# Monthly Social Media Report Template

*Fill in one report per client per month and keep it to two or three pages. The Northwind Analytics rows are a made-up example: a 40-person company that sells reporting software to logistics operations teams, with its LinkedIn run by an agency called Kestrel Content (also made up). Every number is invented for illustration and none of them is a benchmark. Overwrite the example rows with your own data and delete this note before you send it.*

- **Client:**
- **Reporting period:**
- **Prepared by:**
- **Date sent:**
- **Channels covered:**
- **Contact on the client side:**

## 1. The month in five lines

*Write this section last and put it first. Many clients read only this part. Give one line each to the headline result, what drove it, what did not work, what you will do about it and the one decision you need from the client. Put a number in every line.*

| Line | Your summary |
|---|---|
| Headline result | Impressions rose 15% to 47,300 and net new followers reached 295, ahead of the 250 target. |
| What drove it | Two carousels on Priya's profile delivered 35% of the month's impressions. |
| What did not work | We published 24 posts against a plan of 28, and product news on the company page earned 640 impressions at a 0.8% engagement rate. |
| What we will do | Publish two more carousels in October, rewrite page posts around a customer problem and batch drafts so a holiday week does not leave a gap. |
| Decision we need from you | Approve two customer names for case study posts by October 5. |

## 2. KPI scorecard

*One row per metric, all channels combined. Compare with last month, not with a rival's numbers. Keep the same metrics every month so the trend is readable. Add a target for each one, from your strategy, and mark the status as Ahead, On track or Behind.*

| Metric | This month | Last month | Change | Target | Status |
|---|---|---|---|---|---|
| Posts published | 24 | 22 | +9.1% | 28 | Behind |
| Impressions | 47,300 | 41,200 | +14.8% | 45,000 | Ahead |
| Engagement rate | 3.0% | 2.8% | +7.1% | 3.0% | On track |
| Followers (end of month) | 12,030 | 11,735 | +2.5% | 12,000 | Ahead |
| Net new followers | 295 | 240 | +22.9% | 250 | Ahead |
| Profile and page visits | 780 | 690 | +13.0% | 750 | Ahead |
| | | | | | |
| | | | | | |

## 3. LinkedIn: by profile and page

*List every profile and page that posted this month, including company pages. Read personal profiles and company pages separately, because LinkedIn shares different data for each. Repeat this section for every other channel the client posts on, such as X.*

**3a. Results per profile and page**

| Profile or page | Type | Posts | Impressions | Engagement rate | Followers | Net new followers | Visits |
|---|---|---|---|---|---|---|---|
| Priya Raman | Personal profile (founder) | 10 | 31,400 | 3.4% | 6,240 | 190 | 410 |
| Marcus Lindqvist | Personal profile (sales lead) | 6 | 9,800 | 2.6% | 2,310 | 60 | 150 |
| Northwind Analytics | Company page | 8 | 6,100 | 1.8% | 3,480 | 45 | 220 |
| | | | | | | | |
| Total | | 24 | 47,300 | 3.0% | 12,030 | 295 | 780 |

**3b. Results per format**

*Group posts into text, image, carousel (PDF document) and video. This is the table that tells the client what to make more of.*

| Format | Posts | Avg impressions | Engagement rate |
|---|---|---|---|
| Text | 11 | 1,500 | 2.3% |
| Carousel | 4 | 5,050 | 4.2% |
| Image | 7 | 1,200 | 1.9% |
| Video | 2 | 1,100 | 1.7% |
| | | | |

**3c. LinkedIn notes to keep in mind**

- Saves and followers gained per post are reported by LinkedIn for personal profile posts only. Leave them blank for company page posts instead of writing 0.
- LinkedIn does not share follower demographics for personal profiles with outside tools. If the client cares who follows them, add a screenshot from the profile's own analytics page. For a company page, add the follower breakdown by job function or industry.
- Use one definition of engagement rate every month and write it in section 9. Different tools calculate it differently, so never compare a number from one tool with a number from another.

## 4. Top posts and the one to learn from

*Pick the three best posts by engagement rate and one that fell short. For each, say why you think it behaved that way. This is the section clients quote back to you.*

| Post (date and first line) | Profile and pillar | Format | Impressions | Engagement rate | Why it worked or did not | Next step |
|---|---|---|---|---|---|---|
| Sep 9: "Three weekly numbers ops and finance should never argue about" | Priya, Reporting that finance trusts | Carousel | 11,200 | 5.1% | A numbered list readers could screenshot. It started three inbound conversations | Two more carousels in October |
| Sep 23: "A dispatcher's Monday, hour by hour" | Priya, Logistics ops in the field | Carousel | 5,400 | 4.4% | A day-in-the-life story with specific times | Repeat with a warehouse shift |
| Sep 16: "The objection I hear most: spreadsheets already work" | Marcus, Reporting that finance trusts | Text | 3,900 | 3.8% | Opens with a real sales objection. Two replies became conversations | Turn the replies into a customer story |
| Sep 4: Release notes for version 4.2 (the one that fell short) | Company page, Building Northwind | Image | 640 | 0.8% | A feature list with no buyer problem in the first line | Rewrite as a before and after |
| | | | | | | |

