Wednesday March 24, 2021 By David Quintanilla
How to Create a Social Media Report (Includes a Free Template)

Digital advertising produces a ton of information. A social media report is the easiest way to trace and analyze that information so you’ll be able to study out of your efforts and prove your social media ROI

Research from Google and Forrester discovered half of entrepreneurs are struggling to handle their information. A social media report may also help.

On this put up, we’ll have a look at: 

  • what information you must embody in your social media report
  • the place to seek out that information
  • the way to current your information successfully to numerous stakeholders. 

What is a social media report?

A social media report is a document that presents and tracks relevant data about your social media activities

It can be anything from a bare-bones listing of numbers in a spreadsheet to a spiffy slide presentation packed with analysis. It all depends on the purpose of your report and who your audience will be. 

You might need to make multiple reports to suit different audiences or goals.

How to create a social media report

When thinking about how to create your social media report, ask yourself the following questions:

Who is your target audience?

Is this report meant for your boss, your marketing team or VPs? 

Focus on what’s important to each audience, instead of forcing everyone to dig through a general report to find what’s relevant to their jobs. The higher up you go in your company, the more concise your report needs to be.

What information is most relevant in this context?

Social media can help drive awareness, sales, leads, engagement—the list goes on. 

Make sure to stay laser-focused on the social media KPIs and metrics that matter most to your online business — and the stakeholders you’re reporting to. Don’t get slowed down by reporting on further stats except you discover a serious spike or one thing noteworthy.

What your social media report ought to embody

Your social media report ought to look good and be straightforward to comply with. There’s no must go overboard with intense formatting or pointless particulars. It’s finest to let your information inform the story. 

Here’s a fundamental define to get you began. To make issues straightforward for you, we’ve put all of this right into a free social media report template, which you’ll obtain beneath. 

Be happy to combine and match the sections to create a customized social media reporting device that works on your supposed viewers and wishes.


Begin your social media report with a fast abstract, together with your:

This gives context so your readers perceive what to anticipate in the remainder of the report.

Success snapshot

Subsequent, present a fast snapshot of your social efficiency. 

Relying on the objectives of your report, it’d describe a particular marketing campaign, or month-to-month or weekly efficiency. 

For instance, you would possibly need to record high-level information like: 

  • complete new followers
  • complete engagements
  • complete web site visitors 

That is only a fast overview of crucial outcomes. You’ll get into the small print within the subsequent part.

Knowledge monitoring

This part is all in regards to the numbers. For context, it’s a good suggestion to begin with some earlier outcomes. 

In case you’re reporting on a marketing campaign, look for the same previous marketing campaign to match what you achieved. 

In case you’re creating a daily weekly or month-to-month report, monitor your outcomes in comparison with the earlier a number of weeks or months. This lets you see ongoing tendencies. You can additionally examine your outcomes to the identical interval from the earlier 12 months, to account for any seasonal tendencies. 

The particular information to incorporate in your social media advertising report will rely on the objectives and associated metrics you’re monitoring. Listed below are a number of the commonest numbers to incorporate for every social community:

  • Variety of posts
  • Net followers gain or loss
  • Number of likes
  • Submit attain
  • Variety of feedback
  • Variety of shares
  • Variety of web page/profile views
  • Variety of clicks on put up hyperlinks
  • Variety of clicks on the hyperlink in your bio
  • Variety of story views
  • Variety of video views
  • Prime performing put up(s)

As well as, it’s possible you’ll need to report on the next general information:

After all, you’ll be able to embody way more information if it’s related to your targets. For a full breakdown of all of the numbers you would possibly need to embody in your social media enterprise report, try our put up on social media metrics that really matter.

Different standout outcomes

Generally numbers don’t totally seize the outcomes of a marketing campaign. Possibly you made contact with a key social media influencer for the primary time. Or possibly a very compelling evaluate got here in via social that you just’ll be capable to use in future advertising campaigns.

Embrace room in your social media report back to share all types of success which can be related to your objectives.


That is the place you transcend merely reporting the numbers and analyze what the info really means.

For instance, fairly than merely reporting the variety of engagements, you would possibly need to analyze the variety of engagements per put up or follower. This method might assist you establish varieties of content material that work finest together with your viewers. 

And fairly than merely reporting the variety of clicks you drove to your web site, you would possibly need to analyze how a lot of your complete web site visitors is coming from social campaigns.

Once more, make certain to offer context by evaluating your outcomes to earlier campaigns, or to what you understand about competitor campaigns.

In case you can, attempt to decide why you bought the outcomes you probably did. The info are fascinating, positive, however the causes behind the info are what may also help you tweak your technique and set meaningful social media goals.


Finish your report by summarizing what you discovered. Embrace a piece outlining how these classes will assist information your future technique.

Social media report template

We’ve created a social media report instance template you need to use to verify your report seems good and hits all crucial areas of information and evaluation. 

Instructions on using the free Hootsuite social media report template

Once you download our free template, follow the instructions to customize it.

