Best Social Media Competitors report templates for marketing teams and agencies (2024)

What is a social media competitors report?

A social media competitors report is a document that consolidates data from multiple sources (e.g., Facebook, Instagram, Twitter) to track and display key performance indicators (KPIs) (e.g., engagement rate, follower growth, share of voice), enabling teams and agencies to monitor competitors' social media performance and create presentations for clients and executives. 

Social media competitors reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in a social media competitors report?

An actionable social media competitors report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive social media competitors reports

Executive reports for CMOs, CEOs, and clients show the competitive landscape's impact. Reviewed weekly, monthly, or quarterly, they include:

• Competitor performance analysis: by platform, using metrics like engagement rate and follower growth.
• Share of voice analysis: comparing brand mentions and visibility against competitors.
• Sentiment analysis: understanding public perception of competitors.
• Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Social media manager reports

Manager reports have cross-platform views with drill-downs to see performance by competitor, region, and content type. They help align teams, define tactics, and include:

• Cross-platform reporting: overall competitor performance across social media platforms.
• Trend tracking: compare current trends vs competitors.
• Content strategy analysis for identifying successful content types and topics.
• Audience engagement analysis for understanding competitor audience interactions.

Operational Social Media Reports

Operational reports for analysts and social media managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

• Engagement: likes, comments, shares, engagement rate.
• Follower metrics: growth, demographics, interests.
• Content performance: top-performing posts, hashtags, and topics.
• Sentiment: positive, negative, neutral mentions.

Operational social media reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.

How to build a social media competitors report?

To build a social media competitors report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Facebook, Instagram, Twitter for social media performance, and social listening tools for sentiment analysis.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report. 

You can follow these tutorials on connecting your data:

• How to connect social media data to Google Looker Studio
• How to connect your data to Google Sheets

Choose a template

Choose from dozens of social media competitors report templates in Google Sheets or Looker Studio, designed for use cases like engagement monitoring, follower growth tracking, and sentiment analysis. 

Learn to copy Looker Studio templates. 

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom engagement metrics, competitor analysis data, and all the fields and metrics that you define as "engagement" and "reach".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your social media reporting use cases, such as engagement monitoring, follower growth tracking, and sentiment analysis. 

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

1. Select the data source and the account connected to it
2. Choose metrics (e.g. Engagement rate, follower growth, mentions, etc.). 
3. Choose breakdowns to segment your data (e.g. by date, platform, content type, etc.)

You can follow these tutorials on adding data to your reports

• Calculated fields
• Charts
• Data blending
• Grouping and tagging

Design

To make your social media competitors reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your social media reports:

• Design reports on Looker Studio
• Best practices on designing social media reports

Share

Share your social media reports via links, PDF, schedule emails, and control permissions.

KPIs to include in a social media competitors report?

Social media competitors reports should include a mix of visibility, engagement, sentiment, and share of voice metrics and KPIs to fully understand the performance of competitors' social media strategies. They include:

Social media KPIs measure the competitive landscape across platforms: 

• Visibility metrics: impressions, reach, follower count
• Engagement metrics: likes, comments, shares, engagement rate
• Sentiment metrics: positive, negative, neutral mentions

Efficiency KPIs compare your social media outputs to the cost, including:

• Visibility: CPM (Cost per Mille)
• Engagement: CPC (Cost per Click)
• Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase) 

Effectiveness KPIs compare the input with the output from one stage to another

• Visibility: Frequency
• Engagement: CTR, engagement rate
• Conversion: Conversion rate

To analyze these social media KPIs, segment them by:

• Platform: Facebook, Instagram, Twitter

• Time: Hourly, daily, weekly, monthly

• Content: type, topic, hashtag

• Audience: geo, demographics, interests, behavior