Social media is day by day shooting up its value that business no longer can just sit idle and watch. People are largely flocking into establishing their presence in social media sites like Facebook, Twitter, and Instagram. With the increasing popularity, every business needs to rely on strategies to boost their social media channels to establish a connection with the audience. Social media is where people are hanging around and making conversations. So brands need to sneak peek into this space and connect them on different levels.
We know the importance of framing social media strategy, that details the whole script of what you have planned to do and intend to achieve. Once we begin the process, you need to follow up the process and make sure that things are progressing as planned. This is where social media audit comes into the picture, which uses a series of methods to evaluate and optimize the social media profiles and strategies of the business. Most businesses fail to look forward to social media audits but its essential today for business growth to do a competitive analysis in marketing.
Today various social media audit tools are available to make the process more simple. You need to scribble down the whole statistics into a spreadsheet as well. Once you habitualise the process, it will become a lot easier for you. Most often social media audits are conducted on a monthly basis and at times quarterly as well. Whether you are already experienced or a fresher who intends to refine the social media audit process, we have got you covered with the best tips to enhance your work.
Template and Checklist
You need to create a social media template (spreadsheet) to clearly record all the data and insights. You can find a lot of templates online today to save your time. After client requirement gathering and proper team discussions, you can get ready with the checklist as well to easily walk through all the steps without confusion. Make sure the spreadsheet is shared with the team to get a clear idea of what is happening in the work sphere.
The social media audit checklist should have all the basics including Profile Information, Engagement Analytics, Publishing Facts, Target Audience Demographics, Referrals, Channels etc. Sometimes the template needs to be customized to fit in all the aspects. Mark the percentage of change in visitors or clicks etc on a monthly or quarterly basis. In the case of yearly review meetings with clients, you can make a detailed annual audit report as well.
The duration and type of audit depend on the industry of business. If your client happens to be an e-commerce business, then you can consider opting for seasonal comparisons. Never miss mentioning the summary of each social media channel separately instead of having them all and making it clumsy. In the case of Twitter, you will be recording the metrics of retweets. But then Facebook and Instagram have different aspects. So customize the columns and rows in respect to the social media channels.
Secure Social Media Accounts
Find and secure all the existing channels of social media accounts of the client. Make sure you include all the social media verticals other than the front runners like Facebook and Instagram. The client even has a Tumblr account updated probably years ago. Get access to the account and optimize it properly. Analyze each social media profile by evaluating factors that are working well and areas where you need to make changes for better results.
Performance of Social Media Posts
Observing the performance of social media posts gets you valuable insights for improving content strategy. The posts must be engaging your target audience. Measuring the outcome of posts holds great significance in audit reports. Platforms like Facebook, Twitter and Instagram can be quickly and easily analyzed. For Snap chat and YouTube, you might need some alternative tools. Compare the post based on its purpose of entertainment, promotional, educational, informative etc.
Check the Branding
The main intention of social media posts is to establish a clear branding image for the business. The brand should be immediately identifiable by the audience. In this regard, it’s essential to have a verified account for your business in social media and have proper URL in the bio. Social media audit must have inputs regarding brand style guidelines to be strictly followed. Users will relate the brand more with consistent graphics, images, fonts, styles, and typos.
In this step, you need to audit the followers to evaluate whether the social media initiatives are precisely targeting your category of audiences. Some of the social media platforms like Twitter and Facebook can give you valuable information about the target audience. These data are filtered based on the industry background of the leads coming and also based on age and gender. This gives valuable indices on how your social media activities should be curated and run to maximize the benefits.