Social Media Audit
- Auditing your social media helps businesses meet their engagement and growth goals.
- Conduct a social media audit at least twice a year.
- Evaluate your security, images, content, branding and posting activity.
- Use metrics to measure your audience engagement.
- Choose the right social media platform and tools for your business.
What can an IT professional like you contribute to your company’s social media marketing strategy? Plenty of value, that’s for sure.
Yours is an analytical mind. You’re detail-oriented and take pride in your ability to dig into data. And you can lend strategic insights for the marketing team in its research, planning and preparation. Whether it be a full-blown social media audit or advice on what the best social media channels are for your company, what metrics to use to measure your success or how to define your target market, your insights can help your organization create a social media marketing strategy that will dominate your market and maximize your return on investment (ROI).
Conduct a Comprehensive Social Media Audit Twice a Year
Your company should conduct a social media audit at least every six months to ensure that your social media efforts are on track. The audit should reveal which platforms and posts are driving growth and what efforts to jettison for more profitability.
Here’s what to include in your audit.
List All Social Media Accounts, Credentials and Security
Check that there is only one business profile on each platform, and make sure that the company has claimed its vanity URLs for accounts on Facebook and LinkedIn. Review password security and assess whether to update account administrators and permissions.
Make sure all images, including cover photos, are crisp and clear with the proper size for the platform and good image resolution. Every image should be current and relevant to your brand. Finally, ensure that you own all the images you’re using to comply with copyright laws.
Review Contact Information and Branding
Confirm that about sections, bio details and pinned posts contain accurate information. Check that all links lead back to your website. All branding items, including colors, logos and images, should be consistent across social media platforms.
Assess Posting Activity
Look at the frequency, time and type of your posts. Posts should be scheduled at the optimum time of day to reach your audience. To maintain an active and engaging social media presence, businesses should generally publish the following number of posts each day:
- Facebook: 1–2 Posts
- Instagram: 1–2 Posts
- LinkedIn: 1 Post
- Twitter: 15 Tweets
Delve Into Engagement
Catalog how engaged the audience is with your posts to measure the success of your efforts. Study the source of the conversions to find the high-performing social media content that you can replicate or repurpose. Also, look for content that’s performing poorly, so you can revise it or avoid it in the future.
Confirm Your Audience
Dig into the data to confirm that your social media efforts are targeting the right people. Look at the actual demographic data on each platform as well as on Google Analytics to confirm that you’re reaching who you want to reach. This is a treasure trove of information for a brand’s marketers so they can make strategic decisions about what type of content to post as well as when and where to post it.
Assess Brand Voice and Content
Beyond the quantitative, take a closer look at the qualitative aspects of your company’s social media activity. Ensure that your brand’s voice and tone are uniform across social media platforms and posts. Your posts should appear to speak with one voice, regardless of channel. Also, take stock of all content to ensure it is useful and relevant to the target audience.
Compare With Your Competitors
Although you could easily become bogged down analyzing your competition, it’s good to remain aware of what they are doing. Look at what types of content they’re posting, who they’re interacting with and how well their approach is working.
Make Strategic Marketing Decisions
In today’s competitive marketplace, social media can make or break a business, so it’s imperative that your marketing efforts are effective. Once the results of the social media audit are in, it’s time to make strategic choices about how to optimize your social media strategy. Here’s what you should consider.
Select the Right Platform(s) for Your Business
Simply because a social media platform exists does not mean that your company has to be on it. The most important thing is to be active on the platforms that you choose to be on. Tackle one platform at a time and master it before adding on the latest thing.
Create Content That Works
Think first, then create. The type of content that your business decides to publish will depend on your audience and your goals. Remember that visuals are paramount in social media, so make sure that your accounts are filled with eye-catching, top-quality visuals, including pictures, videos, GIFs and infographics.
Use Social Media Tools to Your Advantage
Make the marketing team’s life easier by using tools to manage multiple accounts, organize your social media calendar, find trending and engaging content and track website traffic from your social media accounts. There are many different social media management tools on the market, so evaluate them to determine whether they will suit your business needs.
Craft a Social Media Cadence
Decide how often and when to post to meet your company’s goals and social media campaign objectives. Sometimes you want to educate your audience; sometimes you want to entertain them. Stick to your editorial calendar, but be aware of trends and ready to pounce with a post if it’s a good time to boost your brand. Take, for example, Oreo’s hilarious tweet during the blackout in the 2013 Superbowl.
Plan Your Budget
Decide when and how often to post and how much spend you’ll dedicate to your campaign. Monitor metrics daily to ensure that your investment is providing a good return.
Give People a Reason to Follow You
Social media should be a place for dialogue and engagement with customers and prospects, not a megaphone for your company. The key to getting more followers is to provide valuable content that matches your followers’ needs and desires. Give them a good reason to engage with your brand.
Monitor the Metrics
Track your performance against your goals by monitoring key metrics. Every social media platform has its own analytics, and the metrics can be complex, but it’s important to relate the numbers to business goals so you can meaningfully assess social media activity.
A Successful Social Media Strategy Begins With an Audit
The more carefully you audit your social platforms, the better your strategy will be. Following these steps will give you a head start on learning how to make the most of your social media efforts.
Images 1-2: Shutterstock