How to conduct a social media audit?
Table of contents
Social media is gone from the novelty stage states the Jacksonville Social Media experts. It’s a critical part of your content strategy, and just like the other tactics you employ, it has to be monitored and measured so you’ll spend it slowly and money wisely, while getting the most effective return you’ll be able to.
Before we dive into the way to try this, let’s take a fast snapshot of the most recent social media stats:
- 3 billion people are active Internet users.
- That’s almost half the world’s population.
Social media is consistently evolving — you’ll always expect new platforms, audiences, and features to emerge. This suggests there are always new ways to utilize this channel for your business.
As a business owner, it’s important that you just stay to the simplest ways to use social platforms as a marketing and advertising tool.
However, it’s not something that ought to just be done blindly, without auditing or measuring. Tracking what social media actually does for your business is vital to work out what’s working and what’s not.
What is a social media audit?
A social media audit gives you a full view of how social media is functioning (or not) for your business. An audit is a process of reviewing certain metrics to judge your current social media strategy.
A social media audit can include impressions, comments, likes, shares, and other interactions, yet which posts are becoming the foremost engagement and what audience is doing the foremost engagement. This data provides you with information you’ll be able to use to create social media more practical for your business.
What do I want to do for my first social media audit?
Let’s say you’re conducting a social media audit for the primary time. No sweat!
Below our Internet Marketing experts have determined the step-by-step process for your first audit, much of which might be rinsed and repeated next time you would like to research your presence.
- Gather and organize all of your existing social media profiles
First thing’s first: you’re visiting and have to take inventory of your social profiles. Here is a complete guide to setting up your social media business profiles before you begin
This may appear sort of a no-brainer, right? If there are networks you’re not active on, you don’t necessarily have to track them. Just ensure they’re claimed and under your company’s control. On the opposite hand, an audit might facilitate you uncovering opportunities that are ideal appropriate to the unique features of networks you’ve been ignoring.
Our social media audit template has tabs for all the most important networks, but it’s simple to feature a brand new tab for any additional platforms you employ. We also included a bit within the summary tab to list all of your brand’s social profiles in one place.
Once you have got all of your current social profiles listed, the subsequent step is deciding which platforms you would like to specialize in. likelihood is you’re awake to your priorities, but a correct social media audit is an eye-opener in terms of which profiles are literally your top-performers.
As a fast aside, a tool like Sprout is useful for keeping all of your social accounts and content consolidated.
- Define specific goals for every network
To keep yourself from getting overwhelmed, it’s important to zero in on your social media goals for every platform you’re active on, including:
- Increasing brand awareness
- Generating more leads and sales
- Increasing community engagement
- Growing your audience (think: followers)
- Increasing traffic to your site
Not only will goal-setting help guide your presence, but also inform you of which metrics to trace for every platform.
For example, you would possibly be growing your Instagram followers faster than that of Facebook but the latter is leading to more paying customers. When it involves your metrics, the context of your goals matters.
Keep in mind that you simply don’t need to fill in every single blank for your first social media audit!
- Confirm your branding, promotions, and language are consistent
Consistent branding on social media is clearly important, but some details are easy to overlook. Plus, social media marketing is the need of the post-covid world and a thing not to be overlooked.
As you audit your social presence, make a degree to double-check that your profiles “match” when it involves creatives, promotions, and campaigns. This includes:
- Bio and “About” language (when unsure, visit your style guide)
- Profile and banner images
- Destination URLs and landing pages
- For example, brands like Skullcandy have consistent profiles from Twitter to Facebook and Instagram, alike. See how that works?
If you don’t run a lot of social-specific campaigns and are just trying to funnel traffic to your site, chances are high that not an excessive amount will change from audit to audit.
On the flip side, brands that run seasonal campaigns will have to regularly assess these details. As an example, you must double-check that you simply aren’t still running your holiday campaigns in mid-March.
- Open up your social media analytics
Now that you just know which profiles you’re auditing and what metrics you’re searching for, it’s time to perforate the info.
Here is where you’ll be ready to identify whether you’re hitting your targets or if there’s room for improvement.
Note that a social media analytics tool like Sprout can really speed up the method of pulling your metrics, not to mention keep all of them up-to-date in one place.
In our template, we outline the recommended metrics to appear at to spot your profiles’ performance. This includes engagement, link clicks, shares, referral traffic, impressions, and more.
We’ve also included notes within the spreadsheet that tell you exactly where in Sprout to search out each metric to make your social media audit a touch easier.
Once you begin entering within the data, it should be pretty obvious which channels are outperforming others, especially if you’ve been measuring your efforts already.
- Identify your top-performing social media posts
Drilling right down to individual posts can highlight which forms of content you must be created according to the experts from Digital Marketing Agency Jacksonville.
For example, does your audience adore video? Photos? Question-based posts?
Your native analytics for every platform can facilitate you understand what any given piece of content is receiving in terms of:
- Impressions (or views)
- Engagements (comments, “Likes,” shares, etc)
If you discover sorting your posts by engagement to be too tedious, remember that Sprout Social can highlight top-performing posts in a matter of seconds.
Additionally, our platform can quickly measure hashtag performance across your social profile to showcase which campaigns are resonating the foremost with followers.
Our template has sections to live the performance of your publishing overall, furthermore as your individual top posts. If you would like to travel more granular, you’ll be able to also categorize your top posts supported criteria including:
- Rich media (Images and GIF’s)
This will provide you with a transparent picture of exactly which kind of content is functioning on each channel. From there, it’s just a matter of fitting more of that kind of successful content into next month’s social media calendar.
