Did you know that nearly half (49%) of shoppers find products through targeted ads on social media? And that 34% use these platforms to research new products.
At the same time, 51% of consumers will unfollow an ‘irritating’ brand (e.g., one that frequently posts irrelevant content.) And 23% will go as far as boycotting the company, while 27% will mark the content as spam.
The numbers tell a clear story. A poor social media presence not only causes you to lose out on profits, but it can be incredibly damaging for your brand.
So, it’s important to have your ducks in a row when it comes to social media marketing. Not knowing what you’re doing can end up costing a lot of time, money and customers.
A social media audit is one of the best tools you can use to ensure you send the right message to the right people on social media. Fortunately, performing one of these audits can be relatively quick and easy when you know what to do.
Let’s take a look at speedy social media audits, from what they are and how they’re useful to step-by-step instructions for carrying out your own.
Social Media Audit Basics
It’s always helpful to know what you’re doing – and why you’re doing it – before diving into a big project. A social media audit is no different.
So, before we get into the finer details of how to perform one of these assessments, let’s take a look at what exactly we mean by ‘social media audit’ and how it can benefit your business.
What is a social media audit?
You can think of a social media audit as a health check for your social channels. It involves taking a closer look at your profiles and activities across all the platforms you use to see how well they’re performing.
The primary purpose is to identify strengths, weaknesses, opportunities and threats to help you understand what’s working, what’s not and how you might be able to improve.
All of this can help you to refine your social media strategy and make informed decisions to drive greater return on investment.
Why is a social media audit important?
Every element of your social media presence – from the images and videos you’re posting to the ads you’re promoting – is important. Serving users the right content at the right time will help to move them towards a conversion.
Here are a couple of benefits that a social media audit can bring your business:
- Stronger strategy: By giving you insights into your performance, an audit can help you develop a social media strategy that’s tailored to your audience. Ultimately, this should lead to better engagement.
- Improved brand consistency: Communicating with the people who you’re selling consistently builds brand recognition and trust (from the words you use to the images you share).
- Better resource allocation: Knowing which platforms are best for your business will help you to maximise your impact in those places while minimising budgetary and work flow inefficiencies.
Social Media Audit Best Practices
A social media audit isn’t a one-time thing. It’s an ongoing process. So, before you get going, it’s a good idea to ensure you have systems and structures in place that help you to stay on track during your initial assessment and future ones.
To continually adhere to social media audit best practices, you’ll need a couple of tools:
- Tracking documents: Whether it’s a spreadsheet or specialised software, having a place where you can record and compare metrics over an extended period is key.
- Content calendar: Having a broad idea about what you’re going to post and how it fits into your overall strategy will help you stay organised and consistent.
- Social media software: Specialist software that allows you to monitor your and your competitors’ performance, schedule posts and perform other tasks is super helpful.
4 Steps to Conducting an Effective Social Media Audit
At this stage, you’re probably asking yourself, “What does a social media audit include?” Essentially, you’ll be performing a SWOT (strengths, weaknesses, opportunities, threats) analysis on your social media efforts.
1. Understand Your Target Audience
It’s the starting point for almost anything you’re planning on doing when it comes to marketing: getting to know your target audience.
Understanding your audience’s preferences and behaviour will help you to create better content for them. Which should ultimately have a positive impact on your growth and engagement on social media.
Most social media platforms have in-built analytics tools that can provide valuable insights into your audience demographics, as well as their interests and behaviours.
2. Analyse Your Profiles
When you know who you’re talking to, it’s time to take a long, hard look at your profiles. There are two things to keep in mind here: completeness and consistency.
First, you’ll want to ensure that the following appears on your social media audit checklist:
- Profile picture
- Cover photo
- Contact information (website, physical address and phone number)
These things should be consistent, but they don’t have to be exactly the same on every channel. In fact, you should tweak your profiles based on the types of users who generally interact with you on each social media platform.
Key considerations here are your logo, colour palettes and tone of voice. Making sure these align across platforms will help you reinforce your brand identity and build trust.
3. Evaluate Your Content
Next, it’s time to review the content that you’ve been posting. Assessing how your content performs is extremely important here.
High-quality, consistent content is more likely to attract and engage your audience. So, knowing which posts perform best can help you to identify patterns and create even better posts in the future.
Likes, comments, shares and clicks (i.e., engagement metrics) are all indicators of how enticing your audience finds your content. If they’re interacting with a post, that’s likely because it caught their attention and resonated with them.
Record the types of posts (e.g., image, video or text) that garnered the most attention and note the elements that they had in common. Perhaps they all featured people or had a bold red background. Or maybe they communicated an inspirational quote.
Engagement can be a sign of a strong connection between your brand and audience. However, poor performance might be an indication of other issues. Which is why it’s also important to consider other performance metrics.
For example, reach and impressions can be useful here. Considering when and where the content was posted, along with how many people saw it, can give you insights into whether you’re sharing content in the right place or at the right time.
4. Identify Gaps
As you go through your social media audit, it’s important to take note of any content gaps in your current strategy. This means looking at what your competitors are doing and identifying areas that they’re excelling in that you may not be.
For example, are there certain types of posts that your competitors are publishing that you could be incorporating into your strategy? Things like sharing user-generated content, jumping on the meme bandwagon or sharing more content to Instagram Stories or TikTok.
Also, are there any topics or hashtags that they’re using that are getting a lot of engagement that you could also be using?
Another thing to consider is whether you’re working with influencers. If not, you may be missing out on a valuable opportunity to reach new audiences and improve your brand awareness.
By identifying content gaps and looking to fill them, you can improve your social media strategy and stay ahead of the competition. Remember, social media is constantly evolving and changing, so it’s important to stay on top of the latest trends and techniques to make the most of your efforts.
Consistency is Key for Social Media
Having a coherent look and message across your social media profiles is essential for brand identity and recognition. Which ultimately helps you build a loyal following and pipeline of potential customers.
Knowing which content themes and topics ‘speak’ to your followers, as well as the types of posts that resonate with them most is essential for strengthening your brand identity and driving engagement.
We’ve got all the tools to perform an in-depth, speedy social media audit with as little fuss as possible. Get in touch with our team to discuss how we can help you with this assessment and improve your social media presence.