When was the last time you honestly evaluated your social media presence? If it’s been a while, or you’ve never really done a deep dive into your accounts, now is the perfect time to do a social media audit.
A social media audit will help you take inventory of everything you’re doing on social media, what’s working well, and what needs to be improved. It’s a valuable exercise for any business, big or small.
Veza Digital is a full-service social media agency. We’ve helped countless businesses improve their social media presence, and we can help you too. In this blog post, we’ll show you how to conduct a social media audit so you can take your social media game to the next level.
A social media audit is a thorough evaluation of your social media accounts. It’s an opportunity to take stock of everything you’re doing on social media and identify areas that need improvement. You should conduct a social media audit at least once a quarter, but more frequently if you’re noticing problems with your social media presence or you want to make sure you’re on the right track. A social media audit gives you the information necessary to optimize your social media marketing and helps you develop effective strategies for all your social media channels.
The first step in conducting a social media audit is to make a list of all the social media platforms you’re using. This includes any active accounts you may have as well as any inactive accounts. If you’re managing social media for multiple businesses, you should make a separate list for each business.
You can't rely on company records alone to make your list. The best way to find all the social media accounts associated with your business is to do a quick search on each platform.
For example, if you're looking for Facebook accounts, go to the Facebook search bar and type in your company name. This will bring up any pages that are associated with your business. If you have more than one page, you'll need to check them all to see which is the most active and up-to-date.
If there are impostor accounts, you can report them to the platform or give the information to your legal department if necessary. Draw up a plan to resolve problems with any account and create an account on any important platform where you don't have a presence.
Once you have a complete list, you can move on to the next step.
The next step is to take a close look at your branding. This includes your profile picture, cover photo, and any other images you’re using on social media.
Ask yourself if your branding is consistent across all platforms. Your profile picture and cover photo should be the same on all platforms, with small variations to fit the dimensions of each platform.
Your branding should also be consistent with your website and other marketing materials. If it’s not, now is the time to make changes. Inconsistent branding can be confusing for customers and makes your business look unprofessional.
What are the major areas you need to look at for each social media platform?
The first thing to look at is your profile and cover images. These are the most important images on your social media accounts, so they should be high quality and represent your brand well. Your profile image should be recognizable, even when it’s small. It should be clear and professional looking.
Your profile and bio text should be consistent across all platforms. Your bio should give a brief overview of your business and what you do. You can also use it to include links to your website or other social media accounts.
Your username should be the same on all platforms. If it’s not, consider changing it so that it is. This will make it easier for people to find you on social media and ensures that your branding is consistent. It's however okay to have an additional account on one platform if it has a separate use, for example a help desk account.
All your social media accounts should link back to your website. If they don’t, add links to your profile or bio text. You can also include links to other social media accounts in your bio text.
If your business is verified on any platform, make sure the verification badge is included in your profile. This helps people know that they’re dealing with the official account for your business.
The next step is to take a look at your social media content and see what’s performing well. Look at the engagement on each post, as well as the reach. You can also look at how many likes, comments, and shares each post has.
Posts that are getting a lot of engagement are the ones you want to focus on. These are the types of posts that are resonating with your audience and giving them what they want. Take a close look at what makes these posts successful and try to replicate that in future content.
You can also use social media analytics tools to get more detailed information about your content. These tools can help you track engagement, reach, and other important metrics. Each platform has a built-in analytic tool that you can use, or you can use a third-party tool like Hootsuite Insights or Sprout Social.
The next step is to take a close look at how each social media platform is performing. Are you getting more engagement on one platform than another? Do certain types of posts perform better on one platform than another?
This is important information to know as it can help you focus your content strategy. For example, if you’re getting more engagement on Instagram than Facebook, you may want to focus more on creating content for Instagram. To get started, take a look at your social media analytics and compare the performance of each platform. You can also use a tool like Hootsuite Insights or Sprout Social to track your performance over time.
You should create a mission statement and several goals for each platform. Once you've done that, you should regularly track your progress to see if you're meeting your goals. Your mission statement should be something that you can refer back to when creating content. It should guide the types of posts you create and help you stay on brand.
Some goals, like traffic, are measurable. Write down the numbers for each social media platform. You can track this using Google Analytics or another analytics tool. Other goals, like brand awareness, are more difficult to measure. For these goals, you can create benchmarks. For example, if you want to increase brand awareness, you can set a goal to have your content seen by a certain number of people.
You can also use social listening tools to track your progress. These tools can help you see how many people are talking about your brand and what they’re saying. This information can be valuable when evaluating your goals.
The main aim of conducting a social media audit is to help you create a new plan. This plan should be based on the information you gathered during your audit. Once you have all the information, you can start to create content that’s more in line with your goals.
Your new plan should state clearly how you intend to achieve the goals you’ve set. It should also include a content calendar that outlines what you’ll be posting and when. This will help you stay on track and make sure your content is consistent.
Your new content strategy should focus on the platforms that are performing well and the types of content that are resonating with your audience. Try to replicate the success of your top performing posts and create more content that’s in line with your brand voice.
If you haven’t already, now is a good time to start using new social media platforms. As you create your new content strategy, consider which platforms will work best for your business. You may want to experiment with different types of content on each platform to see what performs well.
There are always new social media platforms emerging, so it’s important to stay up-to-date. By being active on new platforms, you can reach a wider audience and connect with potential customers.
The information you've gathered during your audit will be helpful when deciding on new social media platforms to try out. You should think about where your content would work best and which platforms your audience is using.
Every social media audit should have some basic information. They should have sections that show how your ads campaigns are doing, your audience demographics, your most successful posts, and so on.
You can begin with a summary of your overall performance. This should be followed by other sections that show how your social media presence performs for several elements. The location targeting section and the demographics section should show where your audience is from and who they are, respectively.
Finally, your template should include a section that shows the performance of your top posts. You should be able to compare the reach and engagement of each post. This will help you understand which types of content are resonating with your audience.
If you’re not sure where to start, you can use a social media audit template. This will help you create a comprehensive report that covers all the important aspects of your social media presence. We have a free template that you can use. This template includes everything from setting goals to creating and scheduling content.
Click here to download the social media audit template.
This social media audit template should give you a good starting point for conducting your own audit. You can use this template to track your progress and create a new content strategy.
If you need help conducting a social media audit or creating a new content strategy, we can help. Our team of experts at Veza Digital can provide you with the guidance you need to create a successful social media presence.
We offer a range of services, including social media audits, content creation, and social media management. We’ll work with you to create a custom plan that meets your specific needs. Get in touch with our team today for more information!
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