It's Time For A Social Media Audit: 4 Aspects To Look At

It’s Time for a Social Media Audit: 4 Aspects to Look At


Time flies when you’re busy. We mean…having fun. It’s hard to believe that we’re almost through Q1 of 2021! As a new quarter is just around the corner, it’s time to conduct a social media audit. How have your social media channels changed from January until now? Or has there not been much change? An audit of all channels can help make significant changes and improvements as we roll into a new quarter. We’ve got the 411 on what to look at when conducting a social media audit and actionable steps you can take to improve your social media marketing. So, let’s dive deeper.

It should come as no surprise that countless businesses are turning to social media as a tool to reach millions of potential consumers. If you’re just “winging it,” a social media “personality check” if you will, can give you a quick overview of what’s working and what’s not. An audit, essentially, helps you look at what your strengths are, areas for growth, new opportunities available and improvements you can take to revitalize your social media presence across all platforms your business is active on. You may be asking yourself, “what do I look at?” or “can a social media audit really help?”  Here are a few aspects you should include in your assessment:

  • Profile information (handle and URL)
  • Engagement metrics
  • Audience demographics
  • Referral traffic
  • Channel specific metrics

By looking at the above aspects of your social media, you can track the percentage change from the previous month, quarter, or year. It’s best to conduct an audit monthly or quarterly in order to look at changes over time, and really get a look at the bigger picture. Now, you’re ready to conduct your review.

Establish Specific Goals

Home in on your channel specific goals. Some goals you should establish for each platform include: increasing brand awareness, increasing engagement, growing your following, and increasing traffic to your site. By establishing goals, you can focus on the metrics that align with your goals.

Consistent Language

Communication is key when posting on social media channels. You want to have a balance between conveying your brand but not being too “salesy.” It’s a delicate balance. As you conduct your audit, make sure your branding, promotions, and language are consistent across all channels. Double-check that your profiles “match,” meaning checking your bio and “about” language are the same, your profile and banner images match, and hashtags are consistent.

Social Media Analytics

Analytics can give you significant insight into what channels are performing better than others. Look at your engagement, link clicks, shares, referral traffic, and impressions specific to each platform. You should be to see trends over time.

Demographics & Customer Personas

Who are you targeting on your social media channels? Gen Z? Millennials? Baby Boomers? From communication to visuals it should speak directly to those who you are targeting. In a perfect world, your demographics should be similar among all your channels. Because at the end of the day, who you are communicating to should be similar across all platforms.

You’ve taken a look at your tone and voice, analytics and demographics. Now, it’s time to establish new objectives and action items. Remember, the purpose of a social media audit is to help you have plans for the future that will be successful and yield exceptional results. Your audit can give you actionable steps to take in the future as you step up your social media game. From your assessment, you can establish your strengths, weaknesses, opportunities, and threats (SWOT analysis) for each network.

Getting knee-deep in data will give you significant insight. Heard enough and ready to branch out on your own? We’d like to think you are now equipped to perform an insightful social media audit. There is no doubt we inspired you to take actionable steps and have a kick-ass social media marketing strategy. If you feel like you need a cool agency to hold your hand along the way (metaphorically of course,) click the link to learn more about our services.

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