Once the hashtag has trended, the posts have gathered proper engagement and the timeline is buzzing, the next step is reporting the results. This can surely be daunting due to the requirement to sift through numerous posts across various platforms to extract key performance indicators (KPIs).
Despite the availability of tools to streamline this process, the numbers still need to be organized in a way that makes sense and highlights the campaign's performance.
To create a meaningful report that informs, transforms, and helps stakeholders make beneficial decisions, several key attributes must be factored in.
At the very outset of the campaign, it’s crucial to know what your client expects. This means having a clear, precise understanding of their goals and needs. Some firms have gone ahead to put in place a client checklist to keep track of campaign deliverables such as the number of posts, campaign hashtags, team members responsible, and campaign duration.
Secondly, having a blueprint for your reports is vital. This includes the physical design of the interface, the content, and the order of reporting. The blueprint should be flexible and amendable to cover all client needs. Key sections to consider include the introduction, campaign overview, and recommendations, among others.
While also reporting, it is crucial to relate primarily to the campaign's initial targets. Capture the numbers, but also evaluate how these numbers measure up to the original goals. What were the initial targets? What was achieved? How do the results compare to expectations?
Try to tailor the report around this format to ensure it remains relevant and informative.
As an expert, it’s beneficial to include additional data that, while not directly tied to campaign targets, can provide valuable insights. This could be trends noticed during the campaign or unexpected positive outcomes that add weight to the overall results.
To ensure the report is easily understood by clients, minimize technical jargon. Most report consumers are not well-versed in technical terms. When jargon is necessary, consider including brief footnotes explaining these terms.
And now, the cherry on top: the recommendations. They are an essential aspect of the report. They demonstrate your expertise and offer clients valuable insights for future campaigns. Recommendations also help clients explore new strategies and achieve more meaningful results.
Just like campaigns are time-bound, the timing of the report cannot be overstated. Timely reporting gives room for the clients to take prompt action while the information is still relevant. Once the report is completed and polished, submit it promptly.
To ensure an efficient reporting system, establish clear, two-way communication. A feedback form can go a long way in gathering client reactions and observations. This feedback, collected quarterly or semi-annually, helps ensure that the reports continually meet client needs and address any gaps.
As capitalism has many of us in a chokehold, it's essential to tick all the boxes by addressing the needs of stakeholders. The right reports can go a long way in cementing long-term working relationships and securing recommendations for other clients. Keep your reports simplified, clear, and concise