As part of our social media management service, we create monthly reports for our audience detailing how the content is performing. These reports outlined all the metrics, insights, and numbers, which not only gave our clients an idea of what’s happening but also helped our team, when creating content, know what’s working well (or isn’t).
Creating reports is a part of our content creation process. In fact, it’s a key part. So, why did we need to change it?
At ATB Social, we focus on systems and processes. Everything starts with strategy, and everything falls within our system. The thing about systems is that when they are working well, it’s easy to get comfortable in them. Why rock the boat?
But in a business world that’s constantly evolving, we have to evolve with it. So, when we saw an opportunity to improve upon one of our most critical systems, we took it. Let’s talk about the recent changes we’ve made to our reports.
What We Thought Our Clients Wanted
It’s easy to believe that the most important part of reporting is the numbers. How many views and clicks did the content receive? That’s what we thought mattered most to our clients. Then we actually got thoughtful feedback from our clients (which we love!) The current monthly report wasn’t serving them as it needed to. Why? Because the client didn’t want more data; they wanted more direction.
As content managers, we do manage the day-to-day operations of their content. But, as content strategists, we offer even more. We shape their story and brand online. We compel their customers to want more. At the end of the day, we aren’t just social media managers, but strategic partners for our clients. And our monthly report was showing up as more like a manager than a partner.
What They Actually Wanted
Once we realized we had an opportunity to improve our reports, we did exactly that. The goal was to provide more value for our clients. So, here’s exactly what we changed:
- Turning data into direction. Instead of simply summarizing performance, our reports now break down exactly what worked, what didn’t, what we learned, and the strategic adjustments we’ll make moving forward.
- Deeper and Expanded Content Insights. We went from showcasing top posts to giving deeper insights into the what, why and how content performed well and could be improved.
- Creating a shared definition of success. We introduced a “How We Measure Success” section that outlines the metrics we monitor, what they indicate, and how we use them to guide content strategy and measure progress over time.
We believe that these changes give our clients a clearer picture of how their content is performing and their progress toward their goals, and, overall, give them confidence that they have hired a strategic partner for their business, ready to make a positive impact.
The most important takeaway from this article is to keep improving. Look at your systems now and see if there is room for added value.
If you’re looking for a team that’s always looking for ways to serve you better, remember the ATB Social team is here!
