Reporting: trackers, weekly reports, content reviews
- Kseniia Kit
At GMEM, we understand that being no1 = constantly analyzing our success. Every SMM team tracks their results daily (tracker), weekly (Slack report), and quarterly (content review).
We do this to make sure that we follow our strategy, quickly find and fix any problems, and, of course, notice and celebrate our growth.
Tracker
Every SMM team has a tracker. You fill in links to your posts and mark the type of post. This is to see how many different topics we cover.
On UGC page we collect all links to articles based on stories that the SM team has found.
Human means a story that you’ve found on the web, Native – an article based on a picture post that you’ve made.
Weekly report
The weekly report is made before the weekly call with your manager and shared in your team channel on Slack. On the weekly call make sure you know what was trending last week, what celebs performed the best, what Twitter trends we covered/missed, ect.
What to include in your weekly report?
IR for Facebook picture posts for last week
Total interactions for Facebook picture posts for last week
Top-3 overperforming Facebook picture posts for last week
Top-3 underperforming Facebook picture posts for last week
IR for Instagram for last week
Total number of Instagram followers
Total number of Twitter followers
Total number of Telegram followers
How many UGC have you got last week
What are your plans for the next week
Content review
Document for content review: https://docs.google.com/spreadsheets/d/1e7xpHim03MxgqRg0LBKo1J5ImRmGjNsSXpP-fzyQit0/edit?usp=sharing
For quarterly content review, we check around 50-60 overperforming posts for the last 3 months.
We analyze them and group them by type (topic).
Important: do not try to sort posts as you’ve done the quarter before. Try to see how trends are changing. For example, last episode celebs with spouses were trending and now celebs with kids are trending. If you will just call this type of post celeb families, you will not notice the change. So add as many details as possible.
Track what celebrities were the most popular for our audience, write their names out.
Also, check 50-60 underperforming posts. Analyze them and group them by type (topic). Provide an explanation for each post/group of posts – why do you think they didn’t work.
Do not include in your report promo posts (from the marketing team). They don’t show how our strategy performs.
When you made a list of topics that don’t perform well, make sure we don’t publish posts like that on our pages repetitively. If it doesn’t work = it shouldn’t appear on the page.
Finalize your report with content ideas for the next episode and other insights that you’ve received.