What’s valuable to report on and how to use that information, reporting spreadsheets, what the numbers mean, and benchmarking. 

What’s valuable to report and how to use it

One of the great things about posting content to social media is that the impact of it is quantifiable, and presented to you by each social media platform.  

Engagements = likes, comments, reactions and shares 

Reach = the total number of people who have seen your content 

Impressions = the number of time your content has been displayed, no matter if it’s been read or clicked on 

Mentions = when your content is shared by another account e.g. A quote retweet, or shared to another user’s profile 

Engagement rate = engagements divided by total reach 

Engagement rates are generally the best indicator of how well your content is doing. Average engagement rates are: 

Instagram: 0.5% 

Facebook: 0.16% 

Twitter: 0.08% 

That’s why it’s worthwhile investing a little more time into Instagram. 

It can be tempting to use ‘reach’ or ‘impressions’ when reporting on how your content is doing, because they’re going to be the biggest numbers. But these aren’t very valuable, because not everyone who your post has reached, will have stopped scrolling to read it. 

Reporting spreadsheets

It’s important to keep an eye on your social media analytics, and noting down data in a spreadsheet is an easy way of comparing one month to the next.

As an example, below is the central accounts spreadsheet template. The Audience Development team also have a follower count spreadsheet, which tracks the follower numbers of every LMG affiliated account on a quarterly basis.  


Looking at other museum and gallery social media accounts can help benchmark how our content sits with online audiences.  

And it’s not about looking solely at the numbers: a tweet of ours may receive 10 likes, compared to a British Museum tweet that gets 100. But the British Museum have lots more followers than us, so proportionally, that means our content has a higher engagement rate. 

Whenever you clock any content that other accounts are putting out, that is well engaged with – maybe it’s an Instagram post with lots of comments underneath, or you’re seeing something quote retweeted lots of times on Twitter – think about why that might be. We can then take that away, and find a way to emulate that content in a way that fits for our brand.