You must have a social media account for your business or brand. Well, everyone does in this digital age. And why not? Social media can boost your traffic, increase your chances of getting leads, and ultimately give your brand the ultimate exposure.
But what if you are not getting results from social media? Or you are not sure if your social media is working?
That’s why it is important to review your current social media strategy.
Here comes the social media audit. It is the process of evaluating certain metrics of your social media marketing, including engagement, audience, locations, campaign performance and more.
Performing a social media audit can help you identify the key areas of improvement as well as opportunities.
In this blog, we will learn about social media audit as well as how to implement it. Let’s get started.
A Quick Definition of Social Media Audit
A social media audit is the process of evaluating the key factors of your social media marketing such as engagement, locations, campaign performance and more. Some of the important metrics of a social media audit are comments, likes, shares, impressions and interactions.
For example, with social media engagement, you can tell which type of content is performing and where the traffic is coming from.
Based on such insights, you can make informed decisions that can make your social media marketing more effective.
Why Should You Do Social Media Audit for Your Business?
What’s Working or What’s Not
Social media is always changing, and an audit gives brands the knowledge they need to adjust and make wise decisions. A thorough social media efficacy audit can provide valuable insights to answer questions such as “Is Instagram a more worthwhile investment, or should we continue focusing on X (previously Twitter)?” with decisiveness.
For instance, you can discover that various content kinds perform better at particular times of the day or that video material gets more engagement than image content. By keeping this information in mind, you may modify your content approach to suit the tastes of your target audience.
Make the Most of the Resources on Social Media
With the above-mentioned data, you may post material at the best times, improve the forms of your content, and use interaction techniques that are customized to the interests and behaviours of your audience. When specific kinds of content consistently receive more engagement, organizations can concentrate on creating more of that kind of content.
Staying Updated with Platform Changes
Social media networks frequently release new features and tweak their algorithms, so it’s always a work in progress.
Because Instagram and Twitter have undergone such significant changes in the last several years, this may be very crucial for you at this time if you use them! You can determine whether your strategy is keeping up with the most recent trends and changes by auditing your social media profiles.
For instance, the timing or type of content you share may be affected by Instagram upgrades. To take full use of these new opportunities, you might also need to modify your content strategy or production in light of new features and content kinds.
Identifying Growth Opportunities
Social media audits are essential for staying updated with the latest trends and changes on social media platforms. They help you identify the topics and trends your audience is interested in, offering more than just basic insights.
For example, you might notice that certain subjects, like AI or sustainability, are gaining traction with your audience. You may also find that your audience is shifting to different social media platforms or adopting new ones you hadn’t previously considered.
Recognizing these patterns is crucial so you can adjust your strategy to remain relevant and continue engaging with your potential clients on topics that matter to them.
How to Perform Social Media Audit
Locate and List All Your Social Media Profiles
First thing first, list all your social media profiles on platforms like Facebook, Instagram, Pinterest, and Twitter.
Keep a spreadsheet of your social media profiles, including URLs, usernames, and login information. This will make future audits much easier
Evaluate Your Branding and Adjust for Consistency
Consistency in branding across all platforms is crucial for building a strong social media presence. Here’s what to check:
- Username or Handle: Ensure all your social media handles are consistent for easy recognition. Avoid variations if possible.
- Profile Pictures, Cover Photos, or Banners: Make sure your visuals are aligned with your current branding. Update any outdated images to maintain a fresh look.
- Bio: Use clear messaging and make the most of the limited space in your bio to convey your brand’s identity.
- Contact Information: Verify and update your email, phone number, and location details to ensure they are current.
- Links: Double-check that all links lead to the intended landing pages.
- Verification: If possible, apply for verification badges to enhance credibility.
- Pinned Post: Use the pinned post feature strategically to highlight key offers or important information. Avoid pinning outdated content.
Export Social Media Analytics Reports per Channel
Most social media platforms have built-in analytics tools to let you see detailed insights into your performance and audience engagement. Export those reports and save them in a folder so that you can access them during future audits.
This will help you track changes and trends over time.
Analyze Each Channel’s Data Against Each Other
After having those analytics reports, you can compare the data across different channels. See which platforms are doing well.
For example, you might find that Facebook is a good fit for customer support, while Instagram drives more sales.
Evaluate Social Media Performance Toward Your Goals
Reflect on your previous social media goals and assess your current progress toward achieving them. Are you moving in the right direction, or do you need to adjust your strategy?
Make Your Next Social Media Plan
Now that you have a clear understanding of your social media performance, it’s time to create a new plan. Use the insights from your audit to refine your strategy and set actionable goals regarding priorities, objectives, budget, time and timeline.
Key Social Media Metrics to Keep an Eye On
As you perform your social media audit, pay attention to these crucial metrics:
Engagement Rate:
Does your target audience interact with your content? You can find the percentage by dividing the total number of shares, likes, and comments by the total number of followers.
Reach:
Gives you an idea of the possible size of your audience by displaying the total number of unique users that have viewed your content.
Impressions:
Shows the total number of times users have seen your content, indicating its general visibility.
Click-Through Rate (CTR):
The percentage of viewers who then click on your content. You can get the percentage by dividing the total number of impressions by the number of clicks.
Follower Growth Rate:
Calculates the speed at which you are gaining new followers while subtracting unfollowers.
Conversion Rate:
The percentage of visitors who, after clicking on your material, carry out the desired action (e.g., buying something). To compute it, divide the total clicks by the number of conversions, and then represent the result as a percentage.
Bounce Rate:
The percentage of visitors to your website who leave your website as soon as they land or depart within a few seconds. It helps you evaluate the content’s relevance and level of interaction.
Let Us Do a Social Media Audit for You!
Social media auditing is important to evaluate the effectiveness of your social media strategy. It helps you make it more result-oriented. If you don’t have resources, tools or knowledge for doing a social media audit, let us do it for you.
We dive deep into your social media platforms, analyzing engagement metrics, content performance, audience demographics, and more.
Get a detailed report with clear, actionable strategies designed to improve your social media effectiveness and ROI.
Reach out to us today and take the first step towards a more successful social media presence!
An enthusiastic Human Being with a zeal to express as much she can in words… and Blogs gave her a medium to express and share her knowledge. Has written for eminent blogs and fields like the social media, internet marketing, technology, lifestyle (tattoos, body art, fashion, etc.), politics, and the list is still increasing.