How To Create a Social Media Report and Explain It to Your Boss or Client?

Team Pepper
Team Pepper
Posted on 27/09/216 min read
How To Create a Social Media Report and Explain It to Your Boss or Client?

Table of Contents

  1. What is a Social Media Report?
  2. How to present the data in your social media report to your boss or client?
  • Include the metrics that matter to your boss or client
  • Use visual aids
  • Set realistic goals
  • Choose the correct frequency
  • Customize a template for your social media report
  1. Methods to create a social media report
  • Follower growth
  • Influence report
  • The volume of posts
  • Reach rate
  • Total engagement
  • Clicks
  1. Social Referral Traffic
  • How to create a report
  1. Key takeaways
  2. FAQs

What is a Social Media Report?


A social media report is a document that demonstrates the performance of your social networks. It offers a way to extract value from data based on several social media report examples: Facebook, LinkedIn, Twitter, Youtube, etc. It includes all essential social media data like reach, conversions, followers, awareness, and engagements necessary for today’s businesses. 

How to Present the Data in your Social Media Report to your Boss or Client?

You have put in a lot of effort, pulled data from different analytics tools, collated the data, and compiled a report. The challenge is to present it so that your boss or clients easily understand the information when they see it. Choose the statistics that matter the most to your client or boss and present them in a way they understand. 

1. Include the metrics that matter to your boss or client


  • When your boss or client looks at the number of followers, it gives them insights into the popularity, brand awareness, and reach. 
  • The growth rate gives them a fair idea of the number of people you will reach and the perception others have of you. 
  • Engagement provides them with information about likes, comments, and shares on a post. 
  • Reach shows the size of the audience you are corresponding with.
  • Conversions provide them with information about the number of people who reached the desired result: buying the product, completing a form, signing up for email newsletters, or any other objective you have set for your campaign. 
  • Include any other metrics that are specified by your boss or client or those that interest them. 

2. Use visual aids 

People understand data better when it is represented visually. Use graphs, pie charts, and tables to describe critical statistics in your report to make it easier to understand.  They are pleasant to look at instead of just text and numerals. 

3. Set realistic goals

Set realistic goals before you initiate a new social media marketing campaign. Do you need more engagement, better reach, more followers, or increased sales? Include critical objectives in your report so that readers can identify whether the goals are being met. 

4. Choose the correct frequency 

Depending on the objectives of your social media campaign, you will need to set a proper interval for your reports to be sent out. Does your boss want to see the social media report weekly, monthly, or quarterly basis? Also, you would need to send the report in his preferred way. Send the report by phone, email, or you might have to deliver the report personally. 

5. Customize a template for your social media report


A social media report in 2021 has become an essential part of social media marketing, and nearly thousands of companies use social media reporting. Plenty of pre-designed social media reporting templates are available online, some are available free of cost, and others are available for a small one-time fee. 

Find a layout that suits your reporting needs, customize it with your company logo, and include the metrics not already present in the template. It will save you a lot of time and effort, and you will still be able to create the best social media report. 

Methods To Create a Social Media Report

1. Follower growth

Report the increase in the number of followers. For example, “We are gaining 800 new followers every week.” The number of followers depicts the popularity, reach, and brand awareness. As the number of followers grows on your social media profile, your influence widens in terms of the number of people you shall potentially reach and perceptions others have of you.

There are many social media reporting tools available in the market that simplify social media reporting. You can view all the data required for your reporting in a single social media reporting tool instead of undergoing the tiresome process of logging into multiple social media analytics tools to collect the information you need and compile a report. 

2. Influencer report 


It’s great to have a celebrity or someone influential follow you and to share that with your boss or client. The value of having an influencer follow you is that any post of yours has an opportunity to reach a considerable number of users. Influencers among your followers mean that you are being taken seriously by famous personalities. It is advantageous to design your social media marketing campaigns that interest the influencers in sharing them on their profile, and your marketing campaigns reach thousands of their followers. 

SocialRank and Followerwonk are tools that help you to identify influencers on Twitter. Sign up on these websites and connect your accounts. Identify your followers who have a massive following and add that information to your social media report to devise your future social media marketing strategy. 

3. Volume of posts 

One of the critical reports that people run is the number of posts to a social network. You would be able to check the number of posts with the help of social media reporting tools. Log into your social media reporting tool, select your profile, choose metrics breakdown, and select posts. 

4. Reach rate 

Reach is the number of people who might view your posts. Any social media reporting tool displays the reach per post for Twitter, Facebook, and Instagram. To get reach rate, calculate reach per post by totaling reach and dividing it by the number of followers. 

Reach rate (Percentage of followers that have seen your post) =  Reach per post / Total followers. 

