Cut your social media reporting time in half with Power Reports! Learn how

Written by Dhariana Lozano

Last modified February 19, 2020 at 12:51 pm

What to Put In Your Social Media Reports


Tracking progress (or lack thereof) is important in almost every part of a business. But when it comes to social media marketing, it can be confusing to figure out what numbers matter, which don’t, and what you should actually be presenting to your clients.

In this post, I’ll break down some important metrics to include in your social media reports.

Likes and Follows

Although likes and follows can be considered “vanity metrics,” they are still important because they reflect brand awareness, potential reach, and show whether or not people like your content enough to follow you.

Keeping track of your followers can give you a heads up regarding whether or not your social media strategy is working, so be sure to include these data points in your social media reports.

Twitter growth report

Reach and Impressions

Reach and impressions usually pertain to the potential number of people that have seen your social post on a particular network.

This number is important to include in social media reports because it helps you and your client understand your posts’ visibility beyond the amount of followers you may have.

This also helps put the number of people who have engaged with your posts into perspective. Taking note of how this number fluctuates gives you insight on whether your overall strategy or content needs to change (or not).

Related Post: Social Media Management 

social media reports

Post Engagement

One of the most important and useful metrics to include in your social media reports is the number of engagements your accounts have garnered. Engagement can be broken down in many different ways including engagement per post, engagement per follower, and total engagement.

I consider these the most important metrics because they show if your content resonates with your audience and how many people are interested and interacting with your social media accounts and posts.

Mentions and Use of Branded Hashtags

The number of times you are mentioned and how many times your hashtag is used can be a great way to track your reach and brand awareness, which make both these metrics great to include in your social media reports. This is especially true if you are reporting on a specific campaign with a hashtag attached to it.

Agorapulse lets you easily keep track of hashtags and other keywords to help you keep an eye on your brand awareness or how your campaign is pacing.

The Agorapulse dashboard will generate a chart which breaks down the usage of each of your hashtags or search terms by day – making easy to correlate activity with hashtag use!

Top Content Pieces

Including your top posts in your social media reports is key to understanding what’s working and what’s not on your accounts and within your strategy.

facebook content report

Influencers and Advocates

One last element to keep track of and include in your social media reports are your top influencers and the top accounts that interact with your own, and share your content. These are the people who you may want to reach out when creating campaigns for your target audience.

custom user tag

How to Retrieve Data for Your Social Media Reports

The easiest way to keep track of the metrics you will include in your social media report is to use tools like Agorapulse.

Agorapulse streamlines the process of quantifying information. The information is translated into in beautiful graphs, which you can download into an PowerPoint file, making it easy to present to your client along with your insights as to why the numbers are doing what they are.

In fact, all the graphs and charts in this post so far have come from Agorapulse 🙂

team social media management

Most social media networks have native analytics built into their business accounts. I recommend using these back end analytics and tracking them manually as a back up.

I hope this post can help you figure out what to put in your next social media reports! If you have any questions, please let me know in a comment.

Dhariana Lozano

Dhariana Lozano has been in the social media and digital marketing world for over a decade. She is the President of Block And Ave., a boutique social media marketing firm based in New York City. Her experience ranges in creating social media strategies and consulting for B2B and B2C brands, entrepreneurs and personalities to help them stand out and break through digital walls for ongoing success. She blogs at where she provides social media tips, resources and courses. She is a Hubspot Academy course contributor, Social Media Today Expert, and you can find her articles in Social Media Week, Business 2 Community and the AgoraPulse blog. You can connect with Dhariana by sending her a tweet @DhariLo or following her on Instagram @DhariLo.

Follow Dhariana Lozano on :

Interested in writing for us?
Keep up to date with social media marketing! Plus, get a FREE ebook.
Our monthly newsletter is packed with the hottest posts and latest news in social media. Plus, our free SMART Goals ebook helps you complete 12 months of goal-setting in under an hour!

Follow us

ultricies id et, in ut ut accumsan suscipit