Auditing your current social media efforts is the best way to improve your performance. A social media audit tells you what’s working in your social media strategy and what’s not. It is a crucial step to produce positive ROI and optimize your efforts.
Make sure everything is going as planned and if not rethink your social media plan once again.
GATHER AS MUCH INFORMATION AS POSSIBLE
Collecting your data from all the social media analytics tools you use helps you to conduct an in-depth analysis. So be thorough. Dig into the data as much as you can to see how you’re performing.
USE A SOCIAL MEDIA AUDIT TEMPLATE
A social media audit template makes it easier for you to evaluate your social media marketing efforts. Seeing all your social media activities in one place allows you to compare your performance on each platform. Keep your data organized for discovering new areas of your improvement.
LOCATE ALL YOUR SOCIAL MEDIA PLATFORMS
Do you have social accounts that you used a long time ago but you’re not using them anymore? Including these inactive profiles, check all the social media platforms. Then identify in which platforms your audience could be. This process can uncover potential platforms and business opportunities.
BE AWARE OF NEW SOCIAL MEDIA PLATFORMS
As I mentioned before, it is important to understand all the social media platforms including the ones you’re not using. Especially the new ones that people start using. It may have great potential to get a bigger movement, and you can be an early adopter.
OPTIMIZE YOUR SOCIAL MEDIA PROFILES
After checking your social media accounts, you must optimize your social media profiles. Check all the profiles if they have a consistent bio, URL, and images. Matching the look helps users to recognize your brand across platforms.
SPOT AND CHECK YOUR COMPETITOR’S PROFILES
It is also essential to know your competitors’ strategies for social media profiles and contents. Take some time to spy your competitors’ work and get some ideas for creating better social presences.
IDENTIFY THE INFLUENCER OF YOUR NICHE
Not broad topics but your niche, look for influencers that share what you’re talking about. Knowing what they are doing and what information they post on social media helps you to improve your contents and grow your social networks.
GET IDEAS OF THE INFLUENCER’S BRANDING
Influencers normally have strategic plans for social media marketing. Find what types of posts got big engagements, what images they are using, how they try to reach more followers. They have many answers that you can take.
REVIEW YOUR BEST POSTING TIME
When you audit your social posts, you may get ideas of your optimal time to post. Sometimes it can be different from the best time that your analytics tells you.
COMPARE YOUR AUDIENCE ACROSS PLATFORMS
This is important to see if your social media efforts are consistent across all the platforms. Because if your audience has different needs, you may have different ways of social engagement.
ANALYZE YOUR FOLLOWER GROWTH
When you continuously grow engagements, the numbers of your followers should increase. If you cannot see a follower’s growth, you may be posting valueless contents for your audience.
IDENTIFY FAKE FOLLOWERS
It is hard to check but you should know if you have fake followers or not. Like the people who are inactive for 90 days and the people who don’t interact on your latest 50 posts. If you’re following those people, you can unfollow and follow more real users.
UNDERSTAND YOUR SOCIAL TRAFFIC
Go check your social traffic on Google analytics. The social traffic resource will tell you which platforms drive the most. You can integrate that social media network with the other ones for cross-engaging.
MAKE YOUR IMAGES AND MESSAGES CONSISTENT
When you create contents, make sure you deliver consistent branding posts on social media. Adding your logo or using your brand colors on your posts can create a consistent brand image. Also, be careful about your tone when you assign different people.
DISCOVER YOUR TOP PERFORMANCE POSTS
Identifying your top performance posts is very helpful for your future content marketing. It tells you what types of posts your audience likes, engages and goes to your website for more details.
EVALUATE YOUR GROWTH BY PERCENTAGE COMPARED WITH THE PREVIOUS TIME
It is essential to understand your growth by percentage when you analyze data. It makes it easier for you to compare with previous audit times.
DON’T FORGET ABOUT SPECIFIC PLATFORM METRICS
Each social media platform has different rules and style. So, you should add those uncommon metrics to your social media audit template. For example, you want to have a # of Retweet for Twitter, and a # of downloads for YouTube.
CALCULATE YOUR MONTHLY ROI
My recommendation for the social media audit period is monthly. Calculating ROI monthly gives you great insights into your social media performance. Since it tells you what’s not working, you can develop different strategies before it’s too late. It avoids investing in things that have no value for you.
DETERMINE IF YOU SHOULD KEEP OR DELETE YOUR ACCOUNT
When all the audit finishes, it’s time to decide whether you keep an account that you’re not using and/or has no potential growth for your business. If you have no plan for that channel, you can delete it. But if you have an account with the exact name of your business, you may want to keep it (only if people use the channel actively).
CREATE NEW OBJECTIVES AND GOALS FROM THE ANALYSIS
While doing a social media audit, you may come up with new objectives. Which platforms are outperforming others? A social media audit is a great opportunity to find out your strengths and weaknesses. Depending on these findings, set new goals and make plans to perform your best.