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Report on SMM promotion. Report on practice at Alliance Media Strategy LLC

Content
Introduction
Chapter 1. Activities of the company Alliance Media Strategy LLC
1.1 History of Alliance Media Strategy LLC as part of the ACIG Group of Companies
1.2 General information about Alliance Media Strategy LLC
Chapter 2. Contents of industrial practice
2.1 Theoretical and introductory part of the practice
2.2 Creative part of practice
Chapter 3. Results of industrial practice
Conclusion
List of sources used

Introduction

The internship lasted from March 13 to April 9, 2017. My supervisor on the basis of practice in the Department of PR and Promotion of Social Programs was Anastasia Gorokhova, a public relations specialist in the department.

The purpose of the internship is, first of all, to consolidate the knowledge acquired during study at the university. Also, during the internship, it was necessary to deepen my knowledge and acquire practical skills in the field of advertising and marketing.

Since the main goal of industrial practice is the formation of skills, there was direct interaction with a specialist from his department, cooperation with whom was carried out under the supervision and control of an even more qualified and competent employee of the organization - the head of the department Viktor Balashov, a professional with extensive experience who can help in solving any problem that arose question.

In the first part of the practical work, I had to get acquainted with the organization and its organizational structure, with the history of the company, with the main areas of activity of the organization, with the statutory rules of work, methods of communication between departments of the organization, with the activities of departments, as well as with the structure of the work process itself.

In addition, an obligatory part was a more detailed study of the features of the department within which I was to work, namely: to study the activities, structure and features of the department’s work; study the functional activities of employees; study the routine and features of the corporate culture, as well as receive job descriptions in accordance with your functional responsibilities as a trainee.

After familiarizing yourself with the general provisions for work in your department and throughout the organization as a whole, it was necessary to become familiar with the current goals of the department and the main vectors of its development: consideration of implemented strategies to regularly increase the level of attracting attention to the Platform both from the participants of the Platform and and from potential business partners; familiarization with relevant methods for the Platform to improve the quality of communication with its target audience, as well as a more detailed study of channels for disseminating information about the Platform.

Further tasks included the acquisition and further development of the necessary professional practical skills, as well as the application of knowledge acquired not only on the basis of university education, but also during the performance of one’s official functions, namely: discussing tasks with the manager; receiving current linear tasks; searching for the necessary information regarding modern methods of promoting non-profit, non-governmental social initiatives; preparing materials for writing texts necessary for further work, as well as articles for Internet publications, including your own authorship; discussion with the manager of the specifics of approaches to completing current tasks as quickly and efficiently as possible; presentation of the results of the work done

At the end of the internship, you must submit a report and an internship diary.

Chapter 1. Activities of the company Alliance Media Strategy LLC

1.1 History of Alliance Media Strategy LLC as part of the ACIG group of companies

The ACIG group of companies is a dynamically developing Russian business group that owns and manages assets in such business areas as consulting, media and communications, construction and real estate, and agro-industry.

Social activities are an integral part of the development strategy of ACIG Group of Companies and are considered as the most important component of business reputation. The ACIG group of companies pays great attention to supporting education. Among the initiatives being implemented are the Youth Personnel Platform “Sustainable Future of Russia”, the Center for Youth Innovative Creativity “SuperLab” and others.

The portfolio of the ACIG Group of Companies includes consulting projects for the RUSNANO group, JSC Rosseti, JSC FGC UES, as well as the governments of the regions of the Russian Federation, including the Samara and Tomsk regions, the Khanty-Mansiysk Autonomous Okrug - Yugra, the Republic of Sakha (Yakutia) , Krasnoyarsk region.

A responsible approach to the implementation of individual projects became the basis for the creation of an entire direction for the construction and modernization of industrial facilities and infrastructure.

The principles of social responsibility served as the beginning of the development of communication and media activities. The direction of media and communications arose as a result of many years of focused work on the implementation of social projects and initiatives. Supporting the Gaidar Forum, the Association of Innovative Regions of Russia, the Youth Personnel Platform “Sustainable Future of Russia”, and the discussion platform “Effective Healthcare” allowed us to develop competencies in the field of organizing business events, design, website development, and working with the media. This is how the Alliance Media Strategy company was formed, which in December 2014 entered the market with a new bright brand as the AMC Communications Group. Expansion of areas of activity and constant high-quality development of competencies is the basis of the history of ACIG Group of Companies.

1.2 General information about Alliance Media Strategy LLC

Alliance Media Strategy LLC is part of the ACIG group of companies. Its structure includes the following divisions:

Public Relations Department
Customer Service Department
Department of Congress and Exhibition Activities
Publishing Department
Department of Internal and External Communications
CMIT "SuperLab"
AMC School
Department of Marketing and Strategic Communications
Strategy Magazine

All these components are included in one large Media and Communications department. The work of this area is based on the creation of an effective communication strategy to maintain the client’s image and reputation in business and the public sphere.

A more detailed examination of all divisions and departments existing in the organization reveals the following structure:

The Marketing and Strategic Communications Department embodies the most daring marketing ideas, offers creative advanced solutions for digital strategy, based on the successful project experience of a team of professionals. This department also includes the Digital Technologies Division.
Public Relations Department – This department includes three departments: content department; creative department; work with the media.
The Customer Service Department as part of the AMC Communications Group carries out activities to attract, provide information to customers and constantly interact with them to establish long-term relationships on a mutually beneficial basis, and also provides project support for events and monitors compliance with all conditions established by customers.
Department of Convention and Exhibition Activities (DKVD) - the department is the operator of business events and provides PR support to projects of the AMC Communication Group. The main service of DKVD is the professional organization of turnkey business events. It is divided into three divisions - translation department; project support department; editorial and proofreading department.
The Publishing Activities Department (PDA) provides a full range of publishing and printing services, including the development and implementation of turnkey projects, as well as full support of its own Strategy Magazine.
Department of Internal and External Communications – Department of Internal and External Communications provides a unified information space, creating internal policies, standards for the exchange and dissemination of information of business, intellectual and emotional content between employees, forming and maintaining the image and business reputation of the Company.
CMIT SuperLab – To develop interest among the younger generation in modern engineering solutions – this is precisely the ambitious goal that the Center for Youth Innovative Creativity “SuperLab” sets for itself. Especially for schoolchildren, students and young scientists, CMIT, equipped with high-tech 3D prototyping equipment, milling and laser machines, opens its doors.
The AMC school is a special environment, an atmosphere of creativity and communication. There are no lessons or lectures based on textbooks. In collaboration with the Youth Personnel Platform, “Sustainable Future of Russia” is creating a unique platform for interaction between beginning professionals who are taking their first steps on the career ladder or just looking for their path, and professionals with a wealth of knowledge and skills in the field of communications.
Strategy magazine is a periodical business publication covering current issues and trends in the development of the state, business and society. The magazine is distributed among representatives of government authorities, the scientific community, large and medium-sized businesses, as well as at business event venues.

Chapter 2. Contents of industrial practice

My industrial practice was a symbiosis of the application of theoretical and academic knowledge with the acquisition of new knowledge: practical and applied in nature, obtained during the internship.

We solved both linear, in a certain way structured and organized current technical tasks, as well as creative, creative ones - related to the development and development of new ideas, promotion concepts, replenishment of the content stock of media data and the development of methods for increasing the creative potential of department employees.

2.1 Theoretical and introductory part of the practice

After getting acquainted with the company, the basic rules and regulations, I was introduced to the department in which I was to undergo an internship. This department is the Youth Personnel Platform - a non-profit social initiative, the purpose of which is to search for potentially promising ideas, the development of which, if they win the competition held by the Platform, is carried out by experts not only in “start-ups” - youth commercial business projects, but also specialists in lobbying projects of a non-profit - socially oriented format, carried out together with the owners and authors of the very ideas with which the Platform cooperates until the full implementation of the project.

Thanks to my colleagues, I became acquainted with the current activities of the department, the short-term goals of the department, as well as already implemented projects. Based on the management’s decision, I, as an intern, was included in the implementation of most of the strategic concepts for the development of the Platform.

In addition to developing new ideas to increase the popularity of the Platform among the target audience - creatively and intellectually gifted, proactive and ambitious young people and girls, the list of my mandatory functions also included working on the creation and full implementation of a concept, which includes both the methods themselves to increase the desired creative benefits from the result of the creative process of our team, as well as ways of their natural inclusion and integration into the already familiar format of creative meetings.

2.2 Creative part of practice

During the 4 weeks that were allocated for completing the first part of the internship, our team organized more than a dozen corporate office meetings, most of which, being professionally organized and subsequently extremely productive, were carried out with the aim of creating ideas and their further development into full-fledged conceptual projects - according to the most effective and optimal in terms of the ratio of invested time, labor and financial resources, methods, methods and means.

In addition, the Platform took part in a number of events dedicated to Career Days. The purpose of such professional growth exhibitions and fairs is to help young people and women - students and graduates, beginning professionals and already established experts in their professional environment - find employers and business partners for further productive mutually beneficial interaction.

The list of events attended by the Platform, in the organization and holding of which I was directly involved, included the following: Career Day at REU, Career Day at RUDN University and the “Professional Growth” Exhibition. Among my mandatory functions and responsibilities were assistance in the technical design of stands, communication with exhibition participants interested in the Platform, a visual presentation of the opportunities that the Platform provides and their future prospects if they win competitions held by the Platform, highlighting projects of particular significance that require further development with the authors of those same project ideas for their further implementation.

In addition, during each of the exhibitions, my obligatory task was to create a detailed photo report that visually confirms the effective activities.

At the end of the exhibitions, I necessarily selected a certain number of photographs, a selection of which clearly demonstrated the active work of the Platform’s employees, which subsequently gave high results to the work being carried out.

All clearly demonstrated results were provided to senior management to ensure the feasibility of participation in the events and the high level of useful “return” from participation in such events, primarily in the form of feedback from future participants in the Platform’s social program.

In addition, regular and systematic “posts” were also mandatory - media messages on social networks, for which I also took part in writing the text.

Also, the managers responsible for the activity of the Platform in the virtual space of the Internet decided to involve me in the processes of writing regular thematic, including professional articles for their further publication, as an author. In addition, I compiled a SWOT analysis of the Platform in order to more effectively work on the creation and development of a concept for its promotion in the modern “market” of social non-profit programs.

On the last day of the internship, some of the trainees, positioning themselves as future specialists in the development of creative concepts, were given the task of developing a concept for rebranding one of the many departments of the ACIG group - “AMS Schools”. This school positions itself as a free educational business platform, which has as its main goal a more detailed training of young specialists in the basics of various professional specializations, as well as a deep immersion in a particular business environment, including through unpaid internships or paid internships, for further release of future experts in their fields into the professional “arena”. The purpose of rebranding is to change both the visual component of the School’s concept, including the logo, corporate identity, corporate font, official attributes, official website and brand book, and a qualitative change in the general concept of the School’s positioning, its corporate philosophy and main mission.

Chapter 3. Results of industrial practice

Having the opportunity to do an internship at the AMC company, I set myself several important goals, such as applying the theoretical knowledge acquired at the university, as well as acquiring professional knowledge, skills and abilities. The comments of the head and supervisor of the practice during our joint work, as well as the highly rated results of my work, give reason to assert that the assigned tasks were successfully completed, the goals were successfully achieved, and the planned work plans were implemented.

Considering the fact that there were numerous tasks, both primary and secondary in importance, I performed the work efficiently, responsibly and strictly within the allotted time frame thanks to a well-coordinated system of communication with the head and employees of the department.

Previously, I studied information about the specifics of working in creative teams and ways to increase the efficiency of the creative process, but the experience gained during the internship is invaluable.

Summing up, we can say that during 4 weeks of practice I gained both invaluable professional experience and knowledge, as well as the development of skills and abilities required in future work.

List of sources used

1. Federal Law “On Advertising” with additions and amendments dated March 13, 2006 N 38-FZ (as amended on July 23, 2013)
Scientific literature
2. E. Romat, D. Senderov “Advertising. Theory and practice", 8th ed. Third generation standard. – St. Petersburg: Peter, 2013;
3. Golman I.A. “Advertising activities: Planning. Technologies. Organization" - 4th edition, revised - Moscow: Gella-Print, 2010. – 352 pp.;
4. Deineka A.V. "Organizational personnel management." Textbook for bachelors - Moscow: ed. "Dashkov and Co", 2015. – 288 pp.;
5. Evstafiev V.A. “Organization and practice of an advertising agency.” Textbook for bachelors - Moscow: ed. "Dashkov and Co", 2016. – 512 s.;
6. Nelke M. “Techniques of creativity.” Industrial and practical publication - Moscow: Publishing house. "Omega-L", 2006. – 135 p.
Internet resources
7. http://cossa.ru – information portal about marketing;
8. http://www.akarussia.ru – official website of the Association of Communication Agencies of Russia (AKAR);
9. www.grebennikon.ru – scientific articles on managing the creative process in the field of marketing communications;
10. http://www.akarussia.ru/knowledge/industrial_standarts - Creative process in the Republic of Armenia. // Methodological material of AKAR.

Report on practice at Alliance Media Strategy LLC updated: August 12, 2017 by: Scientific Articles.Ru

In February, we published an article “Analysis of indicators for tracking the effectiveness of Internet marketing.” Readers loved the material and demanded more.