## 5. Pillar review

*Compare every content pillar with the profile's own average. Decide keep, change or stop. If the client has no pillars yet, group posts by topic instead and start one with the strategy template.*

| Pillar | Posts | Avg impressions | Engagement rate | Inbound conversations | Decision |
|---|---|---|---|---|---|
| Reporting that finance trusts | 9 | 2,300 | 3.5% | 5 | Keep. Add a carousel every two weeks |
| Logistics ops in the field | 6 | 2,100 | 3.2% | 2 | Keep |
| Building Northwind | 5 | 1,240 | 1.5% | 0 | Cut to one post a week and use stories, not announcements |
| Customer results | 4 | 1,950 | 2.3% | 2 | Keep. Need two new customer names |
| | | | | | |

## 6. Commentary: what happened, why, and what we do next

*Numbers do not explain themselves. Answer three questions in two or three sentences each, naming one number per sentence. Never write "engagement was good" without saying compared with what.*

| Question | Your commentary |
|---|---|
| What happened? | Impressions grew 15% to 47,300, and 66% of them came from Priya's profile. Engagement rate edged up from 2.8% to 3.0%. |
| Why did it happen? | Carousels earned 4.2% engagement against 1.7% to 2.3% for the other formats, and the "three numbers" carousel started three inbound conversations. The company page lagged because product news does not carry a buyer problem. |
| What do we do next? | In October we publish two more carousels on the finance-trust pillar, rewrite company page posts around a customer problem and cut Building Northwind to one post a week. |

## 7. Business results (what only the client can see)

*Posts rarely carry trackable links, so ask the client for the numbers behind the post metrics: conversations started, demo requests, meetings booked, and how new leads say they found the company. Write the source next to each number. If the client has not reported a number yet, write "not yet reported" instead of leaving it out.*

| Result | This month | Last month | Source | Notes |
|---|---|---|---|---|
| Inbound conversations (DMs and comment threads with target accounts) | 9 | 7 | Client's tracking sheet | Target is 15 per month at the 90-day review |
| Demo requests that mention LinkedIn | 2 | 1 | "How did you hear about us" field | One came from the "three numbers" carousel |
| Meetings booked from those conversations | 1 | 0 | Sales lead | |
| | | | | |

## 8. Next month

*Keep this to one page. One experiment, a clear posting plan and a short list of what you need from the client, with dates.*

**8a. Posting plan**

| Profile or page | Posts per week | Pillars | Formats |
|---|---|---|---|
| Priya Raman | 3 | Reporting that finance trusts, Logistics ops in the field | 1 carousel every 2 weeks, text posts |
| Marcus Lindqvist | 2 | Reporting that finance trusts, Customer results | Text posts |
| Northwind Analytics | 2 | Customer results, Building Northwind | Customer before and after images |
| | | | |

**8b. One experiment**

- **Hypothesis:** A carousel every two weeks on the finance-trust pillar lifts engagement rate on Priya's profile above 4%.
- **How we will judge it:** Compare the four carousels with the text posts on the same pillar at the end of October.

**8c. What we need from you**

| What we need | From whom | By when |
|---|---|---|
| Two customer names we can use in case study posts | Marcus | October 5 |
| One 20-minute voice note about a recent customer call | Priya | October 12 |
| | | |

## 9. Appendix: definitions and attachments

*Write the definitions once so the report reads the same every month. Attach the screenshots you used, so nobody has to log in to check.*

- **Period covered:** September 1 to September 30, 2026 (calendar month, same as last month's report).
- **Data source:** The tool or LinkedIn analytics page the numbers came from, and the date you pulled them.
- **Engagement rate:** Reactions, comments and reposts divided by impressions. Write your own definition here if your tool uses another.
- **Known gaps:** Anything missing, for example "company page saves are not reported by LinkedIn".
- **Attachments:** Analytics overview for the period, screenshot of each top post, follower chart for the company page.

## 10. Before you send

*Tick every box. The first three catch most errors.*

- [ ] The period dates match last month's report exactly
- [ ] The totals in section 3a equal the sum of the rows above them
- [ ] Every change in the scorecard compares this month with the same last-month column
- [ ] Every number in the five-line summary also appears in a table
- [ ] Each top post has a screenshot attached
- [ ] Section 7 is filled in, or says "not yet reported" with a date to ask again
- [ ] The report asks for one decision, with a date
- [ ] Next month's plan matches the strategy document
- [ ] Saved as a PDF and named client-report-YYYY-MM

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Template by Postiv (postiv.ai). Free to copy and adapt.