Custom Social Media Reporting: Our First Case Study

Self-inquiry is the basis of growth. As a team, MFBS is constantly looking within and asking ourselves: what more can we do to provide the best service for our clients?

We decided that it was time for us to put on our right-brain thinking caps and get down to the numbers. We know there is value in looking at the numbers, and that’s why we provide new clients with an Analytics Report after their first few months with MFBS. These reports offer invaluable insight into content performance and audience engagement. The benefits of these reports drove our decision to provide our clients with more frequent and simplified reports. And with that, the Quarterly Report was born!

As a team of creatives, it was a bit intimidating to sit down and crunch numbers, but we knew the payoff would be worth it! What we didn’t know was how much fun it would be to play statisticians for a day. Across the country in our remote offices, we all hunkered down with a good coffee, a favorite playlist, and got to it!

Cindy, our Director of Business Development, simplified the day by writing formulas and drafting spreadsheets so that we could plug in the data for clean and easy reporting. Instagram, Facebook, and LinkedIn all offer their own variation of analytics for their users to see and learn from. We were excited to learn this process ourselves and excited to work through it in real-time. Like anything new, there were a few bumps in the road – like toggling between Facebook's multiple analytics pages and questioning how we can automate more of the process. On the other hand, we realized new paths we could take on the next one – like highlighting different categories and taking an in-depth look at the best posts each month.

All of the data we examined gave each Project Manager even further insight into their clients’ accounts and provided points of reflection: How can I strengthen the messaging? How can I create memorable branding? How does the audience react to the content?

All in all, we were very pleased with the results. MFBS Facebook clients averaged 3.5% engagement whereas the national average is only .13%!  But this quarter’s shining star was Instagram! MFBS clients had an engagement rate of 32% whereas the national average engagement rate for Instagram business accounts is 1-5%. Many of our clients saw their audience grow with the average being a 45% increase in followers!

Our first quarterly reporting day was a success in more ways than one. Collectively, we are excited to take the lessons and reflections from this quarter and make Q2 even better both for content creation and for the next reporting day. And with only ten weeks until the next one, our team is already taking requests for the next reporting day's playlists!