It’s that time of the year again where you need to review your past social media strategies and fix holes in your methods. Social media audits take a lot of patience, but they are a necessary evil. Don’t worry, we’re here to help! In this guide you’ll get step-by-step instructions along with a nifty social media audit template to make this process as smooth as possible. Ready to roll up your sleeves? Let’s get auditing!
What is a Social Media Audit?
A social media audit is a process that involves looking at all aspects of your business’s channels and performance. Performing a social media health check is key to uncovering your company’s strengths and weaknesses so they can develop a sound strategy based on data.
It’s so easy to lose sight of these day-to-day details with so many different channels and content to keep an eye on. So, enjoy this part of the process. Conducting a social media review is the time where you can see the fruits of your labor come to life, or get inspired and begin to plan your next move.
Once you have a social media audit document in place, it should be pretty easy to input the data regularly. The hardest part is getting started.
How to Conduct a Social Media Audit
Start by Listing Your Social Media Profiles
Once you have your master list ready you should organize them neatly into a document or excel sheet. We’ve already done some groundwork for you and have created this social media audit template to set you on the right track. Feel free to add or edit in any way you see fit to cover bases that are more specific to your company. We’ve included the major social media platforms in our social media template to get you started.
While there will be some profiles that are more active than others, you should include each channel where your company is present. This can get even more challenging if your company has multiple social media profiles for their other regions or brands. Though including all of this information can seem daunting, it’s always better to have more information than less.
Dig into Your Social Media Analytics
Now we’ll go into different metrics you should track and explain why they matter.
So, what should you look out for? If there are huge drops in followers try to understand what may have accounted for those losses. It could be that this happened at a time when social media platforms were actively removing fake accounts or where you changed up your social media strategy. Pinpointing where your followers began to drop off is crucial to your social media audit.
- Fake account clean-up
- Lack of relevant content
- Offensive content
- Company PR crisis
In the image above, we chose to conduct a quarterly audit. In this case, we would input 6,533 in our social media template. To then take it a step further we would calculate the change of fans by calculating the quarter over quarter growth.
TIP: Keep in mind that audience demographics differ from platform to platform. While LinkedIn, Twitter, and Facebook allow you to see a breakdown of audience location every month, Instagram will only show you this information every week. This is why it’s especially important to keep a record of these changes. To make your life easier you don’t have to add Instagram’s audience changes to your social media audit every week. Just be sure to include your findings in your regular reporting.
With the help of third-party tools you can get a consolidated view of who your active audiences are across your web and social media platforms. This is an effortless way to get a bird's eye view of who your biggest supporters are so you can attract buyer personas that are similar to your known audience.
Looking at the page affinities your audiences like is a quick and easy way to get inspired. From there you can dive into some social media analytics to discover exactly which content is getting the most interactions. Are they posting how to’s? Contests? Live videos? Find what’s working for them and see if there is a way you can adapt this content for your own channels.
If you’re feeling a little overwhelmed, don’t worry! We have a great resource that will help you. Take a detour and check out this blog on Why Knowing Your Audience is Key in Content Marketing.
Reach is one of the most important metrics to track across your social media platforms. While interactions help demonstrate the quality of your content, reach can show you just how much bang you're getting out of a post. With reach constantly changing with every algorithm update it’s absolutely essential to keep tabs on this metric. After all what good is content if no one is seeing it anyway?
There is a multitude of different ways you can react based on your reach health. For example, if you notice that one platform just isn’t giving your content enough visibility, you may want to reconsider where you are spending your resources. Or perhaps your goal is to promote brand awareness; if this is the case reach is your best friend. But reach, of course, is just a piece of the puzzle if brand awareness is your goal. Whether or not you’ve done it successfully will depend on your engagement - which leads us to our next section...
To get the full picture we think it’s best if you take a look at the average Number of Interactions per 1,000 Followers. This metric will give you a more accurate look at your engagement levels relative to the size of your community. Be sure to do this for all of your platforms every month for your regular reporting. For the purpose of your social media audit, you’ll want to look at the Sum per Period metric.