5. Total Engagement 


Total engagement is the sum of likes, re-shares, clicks, or comments. Total engagement gives you an idea about the effectiveness of your post. Good engagement equals good sharing. Export data from your social media reporting tool, Facebook or Twitter. 

Engagement per post

Engagement per post gives you a clear picture of precisely how engaged people are with your content. You can calculate Engagement per post by dividing total engagement by the number of posts. 

Engagement per post = Total Engagement/ Number of posts. 

5. Clicks 

Clicks are a direct metric that you can connect back to your website. 

When your boss looks at an impressive number of clicks, he concludes that you did a good job writing an awesome headline and created a beautiful visual. To calculate total clicks, add the clicks from each post during the required date range. To calculate clicks per post, divide total clicks by the number of posts. 

Clicks per post = Total Clicks/ Number of posts

Social Referral Traffic

Social referral traffic is a brilliant way to showcase how successful your social network has been in driving traffic to your website. This includes links that you shared personally as well as links shared by others on social media. 

How to create a report?

In Google Analytics, select All Traffic> Channels.

This report will show you the percentage of traffic from social media and traffic from direct, search, referral, and email. 

Social media reporting is an invaluable resource to obtain the benefits of your social networking strategy. Social media marketing reports aid in more intelligent content and creation, result-driven scheduling, proving the value of your strategy, identifying trends and new opportunities. 

Social media report tools offer the benefit of displaying all your data on the same page. It allows faster comparison of metrics and makes way for deeper analysis. Invest in an excellent social media reporting tool that simplifies your reporting tasks. 

Create a unique social media report with the help of the various reporting tools and present it to your boss or client and give them a clear picture of the result of your social media marketing efforts. 

Key Takeaways

  • Data gathered around parameters such as appropriate post length and the most engaging subjects for the company’s customers drives more efficient information development for each social channel.
  • Social media reports offer corporations an understanding of the best times and days of the week to communicate with existing and prospective customers and help them better understand which themes resonated on a given day.
  • A social media report is customized to meet these demands, drawing on a wealth of existing evidence to integrate its social media presence with its goals.
  • Having a social media report allows you to explain the social media progress. You can select the statistics that are important to you and present them in an easy-to-understand format. 
  • Your options will be determined by the social networks your company utilizes, your marketing plan, and what your stakeholders want to see. Choose metrics from which you can learn, and that will help you make decisions for current and future campaigns.
  • Creating a monthly social media report is the most distinctive approach to monitoring progress and enhancing the social media campaign. Monitoring the metrics in social media reports is critical to have a thorough picture of the account’s performance, whether you’re reporting them to your boss, team, or customer.  
  • A detailed social media report devoted to the various interactions will show whether your objectives have been met, how your techniques are performing, and what your accomplishments have been. In addition, you’ll learn why things went wrong and how to avoid repeating them in the future.
  • The period addressed by your analysis may be determined by the objective of the report (for example, a campaign summary will represent the duration of promotion) or your desired process.
  • Data from social listening may be incorporated in your regular continuing report; for instance, data from brand surveillance matches well with involvement and impact analyses.
  • Use diagrams, graphs, promotion and implementation maps, Conversation Groups, word clouds, and social postings to give context to your reports. To make them more visually attractive and easy to read.


1. How do you write the best social media report?

Define your goals, objectives, KPIs
Sort out the social media channels
Listen to your audience 
Analyze the performance 
Measure your reach and engagement 
Present your results clearly

2.  What should be included in the social media report?

No. of followers
Visits and clicks
Best performing posts 
Volume of posts 

3. What is a social media report? 

A social media report offers the mean value of the overall engagement and performance of a brand’s/individual’s social media channels. Such as Instagram, Linkedin, Twitter, Facebook, etc. 

4. How do you want to track your progress and growth?

Snapshot – A look at the statistics for a specific period with no regard for preceding data.
Week by week, period by period—comparing statistics for a given period to previous or even the prior year.

5. What is total engagement?

Different people will define total engagement differently. To put it another way, engagement is the aggregate of all of the actions that people can do on a social media post, such as liking, commenting, clicking, and resharing.

6. What qualities constitute an effective social media report?

Attractive: Eye-catching images pique readers’ interest in the content they are viewing. Increase engagement by using colors, graphs, and different themes to reflect your company.
Client-friendly: your social media report shouldn’t have an unending number of columns and rows. It should be digestible and understandable in a short period.
Quickness to share: you have a limited amount of time. It should only take a few clicks to send your social media report to your supervisor or a client for assessment.

7. Why do I need a social media report?

Social media reports may assist your business in determining period-specific ideal times and days of the week to communicate with current and future consumers, as well as which themes resonate on a given day.

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