Big brand names like PepsiCo and Citigroup are constantly analyzing their social media marketing efforts to keep up with their huge customer base. If you too are a large brand with a sizeable following, you need to start analyzing your social media presence. In order to measure your social media performance and to make sense of your findings, you need to pull out detailed social media reports.
PepsiCo, which is not only a Fortune 500 company but also boasts of a strong following on its social handles, is tapping into social media intelligence. It conducts social media monitoring exercises to assess brand reputation and performance.
However, simply digging into social media intelligence does not suffice. The more important question here is- How do you use this social media intelligence to amp up your strategy?
With access to all the social media intelligence, you can build a well-informed social media strategy for your brand. Now, the real challenge is to build an action plan based on all the intelligence that you derived. Transforming data into comprehensive and actionable insights is where brands tend to struggle.
While social media intelligence provides you with all the data underlying your performance, social media reporting unveils the patterns in a systematic manner. Social media reporting allows you to put your intelligence into action, in this sense.
So, if you too are a large brand with a sizeable following, you need to start reporting on your campaigns, content, audience response, and sentiment. Let’s take you through quick steps on how you can make the most of a huge follower base on social media.
1) Get Your Goals in Place
Goal-setting is an important exercise in optimally measuring your social media results. To leverage access to a huge follower base on social media, you need to set clear goals that you want to achieve.
Your goal could be to generate sales or to build engagement on your social handles. Frame goals that are quantifiable or measurable and realistic. Your goal (s) should also be time-bound and specific.
Create goal statements so that you can check if your social media activity is aligning with your goals or not. Once you set your goals, you will know which metrics and KPIs you need to focus on.
2) Track Your Content & Campaigns
No matter how big your following on social media, you need to keep an eye on your social media content and campaigns.
Whatever your social media goal (s) may be, you need to make sure that your content and campaigns are up to the mark. A good social media analytics tool will help you stay on top of your performance on social media.
Using social media analytics, watch your follower growth, engagement rates, reach, impressions and other vital analytics. Besides this, you can tap into audience insights and intelligence which can help direct your social media strategy. Being on top of these numbers is crucial for knowing where you stand with respect to your social media goals.
3) Benchmark Your Social Media Performance Against Competitors’
A smart marketer would leave no stone unturned when it comes to developing an effective social media strategy for their brand. Knowing what your competitors are up to and how your social media strategy is faring against that of your competitors is very important.
Especially if you are a large brand with a sizeable following, you cannot take your social media competition for granted. Monitor your competitors’ activities and benchmark your social media performance against theirs.
Use a social media competition tracking tool to analyze your competitors’ social media strategy. Learn from their strengths, as well as weaknesses.
4) Monitor Audience Conversations on Social Media
If you are a large brand, you will find many audience segments talking about your products or brand on social media. Tap into all audience conversations around your brand and/or products, using a Social Listening tool.
Capture the sentiment underlying all brand mentions and get a grasp of your brand reputation. Dig deeper into every conversation and find out what is being said about your brand and products. Analyze all conversations to know what’s working for your brand and what isn’t.
5) Making Sense of Raw Data and Numbers With Social Media Reporting
Simply having access to all the intelligence is only half the battle won. Meaningful insights and knowledge that help direct you towards a plan of action are the real deal. Social media reporting is meant to help you with just that.
The main goal of social media reporting is to collate all the accumulated social media intelligence in a streamlined manner. Social media reports should ideally present you with insights in a ready-to-execute manner.
The idea is to analyze whether your social media activity is generating the level of traction you are attempting to achieve. Social media reporting, in this sense, is an integral step towards measuring social media ROI.
Deploy a reliable social media reporting tool to generate detailed reports around your social media performance. The social media reporting feature by Unbox Social allows you to pull out in-depth reports detailing the results on all your social media activity.
Here’s a quick gist of the social media reporting feature that Unbox Social offers:
a) In-depth Feature Wise Reports
Whether you want to generate insightful reports about your social media properties, audience sentiment or competitors’ activity, this social media reporting tool has got you covered.
You can pull out reports for the social media analytics feature, competition tracking feature as well as the social listening feature. As a large brand active on social media, you are bound to be knee-deep in data and numbers. It can be very difficult to make something of these numbers unless supported by relevant context.
By reporting on all the data you have collated, you can derive detailed insights, based on which you can take relevant actions.
b) Detailed Insights
Pull out reports that genuinely inform you of what’s happening behind the scenes and what you can do to make it work for your brand. Unbox Social’s social media reporting feature comes with quick intelligent snippets.
You can find snippets below every insight on your report, which provides you with an in-depth context on what is really going on. It helps you to build an understanding of all that is happening on your social media properties, what is being said about your brand and what your competitors are up to.
c) Multi-format, Ready-to-share Reports
Whether you want to showcase your results to your team or project growth to your company leadership, you can pull out reports catering in multiple formats and share them.
With Unbox Social, you can generate reports in PDF, PPT, and XLS formats. Depending upon your use case, you can decide which format is apt for your brand and share it accordingly.
Summing it Up
With access to all the social media intelligence, you can build a well-informed social media strategy for your brand. Now, the real challenge is to build an action plan based on all the intelligence that you derived. Use social media reporting to make sense of all the intelligence and put all the extracted data into perspective.