https://youtu.be/ioIOTjGbAz0

Video tutorial showing how to:

• Combine your digital data into one central annual reporting Excel spreadsheet
• Use Pivot Tables to quickly analyse the data
• Measure reach, engagement, and engagement rate
• Get the information on results per channel from Google Analytics

The reasons we recommend reporting separately on your social media channels, rather than aggregating all numbers into one joint ‘social’ report, are:

• Some social channels can have a strong return on investment with small audiences - such as corporate supporters on LinkedIn, or journalists and critics on Twitter. Combining all numbers and only looking at quantity, doesn’t do justice to these social marketing activities.
• The social channels all have different strengths and goals, and need individual reports to establish if the goals are being met.
• Social channels change a lot, and they don’t all change in parallel - you can see performance go way down on Twitter and simultaneously go up on Meta. Reporting separately allows you to see where issues are arising with specific channels, and move resources to the channels that are performing best.

Advanced Excel tips

Import and combine multiple sheets to an Excel file - a big timesaver when you have multiple csv files downloaded from different digital channels.

Add a calculated field to your Pivot Table - use this to extend your Pivot Table with calculated fields, such as engagement rate (reach divided by engagements).