You asked, we did: we tried to collect all the most important indicators for analyzing social media marketing. The information will be useful to text message operators, managers and business owners.

Warning to customers: do not go to extremes, evaluating SMM either by one indicator or by all at once. In the first case, a single metric shows a distorted picture and is easily inflated by an unscrupulous performer. The second assessment method requires too much time and effort.

Metrics for assessing subscriber dynamics

Let's start with metrics that reflect the dynamics of subscribers and, therefore, the effectiveness of the SMM strategy as a whole.

Number of subscribers (Followers)

Perhaps the most famous metric in SMM: it is used everywhere in reports and is set as a KPI. Of course, you can cheat followers, but such scams are easy to spot.

If you have any suspicions, you need to study the accounts of newcomers - bots and “dogs” are immediately visible. At the same time, it is worth comparing the geography, age and other important data of new subscribers with portraits of the target audience. Characteristics vary greatly - questions to the SMS operator.

Read more about independently searching for bots in social networks and services for identifying fake accounts in the article by Dmitry Dementiy.

Formula: (number of new subscribers / total number of subscribers) * 100%.

The formula can also be improved by substituting in the numerator net increase: the difference between the number of new subscribers and the number of people leaving the community. This will make it easier to assess audience interest, the relevance of posts, and the effectiveness of advertising, if it is included.

Number of Views

For reports, as a rule, a summary indicator is used: the number of views for all community posts for a certain period.

Reach

Reach shows the number of people who interacted with a community post(s) at least once.

As in the case of the previous indicator, customers are mainly reported on total coverage. It is considered separately if there is an intermediate task: to compare the effectiveness of several posts.

Viral reach directly depends on interest in the content, paid reach- from the advertising budget. On organic reach The number of subscribers and the frequency of publishing content influences, but there is also an irresistible force - ranking algorithms in social networks.

If KPI's are limited to the dynamics of subscribers and posting, the Peakfeed service is suitable for tracking. It can work with 8 social networks (VK and OK, however, are not included in the list). Cost – from $5 per month.

Livedune will do a better job of tracking most important indicators - subscribers, reach, views and engagement metrics (which will be discussed in the next section). Tariffs start from 195 rubles. “Livedune” knows how to work with all Russian social networks and even LiveJournal.

Metrics for assessing audience feedback

Now about the metrics that reflect various user reactions. Likes, comments, shares or reposts- the simplest, well-known, but not the only indicators for assessing audience feedback.

Love Rate

Likes in terms of audience size. Formula: Likes / Followers * 100%.

Talk Rate

Comments in terms of audience size. Formula: Comments / Followers * 100%.

Amplification Rate

Synonym: growth rate. Formula: Shares / Posts (number of posts) * 100%.

AR characterizes the virality of content. The higher the indicator, the greater the free reach and the cheaper it is to attract subscribers.

Sometimes likes, shares, comments and their coefficients are not calculated separately, but rather a more general indicator is taken - the volume of engagement (Engagement Volume). Formula: Likes + Comments + Shares.

Audience Engagement Rate (ER)

There are several ER formulas.

One calculation option: take the number of community members who made at least one engagement (like/repost/comment), then divide it by the total number of subscribers.

There is also a formula: (sum of all engagements / number of subscribers) * 100%.

Advice to specialists from Daria Samoilova, SMM manager at Netology: “If you report on subscriber growth, try to show it in conjunction with ER. Because the best guarantee of the absence of bots and “dead souls” is growing or at least not falling engagement in the account. It is important".

The disadvantage of this indicator is that it is subjective: it does not take into account coverage, engagement on specific days, and interaction with individual posts. Therefore, experienced text message operators use several subtypes of ER.

Engagement Rate by Reach (ERR)

Formula: (number of engagements / reach) * 100%.

The metric shows the approximate share of those who saw community posts and, one way or another, reacted to them.

Daily Engagement Rate (ER Day)

Formula: (number of engagements per day / number of subscribers) * 100%.

Daily engagement shows how many times per day the average subscriber is active.

Engagement Rate of Post (ER Post)

Formula: (sum of engagements per post / number of subscribers on the date of publication) * 100%.

The indicator allows you to assess interest in specific publications and compare posts with each other in terms of effectiveness.

Engagement Rate by Views (ER View)

Formula: (number of engagements per post / number of views) * 100%.

One must be careful with conclusions based on this indicator, because social networks do not count unique views.

Average response time (Response Time)

The metric reflects the time it takes community administration/brand representatives to respond to audience messages. This is an important indicator of quality of service and respect for customers.

