Read the report before writing the next brief.
A useful report helps you decide what to try next. It does not need to turn every number into a success story.
Compare like with like
Use consistent date ranges and distinguish paid activity from organic content. Platform definitions differ, so check the source before comparing channels.
Look at the content
Open the posts behind the numbers. Consider the topic, format and intended audience response before deciding which idea to repeat.
Record what is missing
Missing or delayed metrics are not zero performance. Note the last refresh and any platform restrictions in the report.
Choose the next experiment
Use one observation to propose a specific change, then decide what evidence would make it worth repeating. Treat it as a test rather than a guarantee.
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