Most people know that a social media manager creates strategy, crafts content and manages community for their clients.

But did you know a GREAT social media manager has to tell the story of their work through metrics like a gifted songwriter?


Like a master songwriter considers lyrics, rhythm, and melody, a great social media manager knows each of her tasks work together to build a story through metrics. 🎶

Here are 3 steps to give your best metrics performance for clients:

1. Interpret Data Like a Pro

Understand why each metric can go up or down and what activity you are doing and can do more (or less) of to gain traction.  For example, did the client’s overall reach go down?  Upon closer inspection, you may see your organic content work is slaying but someone else’s paid impressions decreased.  Did your client switch vendors?  Did something get wonky with Meta?

Everything is explainable; you just have to investigate and interpret.  If you regularly shed light on what’s happening with the big picture by interpreting the data, clients will value your performance.  Fluctuations are not to be feared if you translate that information into new strategies.

2. Inspect Video Content Performance

Video continues to be the most powerful vehicle for engagement. By looking at video performance across individual Facebook and Instagram reports for example, you can share a data-backed story of what’s working and what you want to try more of.

We find that clients are willing to support an experimental video strategy as long as we are reflecting each month on results in a meaningful way.  You’ll be music to their ears if you provide insight for how to put video to work differently on different social networks.

Actual Hay There Social Media client data


3. Write a killer cover email

Just like the cover of the album, you need to attract your clients eyes and mind with insightful summaries that show the value of your efforts.

Think of the metrics reports you run as the full length versions and your job is to know how to pull out the greatest hits.  Do not simply attach reports to your client’s email and say ‘please see attached.’  You’ll want to give them a synopsis of what happened that month compared to the previous and why.

Also, be consistent with the order in which you summarize results in the email which makes it easier on their eyes to take in the information.  One way you can make this step a winner is by leveraging our sample emails and executive summary templates from our trainings.


Does the idea of handling metrics give you stage fright?

Schedule a call with us and we’ll help you through it.

Looking to learn and/or improve how you present the results to your client through metrics reporting?  It’s a critical part of the job of a successful social media professional.

Check out our training, where you will learn how to confidently interpret and present the results of your work to your client regularly.

Analyzing key data and being able to tell the company’s growth story through metrics software will speak volumes about your credibility and capabilities.

We teach you how to present the metrics like a pro; get ready for that Grammy winning confidence!

Emily A. Hay

Founder & Instructor at Social Media Manager Training Courses
Creator of flexible work opportunities for moms since 2009 | Shared our journey in FAIR PLAY Documentary by Reese’s Hello Sunshine based off Eve Rodsky’s book 🎥 | Work+Life Integrator 👩‍💻 👧 👧

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