The word “audit” may sound like a huge, overwhelming task. However, it is something you have to know and understand especially when you’re planning to improve your brand’s social media presence. Whether you think your strategy has already gone stale or you’re no longer satisfied with your overall performance, running an effective social media audit can be of great help.
Social media has come a long way from being a useful medium for communication to now a powerful marketing channel to showcase products and generate sales. From Facebook to Instagram, users can use their social media accounts to promote your products and services and reach as many audiences as you would like. With an effective strategy in place, social media channels can indeed help you grow your business.
What is a Social Media Audit?
At its core, a social media audit is a process that involves a series of steps required to evaluate your brand’s performance on social media. It also includes organising and analysing data from all your social media channels. This will help you assess your growth and will allow you to see clearly what needs to be improved. Overall, performing a social media audit can help you manage and strengthen your business’ social media presence.
A social media audit can help you discover a lot of things about your business. It will give you an opportunity to take a look at your budget and determine which marketing techniques are worth your investment and which ones are not. The results you can get from running a social media audit can help you come up with better plans for future campaigns.
Although businesses have different priorities, it is important to focus on the most significant aspects of your social media strategy. For starters, an effective social media audit template should include:
- Audience demographics
- Profile information including name and url
- Engagement metrics
- Referral traffic
- Average response rate
Why Perform a Social Media Audit?
Performing a social media audit helps you find out the answers to some questions about your brand’s relationship to your audience. These questions include:
- Does your presence on each platform generate more leads?
- Are you able to retain old clients?
- Which marketing strategy works efficiently? Which technique needs to be improved?
10 Steps to Conduct a Social Media Audit in 2021
The year 2020 is almost ending. For marketers, the start of a brand new year only means planning new goals to set for a more efficient social media strategy. To figure out which technique to retain and which ones to eliminate moving forward, performing a social media audit is a must.
For some brands, the social media auditing process can take weeks to months depending on how fast they can gather the data needed for each social media platform. Fortunately, you can go through the entire auditing process by simply following these 10 steps below.
1. List all of your social media profiles
To find out how well you’re doing online, the first thing you have to do is to list all of your active social media accounts. Start off by creating a spreadsheet and enumerating all your profiles, including those you have created a few years back and those you haven’t been using in a while. This will help you keep things organised during the entire process.
You can also run a general search for your brand. You might be surprised to see an unofficial Facebook account of your brand or even a fake Twitter account.
2. Set specific goals for each platform
Each social media platform has unique functionalities. As such, you have to set specific goals for each of them to keep you from getting overwhelmed. This can help you easily determine where to spend most of your time and effort on as well as how to properly allocate your budget.
3. Review your images
Truth must be told: to be successful in social media means to invest in great-quality photos. The use of proper imagery with excellent resolution can positively affect your account’s ability to attract more viewers. As such analysing your images is considered a vital part of your social media audit.
Most often, an efficient Facebook page consists of the following:
- A profile picture with correct image dimensions
- A verified checkmark indicating a page’s authenticity
4. Ensure that all accounts are consistent
Go through each of your social media profiles and make sure all the necessary details are listed. In most cases, these include your profile picture, brand’s name, biography, location, contact details and office hours.
Ensure that logos and names across all channels are the same and consistent with your branding. Although content such as images and captions must be similar on all platforms, certain aspects can be changed depending on the requirements of each social media site. For instance, you can upload longer videos on Youtube while shorter versions can be uploaded on Facebook.
5. Evaluate engagement rates
From the list of your social media profiles, determine where you’re getting the most engagement. Once you have identified your strongest and weakest links, decide whether you need to continue putting on the same effort on all your social media sites or to focus on just one or two platforms. By doing so, you’ll get to concentrate on your brand’s assets that can help attract more customers and improve your overall sales.
6. Check your social media analytics
Now that you have checked all your social media profiles and identified specific metrics for each platform, it’s time to look at your social media analytics. From this, you can instantly determine whether you’re successfully hitting your targets or what areas you need to improve.
To easily check your profiles’ performance, it is best to look at some of the key metrics including engagement, shares, impressions and more.
7. Look for your top-performing social media posts
Find your top 3-5 best-performing social media posts. These are posts that have gained the most likes, shares and comments. As you drill down to each post, find out their similarities as well as the factors you think made them unique. Curating your top posts will help you to find out which types of content work best for your brand.
8. Analyse your audience demographics
When conducting a social media audit, analysing your audience demographics is necessary. However, you need to consider that since every platform is different, it is most likely that the people who are following your brand on each platform may also be different in terms of age, location and interest.
Built-in analytics such as Facebook Analytics and Twitter Analytics can give you a more detailed look into your audience’s demographic data.
9. Analyse your competitors’ performance
Dig a little deeper on your competitors’ performance. Start by choosing three of your top competitors and do some research about them. Try to compare your digital footprints against them and find out which types of content work best for them.
How often do they share these types of content? Are they doing something unique? Which influencers are they currently working with?
10. Come up with new objectives
At this point, you have probably discovered a lot of things about your brand, your audience and your competitors. By conducting a successful social media audit, you’ll get to understand where you’re currently at, allowing you to come up with new objectives and make better, more powerful social media strategies in the future.
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