Why Social Media Audit Is A Good Thing

A quick Google Search of your brand should display your social media presence on different platforms

A social media audit is the process of reviewing what’s working, what’s not and what can be done to improve your brand engagement on different social media channels. It is important to know what consumers are saying about your brand and equally important to monitor what they are saying about your competitors. ‘Social listening’ is a vital ingredient of any successful social media strategy and you need to invest time and money in acting upon lessons learnt through monitoring of such conversations.

A good starting place is to create a template with the following information and update the stats and customers feedback on an ongoing basis.

  • Profile information
  • Posting frequency
  • Follower count
  • Referral traffic
  • Engagement
  • Channel specific metrics (eg Retweets for Twitter)

The goal of social audit is to find which platforms produce the best results so that you can focus the deployment of your resources accordingly.

It is imperative to identify your ‘Top Performing Social Media Posts’, be they – text, image or video posts. Ensure that your posts are engaging and resonating with your followers. Review the content you’ve shared and identify which posts had the biggest impact. For platforms like Facebook, Twitter, Instagram you can use Sprout Social to quickly figure out which posts received the most engagement. The audience insights reports provide vital demographics data that can help in fine tuning your communication strategy, by days of the week and times of the day.

One of the most important components of social media audit is to see if ‘#’s” are appropriately used to generate additional views/engagement.

Google Analytics can also help identify the URL’s that are driving maximum traffic from Social Media platforms.

When examining third-party analytics, social media specific dashboards and social listening tools, look at both the costs and benefits you’ve received. A ‘SWOT’ analysis will create a roadmap for your next steps in helping you achieve a high ROI on your social media KPI’s.