Analysing and reporting on your digital communications activity is important: it helps you focus your effort, keep colleagues informed and encourages them to ask the right questions. But if you’re a busy, small team, it can feel like an extra commitment.
How should I report on our social media KPIs?
Social media platforms like Twitter and Facebook offer lots of statistics about the engagement with your content posted there. But these easily-accessible numbers don’t tell the whole story. Sure, you might have X followers or Y engagements, but what does it mean? Have you achieved something purposeful and aligned to your organisation’s strategic objectives?
The best approach is to balance easily-accessible data, honest reflection and learning, and clear objectives. So, don’t just share raw numbers from your social media management tools or try to paint a purely positive picture of your work. A good template blends:
- Summary context: what’s been going on recently and which aspects are most important
- Trend data: how things are changing
- Comparison data: how we’re doing vs other organisations or teams
- Reflection: what we’ve learned and how we’re adapting
How can I keep management informed about digital activity?
We’ve shared an example of a simple template here designed around an organisation’s core objectives. This template is designed to give senior colleagues around the organisation confidence that:
- digital activity is aligned with communications objectives, and that those objectives are aligned to the strategic goals of the organisation
- the team is maintaining momentum, sharing highlights of useful recent outputs
- the team is learning from and applying feedback to future activity, so it gets better over time
How to start reporting on your social media effectiveness
- Click on the example below to download a simple reporting template.
- Adjust the labels on the boxes to reflect your communications priorities
- Think about the data sources you have easy access to
- Drop in screenshots or highlights from those sources, along with a brief summary sentence to give context
Find out more about developing a practical digital communication strategy in your organisation.