Nearly half of the world’s population is on social media. More than 50% of that group of individuals regularly use social media platforms to research and purchase products and services online. If your company wants to stay on the cutting edge of e-commerce, you’ll need to design and implement a killer social media campaign that will drive your profits forward consistently. Once you’ve implemented a social media presence for your business, you’ll need to continually circle back around and see if your efforts are paying off.
What is a social media audit, anyway?
Audits have gotten a bad rap thanks to the IRS, but they are a necessary part of evaluating systems to determine if they are working effectively. A social media audit is a review of all your social media activities and whether they are fitting in with your social media marketing plan and its objectives. Looking at performance indicators to see what’s currently working, what needs to be improved upon, and how you can optimize your e-presence will allow you to increase your reach and connect more deeply with your customers.
By now, most companies know that social media presence is an essential part of good business. An audit will help you to zero in on weak spots, inconsistencies, and inefficient use of your time and resources. It will give you the opportunity to take definitive action steps to unite your social media presence with your overall brand, turning viewers/followers into loyal customers.
Performing a social media audit can easily be broken down into smaller steps, including:
- Defining each platform’s function
- Optimizing branding
- Analyzing data
- Identifying strengths
- Finding deficiencies
- Updating your plan
Find a place to organize your data, so if spreadsheets aren’t your thing, consider hiring out to get the job done. You’ll need to enter data from all social media profiles, including basic info about each account such as follower count, posting frequency, and level of engagement. Performance data may be accessible from tools that already exist within each platform, or you may have the opportunity to work with a company to do the “dirty work” for you, pulling from analytics software that can really package your data up nicely. This will be a key part of determining what is and is not working for you.
2. Defining function
What are your goals for each social media platform? Are you gaining followers? Are you turning leads into customers? How are you at generating web traffic? Once you determine what your goals are, you’ll be able to include these goals in your audit and see if you are meeting them.
3. Optimizing your brand
Looking at all of your social media profiles should reveal whether your attempt at branding has been consistent. Language, promotions, and even graphics should be up-to-date and in alignment with each other across all channels. July Pinterest profiles that advertise Halloween wares are not acceptable. Devote some time to making sure that your brand is consistent no matter how your customers are choosing to find you.
4. Digging into your data
This is where the real meat and potatoes of the social media audit begin. Take a look at your analytics and how they are impacting factors like conversion, retention, and sales. Where are they engaging? Who is engaging? What percentage of views turn into website visits, and what percentage of those become sales? You’ll be able to pull apart efficient channels from those that are underperforming, and you’ll be in a position of power to change the face of your business.
5. Identify strengths and weaknesses
Analyze posts and interactions that generate the most engagement. What is making those posts successful over others? Similarly, look at content and posts that are underperforming, and eliminate those in favor of the style, tone, and media choices that brought you more traffic. It’s all about making changes to connect on a deeper level with your customer base.
6. Update that plan
The last step in your social media audit should be an update; making changes based on what you found to be efficient versus what flopped. Writing down these goals will be a concrete way of monitoring your progress; know that the audit process will be an ongoing part of an amazing social media marketing plan.
Need some help? Consider hiring out
Social media companies such as Netbase Quid specialize in the social media audit process; they come fully prepared to gather and organize data for the purpose of making positive changes to your social media campaign. A small investment in professional audit services could potentially yield you thousands of dollars in new revenue, with limitless potential for growth and expansion. Look upon the audit process as the best way to continue to evaluate and encourage growth in your business; it’s your best way to continue serving your valued customers in ways that make doing business more convenient and enjoyable.