What a Useful Social Media Management Report Should Tell You

A useful social media management report should connect the period's activity to the objective, explain what changed and why, show which content worked and which did not, and recommend what to do next. A page of follower counts and impressions without interpretation tells you very little.

For organisations in Ghana paying for social media management, the monthly report is how you judge whether the work is moving you forward. It is reasonable to expect more than a screenshot of platform analytics.

Start with the objective

The report should open by restating the objective the accounts serve, such as enquiries, ticket sales, community growth or reputation, and summarise progress against it. If the objective has not been agreed, that is the first gap to address.

Show the results that matter

Include the measures linked to the objective. Depending on the purpose, these might include:

• Website visits, enquiries, registrations or sales from social media
• Messages received and how quickly they were answered
• Growth in followers from the intended audience
• Engagement on content that supports the objective
• Reach for campaign content around key dates

Compare results with the previous period and with any targets. State the dates and the source of each figure.

Explain what happened

Numbers need context. The report should explain why results changed: a campaign launch, a change in posting frequency, a piece of content that was widely shared, a platform change or a quiet period. If something is uncertain, the report should say so.

Highlight what worked and what did not

Show the best and weakest content, with a view on why. Look beyond the most-liked post. Content that led people to enquire or register may have had modest engagement but greater value.

Our Women of Valour case study records more than 2 million organic impressions, the hashtag trending in the top five on key event days, and 3,550 registrations for the 2023 event against a target of 1,200. The registrations matter most because they match the event's objective; the impressions and trends help explain how people encountered it.

Report on community management

Include the volume and nature of comments and messages, common questions and any sensitive issues that were handled. Recurring questions may show information that should be clearer on the website or in future content.

Note paid activity separately

If paid promotion ran, show the spend, what it bought and what it achieved, separately from organic results. This makes it possible to judge whether the budget was used well.

Recommend next steps

End with clear recommendations: what to continue, what to stop and what to test next period. A report that ends with numbers leaves the decision-making to you. A good one gives you a view to discuss.

Keep it readable

A short summary at the top, followed by supporting detail, is easier to use than a long list of charts. Agree the format and frequency at the start of the engagement.

PR369's Marketing and Brand Strategy service includes social media management and reporting. Email info@pr369.com with your current accounts and what you want them to achieve. We will begin with a strategy conversation.