Have you conducted a social media audit recently? Whether you work at an agency or you’re an in-house marketer, audits are a helpful way to determine if your social media efforts are impactful. Use this guide to determine if your social media accounts are up to par or need revamping.
You Have to Have Goals
First, list your primary goals for your social media efforts (this will vary by network, so break it down). Typically, goals for social media include:
- To drive referral traffic to your website
- To engage with your community online
- To increase brand awareness
- To develop channels for customer service opportunities
- To rebrand or update a brand image
- To drive conversions (sales, email sign ups, white paper downloads, event registrations)
You may have one or more goals for each individual social network. That’s fine!If you create a purposeful social media game plan, you’ll be able to effectively create and measure results.
Have Consistent Branding and Messaging in Place
Do you have a brand and style guide? If so, make sure your social media profiles are following suit. Look at the elements below to ensure you have consistent imagery and messaging across your social profiles:
- Avatar/header images
- Messaging and voice (for example, do you use the brand’s name or say ‘we’?, is your vibe friendly or more professional?)
- Ensure the images used across social networks have a distinct look (for example, clear, crisp images, or vintage images)
- About sections – Ensure that you share pertinent information with your audience and provide contact information
- Optimize the URL and verify your profile (if possible)
How Are you Measuring Goals?
Measuring goals is just as important as having them. Metrics might include:
- Follower/Like Count
- Referral Traffic
- Number of RTs/Repins/Shares (Active engagement)
- Number of positive interactions with customers/resolutions to issues
- Number of positive, negative and neutral reviews
- List of influencers engaged with or relationships made via each social platform
Which Platform Is Meeting Your Goals Most?
Instagram, for example, might be better for an influencer outreach campaign while Facebook Advertising might be increasing referral traffic to your website and conversions. Each network has a purpose. Understand which ones meet your business goals. This helps if you find that you’re strapped for time. You’ll know which networks to focus on.
Tools to Review Your Social Platforms
Here’s a list of social media audit tools we love:
- Google Analytics to measure referral traffic
- Sprout Social to measure engagement on social platforms
- Social Mention to view brand mentions and interactions
- BuzzSumo to gauge influencer outreach opportunities, analyze your top performing content and more
Don’t forget native platform analytics like Facebook Insights (Audience Insights, too!), Twitter Analytics and Pinterest Analytics.