Social media management
Social media reporting
Social media produces plenty of numbers: followers, likes, reach, impressions, views. Few of them answer the question a business owner actually asks, which is whether the time and money spent on social media is doing anything for the business. Good reporting starts from what each account is for, picks a small number of measures linked to that purpose, combines platform analytics with the enquiries and sales the business can see, and ends with decisions about what to do next month.
Below: choosing measures, platform analytics, tracking enquiries, a monthly report and acting on it.
Illustrative diagram
- Account purpose
- Key measures — two or three per account
- Comparison — last month and last year
- Top posts and why
- Decisions for next month
Purpose first, then measures
| Account purpose | Measures to consider |
|---|---|
| Bring enquiries | Enquiries that mention or come via social media |
| Support customers | Messages answered, reply times, issues resolved |
| Fill events or bookings | Bookings from social links or codes |
| Attract job applicants | Applications from social posts |
| Build awareness | Reach and engagement from the right audience |
Activity numbers and business numbers
Platform figures such as reach, likes and follower counts show activity. They are useful for comparing posts with each other, but they do not show whether the business benefited. Business numbers, such as enquiries, bookings, applications or sales, are harder to collect but answer the real question. A good report uses both: activity numbers to understand what content works, business numbers to judge whether it is worth doing.
Platform analytics
Each platform provides its own analytics for business accounts. LinkedIn, for example, says Page analytics are available for all Page admin roles and covers content, followers, visitors, search appearances, competitors, employer brand and newsletters. Other platforms offer their own figures, which change over time; check each platform's current help to see what is available. Use the same few figures each month so comparisons are meaningful.
Tracking enquiries from social media
Ask
- Add 'How did you hear about us?' to enquiry forms
- Ask new customers in person or on the phone
Tag
- Use tagged links to your website from posts
- Use distinct offer codes where relevant
Record
- Note the source of each enquiry in one place
- Count them monthly
Example: a report that changed the plan
Illustrative example — not a client case study
Situation: A training company reports followers and likes each month, and they rise steadily, but bookings do not.
- Enquiry forms add a 'how did you hear about us' question, and course posts use tagged links.
- After two months, the report shows bookings come from posts with course dates and learner questions, not from general industry posts.
- The content plan shifts towards course-specific posts.
What this shows: The report changed what was posted, not just what was counted. This example is illustrative.
A one-page monthly report
Keep the report short enough to read in a few minutes: the purpose of each account, the two or three measures for each, how they compare with last month and the same month last year, the posts that drew the most response and why, and three decisions for next month. Charts help if they are simple. A long report full of figures nobody acts on is a cost, not a benefit.
Comparing fairly
Social media results vary with seasons, holidays, news and promotions. Compare each month with the same month last year where you can, as well as with the previous month, and note anything unusual, such as a sale or a viral post, so later readers understand the figures.
Acting on the report
End every report with decisions: more of a theme that drew enquiries, less of one that drew nothing, a change in posting times, a question to answer in a post. Check the following month whether the decisions made a difference. Reporting is only worth doing if it changes what happens next. Keep a running list of decisions and their results.
Who reads the report
Write for the person who will act on it. An owner wants to know whether social media is worth the time and what to change. A team member posting each week wants to know which posts worked. A board or trustees may want a quarterly summary against goals. One report may not suit all three, so agree the reader and keep the report focused on their decisions.
Questions about social media reporting
What should a social media report measure?
A few measures linked to each account's purpose, plus business results such as enquiries.
Are likes and followers useful?
They show activity and help compare posts, but not business value on their own.
How do we track enquiries from social media?
Ask how people heard about you, use tagged links and record sources.
What analytics does LinkedIn provide?
LinkedIn lists content, follower, visitor and other analytics for Page admins.
How long should a monthly report be?
About a page, readable in a few minutes.
What should the report end with?
Decisions for next month.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
- LinkedIn: LinkedIn Page analytics (opens in a new tab) — reviewed 2026-10-29
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