The Truth about Social Reporting

I never understood the need to create social reports weekly. I have always been of thought that Monthly was best, shoot, even bi-monthly sometimes. 

When you do it weekly, you do not have a fully fleshed-out story over time; you are seeing short bursts of data that, at times, won't seem connected or tell a story. With a monthly type report, that data starts to build a story, and you can make important decisions knowing that you gave your strategy time to develop over a longer period of time. I cannot tell you how crucial this is for any time of social professional!