01Gather the inputs before you write a word
Writing goes quickly once the raw material is in one place. Collect these before you open the document.
- An export of all mentions for the period, with date, source, title or snippet, sentiment and reach where the source provides it.
- The same export for the previous month, so you can show change.
- Mentions of the competitors you track, for the share of voice section.
- A list of what the team did in response: replies, corrections, outreach, escalations.
- Any campaigns, launches or announcements that happened during the month, since they explain most spikes.
Fix the reporting period before you export anything. Use the calendar month, or the billing month your client agreed to, and use the same boundaries every time. Changing the period between reports makes month over month comparisons unreliable, and readers notice. Note the keyword rules in force during the period too, because a new keyword added mid month will raise totals without any real change in attention.
02The executive summary comes first
Keep this to five lines at most. Many readers stop here, so it has to stand on its own.
- Total mentions this month: [number of mentions], compared with [number of mentions last month] last month.
- Sentiment split: [percent positive] positive, [percent neutral] neutral, [percent negative] negative.
- Biggest story of the month: [one sentence describing the most visible mention or theme].
- Main risk: [one sentence on the issue that needs attention].
- Recommended action: [one sentence on what the team will do next month].
Write the summary last, after the other sections are finished, even though it appears first. By then you know which story actually mattered and which numbers deserve a mention. Use the same five lines in the same order every month, so a reader who opens three reports side by side can compare them in seconds.
03Volume and sentiment over the month
Show a simple line or bar of daily mentions with sentiment, then explain the peaks in plain words. A chart without an explanation invites wrong conclusions.
| Week | Mentions | Positive | Neutral | Negative | What drove it |
|---|---|---|---|---|---|
| Week 1 | [number] | [number] | [number] | [number] | [event or theme] |
| Week 2 | [number] | [number] | [number] | [number] | [event or theme] |
| Week 3 | [number] | [number] | [number] | [number] | [event or theme] |
| Week 4 | [number] | [number] | [number] | [number] | [event or theme] |
Add one paragraph under the table that names the cause of the largest change. Remember that automatic sentiment is a sorting aid, so quote a real negative mention when you claim a negative trend.
04Top sources and channels
Readers want to know where the conversation happened, because a forum thread among buyers and a news article reach different people. List the top sources by number of mentions, and separately by reach where the source provides it.
| Source | Mentions | Share of total | Note |
|---|---|---|---|
| [source name] | [number] | [percent] | [why it matters] |
| [source name] | [number] | [percent] | [why it matters] |
| [source name] | [number] | [percent] | [why it matters] |
Finish with one sentence about any source that appeared for the first time or grew noticeably.
Avoid ranking sources by volume alone. Fifty short posts on a busy social feed may matter less than one detailed forum thread where buyers compare vendors. Where you have reach figures, such as points, likes or views, show them next to the count. Where the source does not provide reach, leave the field empty rather than guessing.
05The mentions that mattered most
Pick three to five mentions and describe each in two or three lines: where it appeared, what it said, how visible it was, and what the team did. Link to the original. This section is often the most read part of the report because it makes the numbers concrete.
Choose mentions for their consequence, not only their reach. A small post that revealed a real product bug, a review that a prospect quoted on a sales call, or an article that changed how a partner sees you can all belong here. Balance the list as well: if the month had both a strong positive story and a difficult complaint, show both. Readers trust a report that includes the uncomfortable mention, and they stop trusting one that only ever shows good news.
- [Source and date]. [One line summary of the mention]. Reach [number where provided]. Response [what the team did].
- [Source and date]. [One line summary of the mention]. Reach [number where provided]. Response [what the team did].
- [Source and date]. [One line summary of the mention]. Reach [number where provided]. Response [what the team did].
07Actions taken and the plan for next month
Close the report with what happened because of the monitoring, not only what was observed. List replies sent, corrections requested, issues escalated to product, and outreach to journalists or creators. Then add up to three goals for next month, each with an owner, such as: reduce response time to negative mentions on [source] to [target], or follow up on [theme] with the product team. A report that ends with actions earns a place on the agenda.
A checklist to finish the report in an afternoon
- Every figure in the summary matches the tables below it.
- Every claim about a trend has at least one real mention quoted as evidence.
- Dates, sources and links are checked.
- The report fits on two pages, or on one screen for the summary.
- Sent on the same working day each month, to the same list of readers.