Want to better understand what’s working?
A social media audit will help you analyze the impact of your social media tactics. You look closely at your activity, results, audience, and financial investments (including ad spend).
1. Start by Listing Your Social Media Profiles
Before you can even set your social media audit in motion you’ll need to list all of your profiles. That means your LinkedIn account, your Facebook, your Instagram, your Twitter account. The rule of thumb here is, if you use it – list it.
2. Measure Overall Results
The first step in your audit is to compile all of the social media metrics you can to evaluate your overall results. These metrics include:
- Number of followers
- Video views
- Number of followers
- Post reach
- Number of mentions (Twitter)
3. Analyze Audience Demographics and Interests.
You can take your analysis a step further by breaking down your follower growth by the distribution of regions or countries. Recording this information is extremely important because it gives you insight into who you are attracting. If your company has a goal to be prominent in a certain market, but you notice a different region is taking the lead, you can revisit your strategy and come up with a plan to put your company back on track.
4. Check Your Publishing Frequency and Engagement Level.
Have you noticed your engagement levels are going down even though you’re creating quality content? You may want to check your posting frequency. Posting too much or too little can have a detrimental effect on your overall reach and engagement. Use your social media analytics tools to find out how much you’re posting a day, on average.
5. How Good Are You In Community Management?
According to Social Media Today, 67% of all consumers look to Twitter and Facebook to seek out resolutions to their problems. Hence your social media audit should include information on your performance in this department.
- How are your comments? Positive or Negative
- How is your response rate? Questions Answered Vs Questions Unanswered.
- How long does it take for you to reply to the comments and inquiries?
6. Are your content up to date and consistent across all the platforms?
This is the most important aspect to take care of. Check if the information about your company including phone number, address and other details are in sync and accurate across all social media platforms.
7. Last but not least, Review Your Budget and Calculate ROI
Reviewing your budget and calculating your ROI are important aspects of a social media audit but are often overlooked. While many businesses and marketers have a firm grasp of money, calculating total ROI from social media is more difficult, especially when you’re looking at purely social ROI instead of financial ROI.
To tackle this part of your audit, pull up all of your records and look at how much you’re spending on social media. Potential costs include:
- Ad spend
- Consultant or agency fees
- Third-party analytics and management tools
- Apps and tools to create images
- Employees who help with your social media efforts
- Professional photographers or equipment to take photos
Compare the costs and results.
Conducting a social media audit can be time-consuming, but it’s absolutely necessary. Auditing your strategy, performance, and results regularly can prevent you from repeating the same mistakes over a long period of time and shed light on what you’re doing right. You can also check out our blog on Top 5 Tools to Help Craft an Effective Social Media Strategy.
HV Social Media will help you analyze the impact of your social media tactics. Our team will review what’s working, what’s failing and what can be improved upon across your social media channels.
Together, we will find out if your social media efforts are relevant to your current objectives and goals. We will assess and rank you against your key competitors to provides insights into your results and new ideas for your online presence.
The results will help you create stronger social media strategy and content calendar moving forward.