When was the last time you conducted a social media audit?
If your business or organization has any social media presence whatsoever, it's important to conduct regular social media audits. After all, if you're investing time and resources into building your social media presence, you'll want to know its impact.
Basically, this entails a review of ALL of your social media platforms to determine the overall impact of your social media presence.
Does that sound daunting? It doesn't have to be – if you know what to look for!
We suggest focusing on five key areas:
1. Review Key Metrics
Reviewing key metrics will give you a good overview of how your accounts are performing overall.
What counts as a "key" metric will depend on your goals and objectives, but more often than not, key metrics include:
Reach – the number of unique accounts that have viewed your content.
Impressions – the total number of times your content is displayed.
Engagement – the number of people who interact with your content, including likes and comments.
Link clicks – the number of times users are clicking the links shared in your posts.
2. Identity Top Performing Posts
This will tell you not only what type of content resonates with your followers, but also the type of media they respond to best.
Some questions you may want to ask include:
Did posting about a particular topic generate a lot of engagement?
Did sharing announcements or news about your business result in followers clicking through to your website?
Does a particular type of media (e.g. video, single image, carousel) perform better than others?
As you evaluate your top performing posts, remember that the results may vary from platform to platform. For example, what works best on Instagram may. not translate to LinkedIn, but once you know what works where, you'll be able to develop a more effective and strategic content plan.
3. Assess Brand Consistency
This includes both the visuals and the messaging. Is there a cohesive look and feel to your posts? Can your followers get a sense of what your business/organization is all about by scrolling through your feed?
Ideally, the answer to both questions is, "Yes!"
If it isn't, this is a great time to revisit your brand guidelines.
4. Analyze Demographic Data
This will give you a breakdown of your audience in terms of age and gender. This also may vary across platforms, but knowing how different demographic groups are interacting with your posts can help you evaluate and refine your content strategy, reinforce the relationship you have with your current audience, and expand your reach to new audiences.
5. Identify Successes and Areas for Improvement
Did part of your social media strategy work especially well? Give yourself a pat on the back!
But don't stop there.
Celebrating your successes is important, but it's equally important to identify the areas that need improvement. Whether it's a need to appeal to new audiences, or maintaining brand consistency in your imagery, the lessons learned from your social media audit will help guide your next steps along the path of optimizing your business's social media presence.
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