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Why You Need Frequent Social Media Brand Health Reports

Social Media Analytics, Social Media Marketing, Social Media Strategy

Here are just a few things brands should be learning from their social media reporting:

  • What social networks do our fans/customers use most? How often?
  • Do our fans leave comments about our products? Our customer service? Does this go up or down around our marketing campaigns? Is it positive or negative?
  • Do we eventually lose followers after a campaign ends? Does that mean the campaign wasn’t worth it?

By bringing this data to light on a consistent basis, teams can use their ad spend dollars wisely and invest further where their fans are truly engaged.

2

Why Isn’t This Happening Already?

It’s an understatement to say social media marketing and community management teams are too busy to add one more task to their workload.  They are multitasking so quickly each day that they are often working faster than the programs they are using. Waiting more than a minute for a photo to upload or download feels like an eternity.

When asked to set aside four hours once a month to produce another report, it probably feels downright painful. Especially since groundbreaking decisions are not likely to be made from the findings of one of these reports. But expert navigators know that it only takes being off course by an inch to end up more than a mile away from your destination.

Brand Health Reports Should Be Insightful and Not Just State the Obvious

Weekly reporting on social media ads and community health is likely to benefit those closest to the content, aka, those who are in the trenches. These reports have metrics in them around post reach, engagement, as well as views and shares – the kind of metrics that alert managers to poorly performing content, or marketing messaging that is really catching on.

Without week over week or month over month reporting (on the same benchmarks/KPIs), brands don’t know a lot of things. The scary thing is that big, expensive decisions are made from a place of not knowing. If you’ve ever tried to make your way in the dark, you know it’s slow going and likely to cause injury.

Also, just because your brand looks at past performance around this data, this does not mean you are living in the past and not innovating. It means you can brag about your next innovative campaign because, according to the benchmark data, it blew everything you’ve ever done out of the water.

Different Reports Evaluate Different Data so You Can Accomplish Different Goals

Teams can create different reports to accomplish different goals. The biggest mistake is not reporting with any consistency. Here are recommendations for social media reporting, its frequency, its benefit, and its indented audience:

Report Cadence    Benefit Audience

Post Level Performance

Weekly Content Investment Coordinators/Managers

Brand Health Metrics

Monthly

Progress, Alerts, Trends, ROI

Executives

Influencer Performance

Monthly

Asset allocation review

Coordinators/Managers

Campaign Focus

Ad Hoc

Evaluation of campaigns

Coordinators/Managers & Executives

Competitive Landscape Quarterly Market share awareness

Executives

There are enough social media analysis platforms that aggregate across social media networks, that brands can work efficiently with what little time they have. If these reports are being produced, but the community managers and coordinators are still asking “so what?” then maybe the format of the report needs to be revisited. Even just the way the metrics are arranged can make a huge difference in quickly seeing the insights into the data.

No brand should still be making decisions in the dark, or veering too far off the mile markers. Technologies and service providers are in place and available to make sure this doesn’t happen. The last thing a brand wants to do is end up so far from being relevant that they become eclipsed by smaller, savvier brands that have moved more quickly because they know their share of voice of the top of their heads.

Contact Tracx at info@Tracx.com to see good examples of social media reporting!

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