To estimate the average response time over time, you can use the following formula: (response time for the previous period / response time for the reporting period - 1) * 100%.

Response Rate

The metric shows the percentage of questions that users received an answer to. Formula: (number of answers / number of questions) * 100%.

According to JagaJam data collected across Russia, brands respond slowly and do not answer even half of the questions.

Conclusion: with the help of quality service you can outperform most competitors.

For regular monitoring of responsiveness, the same JagaJam is suitable. It can collect statistics on both your brand community and competitor groups. In addition to response rate, the service can calculate subscriber dynamics, engagement and other important SMM indicators. Personal tariff plan in JagaJam – 2,700 rubles per month.

There is also a foreign service for improving the quality of customer service on social networks - CX Social. It monitors posts mentioning a brand and notifies you about them in a timely manner. Rates are unknown, but you can request a demo.

Metrics to measure traffic and conversions

The metrics from the previous sections are mainly about the internal SMM kitchen. Businesses are interested in sales. We'll tell you how you can evaluate the efforts of the SMS operator to bring the audience to a purchase.

Important: you cannot set KPIs for sales, as they are influenced by many other factors that do not depend on SMM.

Liya Kanarskaya, remote SMM manager, says: “Very often you can hear this from potential clients:

“Ten thousand will be a hundred thousand profit?”
“Do you guarantee plus 1,000 subscribers?”
“We will pay you a percentage of sales.”

But SMM affects sales and profits only indirectly. Social networks do not shape consumer needs; they are just one of the brand’s communication channels.”

Traffic from social networks (Social Traffic).

In the first 2-3 months after creating a community, it’s definitely not a good idea to set strict requirements for traffic to the site for the text message operator. Keep in mind that building trust takes time: new subscribers are in no hurry to click on links to unfamiliar sites.

Conversion rate or click-through rate (Click-Through Rate, CTR).

A basic indicator in internet marketing, it is used at almost all stages of the sales funnel.

CTR in SMM can be calculated as follows: divide the number of clicks on a link by the number of post impressions, and multiply the result by 100%. If the site is promoted by targeted advertising, the click-through rate is calculated in the same way: ad impressions are simply substituted into the denominator.

Cost Per Click (CPC).

This indicator is known to everyone who has at least once set up targeted or contextual advertising. However, CPC can also be calculated for general SMM using the following formula: all expenses for maintaining social networks / number of clicks to the site.

Number of leads (Leads).

The metric shows the number of contacts of potential clients, that is, the number of applications / orders / calls received through social networks.

Cost per lead (CPL).

Formula: (amount of expenses / number of leads).

Leads and CPL are easy to calculate when managers process leads using social media apps. Try to offer potential clients as many options as possible for ordering: not everyone is comfortable filling out forms on landing pages or putting products in online store carts.

Let's touch on the topic of the number of KPIs once again.

Daria Samoilova, SMM manager of Netology, spoke especially for Texterra about her experience:

“For me personally, 5 metrics are optimal: website traffic, conversion to leads, subscriber growth, reach, Engagement Rate. This is a necessary basis from which the effectiveness of work can be seen without further ado.

Someone adds a breakdown to ER by indices of communication, gain, and involvement - that is, they count comments, reposts, and likes separately. Then there might be eight metrics.”

Duration of work.
Number of community members (as of the date the report was generated).
Subscriber growth in 1 month.
Full audience coverage.
Number of unique visitors.
The total number of views of posts.
Number of posts (messages).
News update frequency.
Top 5 popular posts (by reach).

Are you confident in running SMM campaigns, finding great content, writing headlines, automating posting and engaging the public?

But how will your client or boss, for whom, in fact, everything was started, find out about this valor? And it would be nice to track the progress of your work for yourself.

The answer is an SMM report. He is the one who will explain to the client, the boss, and even yourself what is happening with your progress in working with social networks.

Creating any SMM report consists of 5 steps:

Select the most important key metrics for progress on social media
Select regularly monitored period
Select reporting format
Select tools for tracking metrics and generating reports
Generate a visual report on selected metrics using selected tools

Following this algorithm, you can regularly create reports for yourself or people who need to show the result of your work.

Before I start analyzing the metrics and creating reports on them, let’s take a quick look at what parameters there are that may be important for the report - metrics, posting schedule, growth, etc.

A survey of Buffer's audience showed that reports may differ in each individual case of a company or person, as well as depending on a number of other parameters.

What statistics matter to you?

A social media report is simply a set of data: statistics and numbers.

