Social media has become an integral part of business marketing. If you’re not on social media, your competitors are, and they’re gaining a head start with potential customers. The problem is that many companies don’t know how to use social media correctly or when it’s time to re-strategize. This article will teach you what a social media audit is, how often it should be completed, major red flags for each network, and more.
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1. What Is a Social Media Audit?
It is an assessment of your current social media efforts and how to improve upon them. It will allow you to take a step back and see how all the parts of your program are working together or against each other. A typical audit should be completed at least once per year. Still, it can vary depending on your marketing calendar, overall marketing plan, and reporting metrics to measure campaigns’ success. Of course, if you’re not seeing results with what you’re currently doing, then I would recommend doing it more often than yearly!
2. How Long Does the Audit Take?
It depends on what you’re looking to assess with your audits. You’ll want to look at several areas within your social media marketing efforts. Of course, you’ll want to start with the basics such as reviewing your accounts and making sure everything is set up correctly – profile picture, cover photo, the username (Facebook), the username (Twitter), bio info, email address added to settings (all networks), etc. Then you’ll want to look at how often you’re posting on each network and which strategies are working best for sharing content. Other things to consider when conducting a Social Media Audit may include:
– Authentic engagement vs. share of voice
– Demographic and behavioral analysis
– Benchmarking against competitors
– Reporting metrics and goals fulfilled
3. When Should This Be Done?
A Social Media Audit should be completed at least once per year, but it can vary depending on your marketing calendar, overall marketing plan, and reporting metrics for measuring the success of campaigns. Of course, if you’re not seeing results with what you’re currently doing, then I would recommend doing it more often than yearly!
4. What Are Some Potential Red Flags That Could Indicate A Problem?
Facebook:
• Unclear ad objectives
• Poorly defined target audience
• Not segmenting audiences enough
Twitter:
• Broken links in the bio area of the account
Instagram:
• No engagement from others when posting content on your account (comments & likes)
Pinterest:
• No engagement on the pins (no new followers, few comments)
5. What Should Be Considered When Measuring Social Media ROI?
Many companies are still trying to figure out how to measure their social media returns. And unfortunately, some companies don’t even think about it! A best practice is to use at least 2-3 different metrics for your reporting and see which works best for you and your business.
Conclusion
A social media audit assesses your current social media efforts and how to improve upon them. It will allow you to take a step back and see how all the parts of your program are working together or against each other. A typical social media audit should be completed at least once per year, but it can vary depending on your marketing calendar, overall marketing plan, and reporting metrics for measuring the success of campaigns. Of course, if you’re not seeing results with what you’re currently doing, then I would recommend doing it more often than yearly.