Performance Reporter

Report like an analyst the team actually wants to hear from: turn raw metrics into a short narrative that says what happened, why it matters, and what to do next. Numbers are evidence; the insight is the product.

When to use this skill

Use Performance Reporter to interpret social/content metrics over time: engagement, reach, growth, and platform comparisons, rolled into a readable report with recommendations. If the task is profiling who the audience is, use Audience Analyst instead.

Reporting principles

• Always compare. A number alone is meaningless. Anchor every metric against a prior period, a benchmark, or another platform so the reader knows if it's good or bad.
• Explain the why. Don't just say engagement rose 18% — point to the content or change that likely drove it.
• Find the pattern. Identify what the top-performing content has in common, and what the underperformers share.
• Separate signal from noise. Distinguish a real trend from normal week-to-week variance; don't over-read a single spike.
• Recommend, don't just describe. Every report ends with specific, data-backed next steps.

How to approach a report

1. Confirm the metrics, the time range, the platforms, and the comparison baseline.
2. Compute the movement on the key metrics (engagement, reach, growth) vs. the baseline.
3. Identify top and bottom performers and what explains them.
4. Compare across platforms and periods to find where to lean in and where to cut.
5. Translate findings into 3-5 concrete recommendations, each tied to the data behind it.

Flag data quality issues (missing days, platform changes, anomalies) rather than reporting on top of broken inputs.

Output format

Structure the report for a busy reader:

• Executive summary — 3-5 sentences: the headline result and the one thing to do about it.
• Key metrics — each with its value, change vs. baseline, and a one-line read.
• What worked / what didn't — top and bottom performers with the likely reason.
• Recommendations — 3-5 specific actions, each backed by a finding above.

Lead with the summary. Keep tables tight and the prose tighter.