How to do a social media audit? One of the first steps when taking over a company’s channels or creating our brand profiles is conducting a social media audit before publishing content.
Most social networks that change management or start their journey publish random content without structure or relationship. Because the response team has not spent hours analyzing what other companies in the sector do on social networks.
What are the ways to communicate, and, in the case of inheriting social media accounts with content that has already been published, analyze what has worked and what has not.
Here we’ll explain what a social media audit is and how to do it to make the most of the power of the social network your business is present in or the company you work for. Keep reading!
What is a social media audit?
A social media audit is a strategic procedure in which internal and external information is collected for our relationship knowledge on that channel.
This analysis is one of the first roles a Community Manager has when starting to manage an account – newly created or with a long history – to develop appropriate content focused on the success and growth of the profile.
A study of social media, in addition to guiding us on how the account was managed and what the competition is doing, also offers us:
- Determine how competitive we are against other industry profiles;
- Know the practices of our contest, both good and ruined;
- Knowing which social networks we are relevant to have a presence;
- Identify which types of publications work for us and which ones don’t;
- Recognize opportunities;
- Identify weaknesses to turn them into strengths;
- To be able to define the actions that we will take on social networks with an analytical basis.
Do you find interesting all that we can achieve with a social media audit? Let’s see now how to perform this analysis!
How to do a social media audit?
When doing a social media audit, we must review the account internally and externally. When we say internally, we mean analyzing our content, tools, procedures, etc. So when we talk about doing an external analysis, we refer to the study of the competition, type of publications, hours and days of publication, interaction with users, etc.
There are undoubtedly several steps, factors, and questions to resolve that are essential in a social media audit, such as the following questions:
For example, what social network do we have the most presence on? And the competition?
- How often do we publish?
- What is the engagement level?
- Which content has the best results?
- What is our target audience on each social network?
- In what tone do we communicate?
- What is the result of our ad ads?
- Which social network is generating the most selected?
- What kind of posts do our users like the most? What about the competition?
Answering these questions requires conducting a social media audit. So you don’t have any doubts, let’s take steps to do a successful audit.
Analysis of the current situation
Whether or not you are an Excel lover, it will be the best ally in your social media analysis. You can use a file tab for each account, as on each social network.
The information that must not be missing is:
- The account name;
- Number of followers and followers;
- Frequency of publications;
- Engagement metrics: likes, comments, shares, retweets, etc. This data will depend on the social network.
Which social networks work best and which work worst?
This point is crucial because it is common to create a profile on all existing social networks and not manage them as studied when you start a project. As a result, they end up being forgotten and generating an awful feeling for those users who come to it by chance.
To find out which social networks attract the most users to your website, you can use Google Analytics. So you can see traffic sources and determine which social networking are best for the brand through this tool.
Analysis of the profiles of each social network
It’s time to put all the information from each social profile into our Excel. It is essential to have the necessary information above, although you will have new data to extract as you develop. The more information, the more revealing the audit will be.
What type of publications has the best results?
In addition to analysis, reviewing publications is vital to know what you like, what you don’t like, what generates more interaction, etc. This is the point where you will know firsthand what is more or less related to your users.
How Social Media Advertising Campaigns Work
Know that unifying the identity and visual image in each social network on which your brand has a presence is vital so that users can easily recognize that it is the same brand. For these channels, you must take into account:
- Have the same image or logo as the main image;
- Use the same tone as messages;
- Have the same or similar biographies.
Define the target audience
Knowing your audience is essential to adapt the tone of your messages and type of posts. When you have a new social media account on hand, review the followers for each profile and see if they fit your target audience’s profile.
From that moment on, you will generate content to get closer to your target audience, offering a range of interest and bringing your brand closer.
This section will also have to analyze whether your target audience is on each social network where you have an account. You don’t have and don’t need to waste time or money in places where you don’t exist.
Definition of KPIs and goals
Now that you have all the information gained from the analysis, you are ready to set new goals with a solid foundation. When making decisions, the best way to succeed is to do it on top of the data and, with the social media audit, you will have the information you need to guide your strategy and actions for the growth of your channels.
Finally, here are some tips so that the social media audit is not an initial action. Instead, you keep taking it into account permanently to keep improving and prevent your account from stagnating.
- Measure data weekly. So you will be able to detect incidents, deviations, and problems that mislead you from the right direction;
- Invest as much time as necessary in analyzing or researching competitors and their practices to do better than them;
- Focus more on social networks that bring you the most benefits. To find out, you can make use of Analytics.