How to Achieve a Successful Social Media Audit
What is a Social Media Audit?
A social media audit is a very early step every brand and business should take to see if they are on the right track. You go through a series of checks to evaluate and optimize your social media profiles as well as your strategies.
Why should I perform a social media audit?
What are you doing when you perform a social media audit? You are answering important questions that shape how you approach the free-to-use platforms available to your business. It answers vital questions regarding the nature of your relationship between the web audience and your company. For starters, you look at the platforms you are already on. With social media there are multiple platforms ready to use; Facebook, Instagram, Twitter, LinkedIn, Pinterest, Tumblr, Snapchat, TikTok and more. However, that doesn’t mean you need to exist on every single platform. You need to play to your target market. If your target market is in their forties, you aren’t going to throw all your effort into platforms such as Instagram, Tumblr, Snapchat and TikTok which are catering to a much younger demographic. The pages you have, need to either consistently bring in customers, or at the very least retain the ones it has.
Configure and Consolidate
After finding all the profiles you have, and you’ve decided which are necessary, you need to dive deeper. Do these profiles all show the same thing? Portray the same message? You need to ensure that with all these different platforms, you aren’t saying different things. While each platform should have something unique about it, in terms of the content you posts, you still need to be one voice. An audit can make you realize what is and isn’t working. It may even answer why.
How do I conduct a social media audit?
Now some of this may seem a bit repetitive, but here is a step-by-step breakdown of how one can go about conducting a social media audit.
1. Locate all profiles your business has
This step can sometimes be tricky. Many people start accounts on platforms they fully intend to use. However, they often get left behind, forgotten. Social media is something that takes a great amount of time and energy to perform and perform well. Now with finding old accounts comes the tricky part, accessing them, deleting them or attempting to make it work. Only attempt to make it work if you feel your business can benefit from it.
2. Record and track information
Take the time to record everything you find for each profile. The URL, username, followers and more. Also, record who can access the page and what are their roles? With all this information, you can shift your focus to areas that are working and leave the methods that don’t behind.
3. Check completion
Ensure each profile has everything it needs. Things such as your website, operation hours, address, contact information and more, are things customers need to access your business.
A big aspect of social media that needs to be done right is consistency. Certain things should not be different across all platforms such as;
- Company name
- Colour pallet usage
There are times when certain elements deviate for a specific platform. However, it should always in some sense, capture the brands’ identity.
As stated before, knowing where your market lies is a big determining factor regarding the possibility of finding success online. Each platform has its own demographic. For example; Pinterest caters to majority women, Instagram users are generally younger than 34. Finding and working with your market is something that can take your business to higher levels of success online.
7. Out with the old
Get rid of those profiles you have that serve no purpose or duplicate accounts. It isn’t necessary to exist on every social media available. You’ll also find that existing on every platform is something that means you end up being spread too thin. You’re not doing yourself any favors when you are on every social media.
Without goals, what is the point of working? Goals are what remind us what we are working towards. You need to decide what you are trying to accomplish with your social media profiles. These methods can help you achieve goals like increasing followers, responses, and more.
Social media audits are necessary aspects of running your business. Social media is a big part of marketing your brand. When you represent it poorly, it affects how customers see you.