The ability to interact with customers in real time is a huge benefit for businesses using social media. However, not every service will be suitable for your company. Therefore, it is important to evaluate the efficacy of your current platforms and strategies in terms of achieving your business objectives. You could waste a lot of time and energy on ineffective campaigns if you don’t.
You should conduct a social media audit, to put it another way. Successful social media marketing can increase ROI if done correctly.
Follow the 5 easy steps outlined in this post to conduct a thorough social media audit.
Compile a complete list of your online profiles
Of course, you should begin by listing all of your social media profiles. You can find all of your social networks by doing a Google search for your company, brand, or product(s) name. This includes any and all accounts that bear your company name or DBA. Your company may have “imposter” accounts that you didn’t create or authorise. How to handle these situations is something we’ll get into later.
Take a Closer Look at Every System
We will assume that the Platform, Username/page URL, and Status categories have already been recorded. All of this information is readily available, after all.
The time has come to rate each available social media outlet.
You can learn a lot about your audience and how they use social media from the platform engagement metrics you establish.
At this point in the social media audit process, you should focus on the preferences of your platform’s demographics or the types of users your platform attracts. Almost always, there will be some sort of analytics tool already installed on your social media platform of choice. Such platform-specific data is gathered and analysed by the programme.
Focus on the content that is performing best for you
You’ve looked at the stats on your various platforms. At this point, you should follow this pattern with every social media update. After all, you need to know what kinds of content are performing well and bringing you money in order to optimise your social media marketing strategy and generate a positive return on investment.
How do you determine how active each post is? Make use of the platform’s analytics features once more.
Find out which posts are the most popular by looking at their level of engagement. Consider the following questions as you delve into this metric analysis:
Who are you trying to reach, and what do they like to read? Do they take the form of videos, questions, memes, chats, or polls, all with the aim of educating the viewer?
Is there one particular kind of post that always gets the most attention?
In other words, what makes these posts so interesting that people keep coming back for more?
Next, look for recurrent ideas or themes. Consider the timeframes and mediums of publication. By spotting these trends, you can learn more about how to connect with your target demographic.
Establish Objectives for Each Channel
You should have a good idea at this point of how each platform is faring. Therefore, we must now establish objectives for each channel.
Increasing your number of followers shouldn’t be your only objective. Since you want a higher return on investment, your social media objectives should centre on raising awareness for your company. To that end, consider some of the most common social media objectives:
- Raise product recognition
- Find more potential customers
- Drive more traffic and purchases
- Amplify your level of participation
- Form a group.
- One option for documenting one’s aspirations is an Excel spread sheet, but one could also use a journal or notebook. Aim for SMART (specific, measurable, attainable, relevant, and timely) targets (SMART). Obtain 250 new likes on our Facebook page within the next 30 days is a fantastic SMART goal example.
Compose a Strategy
Based on the results of your audit, you can now formulate a more precise strategy for your social media marketing. Say you discover that the majority of your readers are in the Gen Z age range and that they are interested in and engaged by informative content. A content calendar based on this data is much more likely to connect with the target audience. Find out what kind of quizzes they enjoy and use that information to your advantage by incorporating more of them into your content.
Using what you’ve learned from your social media audit, you can also fine-tune your marketing to a specific demographic. That includes information like their age, gender, and preferred social media sites. You can use this data to help guide the goals of each individual social media marketing effort.
Create a social media calendar or content calendar based on your most successful posts to maintain your social media pages’ popularity. Include details about the social media campaigns you intend to launch in your strategy document. In addition to regularly publishing interesting and varied content, other strategies include using paid advertisements and collaborating with influencers.
It’s recommended to make individual plans for each campaign.
To sum up
Conducting an audit of your social media accounts can reveal any flaws in your current approach to social media promotion. Once you know where you’re losing ground, you can adjust your approach to social media and boost your return on investment.
You now know the six-step process for conducting a social media audit. Determine which social media profiles you currently maintain. The next step is to analyse the results of your social media efforts. You can now use this knowledge to determine what you hope to accomplish through social media and develop a strategy to get there.
Get ahead of the curve by conducting a social media audit right now.