Measuring the results of your social media activities is essential. With any sort of marketing, advertising, or campaign launch, you have to measure your activity to understand the impact on business, which strategies work and which don’t, and to be able to make educated decisions based on metrics. From understanding your audience engagement, retweets or Facebook insights, Hootsuite Analytics give you a complete picture of your social media activity.

1. Custom Reports for Social Listening
GUIDE
Hootsuite’s
Analytics Modules

2. 2HOOTSUITE’S ANALYTICS MODULES
Hootsuite’s Analytics Modules
Custom Reports for Social Listening
Measuring the results of your social media activities
is essential. With any sort of marketing, advertising, or
campaign launch, you have to measure your activity to
understand the impact on business, which strategies
work and which don’t, and to be able to make educated
decisions based on metrics. From understanding your
audience engagement, retweets or Facebook insights,
Hootsuite Analytics give you a complete picture of your
social media activity.
The following guide will show you three examples of
valuable Hootsuite Analytic Reports as well as teach you
how to build a custom report that is tailored to your
needs. These reports will not only make it easy to see
and understand the ROI of your social media strategy,
but will allow you to make informed decisions as a
result. Each report uses different amounts of points as
well as different analytic modules depending on what
you would like to track.
Why set goals and use analytics
anyway?
When you track your social media activity you get to see
what content works and drives traffic back to your site.
Setting goals will help you determine when your content
strategy needs adjusting or more of the same. Through
analytics, you learn about your audience and who you
should you be marketing to. This will help you learn
where you should focus your efforts, making your goals
that much more attainable. Not only do analytics help
with your overall social strategy, but setting and reaching
goals is key to measuring your social media ROI.
“Tracking your social media efforts gives you
actionable insights for how you should make
your decisions. It takes the guess work out of
your social media strategy.”
Jaime Stein, Senior Social Media Manager, Hootsuite
“If you’re not setting goals, you’re not
improving. You have to hold yourself
accountable while making sure your targets
align with your business goals.”
Jaime Stein, Senior Social Media Manager, Hootsuite

3. 3HOOTSUITE’S ANALYTICS MODULES
Social Analytics Modules
In Hootsuite, a report is built by combining various
analytics modules. To help set you up for success,
we’ve listed our favorite modules below. Just like in the
Hootsuite dashboard, we’ve grouped modules by social
network or functionality.
Facebook
‹‹ Snapshot: Measure how many Likes you have, how
many people are talking about your business, and
your weekly total reach.
‹‹ Daily Likes: Track how many Likes you receive on
a daily basis to measure the effects of campaigns,
seasonality, and so forth on your brand.
‹‹ Per-Post Metrics: Drill into the engagement of your
top ten posts and learn what content people are
interacting with.
‹‹ Compare Public Pages: See how many Likes and
engagement metrics your brand has in comparison
to your competitors.
LinkedIn
‹‹ Snapshot: Track your engagement and impressions.
‹‹ Company Update Engagement: See how your
posts are resonating with your audience through
the number of Likes and comments.
Twitter
‹‹ Profile Summary: Snapshot of how many people
you are following, and how many followers you have.
‹‹ Follower Growth - Count: Trend of how many new
followers you are attracting.
‹‹ Mentions - Detailed: Trend of how many times
you were mentioned and the top mentions by Klout
score. (Unsure what Klout is?).
‹‹ Retweets - Count: Trend of how many retweets
you have.
‹‹ Twitter Sentiment: See how your business specific
hashtag is resonating with your audience. Measure
user reactions like “WOW” or Yikes!” to focus on
content with a wow factor, and make sure never to
post those cringe-worthy links again.
‹‹ Compare keywords: Compare your keywords and
see which is more popular.

4. 4HOOTSUITE’S ANALYTICS MODULES
Ow.ly Click Tracking
‹‹ Summary Stats: Track the number of clicks that
your links receive on a daily basis. Gain insight on the
right days to post.
‹‹ Most Popular Links: Learn what your followers are
interested in by tracking their engagement with your
links.
Pro Tip: Need an Ow.ly refresher? Here’s a quick guide.
Google Analytics
‹‹ Traffic Sources: See the direct impact that social is
having on your site traffic.
Social Analytics Reports
To get you started, here are three useful reports that you can build. They are tiered depending on how in depth or
comprehensive you want your report to be. Each report listed below requires a different number of points. Not too
sure how points work? This blog post has more information.
Discovery Report: 50 Points
The Discovery Report is a great way to
get started and includes the modules we suggest
for an overview of your social media activity.
In Depth Insights Report:
100 Points
The In Depth Insights Report allows
for even deeper listening, giving you the ability
to better understand your customers and their
needs.
Comprehensive Listening
Report: 150 Points
With the Comprehensive Listening Report,
understand not only what content your customers
are most engaged with, but how your brand is
resonating on social media. This report uses
135 points, giving you 15 more points to further
customize this report with additional modules that
suit your unique business needs.

5. 5HOOTSUITE’S ANALYTICS MODULES
Modules
Discovery
Report
In Depth
Insights Report
Comprehensive
Listening Report
Facebook Analytics:
Snapshot A A A
Daily Likes A A A
Per-Post Metrics A A A
Compare Public Pages A A A
Twitter Analytics:
Profile Summary A A A
Follower Growth - Count A A A
Mentions - Detailed A A
Retweets - Count A A
Compare Keywords A A
Twitter Sentiment A
LinkedIn Analytics:
Company Update Engagement A A A
Snapshot A A
Ow.ly Click Tracking Analytics
Summary Stats A A A
Most Popular Links A A A
Google Analytics
Traffic Sources A A
A +15 points

6. 6HOOTSUITE’S ANALYTICS MODULES
How to build a Custom Report
Custom Reports enable you to track all of your social
networks in one place, and to scale your report with as
many (or as few) modules as you like. Need a refresher
on custom reports? Watch the video below:
1. Within the Analytics tab of your Hootsuite launch
menu, choose Build Custom Report under the
Customize field within the left-aligned menu. Select
Custom Report in the pop-up window.
2. Modules can be found under Analytic Modules
and are sorted by social network or functionality. For
example, all Twitter related modules can be found by
selecting Twitter.
3. To add modules to your report, click the + symbol
next to the module name. To organize your report,
drag and drop modules.
Here are some extra tips for your
Custom Reports:
‹‹ Customize your reports with descriptions and
paragraphs (under General). Descriptions of each
module also help when you have to share your
report with colleagues.
‹‹ Set email frequencies. Control how often your
reports are sent out to you and your team (How?
Below Details on left menu and you can choose
who your report gets emailed to).
‹‹ Not quite ready to create your report? Save your
report as a draft to complete at a later date.
‹‹ Customize your report with personalized headers
and branding.
Sign up for Hootsuite Pro to get
access to analytics now!