As you might already know, having a well-planned social media strategy is crucial if you want to successfully reach your target market. But did you know that conducting social media audit once in a while is as important?
Indeed, documenting and evaluating your marketing efforts is essential if you want to know whether your social media strategy works or it needs some improvement. And that’s exactly why you’re here – to learn how to conduct a social media audit on your own. It’s not difficult if you know the exact steps you need to take, which is why we’re here. Before diving deep into the social media audit process, let’s first define it so you know exactly what it entails.
What is Social Media Audit?
Simply put, social media audit is analyzing your social media marketing strategy across all your social accounts. It’s the act of documenting and evaluating what works, what doesn’t work, and what can be upgraded and improved to ensure the success and efficiency of your marketing strategy.
This will give you the needed clarity to see whether your business is moving in the right direction and whether you generate positive return of investment (ROI), which is the ultimate goal, right? Conducting a social media audit will basically tell you if you’re meeting your goals, and if the answer is no, you’ll have the much-needed answers that’ll tell you how to meet them.
But in order for this to happen, you’ll need to put some time and effort and analyze every aspect of your social media strategy across all your accounts. Without further ado, let’s start with the first step.
Create a Spreadsheet for Your Audit
First things first, you’ll need a fresh spreadsheet where you’ll organize all information from the audit. The easiest way is to create a blank spreadsheet in Google Drive or Excel. If you decide to go with the latter, simply open Google Drive, click on the “New” button, choose the “Google sheets” option, and choose “Blank spreadsheet”. It’ll look like this.
You can also search on Google for pre-made templates. However, we recommend that you make your own from scratch so you can include the information you deem important for your specific needs.
List All of Your Social Media Accounts
So, the first column in your spreadsheet should be named something like “Social networks” where you’ll list every social media network where you have an account. But don’t include only the ones that you currently use. Search for your company’s name on Google and see if you’ve created a profile on some other social media network that you might have forgotten about. Maybe you have a YouTube channel with 30 subscribers and one video? Or an old Pinterest account that is no longer active? Include everything.
The second column should be named “Social media accounts” and this is where you’ll insert the URLs from all your accounts, both old and new and both active and inactive.
Now that you have everything listed, you need to decide which accounts you want to continue using for promoting and growing your brand. After all, you cannot successfully and efficiently manage 6 or 7 different accounts, unless you have a big team working for you, of course. But if you or another person manages your social media, you should focus your efforts on 3 to 4 accounts the most, 2 to 3 being the ideal number.
So, make a selection and delete and deactivate the ones you won’t be using any more. This social media audit will focus around the ones you’re left with.
Ensure that Each Account Reflects Your Brand
Let’s say that you decided to use your Facebook, Instagram, and Twitter account. The next thing you should do is check each one individually and see whether or not they reflect your brand. What do we mean by that?
Well, the profile photo on your accounts should incorporate your company’s logo, while the other art like the cover photo should reflect your brand’s imagery. The bio should reflect your brand’s tone of voice and message where at least one link, like the link from your website or ecommerce site, should be included.
Also, check if the profiles are fully completed and SEO optimized. If not, now is the perfect time to do it.
Analyze Your Audience
Now comes the time for you to analyze your audience. This includes creating another column in your spreadsheet that you can name “Number of followers” where you’ll write down the number of your followers and subscribers next to each social account. This will help you compare the numbers while doing your future audits and see whether the number of your followers increases or decreases.
Do you know that Amplifr is a scheduling and analytics tool that sends you monthly reports where you can see how many users subscribed or unsubscribed to your account over that month?
We’ll get into more detail about this further down.
You should also analyze your audience based on demographics. Location, age, and gender are the most important metrics you should look out for and document in your spreadsheet. How come? Well, in a few months when you compare these results with the new ones, you can see whether your brand still appeals to the same audience or something changed. Maybe your new ad campaign resonated with the younger female audience more than the previous one. Maybe your new product attracted more male followers than females. These comparisons can help you understand whether your new product or ad campaign reached your desired target audience or not, so you know what to improve in your next one(s).
Want to get more social media followers? Learn all the ways in which you can improve your organic reach on social media (yes, it’s still possible).
Measure Overall Results for Each Social Media Account
Now we get to the main part, measuring the overall results for each account you manage. The most important metrics you need to include for each account are the following:
- The engagement rate each account received over the last month.
- The number of followers and other users your posts reached over the last month.
- The click-through rate on each account over the last month.
- The number of posts published on each account over the last month.
- The frequency of publishing on each account.
- The times when you publish on each account.
And how exactly do you measure these results, you may wonder? By digging into your analytics, of course. Some social media platforms, like Facebook for example, have their own integrated analytics tools that you can use to find this information. These tools are pretty straightforward and not that complicated to use, but if you need extra help you can check out our Facebook analytics tools piece where we explain how you can use Facebook’s own analytics tool called Facebook Insights.
