Reporting for Social Media
Social media is more than a promotional tool—it is a platform to build meaningful and authentic connections with people around the world.
Bayer’s social media channels allow us to express our mission, values and beliefs in engaging and accessible ways.
Bayer interacts with audiences across Facebook, Instagram, LinkedIn, Twitter and YouTube; therefore, it is important to organize relevant metrics into a cohesive framework that accounts for the unique audiences, opportunities and objectives per each channel.
Objective
Initiate and enrich conversations with our community through relatable, sharable storytelling
Tactics
- Image
- Link
- Story and Video Posts optimized toward Reach, Engagement or Clicks
KPIs
- Impressions/Reach
- New Followers (if fan acquisition)
- Total Engagements
- Engagement Rate
- Click-through Rate (if link)
- View Rate (if video)
Objective
Celebrate Bayer’s people, innovations and vision through visual storytelling and meaningful dialog with our community.
Tactics
- Image
- Story and Video Posts optimized toward Reach or Engagement
KPIs
- Total Engagements
- Completion Rate (if story)
- Engagement Rate
- Click-through Rate (if link)
- View Rate (if video)
- New Followers (if fan acquisition)
Objective
Share our point of view to engage in conversations, standing behind our work, vision and values.
Tactics
- Image
- Link
- Story and Video Posts optimized toward Reach, Engagement or Clicks.
KPIs
- Impressions/Reach
- New Followers (if fan acquisition)
- Total Engagements // Completion Rate (if story)
- Engagement Rate
- Click-through Rate (if link)
- View Rate (if video)
Objective
Share educational, thought-provoking content that highlights Bayer’s leadership across our industries and encourage professional dialog.
Tactics
- Image
- Link
- Story and Video Posts optimized toward Reach, Engagement or Clicks.
KPIs
- Impressions/Reach
- Total Engagements
- Engagement Rate
- Click-through Rate (if link)
- View Rate (if video)
- New Followers (if fan acquisition)
- Completion Rate (if story)
- Live Event — Views, Comments, Engagement
- Live Event — Peak number of concurrent viewers
- Live Event —Viewers at end of event
Objective
Leverage video content to visually explore key topics and humanize our organization.
Tactics
- Video Posts optimized toward Reach, Engagement or Clicks.
KPIs
- Video Views
- View Rate
- Completion Rate
- View Rate