[{"data":1,"prerenderedAt":202},["ShallowReactive",2],{"blog-\u002Fblog\u002Fsocial-media-reports-for-clients":3},{"id":4,"title":5,"author":6,"badge":6,"body":7,"date":6,"description":186,"extension":187,"image":6,"meta":188,"navigation":189,"path":190,"seo":191,"stem":200,"updated":6,"__hash__":201},"posts\u002F3.blog\u002F6.social-media-reports-for-clients.md","Social Media Reports Clients Actually Read",null,{"type":8,"value":9,"toc":170},"minimark",[10,14,17,22,27,30,36,40,43,77,80,89,92,96,99,103,106,110,134,138,141,145,158],[11,12,13],"p",{},"The monthly report is where agency relationships quietly die. You spend half a day assembling screenshots, the client skims it in ninety seconds, and three months later they \"aren't sure what they're paying for.\" The problem usually isn't the results — it's that the report answers questions nobody asked.",[11,15,16],{},"A client report has exactly one job: connect what you did to what the client cares about. Here's a structure that does it in two pages.",[18,19,21],"h2",{"id":20},"the-five-section-template","The five-section template",[23,24,26],"h3",{"id":25},"_1-tldr-three-sentences-top-of-page-one","1. TL;DR — three sentences, top of page one",[11,28,29],{},"What happened, why, and what you're doing next. Written for the person who forwards it to their boss without reading page two. If a client only ever reads this section, the report still worked.",[31,32,33],"blockquote",{},[11,34,35],{},"Reach grew 24% this month, driven by the two carousel posts about pricing. Engagement rate held at 4.1% despite follower growth. Next month we double carousel output and test LinkedIn native video.",[23,37,39],{"id":38},"_2-the-three-numbers-that-matter","2. The three numbers that matter",[11,41,42],{},"Not thirty. Three, agreed with the client at kickoff, tied to their business goal:",[44,45,46,54,66],"ul",{},[47,48,49,53],"li",{},[50,51,52],"strong",{},"Awareness goal"," → reach and follower growth.",[47,55,56,59,60,65],{},[50,57,58],{},"Community goal"," → engagement rate (rate, not raw likes — growth distorts absolutes; formula in our free ",[61,62,64],"a",{"href":63},"\u002Ftools\u002Fengagement-rate-calculator","engagement rate calculator",").",[47,67,68,71,72,76],{},[50,69,70],{},"Traffic\u002Flead goal"," → link clicks and conversions, which means tagging every link with UTMs from day one (our ",[61,73,75],{"href":74},"\u002Ftools\u002Futm-builder","UTM builder"," keeps the naming consistent).",[11,78,79],{},"Show each number against last month and against the goal. A number without a comparison is decoration.",[23,81,83,84,88],{"id":82},"_3-top-three-posts-and-why-they-worked","3. Top three posts — and ",[85,86,87],"em",{},"why"," they worked",[11,90,91],{},"This is the section clients actually enjoy, and the one that builds trust in your judgment. Don't just rank by likes; explain the mechanism: \"the hook named the client's exact problem in line one,\" \"carousels are out-carrying single images 3-to-1 on this account.\" You're demonstrating that results are repeatable, not lucky.",[23,93,95],{"id":94},"_4-what-underperformed","4. What underperformed",[11,97,98],{},"One honest paragraph. Agencies that hide misses train clients to distrust the whole report. Agencies that name a miss and its lesson (\"polls flopped — this audience lurks, doesn't vote; dropping them for Q4\") buy themselves credibility that survives a bad month.",[23,100,102],{"id":101},"_5-next-months-plan","5. Next month's plan",[11,104,105],{},"Three to five bullets that follow logically from sections 3 and 4. This turns the report from a receipt into a roadmap — and quietly re-sells the retainer every month.",[18,107,109],{"id":108},"what-to-cut","What to cut",[44,111,112,118,128],{},[47,113,114,117],{},[50,115,116],{},"Vanity metrics with no goal attached."," Impressions-per-platform tables pad pages and dilute the story.",[47,119,120,123,124,127],{},[50,121,122],{},"Platform-by-platform sections."," Organize by ",[85,125,126],{},"goal",", not by network. The client thinks in outcomes, not in apps.",[47,129,130,133],{},[50,131,132],{},"Jargon."," \"ER on IG Reels\" becomes \"how many viewers interacted with our short videos.\" The report's real audience may be a CEO who's never opened TikTok.",[18,135,137],{"id":136},"cadence-monthly-plus-a-quarterly-zoom-out","Cadence: monthly, plus a quarterly zoom-out",[11,139,140],{},"Monthly for the rhythm above. Quarterly, replace section 5 with a strategy review: what compounded, what to kill, where the next quarter's bets go. Weekly reporting is almost always a trap — social data is too noisy week-to-week, and you'll spend Fridays explaining variance instead of doing the work.",[18,142,144],{"id":143},"automating-the-boring-80","Automating the boring 80%",[11,146,147,148,152,153,157],{},"The assembly — pulling numbers per network, per client — is exactly the work that shouldn't be manual. ",[61,149,151],{"href":150},"\u002F","Keryo"," tracks performance across all seven networks per client workspace, so the numbers for sections 2 and 3 are already sitting in one place instead of seven exports. Combined with ",[61,154,156],{"href":155},"\u002Fblog\u002Fbest-ai-social-media-tools-for-agencies","AI writing the posts natively per platform",", the month's work compresses to: direct strategy, approve content, narrate results.",[11,159,160,164,165,169],{},[61,161,163],{"href":162},"\u002Fsignup","Start a free 7-day trial"," — no card — and see what reporting looks like when the data collection is already done. More agency workflow in ",[61,166,168],{"href":167},"\u002Fblog\u002Fmanage-multiple-social-media-clients","How to manage multiple social media clients",".",{"title":171,"searchDepth":172,"depth":172,"links":173},"",2,[174,183,184,185],{"id":20,"depth":172,"text":21,"children":175},[176,178,179,181,182],{"id":25,"depth":177,"text":26},3,{"id":38,"depth":177,"text":39},{"id":82,"depth":177,"text":180},"3. Top three posts — and why they worked",{"id":94,"depth":177,"text":95},{"id":101,"depth":177,"text":102},{"id":108,"depth":172,"text":109},{"id":136,"depth":172,"text":137},{"id":143,"depth":172,"text":144},"[object Object]","md",{},true,"\u002Fblog\u002Fsocial-media-reports-for-clients",{"title":5,"description":192},{"Most client reports are a screenshot dump nobody opens":193,"date":195,"updated":196,"author":197,"badge":198},{" The five-section structure that keeps retainers alive":194},"what to include, what to cut, and why.","2026-07-16","2026-07-25","The Keryo Team",{"label":199},"Agency","3.blog\u002F6.social-media-reports-for-clients","FIo7I8oVcRLxDA3EZz_siLAJ1XJPsslJGbHP6lPveAQ",1785011375954]