Spring Clean Your Small Business Marketing with a Social Media Audit. In no time, your business will have assessed what’s working, where there is room for improvement, and how to streamline your social media efforts. Do a Brand Check The first point of action for a complete social media audit is to review all social media profiles. Create a list that includes all your social profiles so you don’t overlook any accounts. Review Your Monthly Activities and Engagement by Channel The next step in your social media audit is to assess how frequently you’re posting to each channel. Now that you know where you’re posting to most, it’s time to investigate engagement by platform. Engagement is one of the most important metrics for social media, as it shows whether or not your content is resonating with your followers. Review Your Goals With these two data points in hand, you’re equipped to compare your activities and engagement results to your monthly, quarterly, or annual social media goals. Rank Your Social Media Accounts From the previous exercise, it should be clear which is the most useful social media account, and which is the least. Alternatively, make sure to focus and invest time and resources into your top performing social channel.
Spring is a time of renewal, which applies to everything from your junk drawer to your small business social media. Use this cleaning season to spruce up your digital marketing efforts, and conduct a social media audit. In no time, your business will have assessed what’s working, where there is room for improvement, and how to streamline your social media efforts.
This six-step guide will walk you through how to perform a valuable social media audit, and leave your small business feeling squeaky clean!
Do a Brand Check
The first point of action for a complete social media audit is to review all social media profiles. Brand consistency is key in establishing trust, awareness, and credibility for your business. Create a list that includes all your social profiles so you don’t overlook any accounts.
Once your list is set, review each profile for language, aesthetic, website links, and brand voice. Use the three questions below as checkpoints during your audit:
- Is your profile photo or avatar the same on every profile?
- If applicable, is your header or cover image consistent?
- Are your bios, descriptions, and URL links identical?
The answer should be “yes” to the above questions. If any account is out of sync or off-brand, update it immediately. It’s all about the details on social media, and one overlooked spelling error or broken link can have an impact on your followers. Use this social media audit to ensure your “I’s” are dotted and your “T’s” are crossed.
Having a cohesive social media presence is a significant part of an effective digital marketing strategy. Align your social profiles to making the right impression on your audiences.
Review Your Monthly Activities and Engagement by Channel
The next step in your social media audit is to assess how frequently you’re posting to each channel. If you use a social media marketing tool, you can quickly look at monthly posting trends, or you can manually view your accounts and tally your activities. To get an accurate gauge of what’s typical per channel, review the past three months. From there, you can settle on an average monthly post number.
Now that you know where you’re posting to most, it’s time to investigate engagement by platform. Engagement is one of the most important metrics for social media, as it shows whether or not your content is resonating with your followers. Many social media channels have complimentary insights and metrics that do the work for you. Simply go to your dashboard or profile for each…
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