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Social Media Scorecard Template to Keep Your C-Suite Informed

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How to use this template

Fill in your data to tell your C-suite a compelling data story about social’s impact on your business. �
The templates are designed to zoom in on the social media intelligence leaders care about most.�
Update the slides with your brand assets, colors, etc. before sharing with stakeholders.

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Social Exec Summary

We ended [month/quarter] with a [strong, weak, etc.] performance across our social channels, including notable [increases/decreases] in awareness, conversion and engagement [MoM or QoQ].��Success was fueled by our [provide examples of campaigns or initiatives]. Our social sentiment is [high/low] among our core competitors, [explain where you rank and why].

[MONTH]

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[Month] Performance

Because of [list and link to examples of campaigns, initiatives, influencer activations, etc.], we’re [on/off] track to meet our organic and influencer impressions goal and have [exceeded/fallen short of] our [conversion type] goals. We’re tracking [high/low] to our engagement rate goal, so we [explain how you’ll maintain or adjust strategy].

The conversations that drove the highest potential impressions around our brand were about our [insert social listening conversations and volume data; example: new product launch (4 million)].

��$XX.XX +XX% YoY

XX% to goal

Earned Impressions

�XX +XX% YoY�XX% to goal

Organic Social + Influencer Impressions

��XX% -XX% YoY�Goal = XX%

Avg. Engagement Rate

��XX +XX% YoY�XX% to goal

Conversions (Direct Sales, Leads + Registrations)

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Competitive Scorecard

	Audience Size	Sentiment	Potential Impressions	Share of Voice	Key Insights
[Competitor 1]	XX +X% MoM	XX%	XX	XX%	[Insert and link to notable campaigns, initiatives and posts]
[Competitor 2]	XX +X% MoM	XX%	XX	XX%	[Insert and link to notable campaigns, initiatives and posts]
[Your Brand]	XX +X% MoM	XX%	XX	XX%	[Insert and link to notable campaigns, initiatives and posts]
[Competitor 3]	XX +X% MoM	XX%	XX	XX%	[Insert and link to notable campaigns, initiatives and posts]
[Competitor 4]	XX +X% MoM	XX%	XX	XX%	[Insert and link to notable campaigns, initiatives and posts]

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Key takeaways

Awareness | Further invest in [include initiatives and strategies] on [platforms] to help us increase our overall potential impressions, ultimately impacting our SOV as well.�
Conversion | Increase our conversions by [include initiatives and strategies] after what we’ve seen so far [this month/quarter/half].�
Engagement | Hone in on community building and engagement to [maintain/increase] our avg. engagement rate.

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About Sprout Social

Sprout Social is a global leader in social media management and analytics software. Sprout’s unified platform puts powerful social data into the hands of more than 30,000 brands so they can make strategic decisions that drive business growth and innovation. With a full suite of social media management solutions, Sprout offers comprehensive publishing and engagement functionality, customer care, connected workflows and AI-powered business intelligence.

Sprout’s award-winning software operates across all major social media networks and digital platforms. For more information about Sprout Social (NASDAQ: SPT), visit sproutsocial.com.

Get started with Sprout Social’s Analytics & Reporting tools today

Request a demo

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Reporting terms and definitions

Action Rate is the percentage of customer inquiries that are actioned. Not every customer interaction requires action.

Average Reply Wait Time is how long customers wait in between responses until their issues are resolved.

Average Time to Action is the time it takes for your team to send out the first reply to an inbound customer message within business hours.

Cost Per Click (CPC) is the amount spent on advertising for every click received. It’s calculated by dividing the Total Ad Spend by number of clicks.

Cost Per Conversions (CPCon) is the amount spent on advertising for every conversion received. It’s calculated by dividing Total Ad Spend by number of conversions.

Cost Per Engagements (CPE) is the amount spent on advertising for every engagement received. It’s calculated by dividing the Total Ad Spend by number of engagements.

Earned Media Value is the estimated cost of organic social exposure if it had been generated through paid ads.

Engagements Average is the total engagements divided by total number of messages. Engagements per Message indicates how engaged users are with our brand.

Leads Generated from Social is the number of marketing qualified leads (MQLs) gained through social media efforts.

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Reporting terms and definitions

Positive Sentiment is the percentage of positive posts in a social conversation.

Potential Impressions is the number of times messages could have been seen.

Revenue Generated from Social is the revenue that can be directly attributed to social conversions.

Share of Voice is calculated by dividing the total volume of a brand’s messages by the total volume of the topic’s messages. The sum across percentages can be greater than 100% if the messages contain mentions of multiple brands.

Task Resolution Rate is the percentage of customer inquiries that are fully resolved, and it reveals how equipped your entire company is to address customer inquiries.

Total Engagements is the number of times messages were publicly interacted with. The sum total of likes, shares, and comments on all messages.

Total Ad Spend is the total amount spent on social advertising.

Total Actioned Messages is the rate that brands respond to messages or comments that they receive on a daily basis.

Total Received Messages is the total number of customer messages in your inbox.

Unique Authors is the number of people talking about your brand on social.