Social media is essential for businesses today, but it is not enough to create Facebook, Instagram, LinkedIn, and Twitter accounts; you also need to make sure they work for you. Your marketing campaigns will work if you see great results from your social media profiles. However, sometimes things may fall under the cracks, so having a social media strategy is necessary. A social media audit is essential to check whether processes are working accordingly, make the required changes in line with your marketing strategy, and ensure proper company resource utilization. It offers a chance to develop a space for better plans.
The outcome of a social media audit is a comprehensive report of your current performance and the necessary improvements needed for better results. It is vital to make your social media profile in tune. Therefore, keep your company name, username, and @handle identical on all social media channels for easy recognition.
Although the description does not have to be identical, it would be better to keep your short bio on-brand and closely related to all platforms. Since social media forms a critical part of your sales funnels, you should keep the website link consistent to make conversations from social media tractions.
Performing Deep Checks of Your Social Platforms
Once you have listed all the accounts under your company’s name, including official, unofficial, dormant, and active ones, the next step is to perform comprehensive checks to get useful insights about your performance in every site. During this exercise, ensure that a minimum of 1 out of 3 posts direct the audience to your website, have a relevant call to action, and the current contact information, business location, description, and operating hours.
Content is critical to your marketing campaigns, so you need to make sure every piece you create captivates your audience. Your photos should have a consistent mood and lighting, on-brand imagery, and an outstanding balance between various types of content such as aesthetic, behind the scenes, and promotional posts.
Take time to also focus on making sure the following-to-followers ratio makes sense. Your marketing strategies rely on knowing your target market. A social media audit helps to determine if the consumers you currently reach fall within your target market.
You can dig into your demographic data using built-in analytics features such as Twitter and Facebook analytics and Google analytics. A reputable social analytics company like NetbaseQuid can also help you get insights about our brand health, influencer activities, audience segmentation, and performance compared to your competitor’s.
Watching Out For Red Flags
The exercise that takes you about 30 minutes generates information that helps you achieve short and long-term goals. Besides identifying the channels that perform best and assisting in creating new objectives, it will also help you identify red flags.
These red flags include the absence of conversation, the use of overly proportional content, lack of creativity, irrelevant hashtags, and lack of consistency in the outlook of your accounts. An audit also helps generate clear standards to incorporate in your social media accounts.
The Frequency of Doing a Social Media Audit
It would be best if you planned for a comprehensive social media audit twice a year, making sure you consider significant adjustments to your marketing strategies to leverage all the benefits of social media. Additionally, ensure that you keep tabs of your metrics and analytics every month. Consider using a reporting system to monitor monthly changes.
It can be quite challenging to gauge the performance of your social media channels without an audit. Through the exercise, you can discover when you need to make minor adjustments, and you require a complete overhaul of your strategies.