It’s 2020 – we don’t need to tell you that having a social media presence is a necessity for just about every business. However, just creating a Twitter account and posting regularly doesn’t guarantee success – you’ve got to have a strategy and, most importantly of all, that strategy must be performing well.
But how are you meant to know that? The answer is simple: by conducting social media audits regularly. If you’ve never done one before, don’t be discouraged. Here’s all you need to know to do your first successful social media audit.
How to Perform a Social Media Audit
A social media audit sounds a lot more intimidating than it actually is. Simply put, it involves checking to see how your social media channels are performing. You’ll be able to learn if you’re meeting your goals, staying relevant to your audience and remaining on brand by collecting and analysing data such as your audience demographics.
Our Social Media Audit Checklist
Ready to begin? These are the seven steps you need to put on your social media audit checklist.
1) Track your social media accounts
To do this, you must first create your own social media audit spreadsheet via Excel or Google Docs or find a social media audit template online. You can easily find premade ones with a simple Google search or you can use our template. Whether you are making your own or searching for a template, make sure it includes a space for the following information for each social account:
- A link to the profile (e.g. https://www.instagram.com/passion_digital/)
- The handle (e.g. @passion_digital)
- The name of the person or team who is managing this account (e.g. ‘Katy’ or ‘the paid social team’).
- The goal of this account (such as providing customer service, promoting company culture, etc.)
- Audience demographics
- Engagement metrics
- Any other metrics that you deem important
- Any relevant notes you have about this account
Now you can begin tracking your accounts across all social media platforms. While it goes without saying you should list all the ones that you and your team use regularly, you should also make sure to round up any old profiles that may be floating around on the internet. This could include ones that were made before you came up with your current social media strategy and subsequently abandoned. You may also want to identify any networks where you don’t have a social presence yet and consider whether or not creating a profile for these platforms would be useful to your overall strategy.
You can begin this process by googling your company’s name, as well as searching each social media site directly. You can then determine whether these accounts are used by your company or were created by imposters who are not affiliated with your brand. If the latter is the case, you can contact the fake account directly to ask the owner to take it down. If they refuse, you can escalate things further by contacting the social media platform.
Make sure to add all relevant findings to your audit document.
2) Check your social media profiles are up to date
Now you’ll want to create any new social profiles you may want and make sure the ones that are already out there are up to date. Make sure you have the following:
- A profile picture and cover image – These should incorporate your logo and brand imagery
- Profile bio text
- Handle – Your handle should be as uniform as possible across all channels so users can easily find you
- Pinned posts
- Links – You should link to your homepage, another appropriate landing page or the current campaign you are running
It goes without saying that all of this information should be on brand.
3) Find and evaluate your top performing posts
It’s useful to identify your top three performing posts on each social media site – most platforms have onsite tools that allow you to access this information – and record your findings in your audit document.
Of course, it’s important to note that you want to keep each channel’s goals in mind at this stage as this will influence what you’re looking for. Make sure you are tracking information that will help you reach your target. For example, if you’re looking to up interaction with your followers, you’ll want to keep an eye on which posts have the most likes and comments. However, if you’re trying to increase traffic to your website, you’ll want to look at website visits.
Next, move on to evaluating these posts. What do they have in common? Do they differ from your Facebook page to your Instagram account? Uncovering these patterns will help you see what content performs best on which platforms, and help you to tweak your future posts accordingly.
4) Analyse each social network’s audience
You should also make sure that you do your research on which demographics frequent which social networks. For example, users on Snapchat and Instagram tend to be on the younger side and those on LinkedIn statistically have higher income levels. We recommend this article by Sprout Social for a more in depth look at social media demographics.
Take this time to understand the demographics of your followers as well – tools such as Facebook Audience Insight will allow you to dive deeper and better understand who follows you.
5) Focus your efforts into the right social media channels
Armed with all of this information, you should now know where you need to focus your social media marketing efforts and what type of content you should be producing for your channels. Think about how each channel is performing and the demographic you are currently reaching (as well as the ones it will be easiest to reach). You can use this information to help you come up with a strategy to meet your goals, such as tailoring your content to attract followers of a certain demographic or pausing certain channels to focus your time, energy and budget on others.
6) Give ownership where ownership is due
It’s useful to make sure each of your social channels are ‘owned’ by a certain person – or people – on your team. They will be responsible for ensuring posts go live on time, the account is up to date and on brand and that, on the whole, everything is performing well; they can also be in charge of any approvals. And, when it comes to updating the strategy of this social channel, they will be able to help guide this process as they will already know the channel inside and out.
7) Lather, rinse, repeat
Make sure that you do social media audits periodically to see how any changes you’ve made or strategies you’ve implemented are performing. This will help ensure your channels are serving your business and marketing plans as best they can at all times.
Social media audits are a great way to see how your social strategies are performing. By doing them regularly, you’ll be able to tell where you are excelling, where you may be falling short and who your posts are reaching. This valuable information can then be used to better inform which direction your social media strategies take in the future, allowing you to reach the people you want to reach and meet the goals you want to meet. Happy auditing!