Audit social media performance
Audit social media performance
1. Make a list of all social media channels associated with your company, including smaller or seldom-used accounts.
Include all company-associated accounts, including Facebook, Twitter, Pinterest, and YouTube. Search for your company on Google to look for forgotten and abandoned accounts as well as imposter accounts. Check that you have access to all accounts and report or dispute imposter accounts to minimize the chances of third parties spreading false information about your company or infringing on your protected rights. If you don’t own accounts on a major social media site, note this in your audit; this is good information to have on hand should you decide you want to have a presence on a particular platform in the future.
2. Dedicate a separate space for each platform and record basic account information like Bio and About section, username, profile photo or cover photo, contact information, links, hashtags, and verification information used.
Consider: Does this information align with the company brand guidelines? Is it relevant and up to date? Are there important sections that are missing information? Are the images, Bio, and About sections engaging? Do the links drive to appropriate and informative landing pages? If you answer no to any of these questions, note that you need to change or update those sections.
3. Take a look at your account from a high level and notice the number of followers you have, the number of posts you have, and the engagement you receive on posts.
Ask if the account, as it stands, is meeting your goals. Do you have an active following? Are you posting regularly? Are your posts receiving engagements from your followers? These questions will help you think about what you can do to improve upon these different areas throughout the audit.
4. Capture best-performing posts and record screenshots or links to the posts.
If you have access to the analytics function of the social account, navigate to the Business Manager and use data provided in the platform. Typically, the best metric to use to determine the performance of social media posts is engagement. Filter the materials within the platform for the top 3 posts according to your success metric. Analyze the posts and look for any trends to help identify what made these perform well. Trends could include: Post copy and tone. Image asset type (photo, video, infographic, GIF). Length of post. Post type category. Time of day post was published. Links included.
5. Assess your audience, if you're reaching the right people, and if your content resonates with that audience.
Look into your followers and what characteristics they have. Consider what your business offers to your customers or clients, and what their persona is. For example, if you sell medical equipment, your followers should contain health care professionals or medical institutions. Consider whether you’re a B2B or B2C company, the industry you sell to, the age of your typical clients, the locations you sell to, and any other demographic data that could help determine if your following is composed of the right people. Finally, consider the content you post. Does it resonate with the audience you want to be selling to? For example, if you sell medical equipment, your content should likely have a professional tone, whereas a toy store would be more whimsical.
6. Analyze the relationship your social media has to your website.
Social media is another way to sell your product or service by driving users to your website. If you do drive to your website, through your profile or post links, ensure all links are working and that associated landing pages are updated. If links are broken, you will lose a lot of traffic to your website and potential sales. Tracking links also help determine how effective your social media accounts are and if they are contributing to your overall marketing goals. Record where links drive, if they need to be updated or fixed, and whether you use tracking URLs to monitor the activity of those who click your links.
7. From the information collected through the audit, identify the strongest and weakest aspects of your social media account. Note what can be improved upon to drive more conversions from your social channels.
For your strength areas, you can use this information to pull through aspects that perform well into other parts of your account. If video content performs well, you can begin to incorporate more videos into your posting. Or, if posts that are published in the morning receive higher engagement, adjust to that schedule.
8. Compile all the information from the audit to implement changes, and maintain the audit to help form future social media strategy.
Use the social audit to make the noted changes to your current account. Maintain the social media audit to refer to as you map strategies for future campaigns.