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Social media has a history of being unfairly categorized as "fluff" when it comes to reporting on performance.

After all, how can 'likes', 'followers', and 'clicks' measure up to seemingly more substantive metrics like leads, signups, opportunities, and sales in a reporting setting?

Like anything else, it's how you position its utility and performance that will ultimately sell the value to stakeholders.

In this report, we talked to 60+ marketers to find out how to create social media reports that people actually read and the important metrics that should be included in every social media report: