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How do you conduct a SMO audit and benchmarking using a social media analytics dashboard?

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Social media optimization (SMO) is the process of improving your online presence, reach, and engagement on various social platforms. It can help you boost your brand awareness, generate leads, and drive traffic to your website. But how do you know if your SMO efforts are effective and aligned with your goals? That's where a SMO audit and benchmarking using a social media analytics dashboard comes in. In this article, we'll show you how to conduct a comprehensive and data-driven SMO audit and benchmarking using a social media analytics dashboard in six steps.

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1 Define your objectives

Before you dive into the data, you need to have a clear idea of what you want to achieve with your SMO strategy. What are your specific and measurable goals for each social platform? How do they align with your overall business objectives? How will you track and measure your progress and performance? Having well-defined objectives will help you focus your audit and benchmarking on the most relevant and meaningful metrics and indicators.

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Mike Carleton

Igniting the fusion of logic and artistry. I sculpt visions into brands and strategies into legacies.
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I agree that defining your objectives is a crucial step in shaping a successful SMO strategy. Knowing your specific and measurable goals for each social platform and aligning them with your overall business objectives will keep your efforts focused and purposeful. Adding to this, your next steps should include identifying the most relevant and meaningful metrics and indicators, such as engagement rate, conversion rate, and reach. With a strong understanding of these metrics, you can develop a solid tracking and measurement system to monitor your progress and performance.

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2 Choose your tools

To conduct a SMO audit and benchmarking, you need to have access to reliable and comprehensive data sources and tools. A social media analytics dashboard is a software that collects, analyzes, and displays data from various social platforms in one place. It can help you monitor, compare, and optimize your SMO performance across different channels and dimensions. There are many social media analytics dashboards available, both free and paid, that offer different features and functionalities. You should choose the one that best suits your needs, budget, and preferences.

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3 Assess your current state

Analyzing your current SMO performance is the next step, and should involve looking at both quantitative and qualitative aspects of your social media presence. This includes assessing profile information, bio, links, visuals, audience size, demographics, preferences, behavior, content type, frequency, quality, relevance, engagement rate, reach, impressions, sentiment, traffic, conversions and leads from social media. Additionally, you should identify any strengths or weaknesses in your SMO performance and any potential opportunities or threats.

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4 Identify your competitors

To conduct a meaningful benchmarking, you need to identify your main competitors on social media and analyze their SMO performance using the same data sources and tools as yours. You should look for competitors that target the same or similar audience, offer the same or similar products or services, or have the same or similar goals as yours. You should compare your SMO performance with theirs on the same metrics and indicators that you defined in the first step.

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5 Find your gaps and opportunities

Based on your audit and benchmarking, you should be able to find the gaps and opportunities in your SMO performance. Where are you lagging behind your competitors? Where are you ahead of them? What are the best practices and trends that you can learn from them? What are the areas that you can improve or optimize? What are the new or untapped opportunities that you can explore or exploit? You should prioritize the most impactful and feasible actions that can help you close the gaps and seize the opportunities.

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Mike Carleton

Igniting the fusion of logic and artistry. I sculpt visions into brands and strategies into legacies.
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I agree that finding gaps and opportunities is essential for optimizing your SMO performance. By evaluating your audit and benchmarking data, you can pinpoint areas where you outperform or fall behind your competitors. Adding to this, it's important to consider industry facts and stats that can guide your strategy. For example, studies show that 92% of marketers believe social media is crucial for their business, and 88% of marketers want to know how to measure their ROI on social media (Social Media Examiner, 2021). Additionally, posts with images receive 2.3 times more engagement than those without (BuzzSumo, 2021), highlighting the importance of visual content.

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6 Create your action plan

The final step is to create your action plan based on your findings and recommendations from the previous steps. Your action plan should include the specific tasks, timelines, responsibilities, and resources that you need to implement your SMO strategy. You should also define the key performance indicators (KPIs) and targets that you will use to monitor and evaluate your results. You should review and update your action plan regularly using the data from your social media analytics dashboard.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you conduct a SMO audit and benchmarking using a social media analytics dashboard?

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1 Define your objectives

2 Choose your tools

3 Assess your current state

4 Identify your competitors

5 Find your gaps and opportunities

6 Create your action plan

7 Here’s what else to consider

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