What data and what statistics should be in the report and why?

The answer depends on the specifics of your chosen social media strategy and your goals.

Followers talk about the number of people who want to follow your brand. Pros of followers: the reach your content receives, social proof of your brand's popularity, in some cases just an additional metric to boost your confidence.
Clicks tells you that your content is interesting to your users. Clicks send traffic to yours and demonstrate that your social page is a source of interesting content.
Retweets and other shares indicate that your content is perceived as interesting by your followers. The benefit of content syndication is that it increases your reach and exposes your posts to people who are not yet your followers. And also social proof that you know what you are doing on social media.
Likes- a little gray horse. The benefits of likes are the demonstration of social proof. However, determining the motivation of the person who liked it is quite difficult. There are too many different reasons why people like something. On some social networks, likes can move content to higher positions in the feed.

What posting frequency suits you best?

Here are a few of the most popular charts:

Weekly
Monthly
Every 3 months
From start to finish of a marketing campaign

Please note: some use a period of 28 days as a month without reference to the beginning and end of calendar months, so as not to make adjustments for different lengths. Likewise, for quarterly reports, some take a period of 90 days for good measure.

How do you want to track your growth and progress?

There are differences in how progress and growth are tracked for each individual case.

For example, what is more interesting to you: at what point in your development are you today, or how did you get from a given point in the past to the current moment?

Here are a few ways to look at the score:

Screenshot- a look at the numbers at a specific moment, without taking into account the history of development
Comparison of reports for different periods- weekly or for other periods of time

If you are interested in learning more about these strategies, take a look here (materials in English):

Weekly Social Media Report Template

Below we will talk about examples of types of SMM reports. Download and feel free to use them as a basis.

The report was created in Google Sheets, and it works based on data export from Buffer.

You'll likely be able to get it to work with exports from other social media analytics tools as well.

Here are instructions on how to use this report template:

Log in to Buffer and go to your “Buffer for Business” panel. Export your analytics for the last 30 days.
In the Google spreadsheet, on the “export” sheet, click cell A:1
Go to file → import. Load your file exported from Buffer and select Replace data starting at selected cell.
The “Report Card” will be automatically filled with data from your document exported from Buffer.
Adjust titles and headings as necessary (e.g. retweets for Twitter, shares for Facebook)
Ready! You have a Record Card version available for online editing and viewing and a printed version formatted to create *.pdf files and printouts.

10 Effective Ways to Create a Social Media Report

To give you a good roundup of reporting ideas, we surveyed some Buffer users about how they use analytics exported from Buffer.

Therefore, many of the reports discussed below were made using analytics exported from Buffer (this feature is available when using Buffer for Business). You can also create these reports by exporting Twitter analytics (using Twitter Analytics) or Facebook (using Facebook Insights).

1. Increase in the number of followers

“Every week we are growing by 1000 followers!”

When your boss (or client) looks at the number of followers, he can immediately draw many conclusions: popularity, reach, brand awareness, etc. And all of these conclusions will be valid.

As your number of followers grows, so does your influence - both in terms of the amount of people you can potentially reach and the perception of others. Follower growth reports are a great way to demonstrate these 2 points.

If you work with Buffer's social media dashboard (like Buffer for Business), you can see follower growth in your analytics:

In the analytics panel, click on the graph to view followers
Hover over the start date of the period for which you want to view analytics. For example, if you want to see analytics for a weekly period, hover over a date that was 7 days ago
Write down the number of followers at the beginning and end of the period

The number of followers now minus the number of followers at the beginning of the period = the increase in followers for the selected period.

Divide the growth in followers by the number of followers at the beginning of the period and multiply by 100% = growth as a percentage.

Integer numbers are easier to compare, so it’s better to use them in reports (i.e. “I gained 35 new followers this week” rather than “The number of my followers increased by 0.3% this week”).

You can also compare weekly growth by looking at the “New Followers Gained” statistics for the required periods.

2. Influence reports

“Wow, look! WE ARE FOLLOWED BY OBAMA!”

Sometimes it can be very cool to know that you are followed by someone influential or with a huge follower base. In the long run, this is a garbage metric, but when discovered, it’s a great reason to celebrate progress and brag to the boss (client).

The practical value of having opinion leaders in your subscribers: every update you make has a chance to get them retweeted and win bonuses.

Not to mention, influencer followers are great social proof for others that people of that caliber took you seriously.

How to create a report:

To find influencers among your followers, use Followerwonk and SocialRank tools.

