How to perform a Social Media Audit?

What is a Social Media Audit?

A social media audit is a process of reviewing what’s working, what’s failing and what can be improved upon across your social media channels.

Here’s everything you need to perform a successful social media audit:

1?? Create a Social Media Audit Template

You're going to need a social media audit template to stay organized.

You can't do a social media audit from your head.

Your audits need to be accessible to your team and to have data so you can track and compare in the future.

??These are the basics you need to include in your audit??

??Profile Information (Name and Url)??

??Engagement Metrics ??

??Publishing Metrics ??

??Audience Demographics ??

??Referral Traffic??

??Channel Specific Metrics??

2??Find All Your Existing Social Media Profiles

Once you have all your current social profiles listed..

The next step is deciding which platforms you want to focus on.

This will depend on your brand, and you likely have a good idea of where you want to be active.

The profiles you choose will be the foundation of your audit.

3?? Analyze Each Social Media Profile

Find into the data and see how each is performing.

This tells you what's working, what needs to be improved and your biggest opportunities.

In addition to seeing your best performing platforms and profiles, you’ll also see areas of opportunity and the channels that require more time and effort.

4?? Identify Your Top Performing Post

This will help your social media content strategy.

If your posts aren’t engaging and resonating with your followers, you won’t succeed.

Use your audit to review the content you’ve shared and identify which posts had the biggest impact.

5?? Check Your Branding

Your brand should be immediately recognizable across all of your social media profiles.

When there’s a disconnect between your Facebook, Twitter and Instagram profiles, it’s difficult for customers and followers to determine which profiles are official, or if they’re even following the right company.

Consistency on all platforms are very important.

6?? Define Your Audience

It doesn't make sense to have a bunch of followers who are not engaging with content or even worse not even interested in the content you post.

Have a clear description of your ideal follower.

7?? Calculate Your Monthly ROI

This is so important is because 60% of brands struggle to measure social ROI.

As a result, they end up spending time and money on activities that aren’t delivering any value, and probably never will.

So monitoring and improving your ROI should be a priority. Here’s the basic formula for calculating social ROI:

(Earnings – Costs) x 100 / Costs

8?? Create New Objectives

The purpose of a social media audit is to give you a better understanding of where you are currently and to make plans for the future.

Use all the information you gather to create new objectives and goals for the month.