5 steps to presenting social media metrics to stakeholders

An integral part of a social media manager’s job is to share key insights with team members and decision-makers. An effective social media report isn’t just an exercise in presenting metrics—it’s an opportunity to demonstrate the impact of the social media team’s work, get buy-in or inspire team members and influence future strategies and campaigns.

Yet, presenting social media performance metrics to stakeholders—from your team to executives—is no easy task. Reports packed with numbers can often feel overwhelming or fail to convey the true value of the organization’s social media efforts. To get your message across effectively, you need to prioritize clarity, relevance and actionable insights. Here’s how to achieve that.

1. Know your audience

Tailoring social media reports to your audience is step one. Not everyone needs the same level of detail. Knowing your audience ensures the right data is delivered in the right format.

For marketing teams: Marketing staff thrives on operational details. They want to know which posts performed best, what creative elements had the most impact and which platforms topped engagement metrics. For this group, focus on granular details like post-by-post analytics, performance comparisons and format-specific data.

For executives: Executive staff members are most concerned with big-picture outcomes and return on investment (ROI). They’ll want to see how the social media efforts contribute to the organization’s bottom line. Metrics like lead conversion rates and how campaigns correlate with overall business goals should be emphasized. Skip the minor details and focus on outcomes that directly influence strategic decisions.

For clients: If you’re reporting to clients, balance detail and simplicity. Highlight top-line results like follower growth, campaign progress and tangible outcomes tied to campaign goals. This keeps the presentation focused while demonstrating real value.

2. Tell a story

Numbers alone can be boring. Stories make data relatable, providing context that dry numbers alone cannot. To tell the story of your team’s social media strategy, structure your report with a clear beginning, middle and end.

Start by setting the scene. Share the campaign’s goals and align them to organizational objectives. Highlight any challenges being addressed, like reaching a new demographic or increasing conversions from a specific platform.

Next, introduce the metrics. Instead of overwhelming audiences with a data dump, present relevant insights aligned with your story. For instance, if the goal was to increase website traffic, focus on metrics like click-through rates, referral traffic and engagement trends related to calls-to-action.

Finally, wrap up with actionable insights. Summarize what the metrics indicate about the campaign's success. Propose next steps, like doubling down on high-performing platforms or exploring new creative formats. End by connecting these recommendations back to the original goals for a full-circle conclusion.

3. Use visuals

Visuals are a must when presenting data. They simplify complex information, making it easier for stakeholders to digest and remember. Remember to keep visuals clean and professional—and, as  mentioned above, avoid data overload. Focus on presenting only the key numbers.

Here are a few visual tools that work well for social media performance reports:

• Line graphs can be used to demonstrate growth trends over time, such as follower count or engagement rates. Annotate key points to explain any spikes or drops clearly.

• Pie charts are great for illustrating demographics, platform distribution or engagement splits, such as how users interact with different content types.

• Bar charts are ideal for comparing performance metrics across platforms or campaigns. For example, a bar chart showing engagement rates for Instagram versus Facebook tells a clear story about which platform deserves more investment.

• Heat maps are the perfect choice for showcasing user engagement patterns, like ideal posting times.

• Infographics should be used for summarizing multiple metrics. An infographic draws attention while being concise and memorable.

4. Focus on high-impact insights

Not all metrics are created equal, and not every data point needs the spotlight. Highlighting high-impact insights ensures your stakeholders focus on what matters most. For instance, if Instagram reels are driving the highest engagement, that’s a notable trend worth emphasizing. Or, if you see consistent growth in conversions from a specific ad campaign, underscore that success.

Don’t be afraid to also include underperforming areas—like low click-through rates on Facebook ads or landing pages that aren’t converting traffic efficiently. Providing these insights and comparing them against high performers helps stakeholders understand where the most growth potential lies.

5. Provide actionable solutions

Data without action is a missed opportunity. Your social media performance report should not just summarize what happened; it should connect the metrics to potential strategies for improvement.

Consider solutions like these when presenting your findings:

• Expand on what works. If video content consistently performs well, recommend allocating more time and budget toward producing high-quality video or experimenting with new formats like live streams or short-form reels.

• Reallocate resources. If one platform demonstrates a significantly higher ROI, suggest shifting ad spend or engagement efforts toward that channel. For example, LinkedIn might outperform for B2B campaigns, whereas Instagram may dominate with younger professionals.

• Optimize underperforming areas. Analyze pain points, like low engagement rates on specific posts or underwhelming click-through rates in certain campaigns. Propose targeted solutions, such as refining ad targeting or revisiting landing page designs.

Tying recommendations to the data builds credibility and shows that you’re thinking ahead, not just reviewing past results.

Bring it all together

When done right, social media metrics reports don’t just convey data; they drive decisions, inspire confidence and showcase how your team’s social media efforts support broader business goals.

Remember to keep your audience in mind, craft a compelling story and use visuals and actionable solutions to make your findings clear and meaningful. For help with social media strategy and reporting, contact the AOE Team!