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5 Excel Functions that every Social Media Marketer Must Know

March 30, 2015
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‘Social Media is all about being creative.’ Yes, we too agree with this but being a social media marketer also involves a lot of numbers. No, we are not lying. Just ask a marketer who got a good earful from his boss as he could not generate the number of likes promised to the client. You see the ‘NUMBER’ of likes. Yes may be this is a very silly example but trust me social media includes a lot of numbers, whether it is Facebook insights report or twitter analytics report, all are filled with innumerous data. So in order to simplify it to some extent we shall share with you some Excel functions that will help you with your data.

1. LEN

You wrote a really nice post for putting it up on Twitter and then twitter tells you that you are exceeding the 140 character limit. We know that it is really mean of twitter but we can’t help it. So next time you can draft your tweets in Excel and use the LEN function. LEN function in Excel helps you to find out the length of the string or sentence. So not just for tweets, you can use this function for knowing the length of descriptions, meta description etc as well.

Learn Len and various other Text functions here.

Using LEN function Excel

We have used an example of tweets and their characters. If you prepare your tweets in advance then, you can easily know their length by using this function.


Suppose you have two Facebook contest participants report with you of and you want to find out the common participants in both the contests so that you don’t end up giving the prize to same participant again and again. Instead of finding it manually, you can use VLOOKUP. VLOOKUP in Excel helps you to look up for a certain set of values in same or another Excel sheet or Excel workbook. So next time you get stuck up with multiple excel sheets, you know where you need to look up.

VLOOKUP function for Social Media Marketers

In the above example, by using VLOOKUP we found out that Participants A, D and F have participated in both the contests whereas others are 1st time participants.


You just downloaded a Facebook insights report and you want to know how many of your posts are doing well so you will obviously check the number of likes, comments and share generated. You can easily know the number by using the COUNTIF function. COUNTIF function in Excel helps you to count certain number if they fulfill certain criteria. By using the COUNTIF function, you can save a lot of time that can be spent on some creative work.

COUNTIF function for Facebook reports

In the above example, by using the COUNTIF function we came to know that 7 posts out of 10 received more than 10 comments.


If you want to know the total number of people who liked, commented or shared your posts, you can easily find it out by using the SUM function. If you want add certain criteria like sum only if liked between certain dates then you can use the SUMIF function . These functions can add all your data within seconds and you don’t have to worry about the accuracy as well.

Learn to use the SUMIF function here.

SUMIF function in Excel

In our example, we have used SUMIF function to know the SUM of likes but only if they were above 25. So in our sum of 232 the likes of Post 1, 2, 8 and 9 is not included.

5. Formatting /Conditional Formatting

Want to send the social media report to the client?? You cannot send them the report you just downloaded from Facebook or Twitter. There may be data which is important, the data which needs to presented in tabular form, the data that needs to be highlighted. To put it in simple words, your data requires formatting . Formatting will make your data look more presentable and you never know your client might just get impressed with your formatting skills. If you want to add conditions while formatting then use the function of conditional formatting.

Using conditional formatting function

Again in the same example, I want to highlight the posts where the shares are more than 15 so I use the conditional formatting option.

So do let us know if using these excel functions are helping you or no. If you are using some other a function that is making your life easy then do share with us that as well.


About the Author

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