Guide
Monthly Social Media Report for Clients: What to Include
A good monthly client report answers three questions: what happened, why, and what changes next month. Show each metric against the client's own history rather than industry averages, highlight the posts that led and what they shared, and end with two or three concrete changes. Keep it to a page the client will actually read.
Updated
The One-Page Structure
- Headline: one sentence on the month (for example, reach up on Instagram, flat on LinkedIn).
- Numbers vs last month and vs the three-month average, per network.
- Top three posts and what they had in common.
- What fell short and a guess at why.
- Next month: two or three specific changes.
Pick Metrics the Client Cares About
Match metrics to the goal: reach and follower growth for awareness, clicks and tracked conversions for sales, saves and shares for content that builds trust. Report each network's metrics as that network defines them; do not add views on one network to impressions on another.
Get the Data Out Cleanly
Markaestro exports analytics as CSV per brand on every plan, keeps blank metrics blank instead of zero, and Intelligence explains why top posts worked. Clients can also view results directly as Analysts. See analytics.
Frequently Asked Questions
How long should a client social media report be?
One page for the summary, with detail available on request. Clients read short reports.
Should I compare clients with industry benchmarks?
Sparingly. The client's own history is a more honest comparison, because benchmarks mix very different accounts and formulas.