Social media audit
A social media audit is a process of reviewing all of your social media platforms to make sure they are up-to-date, accurate, and on-brand. This can be a time-consuming process, but it is worth it to make sure your social media presence is polished and professional.
What is a social media audit?
A social media audit is a review of an organization’s social media presence. It includes an assessment of the organization’s current social media activities and platforms, as well as its social media strategy. A social media audit can be conducted internally or externally, and it can be performed on a one-time basis or on a regular basis.
Why you should do a social media audit
A social media audit is an important way to get a handle on your social media presence and performance. It can help you understand what’s working well and identify areas that need improvement.
conducting a social media audit can be a valuable exercise for any business, large or small. Here are four key reasons why:
- Understand Your Social Media Presence
A social media audit will help you get a clear picture of your social media presence. This includes your brand’s presence across all platforms, as well as the channels where you have the most (and least) engagement.
- Identify Your Top Performing Content
Looking at your past content through the lens of a social media audit can help you identify the type of content that gets the most engagement from your audience. This is valuable information that you can use to inform your future content strategy.
- benchmark Your Progress
If you’ve been doing social media for awhile, a social media audit can help you benchmark your progress over time. This is especially helpful if you’re looking to measure the impact of specific changes or initiatives that you’ve implemented.
- assess ROI and Generate Reports
Finally, a social media audit can be used to generate reports that show the return on investment (ROI) of your social media efforts. These reports can be incredibly valuable when it comes to justifying your budget or demonstrating the value of social media to stakeholders within your organization.
How to do a social media audit
A social media audit is a process for reviewing all of your social media accounts to ensure that they are up-to-date, complete, and accurate. This can be a daunting task, but it is necessary to do on a regular basis to ensure that your accounts are in good standing.
Step 1: Set your social media audit goals
Your social media audit goals should be SMART:
S – Specific: What do you want to achieve with your social media audit?
M – Measurable: How will you measure whether or not you’ve achieved your goal?
A – Achievable: Is your goal realistic?
R – Relevant: Does your goal align with your wider marketing goals?
T – Time-bound: When do you want to achieve your goal by?
Your social media audit goals could be anything from ‘Increase brand awareness’ to ‘Improve customer service’. Once you’ve set your goals, you can move on to step 2.
Step 2: Choose which social media platforms to audit
The first step is to make a list of all the social media platforms you’re active on, even if you only have a presence on one platform it’s still worth auditing. Once you have your list, it’s time to choose which platforms you want to focus your audit on.
You might want to focus on auditing the platform that gives you the most traffic or the one that generates the most leads. Alternatively, you might want to focus on a platform where you know you need to make some changes but haven’t had the time to do so.
Once you’ve chosen which platforms to audit, it’s time to move onto step three.
Step 3: Create a social media audit template
Creating a social media audit template doesn’t have to be complicated. In fact, it can be as simple as creating a spreadsheet with the following columns:
-Number of followers/fans
-Number of posts
-Date of last post
-Engagement rate (calculated by the number of likes, comments, and shares divided by the number of followers/fans)
Once you have your template set up, all you need to do is populate it with data for each social media platform that you’re active on.
Step 4: Gather your data
Now that you’ve identified which social media platforms you want to focus on, it’s time to gather data about your activity on each one. To do this, you’ll want to download your social media analytics reports for the past year. If you don’t have access to this data, you can also use a free social media analytics tool like Sprout Social or Simply Measured to run a quick audit.
Once you have your data, it’s time to start analyzing it. Look at your metrics for each platform and identify any patterns or trends. Are there any platforms where you’re seeing consistent growth? Are there any where you’re stagnating or even losing followers?
This data will be critical in helping you determine which platforms are worth your time and which ones you should be focusing on in the future.
Step 5: Analyze your data
Now it’s time to take a look at all the data you’ve collected and start making some decisions. This is where you need to really focus on your goals and objectives. What are you trying to achieve with your social media plan?
You’ll want to look at both quantitative and qualitative data when you’re analyzing. The quantitative data will give you the numbers, but the qualitative data will give you the story behind those numbers.
Some questions you might want to answer with your data analysis include:
-Who is your target audience?
-What content resonates best with them?
-When is the best time to reach them?
-Which channels are they using most often?
-What kind of language do they respond best to?
Step 6: Create your social media audit report
Now that you’ve gathered all of your data, it’s time to create your social media audit report. This is where you’ll compile everything you’ve learned and make recommendations for changes or improvements.
There are a few different ways to format your report, but we recommend using a simple table with four columns:
-Platform: Which social media platform are you auditing?
-Audience: How well does this platform reach your target audience?
-Activity: How often are you active on this platform?
-Performance: How well is this platform performing based on your goals?
Once you’ve created your table, simply fill in the details for each platform. Here’s an example:
After you’ve completed your report, take some time to review it and draw conclusions. What platforms are performing well and which ones could use some improvement? Are there any platforms that you should no longer be active on? Based on your findings, what changes or improvements do you recommend making?
Once you’ve finalized your recommendations, share them with your team or boss and get started putting them into action!