How to Conduct a Social Media Audit
by Yash Dodeja
May 25, 2018
in Social Media
Are you continuously falling in your social media marketing strategy?
Want to figure out how to get the best out of your social media campaigns?
It’s time for you to run a Social Media Audit. If you don’t know what an Audit is I’ll guide you step-by-step on how you can run a social media audit to find out all the missing data points that you need to consider before starting your next campaign and make it a huge success.
So let’s get started!
What is a Social Media Audit?
In simple words, a social media audit is when you closely look at the activity, engagement, audience retention on all your social handles and figure out a missing point. The ultimate goal is to find out the best social media strategy for your business so that you generate a positive ROI for all your social media campaigns.
It includes everything starting from basics like the overall engagement ratio and the advanced stuff like the sentiment of your potential customers.
Let’s now dive deep and see how step by step you can run an audit even if you have never done it before.
#1. Measure Overall Results
This is the first step in any social media audit that you run. You need to check the metrics for all your social handles. Metrics like the shares, comments, clicks, video views, post reach, number of followers gained etc.
You can do it manually, or you can use any third party social media monitoring tools like Sprout Social or Agorapulse to check the metrics. Have a closer look at all the metrics and churn out the data.
For example, you can check what all posts are going viral on Facebook, what all videos are more viewed on Youtube, or is your buy Instagram service giving you the best engagement or not? After you determine what works on various social platform, you can now repeat it over and over again to get the best out of it.
#2. Analyze Demographics & Interests
You have a different audience for all your social platforms. You target audience on Facebook might not be your target audience on Pinterest. So in this part of your audit, you need to figure out who is your target audience on all the major social channels.
Next, you need to identify their interests what is that makes them crazy (again this will depend on the platform). For example: On Instagram, your audience will always love stories, but you need to find which type of stories are seen by a majority of the people, what is their age group, what they are doing on Instagram and do they have any buying intentions from you?
#3. Analyze Consistency and Quality Across Platforms
Now that you know that people are interacting with your content it’s time to analyze your performance on all the social platforms.
Let’s understand it in detail:
You need to check do you have a equal brand presence on Twitter, Facebook, Instagram or not. Do you have properly written bios on all the platforms or not. Analyze do you reply peoples messages on Facebook much faster or is it Twitter direct messages?
Also check into the type of content that you share among various social platforms. Are you only posting boring blog posts link or posting some informative content? You need to ask all this questions to take your social media campaign to a whole new level and get the best out of it.
Keep updated with the platforms new features don’t miss out on any major feature and always see how you can keep a balanced brand presence across all the platforms.
#4. Review Your Budget & Calculate ROI
This is the most crucial part of an audit. In fact, this is the main reason why you need to run an audit every 6 months. As business owners, or marketers, or bloggers our ultimate goal is to generate the maximum amount of positive ROI from our social campaigns.
For the ROI you need first to calculate all your expenses on third-party tools, Ad spends, apps and tools to create images, tools to curate content, and consultant or agency fees.
Compare the results from start to end. Let’s say for example, suppose you ran a contest for $300 and generated 500 leads who is paying you $20 subscription fee every month you’ll be able to see a positive ROI on your social media campaign. However, if the opposite is true, you need to closely check the metrics what is that you are missing to make your campaigns big.
I hope you like this solid packed 4 steps strategy to run an audit and I know you’ll make it big in your next social media campaign.
Yash Dodeja is the Founder of Bloggerscloud. He shares tips and learnings on Digital Marketing, SEO, Social Media, and Blogging. He is a Digital Marketer by profession and a Blogger by passion. You'll find him playing Clash Royale and watching YouTube videos in his free time.