Imagine a situation where your brand or business is registered on Facebook, Instagram, Twitter, and LinkedIn, and you’ve been working on these profiles for years. If everything is working fine for you and you’re getting good leads, then it’s fine. If it doesn’t happen, then there are methods to track what are the grey areas and how you can improve on those areas. That’s where you have to do social media audit. Do you know how to do social media audit on your social media profiles?
Social media platforms like Facebook to Twitter, Linkedin, Instagram, and others are excellent tools to market your products and services, ultimately growing your business. Performing an audit is to get a much deeper understanding of your activities. Social media audit makes sure helps to update and develop your social media presence, so that it would align perfectly with your overall business marketing strategy.
What is Social Media Audit?
The social media audit is a series of steps or processes employed to evaluate and optimize a business’s social media profiles and strategies. The aim of performing a social media audit ensures e-Commerce businesses to stay on top of the SERP.
Why do you need a Social Media Audit?
The social media audit is done to find the answers to several questions about the relationship between a company or business and its Web audience. Then, how would you do social media audit?
The social media audit is the process of revisiting your social media marketing strategies to your business goals. It will show you how well you are performing, what changes are to be made, what are your priorities to go forward, and it also finds how well your social media team is performing. Then, the following questions should be considered:
- How can you conduct an audit on your social media accounts?
- How can you make the most out of your social media marketing strategies?
- What are the measures to be taken for better social media ROI?
- Does its current Twitter strategy bring new customers?
- Does its Facebook page retain the old ones?
- Whether the online profiles are in line with a business’s marketing plan. If not, then how to realign them or to be disposed of.
- Which are the plans working and what aren’t?
- Does the impostor account steal your fans?
What are the steps of performing a social media audit?
- Track down all your social media accounts
- There are some social media accounts or profiles that are easy to find and have been well-integrated into a company’s marketing strategy. These profiles are usually on lesser-known networks or platforms but that have lost popularity. Besides the big names like Facebook and Twitter profiles, the companies should check LinkedIn, Tumblr, Instagram, Pinterest, Snapchat, Vine, Periscope and many more. An online search can find elusive profiles and would also identify the unofficial ones. Once you’ve tracked down all the relevant accounts, then you need to set up a social media monitoring program to look out for any new impostor accounts that might pop up in the future.
- Tracking down of Information
- Create a complete a spreadsheet to record the platform of each profile, its URL and the person or persons, who has access to it and its number of followers. Find out how frequently each profile is updated and how often viewers – both followers and non-followers – respond to comments and post ones of their own. How do the viewers respond to regular posting? Record the viewer engagement.
- Ensure all of your accounts are complete and on brand
- Once you have recorded all the info about all of your profiles, then you should look at each one thoroughly, so that it would be consistent with your current brand image and standards. You should check whether you are using up-to-date images, hashtags, keywords, and brand voice. Your social media posts must have relevant images that are consistent with your brand, creating accurate social media bio and brand messaging, take look at your handles and record whether they’re consistent with the platform, make sure you link to your homepage, an appropriate landing page or blog post, evaluate your pinned posts to ensure they’re appropriate and up-to-date, and verification of the accounts.
- Consider the market
- There are certain markets which are more inclined to certain platforms. For example Pinterest is comprised of mostly women where as others are dominated mostly by men. Ecommerce leaders should look at the market that each profile attracts and should evaluate if this market reflects a brand’s goals and strategies. It means examining the interaction between viewers and posted content.
- Setting Goals
- Once profiles are consistent and evaluated, then it’s the time what’s important for the coming months and what we can make the improvement. Set definite goals such as increasing followers, comments or responses to a certain number or percent.
- Identify your best posts
- For each account, identify at least three posts that have brought maximum engagement. Include links to these top-performing posts. You can find your top performing posts from the concerned platform’s analytics. Then, observe the patterns. What are the methods that you have used in those posts? Videos, Photos or anything else?
- Evaluate Channel Performance
- Record overall channel performance, rather than checking for the performance of individual posts. Create your mission statement that will include your key goals for each social account. For example, the goals for Twitter and Instagram account aren’t identical or you won’t use the same metrics to track.
- Track results over time and calculate your return on investment
- You can’t evaluate your social metrics in a vacuum; it’s a good idea to compare your results for a particular time period such as week, month or year. You should spot regular seasonal variations. If you’re running a specific paid or organic campaign on any social network, keep track on your return on investment for each period as part of your social media audit.