reporting on these alerts can be improved, the platform remains a reliable and valuable tool for social media management.

2. Hootsuite

Best for:

Ratings:

4.2/ 5 (G2), & 4.4/ 5 (Capterra)

Apps:

Web, iOS, and Android versions

Social Media Platforms Supported:

Facebook, Instagram, X (Twitter), TikTok, LinkedIn, YouTube, and Pinterest

In depth review of Hootsuite

Our Experience

Hootsuite is a well-versed tool with robust social media management and reporting features. In our experience, its paid analytics tracking capabilities stand out, providing detailed insights into audience engagement, content performance, and ROI across multiple platforms. These analytics help businesses and enterprises fine-tune their strategies with data-driven decisions.

The platform’s user-friendly interface makes it easy to generate reports quickly. Pre-built templates are a plus, saving time for busy social media teams.

However, Hootsuite’s pricing may be a consideration for smaller businesses, as its advanced analytics features are only available on higher-tier plans. Despite this, Hootsuite remains a strong contender for those who prioritize granular data and comprehensive reports.

Final Verdict

Hootsuite offers a robust reporting and analytics dashboard that delivers actionable insights and a user-friendly experience, making it a valuable tool for optimizing social media strategies. However, occasional slow performance and minor data discrepancies compared to native analytics may impact its real-time reliability.

3. Google Analytics

Best for:

Ratings:

4.5/ 5 (G2), & 4.7/ 5 (Capterra)

Apps:

Web-version, Android and iOS apps

Supported Social Media Networks:

All social media networks

Our Experience

Google Analytics is a prominent analytics that complements social media reporting by providing in-depth insights into how social media drives traffic and conversions on your website.

While it’s not a traditional social media reporting tool, it shines in tracking the impact of social campaigns on your overall marketing efforts. You can understand which social media platforms bring the most visitors to your site.

Final Verdict

Google Analytics is a robust tool for tracking social media-driven traffic, user behavior, and campaign ROI, offering valuable insights for optimizing strategies. However, its slow data extraction speeds and complex custom reporting process can make it challenging for users seeking quick, actionable insights.

Importance of Creating Social Media Reports

Social media reports provide a comprehensive overview of a business’s social media performance. It can help you understand the current trajectory of your marketing strategies and help you optimize accordingly.

Here’s why creating social media reports is important:

1. Performance measurement

It allows you to track key metrics, such as engagement rates, reach, impressions, clicks, and conversions. This data helps you to understand how your social media efforts are performing, identify trends, and make informed decisions to improve your strategy.

2. Demonstrate ROI

Social media reports help show the ROI of your social media efforts.

It can present data on how your social media activity has impacted your business goals, such as website traffic, leads, sales, and customer retention.

3. Get strategy insights

Social media reports provide insights into what is working and isn’t working with your social media strategy. By analyzing the data, you can evaluate your social media tactics, identify areas for improvement, and adjust your approach accordingly.

4. Monitor competition

Using social media reports is not limited to your performance tracking. You can also track your competitors’ social media activity and performance.

By comparing your metrics against your competitors, you can identify areas where you need to improve and develop new strategies to stay ahead of the competition.

5. Analyze social media trends

You can use reports to plan for the future. Social media performance reports can be used to extract insights into social media trends and changes in audience behavior.

Using the data, you can develop new strategies aligned with your business goals and take advantage of new opportunities to engage with your audience.

But to avail these benefits of social media reports, you must know how to create a detailed report that’s easy to understand and analyze.

Ready, Get Set, Report!

A social media report template can be your north star to guide you through your social media performance analytics, which otherwise would feel unorganized, confusing, and resultless.

You can create an excellent social media report template by performing all the detailed steps in this blog.

However, your task will not be finished once the template is created.

You must face multiple challenges to extract and manage social media data. But with SocialPilot’s powerful social media reporting dashboard, you can avoid the hassle of creating a report template from scratch and create perfectly-crafted social media reports quickly.

Here’s what you’ll get:

• Content performance: Easily understand your top-performing content that engages your audience and leverage it to scale your social media performance.
• Audience insights: Know your audience better and analyze growth patterns to create social engagement strategies using SocialPilot’s integrated social media insight tool.
• Identify your biggest fans: Discover who interacts with your social posts, the most with impactful insights, like most active commenter, sharer, and more.
• Best time to post: Analyze the best time to post by getting insights about the active audience during the week.
• Comprehensive analytics: View analytics of all your social posts irrespective of whether you posted from SocialPIlot.
• Share PDF analytics reports: Schedule your in-depth PDF reports to share automatically via email with colleagues and clients, or download them from the Analytics tab.

Try it yourself!

Kickstart the free trial or schedule a demo call.