Social Media Audit

Chapter 01: Social Media Audit

Why You Should Do a Social Media Audit

How relevant are your Tweets to your target audience? What are your followers interested in? How many people are clicking on your posts and going to your blog or website?

One way to understand the success of your social media strategy is to conduct a social media audit. A social media audit is an examination of your business’ social media presence to determine whether the work you are putting in is worth the return on investment. You’ll look at metrics like engagement, referral traffic, publishing frequency, and click-through rate. By taking a close, thorough look at every platform’s results and best practices, you can figure out if your social media marketing is successfully hitting your business goals.

How to Do a Social Media Audit

All platforms combined, it is estimated that over 3.196 billion people use social media. With such a large potential audience, it is crucial to put your best foot forward.

A social media audit can help identify what success looks like. You can understand what kind of content resonates the best with followers, which platforms are most effective for your brand, and whether you should explore new channels.

Here are four things to include in a social media audit:

  1. Evaluate your stats: Make a spreadsheet that includes metrics for every social profile your company uses. Make sure to track metrics like followers, likes, comments, shares/retweets, and clicks.
  2. Determine what performs the best: Use the stats you compiled in step one to pinpoint the specifics of your highest-performing content on social media. Did they include links to blog posts or product detail pages? What about the imagery: did they include videos or gifs? Identifying patterns like this can help you refine your editorial strategy.
  3. Consider the design of posts: Social media, especially platforms like Instagram and Pinterest, are very visual spaces. You want your content to be as consistent with your company’s visual identity (color and theme) to build brand recognition.
  4. Cut what doesn’t work: In a perfect world, all of your social media channels would get a ton of engagement, drive thousands of visitors back to your website, and result in hundreds of new sales. Unfortunately, that’s usually not the case. Don’t be afraid to cut back or completely stop investing time in platforms that aren’t performing well.

Important Things to Include in a Social Media Audit

A social media audit should be focused on your objectives and goals. As such, there is no templated approach that instantly works for any business. You need to tailor the basic approach to fit your data, customers, and industry.

That being said, there are few important things to include in almost every social media audit. How you report on these metrics may look different, but pay attention to these four areas:

  1. Profile details: From your picture to your description, profile details let your audience know who you are and what you do. Keep track of the profile and banner images you are using to represent yourself, as well as the SEO-rich “about” copy to ensure consistency across platforms and determine if customers resonate more with one type of visual.
  2. Post analytics: Post performance is more than just how many people “like” what you share. Consider other factors like what time the content was posted, how many posts you made that week, as well as any messages or comments you received that can add anecdotal support.
  3. Audience information: Track your demographics during your social media audit so you can understand exactly who you are speaking to. Some social media platforms have this kind of reporting built in, but you could also take a more creative approach and post questions to get more information about your followers.
  4. Traffic to site: Engagement that stays on social media networks has its benefits, but the real impact of social media comes when you can successfully drive new visitors to your website. Make sure to track click-through rates and traffic to your site over time and test new types of content to see what attracts the most visitors.

Final Thoughts

Social media can be a double-edged sword for small businesses. With a massive number of customers spending time on social networks, it is easy to image the results of establishing your company’s presence alongside those customers. At the same time, the fact that consumers spend time on Snapchat or Pinterest doesn’t mean your customers are there or that customers will leave the social networks to purchase your product or service.

Here’s the bottom line: don’t start a social media program or continue one just because everyone else is doing it. Establish clear goals around why your business should be on social media and then conduct a social media audit on quarterly basis to see if you should still have a presence.

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