Social media reporting helps solve two problems. First, it helps you understand in detail what’s working and what isn’t within the social media channels that you are active in.
It allows you to get as granular as you like with the data that you have. You can take a high-level look at everything to get a sense of what channels are working (as an example).
Or, you can do a deep dive to not only learn what channels are most active, but the kinds of posts that work best, the time of day where your posts get the most engagement, and even the kinds of images or videos are working best (assuming you’re not getting more out of text-only posts).
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Second problem solved is clearing away the noise of data and providing a clear view of the ROI from social media marketing. This is critical because it’s entirely too easy to get lost in all the metrics that we have on social media.
People get caught up in numbers that seem great, but don’t seem to generate any additional value for the company. Good social media reporting helps cut through the clutter and puts the value front and center–something that is invaluable in B2B marketing, especially.
A good social media report should be concise and easy to digest. You want to showcase:
- A measurement of success.
- What’s working.
- What isn’t working.
- Where it’s working.
- How much value it’s bringing to the company.
Ideally, you break this down for each social media channel that you’re active on, since different tactics are going to yield different results across the various channels. You need to balance the findings against clearly defined goals.
Getting 1 million likes is great. But if your goal is to increase sales and those 1 million likes don’t lead to sales, it’s suddenly not as impressive. If you don’t follow up your data and provide visibility into social media ROI (as mentioned in the fourth point), you risk losing all the work you’ve done to establish the program.
The more you can rely on visuals in these reports, the better. Charts are going to hold more meaning for people than a spreadsheet full of numbers. You want people to understand your reports as quickly as possible.
Social listening is about obtaining data. Analytics is about processing data. Reporting is about presenting it in a way that provides actionable insights and measures pre-defined KPIs.
Without effective social media reporting, the resources invested in collecting and analyzing the info are wasted. Sure, you’ll create a social media report in a very spreadsheet or tables during a document, but that takes precious time. Why waste it once you can automate most social media reporting tasks with one (or more) of the tools we’ve picked for you?
It’s worth noting that most analytics solutions offer some form of reporting, but if you’re looking for a tool that specializes in insightful reporting features, you should check out our list.
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Top Social Media Reporting Tools
#=> Dash This
DashThis isn’t a social media analytics solution as such. It is a dashboarding solution. However, it perfect for agencies, marketing teams, and small businesses across a variety of industries who have small budgets and are looking for a white labeled option.
DashThis does a really good job of producing visually appealing reports that are easy to follow. Business plans start at $209/mo.
We can’t not include ourselves. Especially, when social media analytics for B2B is something we excel in, if you don’t mind us tooting our own horn a bit.
Oktopost focuses on B2B social with an emphasis on employee brand advocacy, social lead generation, and enormous datasets. Integrating with all social platforms is quick and simple while also highly customizable.
With Oktopost, you’ll provide visibility into how social media is directly and indirectly impacting your sales pipeline (the Oktopost ROI calculator may be a great example of this). Oktopost’s brand advocacy feature allows employees to amplify the reach of company social media, adding an additional level useful for patrons . You can inquire about customized pricing.
Similarly to DashThis, Whatagraph doesn’t concentrate on social media analytics but it’s an offering. Whatagraph is a robust reporting tool for larger agencies and businesses.
It gives users the ability to bring in data from various sources and presents it in a way that clearly explains the successes and value of social media efforts. Business pricing for Whatagraph starts at $99/mo for a one-person team and $239/mo for larger teams.
Keyhole offers large agencies and B2C enterprises everything they need to successfully report on social media. Keyhole is particularly for companies that use influencer marketing as a part of their strategy.
And, it’s one among the most effective hashtag tracking tools out there, making it excellent for social listening. Keyhole starts at $99/mo for mid sized businesses and goes up to $999 for enterprise level customers.
#=> Klips (by Kilpfolio)
Considered one of the best custom report builder and designer tools, Klips offers a reporting suite and a full range of data sources. Useful for companies starting from startups to Fortune 500, Klips allows you to create highly customized reports for clients.
Klips is great for agencies or teams that have the time and resources to build custom dashboards. Pricing starts at $29/mo for teams of 5 or less.
#=> Napoleon Cat
Great for ecommerce, small businesses, and agencies, Napoleon Cat provides a high-quality tool for social media reporting, planning, and moderating.
What’s nice about Napoleon Cat is you can use it to track the performance of individual community moderators to gain a deep understanding of who’s adding the most value to your social media efforts. Plans start at $27/mo.
Kontentino is great for smaller businesses and teams that are looking to streamline their social media workflow.
Kontentino allows for highly focused reporting that takes things one step further by letting you assign a KPI to measure specific goals against your social budget, giving you a clear view of whether you’re meeting your goals. Pricing starts at 99€/mo.
Socialinsider gives you the ability to focus on competitive benchmarking to gain deeper insights into how your social media campaigns compare to your closest competitors.
You can also go pretty deep into your analyticsFree Articles, covering several years’ worth of data if you want. Pricing starts at $49/mo for social media managers and $83/mo for agencies.
#=> Social Bakers
Social Bakers offers an entire all-in-one setup for companies of all sizes. It lets you do everything from tracking benchmarks to ROI attribution. Pricing for this all-in-one suite starts at $200/mo.
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