Summary • Outline • Study Questions • Flashcards • Quiz
This chapter provides guidelines on preparing a social media assessment report to ensure that it provides meaningful information and insights, and is targeted for your audiences.
Several principles are helpful to keep in mind when drafting the report:
- Know your audiences – think about who will be reading the report or listening to the briefing and adapt the report accordingly
- Establish the right comparison points – compare your results to organizations of similar size and to those that devote similar resources to its social media presence
- Focus on the return on investment – determine an appropriate way to measure the benefits gained from your social media efforts compared to the amount invested
- Highlight connections between your social media platforms and other communications tools – consider what occurred on other channels, and highlight potential correlations between them and your social media platforms
- Focus on continuous improvement – the assessment report should grow and change to remain flexible to the reporting needs of your organization
Consider the following sections as you draft the report:
- Comparative Framework
- Data & Analysis
- Success Stories
- Conclusions & Recommendations
- Key Principles
- Analyze your audiences
- Establish the right comparison points
- Spotlight the return on investment
- Highlight connections between social media platforms, other communication tools, and events
- Focus on continuous improvement
- Main Sections of the Assessment Report
- Comparative framework
- Data and analysis
- Success stories
- Conclusions and recommendations
Chapter Deep Dive Study Questions
These exercises are designed to enhance your understanding of the chapter’s key ideas, principles and approaches.
Identify three examples of inappropriate social media comparisons. Explain your rationale. (Remember that inappropriate comparisons are like comparing apples to oranges instead of apples to apples.)
Locate a social media assessment report from an organization. a) Identify and discuss three appropriate features of the report. b) Suggest and discuss three ways to improve the report. c) Provide your rationale based on the discussion in this chapter.
Craft three compelling arguments about why an organization that does a good job reporting on daily/weekly analytics should still develop a social media assessment report like the one described in this chapter.
[q] Assessment Report
[a] A document that presents an in-depth look at the effectiveness of an organization's social media strategy. A social media assessment report typically reveals changes that have occurred since the last report, focusing on the main platforms that the organization is utilizing. It could reveal factors such as growth (or loss) in followership, reach and different types of engagement and an explanation of potential factors influencing the numbers.
[q] Comparison Point
[a] A basis or standard against which you can measure something.
[a] Translates into return on investment. In the broadest sense, this financial measurement compares the benefits gained to the costs incurred.
[q] Success Stories
[a] Examples of content that produced the intended effect and accomplished your social media goals.
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Question 1 of 10
Which of the following principles are important when drafting your assessment report?Correct
Question 2 of 10
Showing growth in percentages instead of raw numbers improves your readers’ understanding of the underlying platform dynamics.Correct
Question 3 of 10
Your assessment report should focus strictly on the numbers and not highlight the relationships between social media performance and major organizational events.Correct
Question 4 of 10
Social media platforms may use similar terminology but employ quite different measures to quantify standard items, such as reach.Correct
Question 5 of 10
Highlighting the limitations of your assessment report ultimately undermines the credibility of the report.Correct
Question 6 of 10
It’s best to avoid mentioning success stories in your report because it biases the analytical section of the report.Correct
Question 7 of 10
Your assessment report should provide the same level of depth of analysis of your actively-managed platforms as your passively-managed platforms.Correct
Question 8 of 10
Indicating areas of continuous improvement in your report undermines your credibility as a social media manager.Correct
Question 9 of 10
Your report should note any technical changes that occurred with your most important platforms.Correct
Question 10 of 10
You can safely assume that the audience for your report will have a working knowledge of the major social media platforms.Correct