A social media audit is a way to know if your marketing efforts are paying off. Are you posting the right content? Is there a return on investment? Are you getting responses from your audience? These factors play a big role in your success on social media. This is why you need a social media audit. A good social media audit will help you adopt the right strategies that align with your business goals, discover trends, know how your customers relate to your brand and identify what works and what doesn’t.
Your auditing process will require you to handle a large amount of data. With so much data at your disposal, it can get complicated if you don’t have them recorded for reference purposes. You can do this by manually pulling and compiling them from each of the social media channel’s metrics. You can easily acquire some of these metrics through the social media channels themselves. For instance, Facebook has business insights. Twitter, LinkedIn, Pinterest, Instagram, and Youtube all have analytics you can make use of. Hubspot tools also give you access to reports which you can use to analyse what is needed.
Here are the areas you should be looking into when conducting a social media audit
Analytics
The metrics you need to analyse can be found anywhere from Google analytics, the social networks’ main pages, and the Google analytics section for each social media channel. You can use a spreadsheet to keep track of all this information. Each social media channel differs in the number of measurable metrics they have yet they have some commonalities you can leverage on. Some of the metrics you can track on social media include best and worst performing posts, posts with the most engagement, post frequency, content with the, best and worst performing content, publish times of post and best engagement, video views, effective keywords, and response rate. When it comes to social media advertising, you can create a separate in-depth audit using the analytics and the ad tools found within the network you are advertising on.
Analyse Your Competition
You might also want to gain insight into your competitors’ metrics by checking how they are doing on social media, their number of followers, their performance rate, level of engagement and so on. By analysing your competitors, you will get a sense of what aspects you are succeeding at and others where you need more improvement.
By conducting an extensive social media audit, you will be able to:
- Come up with new benchmarks and KPIs
- Know what content works and the social media channels they fit
- Find more innovative ways to engage with customers
- Adjust budgets and calculate ROIS
- Determine how you should channel resources to make your social media efforts more effective.
With the dynamic social media landscape, it is important to know if your marketing efforts are paying off. In order to keep up, you can conduct an in-depth audit every 12 to 18 month or even more often if you are not dealing with a large amount of data.