Not sure how much engagement you should be expecting? Check out these exclusive stats on Instagram engagement to start your social media audit off on the right foot.
- Post Likes
- Reactions (Facebook)
- Shares (Facebook)
- Retweets (Twitter)
- Pins (Pinterest)
Learning how often you need to publish gets you closer to perfecting your current workflow. If you notice that you perform better when you publish more, you may be in a position to ask for another team member who can take on some of the workload.
Point is, what will be your top performer one month, may not come in first place the next. Finding out which content types are coming in first place every month is easy to do with social media analytics tools, and only takes a second. In the image below, you’ll notice that our Photos account for nearly half of all engagement - that shows we’re doing something right. While links used to be one of our most engaging formats, you’ll know they’re now at the bottom of the list. This could mean we should include links to our blog within our top-performing posts to keep referral traffic stable, or perhaps experiment with description text in link posts to see if that makes a difference or not.
These top posts show us that our audiences on these platforms are interested in fun data with quirky insights that make them go “Haha.” A key takeaway for us is that we should smartly repurpose content to fit other platforms. You’ll notice we included a chart in our Facebook post and included some office shots in our Instagram post. From our Twitter post, we’re able to tell that our audience is a bit more serious, but has the same interest in social media data. This illustrative image of platform usage was Retweeted 55 times.
There are so many different things you can discover through this quick analysis. Notice a popular trend in the pieces that are generating the most traffic? Maybe this could help point you in the right direction of what to post- or even who to target.
Perhaps you notice that month-to-month social media is generating less traffic to your website. If this is the case you may need to reevaluate your social media content strategy and pinpoint the reasons why. It could range from anything to poor quality content to lack of links. It’s easy to get lost in the 24-hour News Feed chaos which is why it’s always best to know where you stand.
Follow these steps to take a look at your referral traffic by social media platform:
- Log into your Google Analytics account and select the time range you want to analyze
- Go to the Behavior section on the left-hand side
- Go to Site Content and click on “All Pages”
- Click on “Secondary Dimension”
- Type in “source” and click on “Source/Medium”
- Type in the name of your webpage in the search bar on the right-hand side
- Click on the “Advanced” button next to the search bar
- Click “Add a dimension or metric”
- Type in “source” and click on “Source/Medium”
- Type in the name of the social media platform you want to analyze in the box next to the “containing” button
- Click “Apply”
- Enjoy beautiful data sheet!
Community Sentiment: are your comments positive or negative? Track these changes over time with social media listening tools and sentiment labeling.
Question Response Rate: what is the percentage of questions your company responded to vs. questions that remained unanswered?
Average Response Time: how long does it typically take your company to field questions and inquiries on your social media channels?
Customers no longer rely on one means of contact to get in touch with your company. Some may make contact through Twitter while others may use email. With many different communication channels, it can be easy to let messages or questions slip through the cracks. To keep your efforts organized it’s best to use a community management tool that will notify your team about incoming questions in real-time.
Need a little guidance on how to answer negative feedback? No problem. Read this piece to learn how you can start turning your negative comments into a positive experience for your customer.
The last part of your social media audit should investigate the branding aspects of your social media profiles. Companies change frequently, and with many social media platforms to keep track of, updating information such as profile bios can often be left on the back burner. Be sure to monitor everything from your profile pictures, cover photos, “About Me” section, and company information. Remember to visit your free social media template to fill in your brand checklist. If your company has multiple regional pages, this can get even more complicated.
Luckily, with the right social media tools you can shrink hours of work into just a few minutes. Sound too good to be true? See for yourself! Take our free trial for a spin to get everything you need to conduct your own social media audit in seconds. Take a deep dive into analytics to assess your performance, integrate your Google Analytics into easy-to-use dashboards, and set up automated reports sent straight to your inbox so you’ll never have to look at a scary spreadsheet again.
With the right social media marketing partner you can make audits #easy.
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