Social media audits are a way for businesses to evaluate their social media performance, identify opportunities for improvement, and set goals for future campaigns.
What is a Social Media Audit?
A social media audit is evaluating your company’s current social media presence—and then making recommendations based on that evaluation. The goal of an audit is to increase engagement and improve results with your existing social media strategy.
At The Best Marketing Shop, we offer Social Media Audit services as part of our social media services to organizations and businesses looking to manage their accounts and strategically build profitable relationships with customers. We offer customized social media audit solutions depending on client requirements and objectives.
How do you do social media auditing?
To make it easier to manage, a social media audit can be broken into seven steps as follows :
1. List Social Media Platforms and Accounts
Social media is an integral part of your company’s online presence, but it can also be a source of risk. You may not realize how many profiles you have or what they’re doing on social media sites.
Take an audit of all the profiles you have across the major platforms: Facebook, Instagram, Google Plus, and others. You won’t have to list any that have been hidden or deleted, but you should include those that are live on social media but inactive (i.e., you’re still on the platform, but you no longer post there regularly). In your audit, include:
- The URL
- List of administrators
- Number of followers
One additional step is to look for unauthorized profiles and impostors. You are able to report unauthorized social media profiles to the appropriate network. If you think your business is big enough for scammers to want to impersonate you on social media, think again! You’ll be surprised at how many pages can pop up with a similar name and post fake subscribe, like, comment, giveaways & phishing schemes!
2. Consistent Profiles across Platforms
- Social media profiles are one of the first things that potential customers and clients see when they visit your website, and they’re also one of the first things people will see if they look you up on Google. You must have a cohesive social media presence across all platforms and apply the same branding on each profile—even if an account is private or inactive.
- Consistent social media presence is vital; if you don’t have this, it cannot be very clear for potential customers to find you online. They may think you aren’t active on specific networks when you just haven’t branded yourself properly in those spaces yet.
- Ensure that all relevant information fields are filled out correctly and that all contact information, content, etc. is the same across all social media platforms you have accounts with.
So you’ve gotten the basics of social media management down. It’s time to check out your social media analytics. To assess engagement, look at:
- Your top-performing posts on all platforms
- Social media analytics on each platform
If you want to generate leads or website traffic, you’ll also want to look at your Google Analytics account. Are those visitors buying your product or service? Are they setting up an appointment? Are they clicking around your website to read the different pages? Or are they bouncing quickly? Your social media plan may have to include modifications to your website to keep your visitors engaged.
4. Demographic Data
For this element of your social media audit, you should gather as much demographic data as possible.
- Age: You’ll want to know how old your audience is to make sure you’re reaching the right people.
- Gender: Find out what percentage of your audience is male and female. If you notice that the percentage of women is much higher than men’s, you might consider adjusting your Facebook ads to target more men and vice versa.
- Devices used: There are a lot of different phones and tablets on the market today, and each one has its own unique social media apps. For example, suppose most people who visit your website or use your app use iPhones. If this is the case, it is then logical to create an Apple Watch app so they can quickly check out their shopping cart while they’re out in public without having to pull out their phone or tablet every time they want to see what’s in there!
- Location: Where do people live? Do they live close enough to come into your store if they want easily? Are there any particular places where they’re likely to be found (like at church)? This will help guide decisions about where we should advertise online.
5. Review Competitor Sites
One component of a social media audit is reviewing your competitors’ social media profiles and messaging. Ask yourself these key questions when reviewing your competitors’ profiles:
- What platforms are your competitors using? Do you have profiles active on those as well?
- How much engagement do your competitors get on their posts?
- What content are they producing and distributing on social media?
- Which types of content are used to get the most traction?
6. Make Goals
Setting goals for social media marketing is essential to ensuring your efforts are successful. You probably already have social media objectives. This stage is where you should reassess them. Review the data you’ve collected & form goals based on what you want to accomplish. Once done auditing, you will know what purposes you should be tracking and if you need to update your social media KPIs.
If you are starting out, here are some questions to ask yourself:
- How do I want my brand represented on social media?
- What are my brand’s strengths and weaknesses?
- Who is our target audience?
- What do they care about? How can we speak to those interests?
The last stage of your audit should be to take a step back and re-evaluate your progress.
With all of this data collected and your new goals in mind, ask yourself a couple of more questions:
- Are users being directed to your social media platforms to your website?
- What information did you find that can be used to create other campaigns?
- Are there other channels your business should be on?
- Are there some inactive profiles you should delete to be more active where it counts?
Social media audits are essential for companies and organizations because they help them keep up with the way their customers and clients are changing. In this day and age, people are looking to social media for everything from product reviews to where to go out to eat. If your company is not active on social media platforms, you risk being left behind.
At The Best Marketing Shop, We’re the best.
We know it, and we’re not afraid to say it. We’ve got experience and expertise to back it up, too.
If you’re looking for a social media auditing partner who will help you get the most out of your social media strategy and make sure your content reaches its full potential, then look no further.
We have years of experience developing social media presence and can assist you in bringing in new business. We understand the importance of an online presence these days, and we want to help you grow yours!
We know what works in today’s digital landscape—and how to make it work for YOU!
If you would like to learn more about our Social Media Auditing Services, please be in touch to set up a meeting and let us get you started on a social media marketing plan.