Conducting a social media audit can be challenging but the end results will help you determine how your brand is performing on online media. Marketers and business owners can evaluate the benefits and understand what can be improved for better performances of their social media campaigns. Measuring the results of social media involves a number of factors such as likes, posts, comments, followers, subscribers. However, a social media audit is more than the above-mentioned determinants.
So, we have brought together 7 major steps to conduct an effective social media audit:
Step 1: Social Media Accounts Spreadsheets
An excel spreadsheet or table is a great way to get started with the process of an audit. You can make a list of every account your brand has and update it each time you perform an audit.
Following are the components you can add and update for each networking account you have:
- Account’s URL and Handle
- Its status- Is it active or inactive?
- Who is the Admin?
- Login details and Passwords
- Who has the access?
This information will be the basis on what your social media audit will run.
Step 2: Social Media Guidelines
Once you have made a basic inventory table, study it to know if your brand follows any guidelines covering all of your accounts.
Following are the questions you can consider while determining your social media policy:
- Who writes the content?
- Who posts that content from your account
- Content Type – Video, photo, texts or infographics, etc
- Responses to users who mention your brands
- Guidelines related to social media metrics, KPIs and troubleshooting.
Step 3: Competitor Research
Knowing what your competitors are up to and how they are doing can be helpful. It will help you analyse their social media marketing performance. You can learn and be aware of the techniques and drawbacks related to their online media advertisements and campaigns.
Following are the questions which can assist you in analysing your competitor’s social media activities as well as their strategies:
- What are they posting about?
- Are they successfully receiving great responses?
- What platforms are they most and the least active on?
- What type of content are they using the most and the least?
- What are they doing that you can also modify or improvise to your own business advantage?
- Who is leading amongst all of your competitors?
- How can you be better than others?
By taking a thorough look at competitors with the help of these questions, you will be able to make effective decisions to improve your social media strategy.
STEP 4: User Habits
Your products or services are for people. And social media is one of the modes through which you can approach a major chunk of online users. In order to know what would be the best for your social media marketing plans, it is very important to know the social media consumption habits of your customers and prospective clients.
Following are some useful questions to determine your customers’ social media habits:
- Which platforms are your customers are online?
- Which age group, locality and community engagement with your content the most? (Some platforms like Facebook and Twitter give you information about your audience)
- Which platforms are more effective in reaching these customers?
- When your customers are online based on specific time periods and days? (Use analytics tools for this)
- When do you get the maximum customers and user engagement throughout the day?
Step 5: Analyse Your Paid and Promoted Content
Platforms like Facebook, Twitters, LinkedIn, and Instagram have paid media options to promote your business. And if you are using such modes; it is crucial to know which paid media is creating the best results.
You can use social media analytics tools to measure the volume of leads, CTR, cost per lead, likes, comments, the number of clicks and impressions or any other action generated through your paid ads running on social media platforms.
After looking at your results within regular intervals you can figure out which channel you can drop from your list and on which channel you can push your promotional content further for more qualified leads.
Step 6: Cross-Channel Promotional Results
Cross-Channel promotions can help your brand gain more visibility as it is a practice of qualified backlinking. By measuring the results of this promotional strategy you can find out the platform through which your brand is generating leads and user activities on your brand’s profile on a different site. For example, may be your ad campaigns on Facebook are generating more leads via Twitter, if you promote your Facebook campaigns on Twitter.
Step 7: Calculate Your Monthly ROI
Calculating your monthly ROI through Social Media Marketing can give you substantial insights about what seems to be working for you and what is not. If you don’t measure it, you might end up investing time and money on campaigns that aren’t producing valuable results. Hence, it’s smart to know to what extent social media has been profitable for your business.
Businesses of all types, whether new (start-ups) or old (established brands), should perform social media audits to help their brands achieve profitable marketing results. You can prepare your final social media audit reports by following these 7 steps mentioned above and then strategize your marketing techniques for better results.
So Keep Calm and Audit On!
What challenges and experiences you have faced in conducting an audit? Let us know in the comment section below!