Reporting template
Weekly trend report
Keep movement separate from importance. A topic can matter without being newly active, and spike without becoming durable.
Reporting window
[Start date]–[End date] compared with [baseline window]
Executive summary
[Three sentences: what moved, why it matters and what should happen next]
New movement
[Topic] — [mention change], [unique authors], [engagement], [strongest source URL]
Durable customer themes
[Theme] — [evidence across the longer window and why it remains important]
Competitor activity
[What competitors published, what received attention and whether that reflects customer breadth or one account’s reach]
Recommended content actions
- [Topic + format + audience takeaway + evidence link]
- [Topic + format + audience takeaway + evidence link]
Uncertainty and exclusions
[Missing metrics, source limitations, ambiguous phrases or sample concentration]