How To Perform A Social Media Audit

With anything we do it’s essential to understand why we do it, and to review how well it’s working. This very much applies to social media, and the regular completion of a social media audit is essential to the effectiveness of your work. Get the most out of your social media marketing by ensuring your targeting and engagement is reflective of your business plans and objectives.

Audits do not need to be hard work, no matter how daunting they may seem. Once you’ve got your data into shape, hosting an audit will be far less time-consuming. With this in mind we have pulled together some of our tips to make this process as simple and painless as possible.

The goal

A social media audit should reveal that your social media marketing strategy and goals are being met, and where they may not be, identify the areas in need of improvement.

Some questions to consider along the way:

  • Are you making the most of your channels for your business?
  • How does your social media represent your business strategy and marketing model?
  • What do you want from your social media channels?
  • What are your key messages?

Design your audit

We advise putting all of your information in one place, and an excel spreadsheet is usually best for auditing. Some of you will be compiling monthly reviews to look at measures such as number of followers, likes, shares and click through rates – these are all essential to your audit review.

Ensure all of your social channels are listed and review your analytics either via the on-platform tools, or third party social analytics tools.

Look at each profile separately

To really understand how well your platforms are performing we would advise looking at them separately, as each platform will display different behaviours and habits.

Consider competitors and peers, your target audience and other metrics including time of posting and effectiveness of hashtags. What will work for one channel may not for the other, and this is key.

Look at what works

… And what doesn’t. Compare your top performing posts to the ones that don’t fair so well. What can you learn from both? Identify best practice whilst understanding where you could and have gone ‘wrong’ in the past.

Revise your branding

Whilst each social platform performs a slightly different role in achieving your objectives, and communications strategies, it is essential that your branding is consistent throughout.

Also consider how well your visuals represent your brand, and that they fit the required dimensions for each platform. It may require you to create varied sizes in the same images and banners, but this will make a huge difference to the overall quality and perception of your platforms.

Create your own measures

Calculating an ROI from social media is in no way as tangible as if dealing with sales or the financial arms of a business, however it is important to consistently review that the costs of the platforms and tools you are using are generating the return you would hope, or at least a return which justifies the time and money spent.

Social media is essential to business growth in the digital spectrum. Understanding what you hope to gain from yours will help the evolution of your marketing strategy and the achievement of business goals and objectives.

Keep revising the process

However frequently you choose to complete your audits, monthly or quarterly, ensure you consider the changing trends of social media and don’t be afraid to adapt your marketing strategy to achieve the best outcome.

Want some help with your auditing? Get in touch.

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