For every brand and marketer, conducting a social media audit is a necessary step to see the impact of any marketing strategy and how well their brand is positioned across all social media. Without a proper plan and a data-driven marketing strategy, your social media presence will never get the expected results.
Therefore, you need to conduct a social media audit if you’ve been holding off for some time. Moreover, doing a social media audit is much simpler than you might think. A social media audit will help you reach your marketing goals, and with this guide, you’ll learn how to conduct such audits effectively.
So without further ado, let’s explore how to do a social media audit and the top tools you can use to do so.
What is a Social Media Audit?
In simple terms, a social media audit is an in-depth analysis of your brand’s page across all social media networks. This analysis involves how well your brand is performing on social media and how impactful your marketing strategies have been.
A social media audit can be considered as a report card that tells the strengths and weaknesses of your marketing campaigns and areas for improvement.
How to conduct a Social Media Audit?
1. List down all your social media profiles
Creating a list of all your social media profiles is the first step in a social media audit. This might sound simple, but you need to think beyond the major platforms. Add the long-lost or forgotten accounts that you might have created but never used.
Platforms like YouTube and Pinterest are often neglected by brands, but if the profile is under your company’s name, it should be added to the audit. Moreover, also mention social media on which you don’t have an account yet, but you have given a thought or two to create one.
2. Reassess your goals and KPIs
Everyone has some goals that they want their social media campaigns and strategies to achieve. Your audit will help your strategies align with your goals, but for that, you need to have a clear idea of what your goals are. Set various goals for different social media platforms, such as reach, engagement, views, likes, followers, etc.
While setting these goals, you also need to keep audience behavior in mind. Investing time and effort in a strategy that contradicts the behaviour of your followers will result in failure. Also, make sure to focus on major goals first; you don’t want to need to achieve all your goals all at once.
3. Check and Fix your Branding
This step is also crucial as you need to have similar branding across all your social media pages for your audience to easily recognize your content. To create a strong brand identity, you need to have consistency. Here is the checklist you should follow to keep a similar branding across all your social media platforms –
- Profile Images – Make sure your profile images across different social networks are aligned with your latest branding styles/approaches. This also includes cover images for platforms like X (Twitter).
- Bio Content – Also check the language of the bio. Fill in all the gaps in your bio and keep it similar across all social media platforms. While you are at it, check any links in your bio and update them. If you have used hashtags in your bio, make sure to use similar ones on all profiles and keep updating them as well.
- Username – Try to use the same username across all social media platforms. If the username is taken, use one that is at least similar to others.
- Contact info – Keep your contact information updated and replace the inactive phone numbers or email addresses with active ones.
- Pinned Posts – If you have a pinned post, check if it is appropriate with the current trends and brand approach.
- Verification – If possible, make sure that you have a verified account, as it increases the overall credibility of your profile. Check – How To Get Verified on Twitter?
4. Focus on your content
List down the top-performing posts on each social media and copy links to them for easy access. Check what makes these posts better than others on that specific platform. For different platforms, you’ll need to check different metrics such as likes, retweets, views, etc.
Check all your top-performing posts and take inspiration from these posts to develop content in the future.
5. Monitor the Performance of Each Platform
You shouldn’t run your social media presence in a vacuum. It’s critical to comprehend how your efforts are producing leads and increasing website traffic. This entails determining which channels are your best performers and which postings are generating real interest.
Similar objectives, such as increasing website traffic and conversions, may be shared by multiple accounts. Others might just be used for brand awareness or customer service.
Put the real numbers in writing for quantifiable objectives like traffic or conversions. How many people visited the website via Instagram? How many sales were generated by visitors to Facebook pages? If providing excellent customer service is the aim, record your CSAT score and track any improvements over time. Give specifics.
6. Identify Audience
Demographics of the audience are a good place to start. For instance, men between the ages of 25 and 34 prefer Facebook, while those between the ages of 18 and 49 choose YouTube.
The demographics of your audience greatly influence what you post and how you say it. Compared to Gen X and baby boomers, messaging for Gen Z and millennials is very different.
For this reason, it is essential to include demographic information in your audit. Contextualizing your results is made easier by knowing which networks appeal to particular age groups and geographical areas.
7. Finally, Update your Social Media Strategy
Building on the lessons you discovered from your best content in stage three, consider new content and marketing concepts. Write down a precise plan to use more video in your marketing, for instance, if it is a huge hit. “Post three new Instagram Reels per week” or “Repurpose existing long-form video into short, 15-second clips for social media” are two examples of how to do that.
These choices don’t have to last forever. Finding what works for your audience through testing and experimentation is essential to successful marketing.
Moreover, share your findings with the team to brainstorm new strategies and work collectively to get high results.
Conclusion
Doing a social media audit is as important as being active on social media. For every brand and marketer, doing a regular audit of their social media accounts is necessary. So make sure to add an audit to your social media marketing strategies and go through all the tips and tricks you can find to conduct a social media audit.
Raghav is a talented content writer with a passion for creating informative and interesting articles. With a degree in English Literature, Raghav possesses an inquisitive mind and a thirst for learning. Raghav is a fact enthusiast who loves to unearth fascinating facts from a wide range of subjects. He firmly believes that learning is a lifelong journey and he is constantly seeking opportunities to increase his knowledge and discover new facts. So make sure to check out Raghav’s work for a wonderful reading.
