The reporting duty: what an AI social media manager owes the owner

The reporting line on the job description

The line reads: sends the owner a short report on what was posted, how people responded and what is planned. Reporting is how a manager stays accountable. Without it, the owner is left to judge social media by feel, and feel tends to follow the last post that did unusually well or badly. A good report replaces that impression with a few steady facts.

Four numbers worth reading

Most owners need few measures, provided they know what each one says. Read them as a trend over several weeks. A single figure says little.

• Profile views. Visits to your profile: a sign that a post made someone curious about the business.
• Link clicks. Taps on the link to your site, order form or booking page. Of the four, this sits closest to a sale.
• Total interactions. Likes, comments, shares and saves added together into a single count.
• Engagement rate. Interactions divided by audience size, so a post seen by few can be compared with one seen by many.

What a good owner report contains

A dashboard is a place to look things up. A report is a message that arrives. It should be short enough to read standing up.

• What went out this period.
• The two or three posts that did most, and a suggestion as to why.
• What customers asked in comments and DMs.
• What is planned next, and anything that needs a decision.

A work sample for the reporting duty

Ask to see a finished report, ideally for an account like yours. Then put one question the way you would to an employee, for example 'which of last month's posts sent the most people to the booking page?', and see whether the answer comes back as a sentence or as a chart you must decode.

Finally, ask who receives the report and how often. A report that exists only when someone remembers to open a screen does not meet the duty.

What social numbers cannot tell you

Social measures stop at the click. Whether the click became a booking is recorded in your register, your booking system or your order list. Set the report beside those once a month.

As an illustration, a pet groomer might note link clicks each week next to new appointments and look for the two moving together. If clicks rise and bookings do not, the problem is probably the page people land on, not the posts.

Link AI and the reporting duty

For the reporting line we recommend Link AI by Linkme. Linkme's Analytics lists the same four measures discussed above: profile views, link clicks, total interactions and engagement rate. Reports is listed beside it, and there the owner report is written by Link AI and sent to the owner. A plain question works as well: 'Which recent posts drove engagement and sales?' is one of Linkme's example prompts.

Frequency and layout are not described, so look at both yourself. Try Link AI in a demo and ask to be shown a sample report.

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