Social media audits can be an intimidating and overwhelming process for a new business, or an older business that is trying to improve its social media presence. Luckily, there is a lot of information you can find online from professionals and templates to help you understand what to do during your first audit. Although an audit can be a bit tedious, it can help your social media presence and brand in general.
Track Down All Social Media
The first thing to do during any social media audit is to gather together all your social media accounts. Although this may sound easy, it’s important to make sure that you find every one, even those that have been abandoned or shut down. Carefully record all accounts you find.
After you’ve done this, make sure each account you own is “on brand” for your company. If your company has a predetermined style guide, measure a few posts against it to ensure they all follow the correct style, with both the caption and picture, if applicable. Finding all accounts and ensuring that they’re all up to par for your company is important to ensure a good audit.
Find and Evaluate Your Account Posts
Depending on what type of social media audit template you are using, it may ask for the “best” posts on your accounts: in other words, the ones with most engagement.
Finding your best posts can identify patterns that may help increase the success of those particular posts. Is there a certain time to post when people tend to see it the most, or do infographics do better than simple photos? Maye posts with keywords such as “small business loans” do better than pictures showing examples of small business loans. These are all important to understabnd how to make your social media more successful. Any particular patterns or similar findings you come across should be noted in your audit. It is a good idea to test these ideas you find and record them with your next social media audit.
In addition to finding your best posts, looking at account or channel performance in general, as opposed to individual posts, is also important.
Depending on what platform you are analyzing, come up with specific measures to gauge how your performance is doing. What is your goal with the particular social media content you are putting out? These may be different depending on which social media platform you are using.
Engagement, such as followers or likes, is a key metric you can use. Additionally, you may look at gaining website traffic or increasing conversions.
Figure Out Which Channels Work
This is when you begin to decide which social media accounts to focus your time, energy and money on. Looking at your best posts on all the accounts that you’ve found tied to your company, analyze the goals and metrics you have created thus far for each account and see if you can see clear correlations between your goals and mission for that account and the findings you have made about the account.
After you’ve figured out which channels to keep and update, decide who should take ownership of them. Maybe this is one person, but it may also be a team or a certain group of people in your company.
The person who is in charge should also ensure that the goals you’ve set stay in place as your social media develops. You may want to centralize passwords to help teams better control channels collaboratively.
Within your audit, you should also note down who owns and who has access to the different social channels.
You should do these audits yearly at least, but aim for once a quarter. Keep all documents and records of each audit you do so you can easily access them if necessary.
A social media audit can seem like a daunting task, but by breaking it down into a few simple steps, you can make the process easy and painless.
Guest Article by Kevin Gardner
Kevin Gardner graduated with a BS in Computer Science and an MBA from UCLA. He works as a business consultant for InnovateBTS where he helps companies integrate technology to improve performance. He shares his knowledge and expertise not only with his clients but with his fellow bloggers and readers.
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