Step-By-Step Guide On Social Media Audit

Understanding your target audience and what they require is essential for a successful social media strategy. Yes, keeping an eye on social media trends is crucial. However, if you’re not analyzing your posts to see what your audience responds to the most, you’re certainly leaving significant gaps in your social media strategy. Regular social media audits are necessary for an online social media marketing agency to ensure that its social media strategy is up to date and as effective as possible.

When you do a social media audit, you are simply evaluating what’s working and what isn’t on your social media channels. It is, on the contrary, critical to developing a long-term social media plan for your company.

Worry not if you have never conducted a social media audit before or if this is the first time you have heard of one. We’ll take you through a step-by-step approach to equip you with the skills you need to audit all of your social media accounts.

What Is Social Media Audit?

A social media audit is the gathering of data about your social networks and those of your competitors. It allows you to assess your company’s social media position and compare it to your competitors.

You can tell if you’re establishing your plan correctly by looking at your social accounts. You will have the opportunity to make the best judgments possible while being backed up by a wealth of facts.

A social media audit comprises of the below-mentioned steps:

1. Checking to see if you’re on the right social media networks
2. Determining whether the stuff posted is effective or not
3. Assuring that the brand’s visual identity is visible

How To Conduct Social Media Audit?

1. Track Your Social Media Accounts

You may believe you can recall all of your social media profiles. But, are you sure of that? You can begin by making a list of all the accounts you and your team use regularly. But don’t assume that’s all you need to know. There could be old profiles built before your organization had a social strategy that might be discarded at some stage. You can begin by Googling your company name and the names of your items to see what social media accounts pop up. Following your Google search, go to each of the major social media platforms and search for your brand and product names directly to see if any unexpected profiles pop up.

2. Analyse The Data

You might be staring at the spreadsheet after you have tracked the data and wondering, “Now what?” Now, you have to examine post types as well as platforms as a whole. Which platform helped you achieve your objectives the most? What kind of posts did well in terms of meeting the goals? Next, identify gaps in areas where you see room for improvement and deduce what content you should publish on each platform based on the results.

Factors to consider:

1. Types of posts
2. Posting days and times
3. Platforms published on
4. Use of specific tags, hashtags, or keywords
5. The material itself

3. Look For Your Best Posts

Keep track of which three posts on each account received the most engagement. In your social media audit template, include links to these top-performing posts. The inbuilt analytics tools for each social network can help you identify vital KPIs for your social posts. Then, as you browse through these posts, keep an eye out for trends. Find the times or days when you get the most responses. Do people react the same way to your Facebook Page postings as they do to your Instagram account? You’ll discover how to engage with your audience and refine your social approach over time.

4. Assess Your Channel’s Performance

Instead of looking at the performance of individual posts, you’ll record overall channel performance in this stage. Now is the time to write a mission statement and a few key goals for each social account if you haven’t already. The crucial indicators to examine for each social channel should be identified by your goal statement.

Website traffic and conversions are essential metrics to track for most brands. After all, while social media participation is good, the actual return on investment occurs when followers transform into prospects or customers.

5. Identify Loopholes

The goal of the social media audit is to use the data you collect to better your social media strategy over time. Once you’ve gathered all of the information from the audit, you should start noticing where you’re succeeding and where you might improve. To begin, discover the types of content that work well and develop new ways to create other types of content. Then, look for areas in your strategy where you could use the information from the audit to fill in the gaps.

6. Update Your Social Media Strategy

Finally, the more data points you have to examine and adjust your social media strategy, the more you post on social media. One of the most critical ways to learn about your audience’s preferences, interests, and the types of material they want to connect with is to do a social media audit. It will also help you understand how to use each network and which social media channels you should devote the most attention to. As a result, you’ll learn more about your audience as you improve your strategy and post more frequently, and you’ll be able to use that information to help your business thrive.

The Bottom Line

A social media audit is like examining the health and wellness of your marketing approaches. It’s an opportunity to check your social media initiatives, vitals, DNA, circulation, deficiencies, and activity levels in advance. Examining the performance and results of your social media marketing can reveal how your brand stacks up in terms of size, weight, reach, and influence.

Keep in mind that this is only a minor aspect of a larger social media plan. To succeed, you must evaluate a variety of activities and factors. So, connect with an expert social media marketing consultant of Propel Guru if you want to learn more about how to create an effective and strategic social media plan.