Creating a social media report can be tricky. Social media is fast-paced, constantly changing and made up of different networks and platforms, again with underlying groups.

Conversations intertwine and you have to give them – almost – all attention. So it’s no wonder that measuring success can feel rather grandiose.

What are social media KPIs?

Like everything else in business, the success of your social media customer service can be measured by numbers.

By analyzing relevant data points, you can get a clear picture of what works and what doesn’t work. This in turn allows you to adjust your strategy and ensure that your campaigns are as effective as possible.

What exactly are social media KPIs? These are the statistics that help you assess the success of your social media customer service.

This can include everything from engagement rates and click-through rates to conversion rates and brand awareness.

By keeping track of these KPIs, you can get a clear picture of what is working and what needs improvement. And that’s priceless information that can help take your social media customer service to the next level.

What KPIs should you include in your social media reporting?

There are a number of them. Let’s explain them.

1. Involvement

Engagement on social media is all about people interacting with your content. This could be anything from liking or commenting on a post to sharing it with their friends

The more people interact with your content or business, the more likely it is to reach a larger audience. And that’s what you want, right? More reach means more potential customers

But you can’t rely solely on numbers to measure engagement. You should also look at the quality of interactions

Do people respond to your posts? Do they like them? Do they share them? These are all signs of engagement, and it’s important to track them so you can see how your social media channels are performing.

How do you measure engagement?

There are a few ways to measure engagement on your social media channels. One way is to look at the number of likes, comments and shares a post has. This will give you an idea of how people respond to your content.

Another way to measure engagement is to look at the interaction rate. This is the number of interactions (likes, comments, shares) divided by the number of impressions. This gives you an idea of how many people actually interact with your page.

2. The average response time

Average response time is one of the most important social media KPIs. You can keep track of these through Facebook’s badge system.

The Facebook badge lets users know that a company is very responsive and usually replies immediately or within an hour. To qualify for this badge, companies must have had a 90 percent response rate and an average response time of 15 minutes or less in the past seven days.

Same KPI, different platform

This KPI is not only important on Facebook; it also bears fruit on Twitter. For example, companies found that the faster they respond to messages from their audience, the more respectful the conversation.

When you help customers immediately, the situation is less likely to escalate. Because you only have 14p characters at your disposal on Twitter, conversations get to the point faster.

If you can’t figure it out on Twitter, you can continue in DM.

In the past, people could send a Direct Message (DM) to another Twitter user only if both parties followed each other. For customers who wanted to talk to businesses, this often resulted in publicly voicing complaints – which is not good for businesses, as word of mouth can be a very influential factor for consumers.

By opening up DMs to everyone, Twitter has allowed companies to better manage their customer complaints and meet key KPIs by reducing the public negative from the public.

3. Brand sentiment

While brand sentiment may not be a real number, it is still a KPI because the result of exchanges is measurable. In addition, more and more companies are finding that brand sentiment is a great way to measure success.

From your brand sentiment, you can see how your customers respond to conversations, offers and contact moments.

Don’t underestimate the power of brand sentiment. It is often the deciding factor whether customers come back or go elsewhere.

How do you measure brand sentiment?

Measuring brand sentiment can be tricky. After all, it’s not like you can put a number on it. One way is to look at the number of positive and negative posts about your company. This gives you an idea of how people think about your brand. In tools like OBI4wan, you can easily track this.

Another way to measure brand sentiment is to look at the sentiment ratio. This is the number of positive posts divided by the number of negative posts. This gives you an idea of how much positive and negative sentiment there is about your brand.

Getting started with your social media reporting yourself

Social media reports are essential to understanding how customers interact with your brand, and if you have customer contact through social media, they should not be missed at all.

Tracking KPIs such as average response time, reach and brand sentiment will give you a better idea of how to improve customer service through social media.

In Steam-connect, you can quickly and easily create comprehensive dashboards with all the information you need. Wondering what that looks like? Then request a demo today.

Frequently asked questions about social media reporting

1. What is a social media report?

A social media report is a detailed analysis of your company’s performance on social networks such as Facebook, LinkedIn and Instagram. Social media reports measure user engagement and provide insight into how users interact with your brand.

At a glance, you can see how high engagement is and whether your goals are going to be met.

2. Why do I need social media reporting?

By understanding your customers’ behavior, you can make data-driven decisions to improve your customer service. Social media reports provide valuable insight into user engagement and allow you to identify growth opportunities.

3. How often should I do a social media report?

It depends on your goals and your social media strategy. In general, it is a good idea to report your social media statistics to management on a weekly basis.

Monthly or quarterly reports give you a better long-term view of your statistics and allow you to identify trends.

4. What should I include in my social media report?

That, too, depends on your goals and processes. In general, your report should include key performance indicators such as response time, reach and brand sentiment. Other metrics to consider are engagement rate, customer sentiment, user growth and number of followers.

5. How do I create a social media report?

There are many tools available to help you build a comprehensive social media report. OBI4wan and Steam-connect are two great options. Both offer comprehensive dashboards with all the information you need in one place.

In addition, you can also use Google Looker studio.

6. How do I interpret my social media report?

Interpreting a report on social media requires an understanding of KPIs. You need to know which statistics are important to your business and how to interpret them. By tracking the right Key Performance Indicators (KPIs), you can gain a better understanding of how users interact with your brand.

7. What are some common mistakes in social media reports?

When creating a social media report, it is important to be aware of common mistakes that can occur. These are four common mistakes to avoid:

1. Not tracking the right KPIs
2. Not analyzing data correctly
3. Not understanding how to read KPIs
4. Focusing on vain statistics instead of actionable insights

8. How can I improve my social media reports?

To improve your reports on social media, start by tracking the right KPIs. Also be sure to analyze data correctly and learn how to interpret various statistics.

Finally, focus on actionable insights rather than vain statistics. With the right tools and strategy, you can generate comprehensive and valuable reports that will help you improve your customer service through social media

In short, social media reporting is essential to understanding how customers interact with your brand. By tracking key performance indicators such as response time, reach and sentiment, you will gain a better understanding of customer engagement.

Moreover, if done correctly, it can help you identify growth opportunities and make data-driven decisions to improve your customer service.