Conducting a Social Media Audit
The purpose of a social media audit is to analyze the effectiveness of existing social media efforts, and understand audience, behavior, competitors, and trends.
While many people implement a strategy and then conduct an audit, it’s important to know how your past efforts are doing before you implement a real strategy. Then, you can compare your efforts before you begin really putting time into your social media to what you’re doing now. Knowing where you began will help you understand where you ended up, how your strategy is really doing, and help you understand your growing audience better.
There are three parts of a social media audit:
The audience analysis provides insight into who you’re currently reaching and where potential customers may be found.
First, take a look at your followers on your social media accounts. Who are they? What other brands are they following? Check out who you’re reaching currently. You can do this by looking at analytics on each site. In Twitter, you can look at your audience demographics: what language they speak, top interests, etc. Use these tools to identify the audience you are currently reaching.
Now, think about who you want to reach. Write down their demographics and psychographics, where they spend their time online, and what they want to see on their feeds. Then, think about how you can tailor your approach to target these people specifically.
The internal audit is for you and your company.
First, list all social accounts your company is on. List all accounts, whether they are active or not. If an account was created and forgotten—list it too! We want to look at all past and present efforts.
Next, take down analytics for the platforms you’re on. Track everything from the past few months—posting frequency, follower counts, engagement rates, page views, mentions, and more. Put it in a document and save it for next month when you’ll be comparing your efforts.
During the internal audit, look at all platforms your company is on. Which ones can be shut down? Where can you put resources to reach your audience more effectively?
Finally, be sure to constantly monitor your top performing content. Note which posts are taking off and which don’t seem to resonate with your followers. Keep track of these posts and post similar content to continue your hot streak.
The competitive audit is the final step in your social media audit and used to collect more analytics, content, and points of comparison for your brand.
First, identify top competitors. Then, take a peek at their profiles. What are they doing right? Where could they improve? Use your own critiques on their profiles to take a fresh look at your own: where could you improve?
If you want to directly compare your activity and results to your competitors, take down their basic metrics. How many followers do they have? How is the engagement on their posts? Look at their top performing content —why is it out performing your top content? What can you learn from their successes and mistakes on social media?
Take this information and use it to tailor your own social media approach. Learn from your competitors.
Finally, take some time to look at aspirational brands outside of your industry.
How can you learn from what they’re doing right? Maybe you’re thinking of showing some of your products on an Instagram story—retail brands have been doing that successfully for years, how can your brand learn from their experience? Even brands that are completely out of your industry can provide great social media inspiration that you can tweak and deliver to your audience.