Social Data

Community Question Alert!Today, we’re talking all about data with Jazmin Griffith at our event and we want to hear from you, how you use data to help inform your content creation and audience engagement strategies.  Q:How has social media data analytics influenced your approach to content creation and audience engagement?   

LinkedIn has really been pushing video, but we’re not seeing any success with ours. We’ve tried a few different types and different speakers, and none have gotten over 200 views (for comparison we see more like 1,000 on other platforms). Given how successful our other types of posts are, I’m hesitant to use the posting space for videos that don’t perform.Anyone else not seeing success with video? If you are seeing success, what’s working for your brand? 

My companies social media engagement has plummeted YoY. Any thoughts as to why?

Hi all! Don’t know who else is in the same boat but if you’re like me, you may have noticed shifts in LinkedIn performance recently  😅We’re a B2B tech company and last year we were on a high with increased impressions, engagement rate and CTR QoQ for just about the whole year! Then come January 2025...our impressions have completely gone down. We are getting half to 1/3 of the impressions we used to get. We have a consistent posting strategy (daily), we do a mix of thought leadership, static imagery, carousels, and once in a while videos. Yet, our organic reach has declined MoM this year. With this being said we still have an excellent ER and CTR, its just the reach.Is anyone else experiencing this with a B2B LinkedIn account? What are you doing to combat this? Curious to hear from others. 

Hi friends! I am a community manager at a full-service marketing agency. We have a variety of different types of clients, most of which I handle outgoing engagement for. I wanted to poll the experts and see what types of tools people are using to track their work? Right now, I’m mostly documenting things in trackers in Google Sheets, and I’m thinking there has to be a better way to do this! A few performance-based KPIs I have are tied to engagement/impressions and I would love to have the most accurate data to report. Any other recommendations are helpful, thanks! 

Hi yall! Curious to hear if anyone has run a successful organic social strategy campaign -- specifically on LinkedIn for a B2B company without paid dollars. What are you doing to increase your followers? Are you asking customers to follow you? Are you getting internal thought leaders to invite folks to follow your account? Are you adding CTAs to emails/blogs, etc.? Curious to hear some latest tactics. For context, we are trying to increase our WoW follower count. It’s not bad at the moment but we’d love it to be even better. 

Hi all, Curious if there’s a bit of a lag or discrepancy in reporting recently on Sprout. I’m getting confused on a post that I see has about 67 engagements, but Sprout is showing wayyyy off. I’m not talking about clicking on hashtags.   Any ideas? 

Hi! I’m curious, for those of you that use the scheduling tool in Sprout that recommends the best times to post, have you found it to be accurate? Or do you find you’ve gotten more engagement with times they don’t list?

I love reviewing all the data that comes with social media. However, I am spending way too much time building my monthly report that I share with management. I’ve been tweaking a powerpoint presentation for the past year that I enter all the data from SproutSocial into. Granted, I get way too into the weeds when it comes to making my reports look fancy (I’m a designer..what do you expect?) but I am curious what others are doing to present all this great data in a “pretty” way.  

Let us know want you think on the question below… 

Hi everyone! I work for a local municipality and help oversee the strategy for 20+ social media accounts across different departments.Each month, I report to our executive team on the previous month’s top‑performing posts. Recently, they’ve asked for more context, specifically average impressions per post, average clicks, average shares, and so on.Here’s where I’m stuck: How do you account for viral or unusually high‑performing posts when reporting through Sprout Social? I know I can exclude posts using tags, but I’m trying to figure out the best way to define what counts as “viral” so I can set a consistent baseline.Our accounts vary a lot, which makes this tricky. For example: In 2026, our Police Department had 16 Facebook posts with 300K+ views and 27 with 200K+ views out of 367 total posts. Meanwhile, our City Hall account only had two posts above 200K views out of 194 total, but one of those hit 2.4M views. My goal is to exclude anything that is clearly out of the ordinary so ou

I’m looking for a visually appealing format to present a social media strategy through , what is everyone using at the moment? Are you making bespoke decks every time? 

This question came up in a client call today: does it seem that most consumers today passively consume brand content versus engage with content? Meaning, his thesis was most consumers today don’t expend the energy to interact (like, heart, comment, share, send) with brand content on Instagram like they were a year or more ago. My “feel” without having data or research is that most consumers will interact with a brand’s content but the relevancy bar for making an interaction is higher today than it used to be. Does anyone have research data on this? Thanks and have a great weekend.JJK 

I manage our social media program as well as our blog, and I’m wondering what types of dashboards you have experience with that pulls in data not only from social but from other channels too (Google analytics, salesforce, etc.). I’m trying to connect the dots between our channels, which we don’t currently do. @Brooke B. Sellas @kelli.cochran - saw you both chatting about social listening reports a few weeks ago and thought this might have been something you’ve run into! 

For engagement rate, do you include video views as an engagement metric for total engagements? If not, why? 

Has anyone experienced a drop in engagements and impressions these past few months? We went from seeing consistent impressions and engagements to a dramatic loss in the last few months with no real understanding as to why this might be. The same goes for Facebook followers, as we’ve been seeing a loss rather than growth in the same timespan.

Social media pros, let's lighten up the feed! And let us know  your thoughts on the below…

How are people “presenting” their social listening findings/reports? I know Sprout gives you a few different options for exporting and you can take screen grabs but is anyone taking the social listening data and making it into a PPT or something? I would love details for inspiration!  I work at an ad agency and often times the way the social listening report presents itself isn’t enough. What are you doing to make it more into a report and/or present it to your client / others in the agency? 

We all know Instagram is heavily weighting shares, saves, and reposts in the algorithm, and clients are asking us to benchmark performance heading into 2026. Are there any solid studies or updated benchmarks for these metrics specifically? Or how are you thinking about benchmarking shares/saves/reposts in a way that’s actually useful and strategic this year? 

I have just started a new position with an agency. It is my first agency gig and I am the sole SMM at the company. There is limited info on our clients social media metrics to date (>1yr), I would like to set some KPIs for client accounts as we move into 2024. Aside from reviewing what little historical info we do have, are there any other recommendations or platforms  that I should look at to help set these numbers/ targets? 

Hi SMMs! As we get to #2024 wrapped season, I know a lot of us are year end reports and strategies for 2025. My question is, what are you using to create these? So far I have 3 different google docs that are sort of organized chaos of reports and strategies. I was wondering if anyone has found good templates for social media reports, strategies, even camping docs. Thanks! 

Starting to do 2024 reports and I’m noticing a huge drop in engagements overall especially on Meta when compared to 2023. Is anyone else noticing this trend in their 2024 annual reports. Trying to see if its client, industry or platform specific. Thank you.