Whether you’re reporting social media performance weekly or monthly, to a boss or client, one thing is certain: reporting can easily become a ‘go-through-the-motions’ task.
There’s a set format you follow, metrics you report on, a template you use—and a rush to complete it.
But let’s reframe our thinking for a moment: what if, by going through the motions, you’re missing a major opportunity?
Reporting is your consistent chance to prove the value of your work. It’s a powerful opportunity to say, “Look how strategic and effective we are.” It’s about showing stakeholders your impact, which could translate into more budget, influence, or additional team members.
So, what mistakes could be holding you back from turning your most boring task into your most powerful tool?
1. Losing focus of your strategy.
The day-to-day rush of social media means we’re always focused on the micro performance of individual posts. So by focusing on overall monthly results like, “Engagement is up 2.4%,” it can mistakenly feel like we’re doing a good job of ‘seeing the bigger picture’. In reality, tracking month-on-month progress alone doesn’t do enough to align your results with business goals.
Instead: Use your report as a monthly chance to ground your results in strategy.
Don’t just show progress or decline in isolation. Remind the reader of how your results fit into a bigger business picture. An increase in engagement can indicate a strengthening community; a decrease in click-throughs might prove that Instagram isn’t the best conversion tool. Tying results to long-term goals paints a bigger picture and demonstrates strategic thinking.
2. Overloading the reader with information.
It’s easy to fall into the habit of creating a fill-in-the-blanks report that repeats the same numbers every time: engagement rate, follower growth, reach, top posts, clicks—perhaps for every single post that’s gone out. Yet there’s a high chance your reader is glazing over the metrics, and nothing is sinking in.
Instead: Highlight what matters most.
By slimming your report, or pairing it with a summary that spotlights what to focus on, your stakeholder is more likely to recognize the value in your work. For example, if brand awareness among consumers is your focus, emphasize metrics like shares or reach on consumer-heavy channels like Instagram and TikTok. If LinkedIn isn’t contributing to your brand awareness goal, does it deserve as much attention in your report? Consider the key takeaway you want your stakeholder to gain, and cut out information that doesn’t add to that story.
3. Assuming senior leaders understand jargon.
A term like ‘engagement rate’ or ‘VTR’—while obvious to you—might be less familiar to senior stakeholders. These terms can act as an ‘off’ switch for a non-technical audience’s attention.
Instead: Spell out exactly what the metrics mean, and why they matter.
For instance, instead of simply saying, "Our engagement rate increased by 12.4%," translate this into a tangible takeaway: “This mainly came from an increase in saves on educational content which indicates our audience is finding value in this approach.” By expanding on technical terms using everyday language, you’re not dumbing down the data—you’re ensuring your insights resonate across all stakeholders.
4. Sending identical reports to all stakeholders.
A one-size-fits-all approach doesn’t always work for reports. Most CEOs will appreciate top-level insights, while content directors will be keen to dive into the nitty-gritty.
Instead: Build different reports for different audiences.
For senior stakeholders, focus on high-level results and their business impact. For marketing teams, dive deeper into the metrics and individual post performance. Use tools that streamline this process, allowing you to adjust reports based on the reader without increasing your workload.
5. Only talking about what’s already happened.
Reviewing the numbers for the previous month without linking them to future actions can make reports feel reactive rather than strategic. Stakeholders want to know how the data informs future plans, not just what happened last month.
Instead: Explain what’s coming up—even if nothing’s changing.
Even if your plan is to produce more of the same, it’s essential to demonstrate thoughtfulness in your next steps. For example: “We’ll continue this approach to build consistency next month.” Forward-looking insights show that you’re not just monitoring performance, but actively using metrics and results to guide it. This is an important step towards positioning yourself as a subject matter expert, and building influence within your organization.
And to make that process faster and smoother, having the right tools is key. With Sked Social’s new Custom Reports feature, you can easily create polished PDF reports that integrate organic and paid metrics from all your social channels. Save time with AI-powered insights, customizable reports for different stakeholders, and scheduled delivery, ensuring your team or clients always stay updated—and you maximize the opportunity that reporting presents. Start leveraging your reports today and drive even more impactful conversations with your stakeholders.
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