Make Marketing Reports for RRSS  Step by Step Guide ▷ 2020

In all marketing strategy Thorough analysis of ad campaign performance, post impact, and social media reach is required. For this, reports are made. If you want to know how the reports of the different social media marketing analyzes are made, continue reading this practice step by step guide.

The reports are documents that allow you to evaluate the performance of your strategies in the profiles managed by the brand.

In such a way, you can determine what aspects need to be improved so that your publications have a greater impact and effectiveness in social networks.

What are the most important reports that a Community Manager should know how to do?

What are the most important reports that a Community Manager should know how to do?

The report serves the purpose of summarize the specific activities of a company on social media. Its objective is to improve the productivity of the brand. They are usually carried out after a certain period. You want to know what are the most important reports that a Community Manager should know how to do?

Don’t worry, here is a list:

  • Content plan: It is a document that acts as a guide to content suitable for publishing on the company’s social networks. Indicates in which channels they must be published and the purpose of each publication. It works to find out which content is best suited to the image of the company and the type of target audience.
  • Competition analysis: As the name implies, it consists of a comparative analysis between different companies. It is usually carried out in annual, semi-annual or quarterly periods. The document seeks to reflect the activities carried out by the competition in social networks. The objective is to learn about the strategies of other companies and how they are in each area.
  • Reputation plan: Online reputation plans gather a set of critical data, both direct and indirect, to determine the impact or prestige of a company in social networks. Its objective is to draw up a guide of actions that allow to develop the image of the company in a positive way. It is based on the first impression of the users and how to reinforce it.

Learn step by step how to make the different analysis reports in social networks

Learn step by step how to make the different analysis reports in social networks

The Reports must be concise, easy to read documents with summary information that opens the way to the final objectives of the analysis.

Next, learn step by step how to perform the different analysis reports on social networks:

Content plan

The content plan it works as a roadmap that details the content to upload on multiple social networks in which the company has a presence. The document must be updated frequently in order to adapt the results.

To make a content plan you must do:

  • A situation analysis and a SWOT analysis (Weaknesses, Threats, Strengths, Opportunities) to understand the starting point.
  • Define the representation of the ideal client. It is about the user who is within your target audience, to whom the content is directed.
  • Define what the objectives are main things to achieve with the content plan.
  • Specify the content type that you want to share on the company’s social networks. They must be built on the interests of your followers and clients, to generate more interactions.
  • Determine which are the ideal social networks to carry out the publications and what should be the frequency of publication that best suits the interests of the company.
  • Execute a promotion plan to schedule the contents. It is a publication calendar, where you must detail the date, type of content, social network and publication channel. You can too run paid advertising campaigns.
  • Check the metrics of the content plan to determine which actions have worked best, which should continue to be implemented, or should be modified.

Competition analysis

In competition analysis it is necessary determine which are the most relevant companies and what is their level in social networks. Each metric has its own value, so create individual benchmarks for quick visualization.

Among the main data that you should collect from your competitors, the following stand out:

  • Community size on their multiple social media profiles.
  • What kind of activity makes the mark.
  • How much interaction maintains with users.
  • What are the talking points that drives the competition.
  • Sentiment or how companies get involved with the interests of its clients. It refers to the categorization of positive, negative or neutral mentions.
  • User activity, which represents how many interactions they receive from their followers.
  • What are the main types of users that make life within the target audience of the competition.

Reputation plan

Online reputation analysis seek to understand the opinions of the environment. A positive comment plays a fundamental role in the development of each company, as it is the in charge of determining the interest of the audience. Today, all brands are interested in knowing what they say about it.

Therefore, to make a reputation plan it is necessary:

  • Perform an information gathering about the environment and idiosyncrasies of the brand. Your products or services, main competitors, your sector, type of competitors, seasonality and their level of competition.
  • Define the objectives to be achieved with the analysis, since the purpose of the investigation will be what will prepare the bases of the work.
  • Define the fields of analysis to draw a roadmap on what kind of information you want to get.
  • Select measurement tools suitable for tracking vital analysis data.
  • Define what the keywords are that you are going to use in your tracking tool.
  • Identify the terms that should be excluded so as not to mess up the collection of information.
  • Define the mention categories of the collected data.
  • Categorize mentions to begin with the evaluation of results and conclusions.
  • Adapt the information collected to a summarized and simple format for later analysis.

List of the best tools for making social media marketing reports

List of the best tools for making social media marketing reports

In Internet there are multiple tools for the preparation of marketing reports in social networks. Most of them fulfill the function of gathering essential information, in a given period, for the creation of new strategies.

However, here is a list of the best tools for making social media marketing reports:


It is a tool that can create social media reports automatically. The platform allows link the profiles you manage. Afterwards, it is in charge of collecting the data of interest. Its interface is simple, and you have access to multiple customization options.

Its main advantages include:

  • You can add data from any platform. Be it Twitter, Facebook, Instagram or blog content.
  • Count with one download manager.
  • It allows you view the history of your last 10 reports.

It is a web tool whose objective is monitor detailed metrics of your marketing strategies. You can create social media reports in no time. As an additional function, it allows you to add the data collected from Google analytics.

Some of its characteristics are:

  • It has a free plan and other paid plan.
  • Is designed for companies with a large marketing team.
  • It allows monitor up to 27 different applications.

It is an online platform that make social media reports graphically. One of its greatest advantages is the possibility of connect up to more than sixty applications.

Cyfe stands out for:

  • its paid version has no limitation some in terms of the number of metrics.
  • It has trend indicators and / or problems.
  • Generate evaluation forms.
  • Has a paid version and a free version with 5 widgets designed for small businesses.

It is a web tool that is responsible for measuring the impact of marketing strategies in social networks. You can connect more than 20 different applications to monitor the progress of the company’s activities. In addition, it also allows comparisons.

Other of its characteristics are:

  • Make daily summaries of activities in social networks.
  • Easy interface of using.
  • You can view the results by way of graphics.

Google analytics

Is a free service developed by Google whose objective is monitor website traffic. However, it also allows see the statistics of your social networks. Some of the metrics that you can obtain are the number of interactions, number of shared publications or comments made.

Other of its functions are:

  • Create a time distribution of visits made by users in real time.
  • Indicates which are the most visited websites.
  • It is also capable of inform how long a user spends connected on the web or platform.

If you have any questions, leave them in the comments, we will answer you as soon as possible, and it will surely be of great help to more members of the community. Thank you! 😉

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