Client reporting is the best way to improve and build client-to-agency relationship. Deciding which capabilities are the most successful for a client’s brand certainly requires research, time implementing the digital strategy, and reporting the performance. Reporting is key when it comes to setting goals, hitting your target, and making adjustments where necessary. The following are reasons reporting is important for Social Media Managers, and how it impacts the enhancement of your business optimization.
What is Reporting?
All of the work we do as a Social Media Manager is directly tied to setting business goals and following through for the final ROI on a strategy or campaign. Reporting provides real-time information about the performance of our work. This helps our clients to see the true impact with numbers and this gives the Social Media Manager a way to connect their actions to the numbers. After all, the work of a Social Media Manager is all about results and revenue. By measuring our progress, we’re showing the client that they’re putting their money in the right place.
What Does a Report Include?
When it comes to social media reporting, it’s important to review the clients’ goals and the purpose of the report. We have to think about whether we’re reporting on a specific campaign, ongoing results, platform results, etc., and what information is most relevant. This also helps us to decipher whether we’d like to create a spreadsheet, send stats in a creative newsletter format, or even a slide presentation. Some of the most important sections include:
- A Summary: We like to start with an explanation for what the readers will expect in the report. This includes our intended goals, the time frame for the analytics, and our success metrics.
- Data Tracking: This includes the most common numbers and high-level data for each social network such as total engagement, followers, website traffic, post reach, clicks on posts, number of views, likes, comments, shares, etc.
- Snapshots: We love to visually show a quick overview of each top performing post.
- Paid Ads: In this section, we always include the number of conversions, leads generated, the social share, the impressions, and the total spent.
- Newsletter Performance: This will include a brief description of the topic covered, the open rate, and the click rate.
- Blog Stats: If we publish blogs to the company’s website, we make sure to include the covered blog topics as well as pageviews, source, and any additional information for the previous month or quarter.
- A Conclusion: And last, but not least, we always end the report by summarizing what we’ve learned, what our next steps will be, and what our recommendations for the future. Our reports will also often end with requests we have from the client, like budget changes, assets, and more.
Increased Organizational Communication
Communication and reporting results to a client is a major step in the key to solidifying client relationships and success. A Social Media Manager should step in to help guide the client with open communication and the goals that have been set. Collaborating with a company to keep them informed on their analytics and reports helps drive awareness and also assists us in reevaluating and keeping the goals intact.
Analytics can have a significant impact and may also change the way we make decisions on the client’s business strategy. With valid monthly reporting, the client’s stats are organized, giving us the ability to dive deeper into what the strengths and weaknesses are. Reporting opens up the lines of organizational communication and increased productivity between the Social Media Manager and the client.
It’s important that our client knows that although their hands are tied running their business, we are always working hard for them behind the scenes. Learn more about how we manage our client accounts at TargetMarket by calling us at (888) 632-4499 or fill out our free consultation form.
