What is a Social Media Audit?
A social media audit involves gathering important information for all social media accounts. This ensures you have a good picture of your most recent efforts including how to improve your results. Once completed, the result is one strategy document with detailed information for all social channels. An audit should be conducted a minimum of every 12 to 18 months. If your social metrics are weak, you need to conduct an audit more frequently.
Major Red Flags
Leaving out a CTA or call to action is a major red flag because it enables you to ask your audience to respond to your content. You CTA must explain exactly what you want your audience to do. Another red flag is not having a consistent presence for your business. You need to post high-quality content frequently and have a predictable publishing schedule so your audience trusts your company and relies on you for content.
You need to inspire, entertain and educate your audience with real value in addition to selling your services or products. Despite the importance of your strategy for social media marketing, you must rely on other sources as well. The most popular social media networks consistently change. A social media audit will help you accept these changes and adapt. A good option is offering an email list to your followers to remain a step ahead of the trends.
Reaching Business Goals
You must reach your business goals to succeed. A good example is NetBase Quid. This is a social analytics company helping drive important factors for businesses. This includes campaign strategies, brand health, trend analytics, crisis management, product innovations and competitive intelligence. NetBase Quid offers you a market intelligence platform to help you connect with your audience and reveal business trends and more in a complete package.
A social media audit begins by locating profiles to ensure your social media is well-integrated for the marketing strategy of your business. You can locate unofficial and elusive profiles by conducting an internet search.
You can record every profile’s platform, your number of followers and the URLs using a spreadsheet. Track the frequency of profile updates and how often non-followers and followers respond to or post comments to record your viewer engagement.
Checking for Profile Completion
Check each profile to ensure all input options are filled. This information is dependent on the specific social media site and the device used for viewing including profile photo, biography and location.
Deviations and Consistency
Every profile should have the same name, logo and branding colors. Other content including videos and images should be consistent. Ensuring your content is unique will attract consumers. All profiles must be consistent with your marketing strategies. Unless platform-specific, make certain all of your communication is consistent.
Considering the Market
Different markets prefer different platforms. Evaluate the profiles attracted to the market to ensure it meets the goals of your brand. Check the interactions between posted content and viewers to determine the most effective marketing techniques. Look at the comments to handle any consumer issues privately and quickly.
Once you have evaluated your profiles to ensure consistency, you need to move forward. Decide what is important and what requires improvements. Set your goals for increasing responses, comments and followers for a specific percentage or number, then save your results for your next social media audit.
Eliminating Unnecessary Profiles
Eliminate underperforming profiles with low engagement or follower numbers and unpopular platforms. Your marketing efforts will be more effective somewhere else. Eliminate fake profiles in your company’s name, then shut them down. A social media audit will ensure your online marketing efforts are more effective.