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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.
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:
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:
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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