Social Media Retrospective

Review what worked on social, and what to change.

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What went well?

Which social media activities or campaigns were successful?

Our Instagram Reels campaign for the new product launch generated over 100K views and drove significant website traffic.
The behind-the-scenes content on TikTok really resonated with our audience, increasing engagement by 25%.
The influencer collaboration on YouTube helped us reach a new demographic and gain brand exposure.
What could be improved?

Which areas of our social media efforts need attention?

Our Facebook ad campaigns underperformed, and we need to revisit our targeting and creative approach.
The inconsistent posting schedule on Instagram may have impacted our reach and engagement rates.
We struggled to gain traction on TikTok, possibly due to a lack of understanding of the platform's trends and audience preferences.
What should we start doing?

What new strategies or tactics should we explore?

We could experiment with live streaming on platforms like Instagram, Facebook, or YouTube to connect with our audience in real-time.
Exploring emerging platforms like BeReal or Mastodon could help us stay ahead of the curve and reach new audiences.
Implementing a social listening strategy could tell us more about our audience's interests and pain points.
What should we stop doing?

Which activities or tactics no longer work or fit our goals?

We should reconsider our presence on platforms that are not driving meaningful engagement or conversions for our business.
Posting generic, promotional content without adding value could be turning off our audience and should be minimized.
Investing resources in outdated or declining platforms may not be the best use of our time and budget.

What is a Social Media Retrospective?

A Social Media Retrospective is a team meeting to review your social media activity, campaigns and results over a period, such as a quarter or a single campaign. It gives the people who plan, post and report on your channels a set time to look at what's working and agree on what to change. The board has four areas. "What went well?" is for the campaigns and posts that worked, backed by numbers where you have them. "What could be improved?" covers what underperformed. "What should we start doing?" collects new tactics and platforms to try, and "What should we stop doing?" is for the activities that no longer earn their place. Bring the data: reach, engagement and conversion numbers keep the discussion grounded, while the team's own observations explain why a post landed or didn't. Run it at the end of a campaign or quarter, around a product launch, or after a big platform change.

Social Media retrospective format

What went well?

Which social media activities or campaigns were successful?

Ask people for specific campaigns and posts that worked, with the metrics to back them up. Then ask why each one worked, so the team can repeat it.

What could be improved?

Which areas of our social media efforts need attention?

Ask which efforts underperformed and what the numbers show. Keep it constructive: talk about the content and the strategy, not the person who posted it.

What should we start doing?

What new strategies or tactics should we explore?

Ask for new tactics, formats or platforms to test. Welcome bold ideas, then pick a few the team can try as small experiments.

What should we stop doing?

Which activities or tactics no longer work or fit our goals?

Ask which activities no longer earn their place. Use data to judge them, so a channel isn't dropped because someone dislikes it or kept because it's familiar.

When to use this retrospective

  • At the end of a marketing campaign or quarter, to review performance.
  • Around a product or service launch, to see how your social strategy is working and adjust it.
  • After a big platform change, such as a new algorithm or feature, to rethink your approach.
  • On a regular schedule, such as quarterly or twice a year, so your strategy keeps up with your results.

Suggested icebreaker questions

  • If our brand was a social media influencer, what type of content would they create?
  • Share a recent social media trend or meme that caught your attention. How could we use it for our brand?

Want a warm-up your team plays, not just answers out loud? Browse free icebreakers →

Ideas and tips for your retrospective meeting

  • Make it safe to give honest feedback about content people worked hard on.
  • Bring data and metrics to support observations, and add the team's qualitative feedback.
  • Assign a note-taker to capture the main insights and actions.
  • Invite people from marketing, customer service and product for a wider view.
  • Agree on what the retrospective should decide before you start, so the discussion stays focused.
  • Follow up on actions at the next session and check whether each change was made.

Frequently asked questions

What is a social media retrospective?
It's a team meeting to review your social media activity, campaigns and results over a period. The team looks at what went well and what didn't, then decides what to start and stop doing.
When should you run a social media retrospective?
At the end of a campaign or quarter, around a product launch, after a major platform change, or on a regular schedule such as quarterly.
What questions does a social media retrospective ask?
Four: what went well, what could be improved, what should we start doing and what should we stop doing. Each one applies to your content, engagement and campaign results.
Who should attend a social media retrospective?
The people who plan, create and report on your social content. Someone from customer service or product adds a view of what customers say in comments and messages.
What metrics should you bring to a social media retrospective?
Bring the numbers tied to your goals, such as reach, engagement rate, clicks and conversions, for each channel and campaign. Treat follower count with care, since it can grow while results stay flat.

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