I am building a social content report for a client's Facebook ROI, and thought I'd leave a few ideas here as to what we came up with. This goes beyond the normal 'likes' and 'reach', but goes into tracking exact posts manually. For example, we've started tracking and recording the likes/reach/interaction of image posts vs text only posts vs outlinking posts, and even dug deeper into the difference in audience interaction on image posts between photo images and graphic images. Then we broke down our posts into 3 categories: pure branded, semi-branded and non-branded. The difference being: 1. Pure branded - posts about our own product, service, specials, etc. 2. Semi-branded - posts about the industry in general(some serious, some funny, some just insightful news), but with our own feel, look, etc. 3. Non-branded - posts that are links out to industry news, other blogs, etc. Stuff that has nothing to do with our own company/brand. We then look at the combinations of all these variables, manually looking at each post, categorizing it under the type of post and type of branding, took the numbers for each and charted them, which will let us graphically see the differences. The final goal is that after 3-6 months we can look at what type of post gets the most attention, which types get the least, and change our Facebook content strategy based on the outcomes. Facebook makes this easy as to showing likes, shares, reach, etc in their insights area, but you do need to manually count things sometimes. If your social budget covers enough, this tracking and plotting will show you some amazing insights into your social media campaign! I'd love to hear your thoughts on this or other campaign strategies!