A social media audit is essential to your strategy. You should do an audit at least twice yearly. I prefer to do my quarterly.
Reviewing your social media is how you keep it moving toward your goals. You want to make sure you are not wasting time and resources and some times that requires changing what you are doing. Social media changes quickly so it is wise to check on your strategy often. What worked 6 month ago my not work today.
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Social Media Audit Steps
MAKE A LIST
You should create some type of spreadsheet that is easy find with all your platform login information. Don’t forget the old ones. You can check a site like http://www.knowem.com to check for any forgotten platforms.
REMOVE OLD ACCOUNTS
If you have old or unused platform shut them down. Any platforms that are empty or outdated can damage your brand image. When you look at people’s platforms you expect current posts. It doesn’t look good when you see their last update was one year ago. It makes you wonder are they still in business.
CHECK FOR CONSISTENCY
Your branding needs to be consistent across all your platforms. This is an extremely important social media audit step. You need to have the same profile picture, name, fonts, colors, and cover photo(when necessary) on all your platforms. This type of consistency builds social proof and trust.
CHECK FOR QUALITY
Check that our platform profiles are complete and up-to-date. Platforms are always changing so you made need to add or take away information or use new features. Content quality should also be checked. Ask your self these questions when looking at your content:
- Is is relevant to this platform?
- Is it well done and clear?
- Does it bring value to my audience?
You should make a spreadsheet for each platform with all the metrics used to measure results over the last 3 to 6 months. Examples are reach, engagement, shares, saves, mentions, comments, views, etc. You can also include posting times and dates to this spreadsheet. Once the data is added decide which post types did the best. It is always a good idea to look at you ROI (return on investment) in a social media audit. Basically see how much you spent on each post type and compare it to your results. You want to make sure you are putting your money on post types that meet your metrics and convert. Answer question like the following:
- How much time did it take?
- Do I have to pay for special tools or subscriptions?
Influencers got where they are by doing a lot of things right. It never hurts to see what they are doing that their audience responds too and get a few ideas yourself. It will also help you keep up with social media trends. Look at 3 to 5 of your favorite influencers feeds. See what you like about their content and what you don’t.