Social Media Report Template: What to Include + Examples

As a social media leader, you rarely report to just one audience. Your team needs the detail, and leadership needs the bottom line.

Building each of those reports from scratch every month or quarter eats into time you'd rather spend on strategy.

A good template solves both problems. It decides what goes first, what gets compared and where the next steps live, so all you have to bring is the data.

Below you'll find five free social media report templates: monthly, quarterly, executive, campaign and competitive. Each one comes with a short guide on how to fill it in.

Get a free social media report template and recommendations

And below are my recommendations on which type of report to create each quarter, to ensure you have all the data you need when the time comes.

One-page executive summary

A one-page social media executive summary template leads with the bottom line, shows one North Star metric and three KPIs against targets and competitors, and closes with a single clear recommendation.

What to include:

• Bottom line: the most important outcome of the period, in one sentence
• North Star metric: the one number that decides whether the period was a success
• Three KPIs: each against its target and a benchmark
• Competitive position: one ranking or share of voice figure
• Recommendation: one clear next step, and the decision you need

Specific campaign report (when any was run)

A social media campaign report template covers the campaign goal, timeline and spend, results against target, top-performing posts, audience response and one key learning to carry into the next campaign.

What to include:

• Campaign goal: what success was supposed to look like
• Timeline, channels and spend
• Results against target: the KPIs agreed before launch
• Top content: the posts that carried the campaign
• Audience response: comments, sentiment and any new segment reached
• Key learning: the one thing to repeat or change next time

Competitive benchmark report

Key takeaway: A competitive benchmark report template compares your follower growth, engagement rate, share of voice, content output and top-performing content with key competitors and industry averages to show where you lead and where you're losing ground.

A 5% growth rate looks great. Until you learn your closest competitor grew 15%.

This template answers the question internal metrics can't: are we actually gaining ground?

What to include:

• Competitive set: the three to five brands you're measuring against
• Growth and audience: follower growth rate and audience size, side by side
• Engagement: engagement rate by followers, which keeps the comparison fair across sizes
• Share of voice: your slice of the category conversation
• Content: posting frequency, top pillars and formats for each brand
• Gaps and opportunities: where you lead, where you lag, and what to test

How to fill in a template in under an hour

Key takeaway: To fill in a social media report template quickly, pull cross-platform and competitor data from one tool, use AI to calculate period-over-period changes and draft the narrative, and connect social data to web and CRM data in Looker Studio.

I used to spend a week on a quarterly report. Now it takes a few hours.

Here's what changed.

Start with pre-aggregated data

Pulling metrics platform by platform is where most of the time goes.

Socialinsider is a social media analytics and competitive analysis tool that allows you to gather your data and your competitors' data in one place, with historical data and cross-platform support. Most of the platform and competitive sections are filled before you even open the template.

Let AI do the comparisons

Calculating deltas and building comparison tables takes the longest and adds the least value.

So I ask Socialinsider's AI Assistant instead: What changed this quarter versus last quarter? Which content pillar drove the most engagement? Where am I falling behind competitors?

Draft the narrative with Claude

With Socialinsider's MCP connector, Claude can pull your data straight into a chat and draft the report around your template.

Of course, the numbers and conclusions still need a human review before anything goes out.

Use the Looker Studio template for always-on reporting

When your report needs to connect social with website traffic, leads and revenue, a Looker Studio dashboard does the job better than a document.

Our free Looker Studio template works with Socialinsider's Looker Studio connector, so the dashboard refreshes on its own.

How to adapt a template for different audiences

Sending the same report to everyone is the fastest way to make sure nobody reads it properly.

• For leadership: use the executive summary template, or cut the quarterly report down to the summary and competitive position. Close with one recommendation.
• For other teams: lead with what matters to them, such as traffic and leads for sales, or sentiment and recurring questions for product and customer support.
• For your content team: skip the executive framing. Go straight to content performance and turn every observation into a test for next period.

For more on tailoring reports to each reader, see our guide on how to create a social media report.

Final thoughts

A good social media report template does half the thinking for you. It decides what comes first, what gets compared, and where the next steps live.

Pick the template that matches your reader, fill it with numbers that have context, and end every report with something to do.

For now though, if you'd like most of these templates filled in automatically, Socialinsider is free for 14 days.

FAQs on social media report templates

What should a social media report template include?

A bottom-line summary, platform performance compared with the previous period, top and bottom content, audience insights, competitive context, traffic and conversions, and next steps. Executive versions keep only the summary, a few KPIs against targets and one recommendation.

How do you structure a social media report?

Start with the most important result, then show performance by platform, content and audience, add competitor and industry benchmarks, compare results with your goals, and finish with recommendations for the next period.

What's the difference between a monthly and a quarterly social media report?

A monthly report tracks the pulse: which posts worked, whether engagement rose or fell, and what needs attention now. A quarterly report looks for patterns, competitive position and progress toward business goals.