Weekly social media performance brief from Sprinklr

Every Monday at 8am, write my social team's weekly performance brief, put it in a Google Doc, and post the headline numbers to Slack. Write it for a CMO who wants the story behind the numbers, not a metric dump.

First, use the Sprinklr Run Reporting Query operation to pull the past week's performance across the engagement, paid, and listening report engines. Cover owned engagement metrics such as impressions, engagements, engagement rate, and follower growth; paid campaign metrics such as spend, impressions, clicks, CTR, CPC, CPM, and conversions; and listening metrics such as mention volume, share of voice, and sentiment. Then run the same queries again for the prior week, so every number in the brief has a week over week comparison behind it.

Next, use the Sprinklr Search Entities operation to identify what sits behind those numbers. Search campaigns to name the specific paid campaigns driving the spend and efficiency changes, and search messages to pull the top performing published messages of the week along with the weakest performers. The brief should reference real campaigns and real posts, not just aggregate totals.

Create the brief with the Google Docs Create Document operation, titled "Social Performance Brief - Week of {start date}". Then fill it in using the Batch Update Document operation.

Structure the document as a narrative brief rather than a table dump. Open with a short headline summary of the week. Then cover what moved and why, calling out the week over week deltas that actually matter and giving a plain explanation of the likely driver. Then the best and worst performing content of the week, with a short read on the pattern connecting them, whether that is format, topic, timing, or channel. Then how paid efficiency changed, covering spend against CPC, CPM, CTR, and cost per result, and whether the money worked harder or softer than the week before. Close with two or three concrete recommendations for the coming week, each tied to something specific in the data.

Call out anything genuinely notable, such as a spike in mention volume, a swing in sentiment, or a campaign whose cost per result moved sharply. If a metric moved but the cause is ambiguous, say so plainly rather than inventing a reason for it.

Finally, use the Slack Send a Message operation to post a short message to my team's channel with three or four headline numbers, one sentence on the story of the week, and a link to the Google Doc. Keep it skimmable.

This workflow reports on performance only. It should not attempt to publish, schedule, or edit social posts.