A social media audit helps you find out if your social media marketing strategy is working out or not. In fact, Social media audit enables you to measure the performance of your social media marketing campaigns and analyze their impact on your business so you can easily optimize them and grow your business faster.
Here’s how you can do a social media audit for your social marketing channels.
What is a Social Media Audit?
Social media audit means gathering and analyzing data from all your social accounts – your activity, audience, engagement, traffic, revenue, and spend. You basically try to find out if your social media marketing efforts are helping achieve your business goals & objectives.
Social Media Audit helps you identify on which platforms and activities you’re spending too time & money and not getting desired results. It also helps you analyze your audience demographic on each platform so that you know if you’re targeting the right audience.
While doing an audit, you need to examine every part of your social media marketing strategy & tactics to understand which areas are doing well, and which ones aren’t. In addition to measuring the usual social media metrics, you need to also consider:
- Audience engagement on each social platform
- Average response rates & response times
- Referral traffic received from each social media platform to your website
- User interaction with your social media profiles – are they liking your posts, leaving comments, posting reviews, or sending direct messages
You can perform social media audit in 4 steps to organize & evaluate results easily. Here’s how you can do a social media audit for your business
You can also read our Social Media Optimization Techniques to drive more visitors to your website.
How to do Social Media Audit?
1. Measure Social Media Metrics
The first step is to gather all the social media metrics you can, about all your social media platforms, in one place. These include:
- No. of followers
- Video views
- Mentions (Twitter)
You can do this in two ways. Each social media platform provides on-site analytics to help you track the performance of your posts. For example, Twitter provides Monthly Twitter Analytics.
You can either refer to these on-site analytics provided by each social media platform such as Facebook, Twitter, and paste them onto a spreadsheet.
It’s not enough to simply track these social media metrics over time. The key is to analyze how they vary for different customer segments, types of posts, social media platforms, posting days & time. This will help you identify the best social media platform and the most engaging type of content for your business.
It’s also important to see how your audience interacts with your social media accounts. For example, you may find that although your Facebook posts get most number of views, your Tweets drive most clicks to your website.
2. Analyze Audience Interests & Demographics
Different social media platforms attract different types of followers. For example, if you market on Pinterest, you’ll find that most followers are women, whereas on Snapchat, you’ll find that most followers are youngsters & teenagers.
Most Social Media Websites also provide audience information, like Facebook’s Audience Insights or Pinterest Analytics. You can also use one of the social media management tools to get this information. Here’s an example for Facebook Audience insights.
Why is this important? Once you understand what kind of audience follows you on each social media platform, you can personalize your social media marketing strategy for each platform, accordingly. For example, you can post content useful to women, while marketing on Pinterest.
Also check if you’re reaching all the key target customer segments on each social media platform. If not, find out what you’re doing well on other social media websites that attracts the missing segment. For example, if you find that you don’t have too many women followers on SnapChat, find out what you’re doing on Pinterest that attracts so many women followers.
You can also read our list of Best Free Social Media Monitoring Tools for your Business.
3. Maintain consistent social media presence
Next, you need to check if your social media marketing tactics and activities are consistent on all channels. For example, do you use the same logo, bios, profile photos & tag lines on all social media sites? Do you use the same tone & voice on every platform? If not, is that actually a part of your social media strategy?
Look at the kind of posts and updates in more detail. Have you shifted from posting short tutorials to publishing more long-form content? Do you post the same kind of content on every social channel?
Ensure that your social profile elements such as photos and text conform to the specifications of their respective social media websites. Also, ensure that you make us of any new platform features available. For example, Facebook regularly changes its page layouts, and now even allows you to pin posts to the top of your timeline.
4. Review your Spend and Monitor ROI
Finally, it’s important to find out how much money you’re spending on each social media marketing activity, and what business you’re getting in return. Most businesses track the amount spent on various social media tactics and tools but don’t calculate the ROI on their efforts. I understand that it’s difficult to calculate ROI for social marketing activities, but it’s important nevertheless. Here’s what you can do. Make a list of all the social media tasks and tools :
- Ad Spend
- Consultancy or agency fees
- Social media analytics & management tools
- Image creating and editing software and apps like Photoshop
- In-house employees who do social media marketing
- External employees and freelancers that handle outsourced social media marketing
- Professional equipment, photographers, designers to create digital assets such as photos, infographics, logos, data visualizations and more
Next, compare the amount of money spent on each activity/tool and results. For example, let’s say you spend $250 as monthly subscription for a social media management tool, and generate 204 leads and 40 conversions for your $25/month subscription product. This will clearly help you calculate the ROI.
Once you’re able to see the ROI of each social media tool and activity, you can easily find out which ones are working and which ones aren’t. Accordingly, you can pull the plug on low-ROI tools & activities and re-allocate that budget to those tactics that drive revenue for your business.
You can also read how to create social media calendar to plan your social marketing activities.
Social Media Audit is an essential part of every social media marketing strategy. It helps you clearly understand what’s working, what can be improved, whom to target and how much to spend. Social media audit enables you to monitor the performance of your social media marketing with respect to your business goals, and do course correction before it’s too late. There are plenty of social media audit templates that you can find online, as well as third-party social media audit software that connect to your social accounts and generate a social media audit report in minutes. Hopefully, the above guide helps you understand what to look for in a social media audit, whether you do it yourself, or use a third-party software.
Have you done social media audits for your business? Please share your experience as comments.
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