Every platform does not work the same for every business. That’s why it’s essential to examine what’s performing and what isn’t.
Otherwise, you risk wasting energy, time, and money on poor campaigns. Don’t bother. That’s where social media audits can assist.
A social media audit is a procedure of inspecting your business’ metrics to evaluate opportunities, growth and what can be done to enhance your social presence.
Sustaining a social media presence can be a full-time job, which makes it kind of tricky if your full-time job needs your time and attention to be spent elsewhere.
Social media profiles can drop into disrepair fast when left alone. An audit can help to get things back on track.
On the flip side, those of you vigorously sustain social media profiles and take great pain to keep everything updated and cohesive. Audits are helpful in these instances, too.
They can serve as much as required growth opportunities. Social media audits can be a scary procedure to accomplish. Yet it’s essential if you want your social media marketing to flourish.
The audit will help you evaluate the results of your social media activities, find your strengths and weaknesses, and execute necessary changes to your social media marketing strategy.
An audit of social media can contain impressions, comments, shares, likes, and other interactions and which posts are getting the most engagement. This information provides you with making social media more effective for your business.
Know the Benefits of Social Media Audit
- You can ensure your brand is represented correctly and consistently across different social media channels;
- You can gather data to perform a SWOT analysis and determine your strengths, weaknesses, opportunities, and threats;
- You can capture all the opportunities that arise for your brand – a social media world proposes plenty of events to create your brand awareness – it’s your job to spot them;
- You can estimate how your brand performs across different social media channels, including crucial reach, sentiment, engagement, volume, and more.
An audit of your social media accounts lets you learn what’s occurring on each network. You’ll be competent to spot at a glimpse:
- What’s working and what’s not
- New opportunities to engage and grow your audience.
- Whether fraud accounts are stealing your fans
- Which outdated profiles do you need to restore, repurpose, or shut down
Come and let’s learn the step-by-step process of how to do the first social media audit, much of which can be rinsed and repeated next time you require to analyze your presence.
Start with an Inventory of Your Social Profiles.
First thing’s first: you will require to take inventory of your social profiles. Wrangle up all of the social media profiles that your business presently has, even the ones that you may haven’t been engaged on or never have posted on recently.
Then, for each platform, keep track of your username or handle the number of subscribers, followers, engagement metrics, and any other KPIs relevant to that channel.
If you’re no longer interested in networks, you don’t necessarily need to follow them. Just ensure that they’re claimed and under your company’s control.
On the other hand, a social media audit might help you discover opportunities that are an ideal fit for the outstanding features of networks you’ve been ignoring.
Investigate Each Profile’s Engagement.
Track how frequently each profile is revised and how often the viewers – either followers or non-followers respond to comments and post them on their own.
Social media platforms typically have built-in analytics characteristics that will deliver valuable information.
Record the engagement metrics, demographic data, top posts, plus your reach and impressions for each platform.
Find the Patterns.
When you record your top-performing posts on each platform, investigate any resemblances. See what famous posts within each platform and across platforms are familiar.
The type of post, the target audience, when it was posted, and any media in the post are things to examine.
You can discover different patterns about how your audience engages with your business. From where are the highest levels of engagement arising?
Which platform yields the most traffic to your website? What demographic is mainly engaging with which types of content? These are all patterns you can indeed unpack from the data.
Set Objectives for Each Platform.
This data can display the strengths and weaknesses of each platform.
To keep yourself from getting swamped, it’s essential to specify the social media goals for each platform you’re active on, including:
- Raising brand awareness
- Inducing more leads and sales
- Enriching community engagement
- Increasing your audience
- Advancing traffic to your site
Now you know each of your social media profiles’ state and determine what you want to improve. Also, consider what is already going well to better capitalize on it.
Your social media objectives should be about how social media can help your business, including raising brand awareness, traffic and engagement to your website.
Specify the Content that Matters
Having excellent content equips consumers to follow all of a company’s profiles. So check the content of each profile and make sure it is compatible with the general marketing strategy.
The entire point of a social media content audit is to identify content that echoes well with your audience and simulate these posts.
However, it might be hard to compare posts from diverse channels as everyone utilises slightly distinct metrics.
Different types of content perform differently on different platforms.
Check for Consistency and Deviations.
Names and logos should be the same across all the profiles, and any optional colours should be compatible with branding.
Videos, images and other content should be identical enough to relate to each profile, but the particular aspects of each platform can be utilised.
For example, certain information is more consistent with different social media sites like longer videos for YouTube and Shorter videos for Facebook.
Make a Well-Defined Plan.
Gathering data through your social media audit is a significant undertaking. However, don’t let that divert you from its goal.
The audit is meant to assist you in determining what needs to change about your utilisation of social media.
Once you’ve concluded the audit and set your goals, develop a plan for how to execute them.
Track Results with Time
Since it’s hard to estimate your social metrics in a vacuum, it’s a good idea to correspond your results with the same time last month or last year.
This will spot common seasonal variations with time, making it simple to spot any unusual changes in real-time.
You can collect performance data from every social network you’re active on or employ a tool to evaluate performance across channels from a single dashboard.
Standardising the Ownership of the Channel and Passwords
Every social account should be owned by one person or a team within your company. That one person should be reliable for confirming the account is up-to-date and functioning well.
This person will be in charge of necessary approvals on the account and drive its strategic direction. They’ll decide who should access the account and what level of access each person should have.
Instead of sharing the password of your social accounts with various team members, it’s crucial to centralise the passwords in one place.
Then, you don’t need to change the password every time someone leaves your team or shifts to a new role.
It also aids to protect the safety of your social accounts. A social media management platform is excellent for assuring only the right people have the proper access.
Know the Audience for Each Network
As you assess how each social account enables support of your brand, it’s essential to learn who you can reach through each channel.
Audience demographics are a reasonable starting point. For example, Snapchat users are younger than Facebook users, and LinkedIn users seem to have relatively higher incomes.
However, it’s crucial to analyse the demographics of your characteristic following on each social network, as your follower group may not be identical to the general audience.
Repeat it Over and Again
It’s crucial to say that a social audit is not a one-time procedure. It would be best to accomplish regular audits to confirm everything is on track and look for changes in how your accounts are performing.
A quarterly social audit is a fantastic way to keep your social accounts yielding the best ROI.
It also confirms you regularly circle back to compare your day-to-day work with the objectives summarised in your social media strategy.
Are you curious to perform your first social media audit?
If you want to enhance your performance through social media, you need to get a total depth of data.
And executing a social audit is the perfect way to do precisely that.
A social media audit will equip you with a broad idea of what is actually performing for your brand’s social media strategy and what’s failing miserably. Moreover, you’ll learn what can be done to enhance your overall social media presence.
A social media audit enables your business to refocus your social media marketing on your business objectives.
An audit will guide you on how well you are performing, what should be changed, what your priorities should be going ahead, and how well your team is equipped to make the most of social media.
Different businesses and their marketing teams will drive social media audits differently. They may use different templates, record different metrics, and utilise other platforms.
Therefore, it’s essential to tailor social media audits to how your business uses social media and the data you desire from it.