- Determine how you’re funneling your social media traffic.
No surprises here: it’s important to live the link between your social media presence and your website.
This will not only facilitate your understanding of which posts end in legitimate interest from your audience but also which channels are the foremost valuable for generating leads.
You can find traffic numbers in Google Analytics under “Acquisition” (and then filter by “Social”). Alternatively, you’ll be able to use Sprout Social to further highlight the correlation between your social followers and web traffic.
- Perforate your demographic data
From how you speak to your audience to prioritizing different content or platforms, demographic data matters.
For example, messaging for Gen Z and millennials versus gen X and baby boomers is apples and oranges. As such, age and gender should be included as a part of your social media audience.
Some networks like Twitter and Facebook highlight this information, while Sprout’s Audience Demographics provides a high-level breakdown for all of your profiles.
Ideally, your audience data should be similar across all of your platforms. If not, you will want to reconsider your messaging and content strategy for outlying networks.
- Assess opportunities from new social media platforms
Although not all of them necessarily stick around for the long-term, new social media platforms do crop up rather regularly.
For example, maybe you’re more or less sold on TikTok but are still considering opportunities there. Good! Likewise, becoming an early adopter of recent platforms can facilitate your position yourself before your competitors.
In your social media audit spreadsheet, highlight new platforms you wish to explore. If you’re using our template, there’s a piece for this within the “Summary” tab.
Keep in mind that this isn’t a necessity. If you’re already focused on some networks or don’t find any new platforms that interest you at the instant, no worries.
That said, it’s always an honest idea to remain on top of the latest and emerging social media trends.
- Come up with new objectives and action items
At this time, your spreadsheet should be mostly filled out. Now what?
Remember that the aim of a social media audit is to allow you a stronger understanding of where you’re currently and to form plans for the longer term.
Whether it’s growing your followers on a particular channel, getting more engagement, or broadening your audience, you’ve got everything you wish to form more informed decisions.
In order to assist make your social media assessment more actionable, we included a SWOT (strengths, weaknesses, opportunities, threats) analysis section for every network within the template. you’ll use this area to feature some high-level analysis supporting all the information you collect from your audit.
Or to travel a step further, conduct a full-blown SWOT analysis after your social media audit to focus on your business’s most pressing opportunities.
Performing a social media audit
1. Locate all profiles
Certain profiles are easy to seek out if social media is well integrated into a company’s marketing strategy. Still, some may have fallen by the wayside.
Apart from the massive names (Facebook and Twitter), companies should check Google Plus, LinkedIn, Yelp, Tumblr, Instagram, Snapchat, Vine, Periscope, and plenty of more. Also, make certain to test employment websites like Indeed and Monster.com. a web search can find elusive profiles and show any unofficial ones.
2. Record information
Make a spreadsheet to record the platform of every profile, its URL, who has access thereto (listing their roles if applicable), and its number of followers. Track how frequently each profile is updated and the way often viewers – both followers and unfollowers – answer comments and post ones of their own. Does viewer engagement rise with frequent posting, or do they like a pick few updates? Recording viewer engagement will be done manually or through a social media metrics service.
3. Check each profile for completion
Go through each profile and ensure that each input option is filled. Social media sites vary within the amount of knowledge a business can list (Instagram allows for a website, biography, and profile picture, while Yelp adds fields for hours, location, and far more). This ensures that a corporation is making the foremost out of each social media account. Some profiles also vary counting on which device they’re viewed with – Tumblr’s mobile version adds a header and color options that aren’t present on its desktop sites.
4. Check for consistency and deviations
Logos and names should be identical across all profiles, and any optional colors should be according to branding. Images, videos, and other content should be similar enough to relate to every profile, but the unique aspects of every platform may be utilized. Certain information is more compatible with different social media sites (keep longer videos to YouTube and shorter ones on Facebook, for example), and having a touch of unique content provides a reason for consumers to follow all of a company’s profiles. Check the content of every profile and confirm it’s according to the marketing strategy. Communication should be the same unless that communication is platform-specific – for example, a drawing just for Twitter users.
5. Consider the market
Certain markets gravitate towards different platforms – for example, Pinterest is mostly women (anywhere from 72 percent to 97 percent), while Google Plus is usually men (71 percent). Ecommerce leaders should observe the market each profile attracts and evaluate if this market reflects a brand’s goals and methods.
Are viewers more acting on one profile than another, and if so, why? Which marketing techniques are more successful? Similarly, check the tone of consumer comments. Are they complementary, or are customers not proud of the offered product? Proper customer service extends online further, and issues should be addressed quickly and privately.
6. Set goals
Once profiles are consistent and evaluated, it is time to appear forward. Decide what’s important for the approaching months and what is improved upon. Set concrete goals like increasing followers, comments, or responses by a particular number or percent, and then save the results.
7. Get rid of unnecessary profiles
Sometimes a profile under performs. Follower count or engagement is also low or the platform might not be popular. During this case, stop working on the profile and focus marketing efforts elsewhere.
8. Identify unauthorized profiles
Unfortunately, there may be instances where a company finds fake profiles written in its name.
Social media audits are certainly very involved, but completing one can make sure branding is consistent and online marketing is effective.
Completing an audit answers several questions on the connection between a corporation and its Web audience.
- Does a presence on Twitter usher in new customers?
- Is the Facebook page retaining old ones?
- If there are any online profiles not in line with a business’s marketing plan, an audit can realign them or indicate they have to be disposed of.
An audit is additionally a chance to work out which marketing techniques are successfully hitting established goals versus which of them have to be revised. The results are wont to assist companies in planning future campaigns and completing future audits.