Monthly social media report: what was published, how it performed and what next

The monthly report is one page after which you know what happened in the company's social media, what came of it and what we are changing next month. No twenty-page tables and no metrics nobody understands.

What does the monthly report contain?

Numbers without conclusions are not a report, just an export from a dashboard. A report says what follows from those numbers.

The report has a fixed layout so that the same things can be compared from month to month. It contains:

• what was published: the number and types of content in each channel,
• how it performed: the metrics agreed in the presence plan, for example reach within the target group, reactions, clicks, enquiries,
• what worked best and worst, with a short explanation of why,
• what customers asked about in comments and messages,
• what we propose next: changes in topics, formats, rhythm or channels.

How is the report produced?

1. We collect data from the channels. From each platform we pull the metrics agreed at the start, in the same layout every month.
2. We compare with the plan and previous months. We look at whether the rhythm was kept, what deviates from the average and which way the trend is going.
3. We write the conclusions. Every observation comes with a proposal: strengthen, change or stop. Briefly and specifically.
4. We discuss it in fifteen minutes. You receive the report in writing and, if you wish, we discuss it in a short call and agree the changes for the next month.

What do you get?

• a one-page report, every month, in a fixed layout,
• the metrics that matter for your goal, without noise,
• conclusions and proposed changes for the next month,
• a summary of the questions and topics customers raise.

When is the report especially needed?

• when the board asks what social media delivers and the answer has to fit in two sentences,
• when the engagement will last for months and a regular checkpoint is needed,
• when the company runs several channels or markets and wants to see them together,
• when paid campaigns are planned and you need to know what to amplify.

Frequently asked questions