Sign up for each of these sites, add your accounts (Followerwonk focuses on Twitter, and SocialRank focuses on Twitter and Instagram). Then identify the opinion leaders among your followers and add them to your report.

3. Number of posts

“This is what we were able to do in the last month - 110 posts!”

I was quite surprised to learn that one of the main reports people do is a simple count of the posts they have made on social media. Report = number of posts. This figure can be compared with the number of posts from the previous period to see how it has changed.

You can use a super advanced version of this report to see how the number of posts affects other statistics, such as engagement or follower growth.

How to create a report:

The exported file will contain rows of your social media updates, and the columns will contain individual statistics for each update.
Count the number of lines (which is equal to the number of your posts) using the formula
=COUNT(A:A), where “A” is the column with the update text.

4. Coverage

"Look! Our post is seen by 10% of our audience!”

One of the Buffer users who shared information about their reports with us has a great expression: “Their team needs reach and resonance.”.

Reach is the number of people who could potentially see a post.

Resonance is the number of times the content is interacted with.

Coverage can sometimes be a tricky term. Facebook uses it to indicate the number of people who SEE a post. Twitter calls these Impressions.

Either way, this metric is often the best way to understand exactly how many people are seeing the content you post (actual reach), regardless of how many followers you have (potential reach).

How to create a report:

For now, Twitter Analytics is the best (and perhaps only) place to find analytics on Tweet Impressions.

Buffer tracks Facebook reach and potential Twitter reach (potential reach is the sum of your followers and the followers of those who retweeted you).

Calculate the reach or impressions for each post by adding up all the reach of all posts and dividing the result by the number of posts.

Reach of each post / number of your followers = % of followers who saw your content.

5. Total involvement

”Does our content resonate? Yes, we have 425 interactions with content per month!”

The term “full engagement” can mean different things to different people. In general, total engagement is the sum of clicks, shares, likes and comments - all actions that a user can take with the content.

What does the sum of all this information give? Understanding the effectiveness of your tweet or post.

Did people like your content? If so, overall engagement will be high, regardless of the distribution of numbers across engagement metrics.

Engagement is the foundation of any success on social media. Good engagement = good distribution.

How to create a report:

Export data from Buffer, Twitter or Facebook
In some cases, the engagement score will already be included in the data you export. If not, add the full engagement figure yourself.

6. Engagement per post

“Every time we make a post, we can expect 25 user interactions with the post!”

The next step in calculating engagement is to get engagement per post. Instead of overall engagement over a period of time (which can fluctuate depending on how often you post), you can look at engagement on an individual post to get a clearer picture of exactly how people are reacting to it.

How to create a report:

Divide total engagement by the number of posts.

7. Engagement per subscriber

”About 3% of our followers engage every time we post! Yoohoo!”

The good news about tracking engagement per follower is that it gives you insight into how you can scale your social media reach. If you're working on gaining followers and know your engagement rate per follower, you can track your engagement growth as your number of followers grows. If you can manage your engagement numbers per subscriber, you can see even greater gains in engagement as your subscriber base grows.

Media managers use these statistics to compare this indicator across different social networks, for example Twitter vs Instagram.

The engagement rate per post helps bring the metric to the most understandable form and is easy to compare.

How to create a report:

Divide total engagement by the number of your posts.
Divide the resulting engagement per post by the number of your followers.

8. Clicks

At Buffer, we've been using clicks as the primary metric of our social media marketing strategy for 7 months. Clicks are the most direct metric you can link to. The moment someone clicks means that 2 notable things have happened: 1) you wrote a great headline or a great post image 2) that person is now viewing your site, subscribing to your email newsletter, reading other articles, or whatever -more, moving through your marketing funnel.

How to create a report:

Export data from Buffer, Twitter or Facebook
If you are interested in the total number of clicks, add the clicks of each post for the period you need
If you're interested in the number of clicks per post (our favorite metric), then divide the total number of clicks by the number of posts
If you're wondering how many clicks you get per follower, take the number of clicks per post and divide by your total number of followers

9. Referral traffic from social networks

“Look how many visitors to our site came from social networks! ”

If clicks are a great way to measure the success of individual posts, then referral social traffic is a great way to see how good a channel for attracting people to your site is for a particular social network.

Thanks to the indicator of referral traffic from social networks, you will see how many site visits each of the social networks that you use in marketing generates.

When you look at organic, referral and direct traffic metrics together, it gives you perspective on your social media efforts and the ability to measure the effectiveness of each.

