Now is a great time to do a social media marketing audit and figure out what is and isn’t working for your brand. You should create an Excel spreadsheet to help you keep track of the information you learn from your audit. The six steps below will take you through a basic but effective social media review.
6 Steps to a Social Media Audit
A social media audit provides you the insights you need to create your social media strategy. The audit identifies what is working and where there are opportunities for improvement. These six steps make it easy to do your social media audit.
- Identify and secure all your profiles
- Analyze how social media platforms are performing
- Identify your high performers
- Review your social media strategy
- Clear out the old and the underperforming
- Establish new benchmarks
Step 1. Identify and secure all your profiles
Be sure to include any you may have neglected. You may want to delete these later after you have done some analytics and restrategizing, but you might also find a new use for them. For all your profiles, you should make sure you have two-step authentication where possible, and the best practice is to change your password every few months.
Step 2. Analyze how social media platforms are performing
There are a number of different tools that can help you with stats. Things to look for are what kind of traffic, sales, and signups you are getting from each platform, how many followers you have, and how people are engaging. You can use Google Analytics, social networks’ own analytics toolkits, and paid social media analytic tools. For example, Facebook Audience Insights provides insights about your target audiences, including aggregate information about geography, demographics, purchase behavior, and more.
Step 3. Identify your high performers
This means looking at how each social media platform is functioning overall as well as what types of content are the most popular. Follow this link to see two successful social media campaigns that made waves across various social media platforms including Twitter and Instagram.
successful social media campaigns are integrated across offline and online channels. Social media campaigns on networks like Facebook, Twitter and Pinterest can drive as much offline purchasing as online.
Step 4. Review your social media strategy
Based on the insight you have gained, review your social media strategy. Are your goals still the same? What audience are you trying to reach? Have parts of your audience migrated to other platforms, and do you need to start building a presence on those platforms? Do you need to freshen your content or add another medium, such as video?
Related Post: How To Create A Social Media Channel StrategyA social media channel is an individual social media network that can be used for communication, interaction, content-sharing and collaboration.
Step 5. Clear out the old and the underperforming
This might mean dumping some platforms altogether although you might also think could change your social media strategy to use them more effectively if they are popular with an audience you are trying to reach. This is also the time to tidy up all your profiles. You should make sure that the imagery of your brand and how you describe the business is consistent across social media accounts.
Step 6: Establish new benchmarks
Set new benchmarks and a date to perform the next social media audit. New benchmarks can help you determine the effectiveness of your changes. If you can find the time, you might want to perform your audit more frequently than once a year.
Your social media audit can be as simple or as complex as your business needs it to be. This is an important step to perform periodically so you can make sure that you are maximizing your efforts on social media.