"You can't improve what you don't measure" is an age-old adage that is widely practiced in management. But the same ethos can be applied for social media marketing.

After all, how else will you know if the strategies you put in place contribute to your bottom line? How will you figure out which tactics to maintain and abolish if you have nary an idea of their efficacy?

It's understandable, then, that digital marketers expend so much effort in building comprehensive reports to their bosses and clients to show them what works and what doesn't.

In fact, the average marketer spends around 20 hours a month slapping together reports.

Frankly, that's too much time spent on wrangling a cascade of spreadsheets, screenshots, and slides, and jumping from one tool to another.

That time could be better reserved for finetuning and iterating social media marketing efforts instead.

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Pardon the hashtag. Good evening.