You’ve created a bunch of content and activities for your teams to share through GaggleAMP, and you’re feeling pretty good about the results so far, but perhaps you want to deep dive into your performance to inform your strategy. That’s where the Activity Summary Report can help.
Gaggle Managers use the Activity Summary Report to evaluate their social media marketing strategy implementation. The report helps to identify the concentration of activities by platform and what that platform potential could be through an aggregate measure of Member interest in performing activities on each platform. This is really helpful because Gaggle Managers can see the details of Activities they’ve sent to the Gaggle, by platform, to evaluate Member engagement, reach metrics, and activity spread by activity completion.
Let’s take a look at what your Activity Summary Report shows you.
How to Find the Activity Summary Report
From the Manager dashboard, choose Reports.
Here you will see you have access to four different report types:
- Single Activity Report - View the performance of a single activity, including click and reach performance of the activity and the ‘life’ of the activity, meaning how many days or hours the activity saw engagements.
- Executive Summary - View or download a high-level summary of your Gaggle’s performance, or set this report to be delivered electronically once per week! For more on this report, visit ‘What is the Executive Summary Report.’
- Activity Summary - View the aggregate activity performance by platform to better inform your social media marketing strategies.
- Member Engagement - View or download an all-in-one filterable report that can help you better understand your Members’ Engagement. It can help you l to understand who is sharing and engaging with your activities. For more on this report, visit ‘Member Engagement Report: What is it and How to use it?.’
Choose ‘Activity Summary’ to proceed.
Understanding my Activity Summary Report
The Activity Summary Report is designed to help you understand your program's performance by Platform to identify areas you might want to improve upon or add to the success of.
First and foremost, the date ranges can be changed to look at the data during certain time periods.
The Activity Summary Report will automatically default to ‘All Time’ and can be changed by selecting one of the date span options. A Gaggle Manager can filter the time range covered in this report by using the filter buttons. The filter options are:
- All Time: Includes all details from all available activities since the start of the Gaggle.
- Last Quarter: Includes activities that were active during the previous calendar quarter. (e.g. if today is 8/12/22, the “Last Quarter’ would be 4/1/22 to 6/30/22).
- Last Month: Includes all activities that were active during the previous calendar month (e.g. if today is 8/12/22, the “Last Month” would be 7/1/22 to 7/31/22).
- Last Week: Includes the activities that were active during the previous calendar week (e.g. if today is Friday 8/12/22, the “Last Week” would be Monday 8/1/22 to Sunday 8/7/22).
Note: If an activity was ‘active’ within the date range specified, all metrics related to that activity would be included in the data. So, for example, say you assigned an activity on 7/31/22 and a Member completed that activity on 8/1/22. That activity and the completion of that activity would be reported in the July “Last Month” report and on the August “Last Month” report because of when it was served and completed.
Now, let’s take a look at the data presented.
- Platform: The social network in which the activity is performed. This covers the big 4: Twitter, Facebook, LinkedIn, and Instagram, and all other activities that are completed on the GaggleAMP platform falls under ‘Other.’
- Connected Accounts: The total count of Gaggle Members with an active account tied to their Gaggle account. So for instance, in the image above, Facebook has 17 Members that have connected their Facebook account. Note: A Member that has connected to a platform but has expired authentications, or is otherwise unable to complete an activity on that network would not be considered a ‘Connected Account’ and would not be counted toward this tally.
- Autoshares: The count of all connected accounts that have auto-share enabled on that platform. This is currently only available on Twitter.
- Potential Reach: The sum of all connections/followers/friends/etc on the specified platform that has a ‘connected account’.’ For example, using the image above, the potential reach of the LinkedIn network for this Gaggle is 16,472 and that consists of the connections of 14 Members with a connected LinkedIn account.
Note: Facebook and Instagram do not report on Potential Reach on their network. This is a network limitation, meaning the platforms will not give GaggleAMP this data, so this will always appear as N/A.
- Total Activities: The count of all activities created per platform in the filtered timeframe.
- Completed Activities: The total sum of all completed activities per Member and platform. For example, using the image above, there was 1 activity created for Facebook of which 3 Members performed the activity.
- Completed Activities Reach: The sum of each Member’s ‘Activity Reach’ with a valid connected account. An individual Member’s Activity Reach is calculated by the count of completed activities multiplied by the current number of friends/followers/connections on that platform. For example, if a Member has 100 followers/connections on LinkedIn, has their account connected, and completes five activities, their completed activities reach would be 500.
- Completed Rate: The percentage of completed activities as calculated by taking the number of completed activities and dividing it by the sum of the connected accounts times the total activities. So, for example, say LinkedIn has 10 activities, 3 connected accounts, and 6 total completed activities, that would be:
- 6 completed activities / (3 connected accounts x 10 activities) = 20% completed rate.
- Refusal Rate: This helps you understand the number of activities in which a Member chose to click the ‘No Thanks’ icon instead of performing the activity. It is calculated by the sum of the activities in which the Members chose ‘No Thanks’ divided by the sum of the connected accounts times the total activities count. So, for example, say there were 20 refused activities from 6 connected accounts across 20 total activities, that would be:
- 20 refused activities / (6 connected accounts x 20 activities) = 16.67% refusal rate.
What Should I Consider When Reviewing this Report?
This pretty meaty report can help guide your program towards greater success. Here are some of the best practices in reviewing this report.
Everyone shares differently and your Members may be more comfortable sharing on one network over another. Review the number of connected accounts against the number of Members in your program to make some assessments. For example, if you’re serving activities for Instagram, and only 10% of your Members have a connected Instagram account, your Members may simply not be comfortable sharing on that network.
Likewise, if a network is seen to have a declining number of connected accounts over time, that could be a connection issue, meaning that you should investigate if Members are having a hard time connecting to the network or if there is something else deterring them from participating on that network.
What’s a Realistic Reach?
If you’ve ever had to identify a potential reach of a program, you know it can be a bit vague and dependent on so many variables. Here you can get a better sense of whether “reaching 1 Million people in a week” is a good indication of program performance or completely unobtainable. Likewise, when looking at network-by-network comparisons, it helps to frame both what data is available from the platform and a realistic representation of your reach. Not all platforms are equal.
Where are my Activities Concentrated?
The Activity Summary Report helps you see the number of total activities requested versus the number of total activities completed, which can help you understand where more activities might be needed versus where you can cut back. For example, let’s look at this Gaggle:
Here you can see that Gaggle created 6399 activities of which 2571 were for LinkedIn. It seems this network may resonate with the Gaggle Members because it had a very small rejection rate - just 10% - but a 71% completion rate. Whereas if you look at Facebook, there were only 184 activities created but it had a refusal rate of 24%, meaning that whatever that content was the Members did not want it available on their personal Facebook network.
As a good rule of thumb, when you see a rising Refusal Rate, either there is a miss with the content in the activity served, meaning the Member does not have an interest in it and does not feel their network will either, or they are not keen on sharing content to their connected network, despite having their account connected. Armed with the data in this report, you may want to survey your Members to understand why you’re seeing the results as they are and then develop plans for improving that area, positively impacting your KPIs.
At this time, the Activity Summary Report can only be accessed from a Desktop device.
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