A social media audit is a process of evaluating all aspects of a company’s social media presence. That includes analyzing accounts on major social media platforms such as Facebook, Twitter, and LinkedIn. It also includes looking at how well the company uses these channels to reach its target audience and achieve its business goals. This definitive guide outlines how to perform a social media audit for your business.
1. Evaluate All Social Media Accounts
The first step in performing a social media audit is taking stock of all your company’s accounts on major platforms. That includes looking at each account’s username, profile picture, cover photo, and bio. Take note of any inconsistencies across these elements. For example, if your company name is different on each platform, this could not be very clear for customers trying to find you online.
2. Assess Content Strategy
Once you have reviewed all the accounts, it’s time to take a closer look at the content strategy for each one. Are you sharing relevant and engaging content that speaks to your target audience? Is there a consistent voice and tone across all platforms? Are you using hashtags, @mentions, and other features to help increase reach and engagement?
3. Analyze Engagement Metrics
Next, look at the engagement metrics for each platform. Here are some key metrics you should look at.
The number of followers: This is a good metric to see if you are growing your audience on social media. If you’re not seeing an increase in followers, it may be time to rethink your strategy.
Engagement rate: This metric measures how often people interact with your content. A high engagement rate means that people find your content valuable and are more likely to become customers or clients.
Post reach: This metric shows how many people see your content. If your post reach is low, it may be time to use paid advertising to promote your content.
Also, gather data on likes, comments, shares, and views. Are people interacting with your content? If not, why not? Could you do something to improve engagement?
You can use a tool like NetbaseQuid to help you collect this data. NetBaseQuid allows users to see which posts are getting the most engagement, what time of day is best for posting, and which topics are most popular with their audience. NetBaseQuid provides detailed insights into how different demographics are engaging with your content.
4. Check Your Website Traffic Data
Website traffic data gives you a good idea of how much traffic you get from social media. Look at pageviews, unique visitors, and the average time spent on the site. Also, look at the source of your traffic. Are most people coming to your site from social media? If not, you may need to focus more on promoting your website on these channels.
5. Review Follower Growth
An important metric to monitor is follower growth. Please look at the follower growth for each platform; it will give you an idea of how well you attract new followers. Are you gaining new followers? If not, why not? What can you do to attract more followers? If you’re not seeing much growth, it may be time to try new tactics, such as running giveaways or using paid advertising.
6. Look at the Competition
It’s also an excellent idea to look at what your competitors are doing on social media. Are they doing a better job than you at engagement? Are they growing their audiences faster than you? What approaches are they using that you could borrow?
7. Identify Opportunities and Areas for Improvement
After reviewing the data, you should know what works well and what needs improvement. Based on your findings, make recommendations for how the company can improve its social media presence. Make a list of opportunities and areas for improvement.
Set some goals for the future. What do you want to achieve with your social media presence? Do you want to increase brand awareness? Drive more traffic to your website? Build relationships with customers and potential customers. Once you have set some goals, you can begin working on a plan to achieve them. That could include changing the content strategy, using more relevant hashtags, updating account information, or running social media ads.
Conclusion
Performing a social media audit is a vital part of any social media marketing strategy. By taking the time to analyze your accounts and engagement, you can identify areas for improvement and make changes that will optimize your social media presence and help you reach your goals.