Do you want to improve the performance of your social media accounts? Are you interested in spotting new opportunities to allow you to grow audiences? A social media audit is a great way to assess your social media platforms and get actionable insights to help drive forward your marketing. In this article, we’ll walk you through the steps you need to carry out your own social media audit and how you can streamline this process.
Locate your existing social media profiles
The first step to take is to locate all of your different company social media profiles, this may sound easy but with so many different platforms outside of the big four of Facebook, Twitter, LindedIn and Instagram there are plenty of other social platforms where your business could be listed. Make sure to look out for official accounts as well as unofficial ones.
One of the easiest ways to find profiles is to do a search for your company name on the different platforms to see what comes up. As you find profiles make a list of these and the ones that are related to your business making sure to take a note of the following things using your favourite spreadsheet software:
- Social media platform
- Profile URL
- Profile Name
- Profile Description
- Number of followers, fans etc
- Date of last post or activity
- Frequency of activity
Check for profile completion and consistency
Next up is to check if all of your social media profiles are complete and how consistent these are between the different platforms. What you are looking for is consistent branding across the different networks as well as the information for descriptions and links to your website and other platforms. Make a list of all inconsistencies in your spreadsheet to help identify profiles that will need attention to bring them inline with your branding.
Work out which profiles you need
Now that you know the location of each of your social media profiles and know how many followers each of these has, you can start to work out which networks your business needs to keep active. Some of the ways to work this out are to ask yourselves a few simple questions:
- Why are we using this network?
- Is our target audience using it?
- What goals will it help us achieve?
- Why do we want to use it?
Measure growth and performance
When you have identified the social profiles that you want to keep it is important to start to measure how they are performing and how they have grown over time. Depending on what your goals are will determine which metrics to measure and analyse. Some of the most common ones to look at in order to measure growth include:
- Total followers or fans – Facebook and Twitter both have analytics platforms that make it easy to view growth over time.
- Posting frequency – How often do you post on each platform and is there any correlation between post frequency and follower growth
- Engagement metrics – There are plenty of engagement metrics available on the majority of platforms from number of likes, shares and comments, to clicks on your website and other key metrics.
In addition to the above, don’t forget to check performance metrics using tools such as Google Analytics to see the impact of social media on your conversion rates and other important business goals.
Examine your competitors
Take a look at the social profiles of your competitors as well as any niche influencers or big brands in your sector in order to get ideas on steps you can take to improve your own accounts. Start off by looking at a handful of these accounts and carry out a similar audit on their profiles. Some of the things to look out for include:
- Branding – What are they doing to promote their brand? Is their brand image consistent? Do they use imagery effectively?
- Engagement and popularity – How many followers do they have? How much engagement do their posts receive? Are they using advertising to generate engagement or is this organic?
- Types of post – Which post types are most effective for them? What type of posts do they use? What level of engagement do they get for each post type?
Work out what goals you want to achieve
It can be tempting to start posting new and fresh content based on what your competitors are doing but before diving in to do this you should look at what business goals you are looking to achieve. Before doing anything put together a plan of action and set up specific goals for each of your social platforms that tie in with your wider business goals.
What works well on Facebook may not have the same impact on Instagram and an article that you post on LinkedIn may not do as well when shared on Twitter. It is important to test different post types on each network to find out which drives the best engagement for your business.