Anything with the word “Audit” in it just sounds intimidating, but Social Media Audits are actually really useful! Let’s take a look at why.
Plainly put, a Social Media Audit is an analysis of your social media profiles to determine what is and isn’t working for your brand and marketing objectives.
An audit of your social media can be done in a few ways. There are many applications and software available for the purpose of auditing your social media, so there are just as many variations of information that could be included in your social media audit.
There are however a few staples that every social media audit should contain:
- A list of all your social media profiles and their URLs
This may seem like a no brainer, but this is important especially if there are some profiles floating around that are impersonating your company, or maybe they are old profiles that have been forgotten about and abandoned. Either way, it’s best to know about them to understand what your customer base is seeing when they search for you online.
- A review of the profiles – this can be represented visually or statistically
This can contain screenshots of your profiles to point out issues or potential fixes. It can also be percentages, e.g. how much of your profile is completed, etc.
- An analysis of performance – what is working and what is lacking
This can be a combination of metric data, graphs and stats that will tell you about your growth, your engagement and ultimately what can be improved and what you should keep doing, if it that particular strategy is working. This should also include suggestions and actionable tasks.
The tricky thing about social media audits is that their real value lies in the ability to interpret the metrics and how to improve on them. “
Any social media marketer worth their salt should be able to take an in-depth look at your social media accounts, report the data, but most importantly, provide a plan of action.
This could include ways to optimize your profiles and make it easier for search engines to find you. Formatting so that customers are able to find the information they need or even identifying missed marketing opportunities and how to not to miss out on them the next time.
Many people tend to think that social media marketing is all up to luck or happenstance. Or they think that some SMM managers just have a knack or a voodoo ability.
While I won’t dispute that there are some social media wizards out there, it is not magic they yield. It is expertise. It is lot’s of training, courses, staying up to date with the changing trends and algorithms, and it is A LOT of analytics! Most definitely a science.
If your social media marketing is not producing the results you are hoping for, OR if you want to make sure that you are getting the most out of your online presence – a social media audit is the best way to gain insight!
Until next time!