Conducting a social media audit is a great way to help your business gain the insights necessary to refine future campaign strategies. A social media audit is the process of reviewing your accounts’ metrics to assess performance and find opportunity to improve. A social media audit will help you determine the following:
- what’s working and what’s not
- whether impostor accounts are stealing your fans
- which outdated profiles you need to revive, repurpose or shut down
- new opportunities to grow and engage your audience
Here is a list of steps to follow when conducting your social media audit:
Track down all of your social media accounts
The first thing you need to do is take inventory of all your social media accounts. This may seem like a no-brainer but think beyond the big social media platforms you may be active on such as Facebook and Instagram. There could be other social media accounts that you created before your business had a set social strategy and have since been abandoned. List those accounts as well. Be sure to also include customer support, news-based and other social media channels that may be used in addition to the main account. You can track down all your accounts by either using a search engine like Google or you can go to each platform directly and search for your accounts.
Make sure each account is updated, on brand and consistent
Once you have rounded up all your social media accounts, you must thoroughly review each one to ensure that the profiles are updated with your most recent company information. You will want each profile to be on brand with your business through the use of color schemes, header images and tone of communication. Most importantly, you want to be consistent across all your social media accounts so that you are easily recognized by your audience.
Check the following components on each of your social media accounts:
- Profile and cover images
- Profile/bio text
- Pinned posts
- Verification status
Identify your highest performing posts
For each social media account, record three of four of your highest performing posts. High performance is based on metrics such as impressions, engagements, likes and comments. This information can be found on your account analytics which is offered by almost every social platform.
Go through these posts and see if you can identify any patterns. Does your audience engage more when you post photos or videos? Does your audience engage with the same types of content on Facebook as they do on Instagram? Use your findings to update your social strategy in a way that will yield the highest performance.
Analyze audience insights
It is important to understand who you are reaching on each platform. A good starting point for determining how to reach your audience is demographic data. Demographic data tells you your audiences’ age, gender, location and so much more. This information is important because it will guide you in the types of content you produce for each platform. Your audience on Snapchat or Tik Tok, for example, will be much younger than your audience on Facebook or LinkedIn. This information can be found on your account’s audience insight page.
Calculate return on investment
If you are running a specific organic or paid campaign on social media in addition to paying a team or expert to manage your social media accounts, you will want to calculate your return on investment for each audit period to determine if you are seeing results that well worth your time and money. Essentially your return on investment is how much spent on social media versus how much you have made as a result of your social media efforts.
Look at your account metrics to determine what customers are doing when they visit your social media pages. Are they signing up for your newsletter, visiting your website or scheduling consultations? Do they download certain information, ask questions or hire you? Maybe they search for your phone number and don’t find it so they leave. This will give you information about what needs to be changed on both your social media accounts and your website to increase your ROI.
Get rid of accounts that are not bringing any value
Once you have gathered all the information from each of your social media accounts, you may want to narrow your social presence to only the accounts where you see the most engagement. If you have any outdated profiles or additional accounts that have become obsolete in comparison to your most active accounts, it is okay to deactivate them. It is better to have a strong presence and high engagement on a few platforms than it is to try to handle every possible social media account.
Conducting a social media audit is an important and necessary part of understanding your audience, better catering to their interests and cleaning up your social presence. Through conducting a social media audit, you can gain a lot of insight into how your audience consumes content and how they feel about your brand. This will ultimately help you adjust your greater marketing and business strategies.
At trades.org we know all the important social platforms and can create a profile that reflects your business and attracts attention from the most likely potential customers. Our brand management services make social media marketing easy.