How to conduct a social media audit for your business

How to audit your social media strategy in your business

An effective social media strategy is essential for business today.

To be successful with social media, you need to have a clear plan in how you will use the available channels.

Once you have implemented a social media strategy in your marketing plan, you need a way to follow up and make sure that things are going as intended.

To achieve this, you do a social media audit

What is a Social Media Audit?

A social media audit is the process of evaluating what’s working and what’s not working across your social media channels to make necessary improvements.

For businesses, it is important to do a social media audit quarterly, and if possible, monthly.

This article will take you through the steps to carry audit a successful social media audit for your business.

The 1st step is to create a social media audit template.

Create a Social Media Audit Template

Nobody can do a social media audit in their head.

Create a social media template to act as a guide. Include your posting frequency, followers count etc. in your checklist.

Find your best social channels

This first requires a definition of what is “best”. Social media is primarily a branding tool. While social media activity will generate some leads, the cost per lead tends to be high.

So in terms of branding, you’re interested in “engagement”.

What is “engagement”?

There are roughly five categories or buckets of social media engagement:

  • Shares
  • Likes
  • Comments
  • Mentions
  • Referral traffic
  • Influencer followers

An influencer follower is a follower who has a lot of followers themselves. While influencer followers won’t mention you often, sometimes a single mention can result in a significant exposure boost. So you need to identify some criteria as to who these people are (followers with greater than 10,000 followers for example) and log how many of these followers you have.

For each channel, for each period, log the numbers of events in each category.

Identify the top performing social media posts

Next identify the top performing posts during the time period. You can easily identify which posts had the biggest engagement and this gives you a clue as to what topics are of greater interest to your audience.

 

This gives you a clearer picture of which type of content works best on each channel.

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