If you’d prefer to create your own social media report template, you have a couple of options. 

If you’re going to focus primarily on numbers, you can create a template in Excel or Google Docs. For reports with more analysis, use a spreadsheet to gather your data, then present it in a document or slide presentation.

Another great option is to use a social media reporting tool like Hootsuite Analytics to build custom reports. You’ll then have access to easy-to-read charts and graphics you can export directly to a spreadsheet, PDF or PowerPoint.

Social media reporting tools

Now that you know what data to include in your social media report, here’s where to find it on each platform.

Facebook Insights

Head to your Facebook Page and click Insights in the left menu. You’ll see data for all your major metrics, presented in a visual way.

You can click through various reporting options in the left menu to see more detailed information about likes, reach, actions on your Page and more.

To export data for your social media report, click Export Data on the top right of the Insights page. You can choose which data to export and the format that works best for you (.xls or .csv).

Exporting Insights data from Facebook

Twitter Analytics

Open your Twitter profile and click on on the three dots icon within the menu, then click on Analytics.

Accessing Analytics on Twitter

You’ll discover key information on the principle analytics display screen. 

To search out extra detailed info, click on via the choices within the high menu of your Twitter Analytics display screen. From there, click on Export Knowledge to export the knowledge as a .csv file so you’ll be able to add it to your social media report.

Exporting analytics data from Twitter

Instagram Insights

Open your Instagram profile on a cell machine and faucet on the three bars menu icon on the highest proper of the display screen. Click on Insights.

On the primary display screen, you’ll see overview information like accounts reached, interactions, and complete followers. Faucet on any of the overview information factors for extra particulars.

Instagram Insights, "Accounts Reached" view

There is no such thing as a choice to export Instagram analytics information from the app, so that you’ll should manually enter it in your social media report (or use a 3rd celebration social media analytics device like Hootsuite to report in your Instagram efficiency). 

Remember that Instagram Insights are solely accessible for professional accounts.

LinkedIn Analytics

Open your organization web page and click on Analytics within the high menu, then select Guests, Updates, or Followers.

Accessing LinkedIn Analytics

You’ll get entry to metrics like web page views, impressions, engagement price and new followers. 

LinkedIn Analytics affords an fascinating distinctive characteristic. In case you scroll down on the Followers analytics web page, you’ll see the way you examine to comparable corporations below the Firms to trace heading.

To export your information as an .xls file, click on the blue Export button on the highest proper.

Snapchat Insights

Snapchat has built-in analytics for creator accounts and public enterprise profiles. 

In case you qualify, open the Snapchat app and faucet on the Insights tab. You’ll get entry to information about story views, attain, common view time and extra.

Pinterest Insights

Supply: Snapchat

There’s no choice to export your information to an .xls or .csv file, so that you’ll must enter it manually in your social media report.

Pinterest Analytics

Out of your Pinterest profile, click on Analytics on the high of the display screen.

Accessing Pinterest Analytics

On the overview web page, you’ll discover details about impressions, engagements, saves, outbound clicks and extra. You may get extra particulars by clicking on the assorted analytics choices within the drop-down menu.

For information in your Pinterest advertisements, click on Adverts within the high menu, then select Reporting from the drop-down record.

All Pinterest analytics pages besides the overview have an Export CSV button on the high proper. Click on it to obtain a .csv file of your information to include in your social media report.

Exporting Pinterest Audience insights

TikTok Analytics

To entry TikTok Analytics, you’ll want a TikTok Pro account. When you’ve made the swap, open TikTok in your desktop.

Hover your cursor over your profile photograph and click on View Analytics. You possibly can entry general metrics on your account, in addition to detailed data about every of the movies you’ve uploaded. 

TikTok Analytics

Supply: TikTok

It’s also possible to entry TikTok analytics in your cell machine, however you’ll be able to solely export them from the desktop view. 

Hootsuite Analytics

Hootsuite Analytics lets you gather information and create studies for a number of Fb, Twitter, Instagram, and LinkedIn profiles from one dashboard.

Hootsuite social media analytics dashboard

Supply: Hootsuite

You possibly can customise the dashboard to trace the metrics that you just’ve recognized as most essential on your social media report.

When it’s time to create your report and share your information, you’ll be able to customise what info to incorporate. You’ll have entry to an ideal collection of charts that inform your reporting story in a extremely visible method, so the knowledge is simple to eat at a look.

You possibly can share studies with crew members immediately inside the Hootsuite Analytics interface. Or, you’ll be able to obtain your full social media report as a PDF, a PowerPoint, or a spreadsheet file that’s able to share.

To get extra particulars on the way to benefit from the info accessible via all of those social reporting instruments, try our weblog put up devoted to social media analytics.

Use Hootsuite to do all of your social media reporting from a single dashboard. Select what to trace, get compelling visuals, and simply share studies with stakeholders. Attempt it free immediately.

Get Started

All of your social media analytics in a single place. Use Hootsuite to see what’s working and the place to enhance efficiency.

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