After you start implementing your SOCIAL MEDIA MARKETING STRATEGY, you need a way to follow up and make sure everything is going as planned. The best way to do that is with a social media audit.
A social media audit is a process of reviewing what’s working, what’s failing, and what can be improved upon across your social media channels.
Most people don’t look forward to audits. When’s the last time you were excited to get a letter from the SARS about issues with your tax return? However, not all audits are bad.
- Wondering if your social media marketing efforts are paying off?
- Want to better understand what’s working?
- A social media audit will help you analyze the impact of your social media tactics.
- You need to audit every aspect of your social media marketing to get a complete picture.
Examine traditional metrics such as engagement and clicks, and also look at frequently overlooked factors, including:
The general sentiment of engagement from users.
Average response rates and response times.
Referral traffic from each social platform to your site. Do certain platforms have higher bounce rates than others?
How users are interacting with you. Are they leaving reviews, comments, or direct-messaging you?
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
Number of followers
Number of mentions
Analyze Audience Demographics and Interests
Your social media followings might be different for each platform. If you market your business on Pinterest or Snapchat, you know how true this can be.
You also may be missing one demographic of your target audience on one platform. You probably don’t have as many male followers on Pinterest or lack older followers on Snapchat, for example; however, that wouldn’t make sense on Facebook.
Compare your social media audiences, looking at factors like demographics and interests.
If you’re not reaching a key demographic on one platform and you know that demographic is on the platform, figure out why.
Check for Consistency and Quality Across All of Your Channels
Now that you know who your target audience is and how people are interacting with you on social media, it’s time to take a closer look at how you’re using your social media platforms. Ultimately, you want to monitor your presence for consistency and quality.
In many cases, there are discrepancies between platforms, but they may be difficult to notice.
For example, do you respond rapidly to Facebook messages and emails, but not Twitter direct messages? Is your branding consistent across all platforms (including your bios, logo, and About Me sections)? Is your voice the same on each platform? If not, is that deliberate?
Also, look at the types of content you share across your social platforms and over time. Have you shifted from sharing predominantly blog posts to publishing more user-generated content (UGC) updates?
Ensure your profiles match current best practices for formatting and incorporate any new platform features you may have missed. Facebook often changes the layout for pages and now allows pages to save pinned posts to the top of the timeline, for example.
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:
Consultant or agency fees
Third-party analytics and management tools
Apps and tools to create images
Employees who help with your social media efforts
Tools to curate and display UGC on your site
Professional photographers or equipment to take photos
10 POINTS THAT HAVE YOU HAVE TO LOOK AT
1. Create a Social Media Audit Template
2. Find All Your Existing Social Media Profiles
3. Analyze Each Social Media Profile
4. Identify Top Performing Social Media Posts
5. Identify Your Site’s Most Shared Content
6. Check Your Branding
7. Define Your Audience
8. Explore New Social Media Platforms
9. Calculate Your Monthly ROI
10. Create New Objectives
Completing an audit answers several questions about the relationship between a company and its Web audience.
An audit is also an opportunity to determine which marketing techniques are successfully hitting established goals versus which ones need to be revised. The results can be used to assist companies in planning future campaigns and completing future audits.
Social media audits are certainly very involved, but completing one can make sure branding is consistent and online marketing is effective.
A social media audit is a unique chance for a fresh start. By knowing precisely how your brand is performing on social media, you can save time, sweat, and tears with a social media strategy that really works.
But remember, what you’ve done right now is only laid the groundwork that’s going to help you make more informed business decisions on your future campaigns.
To get the most out of your social media presence, you’re going to have to answer these questions:
How are my social channels contributing to the overall business?
How do I demonstrate the value of social media marketing to my company?
…and the million-dollar question, what is my return-on-investment and how do I calculate it?
At Videomedia.co.za, we keep telling your story in different ways until you get your lead and conversion.
Together with you, we keep the interests of your business AHEAD of your competitors.
By changing the way you advertise and target, you can get dramatically new results.
In these times, that is GOLD! 🥇