How to create a report:

Inside Google Analytics, go to All Traffic → Channels.
This report will show you the percentage of traffic that comes from social networks, from search, direct and referral traffic, traffic from other sites, from emails, etc.
To see a breakdown of social traffic by social network, go to Acquisition → Network Referrals
This report will show how much traffic came from each social network

10. Funnels

“See these sales? These people came to us from social networks - cool, right?”

For advanced users: funnel reports show not only clicks and referral traffic to your site, but also how these people then walked around the site and what they did on it. Is your social traffic converting into leads? In subscribers? On sale? Funnel reports show your visitors' entire journey, from tweet to visit to action.

How to create a report:

There are many ways to deal with funnels.

Here are some helpful lessons from KISSMetrics and Social Media Examiner that do a great job of delving into the depths of this topic.

One handy way I've found to set up simple funnel tracking is to use Google Analytics Goals:

Go to Google Analytics and click Admin at the top of the page
Select your site from the drop-down list on the left and in the right column of the page click Goals
Click the "+ New Goal" button
Give the new goal a name, choose the type of goal you want to create, and configure the goal so Google Analytics knows when it is achieved

After these steps, you can view analytics for this goal (including the number of social media actions) by going to Conversions → Goals in your Google Analytics account.

Conclusion

What is your process for setting goals and creating reports for social media marketing?

Are you using the methods described in this article? Which one do you like/dislike and why?

We are interested to hear about your experience.

Do you have a large subscriber base, but not as many likes as you would like?

The symptom is clear. Let's dig deeper.

I believe that you are giving them truly valuable and quality content. But does it resonate enough with your audience? After all, this directly determines how many clients you can attract.

And now we come to the main thing... what is at the heart of a truly powerful content strategy...

Tell me, how well do you know your subscribers?

Which category of people are most involved now?
What kind of subscribers would you like to attract?
Is your current marketing strategy suited to who you want as a client?

We constantly monitor how our actions change our audience. We changed the GM promotion strategy - and our clients have changed qualitatively. Now, for the most part, they are other people.

Do you know who you need and want to tune them to your wavelength?

In this article, we’ll look at 4 simple reports that will help you get to know your subscribers better and create real resonance in communities.

So let's get started.

1. Demographic reports

Facebook Statistics

Let's start with . There is a huge amount of information here. To quickly access it, go to the tab "Statistics".

Pay attention to everyone who is here. This will help you quickly understand the interests and occupations of your subscribers. First of all, you will see the age and gender of the people who are in your community.

For example, the graph below shows that 62% of our subscribers are women, the remaining 37% are men. (Where Facebook goes with the other 1% is unknown, but it’s not that important).

We also know that the majority are people aged 25 to 34 years (1/4 of the entire audience). The next category is from 35 to 44 years old.

It is these values that we need to pay attention to when drawing up a content plan.

This is extremely important because with each age category you will have to look for different touchpoints. This is the main advantage that will help you find common interests and create content that will resonate with each group.

VKontakte statistics

I think it won’t be too difficult to find VKontakte statistics. It is located immediately below your community avatar, in front of the subscribe button.

The graph below shows that the main subscribers of our VKontakte page are men (63%), and only 37% are women. It is also clear that the largest number of subscribers are young people aged 21 to 24 years, followed by age groups from 24 to 27 years and from 18 to 21 years.

Twitter Analytics

Like Facebook, will allow you to see your subscribers at a glance. You will find the same data on the dashboard of a separate service. Twitter analysts. Once you are on your analytics page, go to the "Readers".

Here you will find a lot of information about the people who follow you on this social network:

Education,
Occupation,
Interests,
Income and net worth.

And this is not all that you can find out about them. But what’s curious is that you won’t find the age of your followers here, but you can safely look for the rest of the information in Twitter analytics.

followerwonk

followerwonk is a tool created for audience analysis on Twitter. If you have access to it, then select the tab "Analysis". Here you can enter any Twitter account names and scan their followers. This way you can view, for example, the accounts of your competitors or those who have a large number of readers. This will help you understand their audience.

Twitter Audience Demographic Analysis is an invaluable resource when creating content for specific groups of readers.

Google Analytics

Then find and add a segment that interests you as sources of traffic for similar interests. This way you can find out where the main flow of visitors comes from and what they are interested in. In this tab you can also set up statistics to view all demographic data and track age, gender, language spoken and other data.

2. Reports on location and language of communication

Geo targeting– a powerful tool for promotion. This report will help you find a number of the most populous cities, states, or countries that you can create content for to better resonate with those specific audiences. This could be a post for a specific region, for example, when you need to attract the attention of fans of a sports team in a particular city.