But even if you learn how to measure these results with these platforms’ analytics tools, not all platforms have them. Also, it’s a bit time-consuming to do this across multiple social media accounts every month. But don’t stress, there’s a simple solution to this problem.
As we briefly mentioned before, Amplifr is not only a scheduling tool that allows you to schedule all your posts at once on multiple social media accounts, but also an analytics tool. It’ll give you all the insights you need, on a daily, weekly, or monthly basis, neatly packaged in an Excel spreadsheet and delivered by email, Messenger, or Telegram. You’ll get information such as the likes, clicks, reposts, and comments each posts received, as well as the overall engagement on each social media account, but also followers reached, users reached, impressions, and more!
If you’re not sure whether it’ll work for you, why not try it out for free! You can start a free trial today that’ll last for up to 14 days, so test it, and if you love it like we assume, your social media audit will become much easier!
Sign up to Amplifr to manage multiple social media accounts, create a content schedule, and receive best posting time predictions
Review Your Publishing Schedule and Determine the Best Posting Times
If you don’t have a precise publishing schedule, this is a step you shouldn’t miss. What you need to do is determine the number of posts you publish daily and weekly. But where should you start if the number of your daily and weekly posts is inconsistent?
The easiest thing would be to check your analytics and find the total number of posts you published over the past year, and simply divide that number by 52. The resulting number is the average number of posts you publish on a weekly basis, making it easier to determine the number of your daily posts.
Why is this number so important and why should you include it in your spreadsheet? Because in order to reach maximum engagement, you need to know the golden number. But even more importantly, you should also know the peak times when to post on each platform. Of course, there are some general best posting times, but it’s important to understand that it all depends on your specific target audience among other factors.
In our best times to post on social media guide, we tell you not only the general best times to post on Facebook, Instagram, Twitter, Snapchat, and Pinterest, but we also give you the optimal number of posts you should publish on each platform on a daily basis. Plus the type of content that works best for each platform, so make sure to check it out.
Want to do this in a fast and effortless manner? Amplifr can help you with figuring out the best posting times for every social media account you have. Based on your posts’ performance, Amplifr gives you suggestions of the perfect times to post so that everything you publish can be seen by as many of your followers as possible. Sign up for the 14-day free trial today and see it for yourself.
Analyze Your Top Performing Posts
Another important step in conducting a social media audit is figuring out and analyzing your best performing posts on each social media platform. This is the most interesting part of the audit after which you’ll only have one more step to complete, so bear with us.
Firstly, you’ll need to find your most successful posts. As we already said, most social media platforms have their own analytics tools that can help you out with this quest. The only thing you’ll need to do is look for the posts that received the highest engagement over the last few months, even the whole year if this is your first audit. So posts with the highest number of likes, comments, shares, impressions, and so on. We recommend that you choose from 3 to 5 posts for each platform you use.
Once you find your top performing posts, comes the time to analyze each one. Otherwise, how would you know what type of content is best to create in the future?
To make things easier, you can categorize each post according to its type: a video, a photo, an article, an infographic, a GIF, and so on. Don’t forget to include all this information in your document or spreadsheet. You can categorize them further according to their purpose: entertaining, informational, promotional, and so on and according to their topic. If you have a notes column in your document or spreadsheet, use it to give your opinion on each post and why you think it was so successful. Try to determine a pattern and write everything down.
Lastly, it’s time to analyze the data. Based on the info you gathered, you should be able to create one or more post formats for each social media platform. This way you can use these formats when creating your future posts to reach maximum engagement and please your audience. You can test a few formats, modify them, and come up with one winning post format that you can use whenever you have something important to share with your audience, and even when promoting a new product or service.
Having trouble with producing content for your social media? Learn how to create the best content marketing strategy for your brand easy and efficiently.
Analyze Your Budget and Calculate ROI
Do you spend more money on social media than what you get in return? Or maybe you don’t spend enough? You’ll get the necessary answers to these questions by analyzing your budget and evaluating your ROI.
Determining your budget and ROI is not an easy task when it comes to social media. Let’s say that you spent $100 on an ad. Want you know with certainty is that the ad reached 10.000 people. But does this mean that all of them liked the product you were promoting? Of course not. So, how many users did your ad really reach? How many of them checked out the product online, are planning to buy it, or already ordered it? You’ll never know for sure, but you can guess.
Be that as it may, this last step is crucial even though often overlooked precisely due to what we just said. You can start by evaluating how much you spent on ads, marketing consultants, analytics tools, software and apps that you use for your posts, and anything else that has to do with your social media accounts.
Sign up to Amplifr to manage your accounts with a single dashboard and receive the best analytical insights and posting time suggestions
Conducting a social media audit is a process that at first might seem intimidating, but if you follow the steps in this guide you should do a great job. All you need is a bit of time and focus, and don’t forget to bookmark this article to help you along the way.