Likes are nice, but they rarely convince a general manager. A good monthly report answers one question: is our social media helping the business? These five numbers do the job.
1. Reach
How many different people saw your content. Compare it month to month, and separate organic reach from paid reach so you know what the budget bought.
2. Engagement rate
Reactions, comments, shares and saves divided by reach. It shows whether the content interests people, not only whether it was shown to them.
3. Leads
Messages, lead forms, calls and website enquiries that came from social media. This is the number that links marketing to sales.
4. Cost per lead
Ad spend divided by the number of leads. Follow it per campaign and move budget to the campaigns with the lowest cost for good-quality leads.
5. Response time
How quickly your team replies to messages and comments. Slow replies waste leads you already paid for.
How to present them
- One page, with the five numbers and the change versus last month.
- Your three best posts and why they worked.
- What did not work.
- Three actions for next month.
Numbers to treat with care
Follower count and total likes are easy to inflate and say little about results. Look at them, but do not judge success on them.
Every NeAD client receives a clear monthly report built around these numbers. See our reporting service or contact us.