Nowadays, social media plays a crucial role in all of our daily activities. We interact, share, and disseminate information via these platforms. This makes it an effective marketing tool that companies should use to get their message out to the widest possible audience.
However, there is more to social media marketing than just sharing images with clever captions. The results of your social media activity need to be tracked and evaluated.
A Social Media Audit: What Is It?
An audit of your social media strategy is a great way to make sure everything is running smoothly and consistently.
Brands can’t improve their social media performance without first conducting an audit to see where they stand. To accomplish this, they provide you with data for improving your marketing strategy.
Performing a Social Media Audit: 7 Steps
Do not feel intimidated if this is your first time conducting a social media audit. Methods for conducting an audit that will yield long-term gains in content engagement and social media visibility are outlined below.
Gather Together Your Various Social Media Accounts
You should start the audit by collecting all of your social media profiles, both active and inactive. In order to do this, you need to conduct a search for your company’s name and individual products across all of the major social media sites. This can be tedious, but it’s worth it in the end because you might uncover some fake accounts, fan pages, or even old accounts you haven’t used in years.
Maintain Brand Consistency
For the sake of argument, let’s say you’ve already created a complete list of your profiles. It’s time to make sure every profile is consistent with your brand’s current aesthetic. Building brand awareness is the ultimate goal. A single glance at your social media profiles will be enough to identify them as belonging to you across Instagram, LinkedIn, Facebook, and Twitter.
Don’t be afraid to tweak things to make sure your brand is always represented consistently. However, it may be time-consuming to go back and edit all of your posts and hashtags to conform to your brand’s standards. Keeping things consistent from here on out is your best bet.
Reposting your content (either manually or automatically) across multiple channels is the most efficient strategy for accomplishing this.
Track User Activity on Each Channel
Audience dedication and participation can be measured with engagement metrics. Large audiences are meaningless if they don’t actively participate. The algorithmic treatment of your content on many social media platforms is based on the level of engagement it receives. Your posts will be shown less frequently in your followers’ feeds if your engagement rate is low.
Several key performance indicators (KPIs) are trackable on social media, including the number of active followers, shares, likes, comments, brand mentions, and profile visits.
Learn Which Social Media Updates Are Most Successful
The content audit is the next phase of your social media audit. Here, you’ll go through every one of your social media profiles and compile a list of everything you’ve shared that has resonated with your ideal customers.
It’s not easy to compare posts across channels because different channels use slightly different analytics. Fortunately, each network includes analytics tools that can be used to identify and prioritise the content that is performing the best. Monitoring tools for social media can further simplify matters.
Turn Off Extra Profiles
It’s important to have a goal in mind when creating a profile on any social media platform. It’s possible that not all of the initial accounts have lived up to expectations and are serving their intended function.
For your social media profile to be underperforming, it would need to be performing significantly below your expectations or the bar you have set for itself. If you did not get the minimum number of followers or if your content did not get the minimum number of likes, shares, or comments, then your social media account is underperforming.
Stop using these accounts and put your time and energy into something with more promise.
Determine New Objectives for Each System
Once you’ve determined which social media profiles have survived, it’s time to assess what you hope to achieve with them.
Analyze the role that each social network plays in your overall online profile. Think about the future of your brand and decide what new goals need to be set. These objectives could be anything from boosting community participation to increasing website traffic or brand awareness.
Make a Strategy
Auditing social media accounts calls for a large amount of data collection. That said, don’t lose sight of why you’re conducting the audit in the first place. Keep in mind that the point of the audit is to help you determine what it is about your brand’s social media presence that needs to be altered.
Therefore, you should utilise your information to develop a strategy. Examine your data once more and ponder the following.
- Can you recommend the most effective social media channels?
- In what ways are there new platforms to choose from?
- Which mediums did you fail to account for? Is there a reason you require them?
- In other words, what makes the most successful content?
- Do you know if your content is reaching the people you thought it would?
- In your strategy, please respond to the following questions. Don’t be shy about adding in your additional thoughts.
To Sum Up
The results of a social media audit can shed light on the state of your social media approach. Finding the best social media channels and content for your company is much easier with this tool.
As daunting as it may sound, conducting a social media audit is actually quite simple. Find your preexisting social media profiles, make sure your brand is uniform across all channels, and track how active your audience is on each. Find out which of your posts are performing the best, delete any profile that isn’t generating any results, rethink your objectives for each platform, and make a strategy.