Nowadays, the social presence of businesses in different social media platforms is a big factor. Social media marketing has become one of the biggest-budgeted marketing strategies in many brands. In fact, in a 2019 survey, 43.4% of the brands said that social media marketing is somewhat effective, while 29.6% agreed that it is very effective.
Given this, almost every brand targets a strong social media presence. In order to do so, a social media audit is necessary to perform.
A social media audit may seem overwhelming at first glance. Do not worry though, for a social media audit is not as complex as it may seem.
In simplest terms, a social media audit is an assessment of your brand’s social media strategies, and how effective they are in targeting your goals. It is also a process of revisiting your business metrics and finding opportunities for growth in the different social media channels.
There are many ways one can perform a social media audit. A good start is to note down everything in a spreadsheet like Excel.
1. List down all your existing social media accounts.
Creating a list of all the social media accounts created for your brand is the very first step you need to do. This is especially important if multiple people have handled your social accounts in the past. The main purpose of listing these accounts down is to ensure that you control all social media profiles of your brand. Fake pages as well as fan-made ones are not uncommon, so you might want to make sure that your brand is well-represented in the social networks.
There are many ways you can search for your company’s social channels. You can:
- Review your company’s marketing strategy history - since social media marketing is not so new, there might be social media pages created in the past that represent your brand. A Facebook page and an Instagram account are the more popular ones, so you might want to look for those first.
- Search the web - the most popular type of research nowadays, sometimes called “Googling it”, is by searching the internet for any of your brand’s online presence. By searching your company name, you can find out the different social profiles your brand has online. You can also do a direct search in all available social media platforms to check which ones your brand has an existing account with. Aside from Facebook and Instagram, the other popular ones are Twitter, LinkedIn, Youtube, Pinterest, Tiktok, among others.
2. Review your social media accounts
Once all your existing social media accounts are accounted for, it is time to review them one at a time. But first, it is important that you gain access and take control of them. Once in control, you can then start your review.
What are the things you need to consider in reviewing your social media accounts? There are a lot of factors that you need to review diligently. Here is a checklist to guide you in your review:
- Profile and banner/cover photos - Your profile and banner/cover photos are like the front liners of your brand. They are the images that people will notice right away when they view your profiles, so it is highly important that these are consistent across all your social media accounts. Once people see your logo and photos, they should be able to easily recognize your brand.
Another important thing to consider in your profile and cover photos is that they should reflect your brand’s image and branding. People will always associate and remember your brand with how you portray it online. So it is good to include this factor in your social audit.
- Profile or “About” description - Beyond the profile and cover photos, what people look for in a social media page is the brand’s description or bio. Profile descriptions depict what and who your brand is for. In most social media platforms, bio descriptions are given limited characters only, so it is best that they are written as concise and direct to the point as possible.
- Social media handles - Social media handles are simply known as your username. When you have accounts across different platforms, having only one username gives uniformity to your brand. It will also be easier for viewers to search your brand online. In some brands, they create specific accounts and handles for various purposes. For example, Brand A, @brandA, created a specific social media page purely for customer service, and created the handle @brandA_cs.
- Website or links - One of the main purposes of having a social media account is to drive traffic to your website. Linking your website to all your social media accounts gives a higher chance of achieving this. It does not necessarily have to be your homepage. The website part may also be a link to your latest promotion, blog, etc.
- Content - In reviewing your page’s contents, you need to take into consideration the following: pinned post, the type of content with the highest engagements, your hashtags, and other relevant posts. Identifying these can help you improve your contents and achieve high key performance indicators (KPIs).
3. Define your targets for every channel
The many accounts you create across all social media platforms may not serve the same purpose. For example, an account in one platform may get a high posts engagement but the other account in another platform generates more reach or clicks. Therefore, it is best that you align your targets with your performance in each platform for you to maximize your page’s purpose.
In order to define your targets, it is important to measure your key metrics first. Analytics tools are widely used nowadays by social media managers to generate these metrics. Most, if not all social media platforms have their own analytics tool, such as Facebook insights, etc . For a more generic one, Google Analytics is very popular. With these tools, you can get detailed information such as: how many views your posts have, the number of followers you have over a period of time, your audience demographics, how many people visited your website, how many people clicked your posts, how many mentions your account has, and a whole lot more.
Armed with the information above, you can now easily define your goals for each of your social media channels. And over time, it is suggested that you revisit these targets to check if they still match the performance of your channels. This is because the social media metrics are very dynamic. A single channel may generate the highest sales in a year, but the following year, it can become the least profitable one. Flexibility and adaptability are the key perspectives when handling social media channels.
4. Calculate your profitability
As part of your social media audit checklist, calculating the return of your investment is a must to ensure that you are on the right track. When doing paid ads or campaigns, you need to take into account your profitability. The higher your profitability is, the more indication that you are doing the right steps.
Of course, profitability may come in many forms, not just monetary. A calculation of ROI in social media marketing strategy may be based on your targets’ achievement. For example, hitting your targeted audience insights or engagement metrics may be taken into consideration as part of your profitability, if these are your defined goals in your channel (see #3).
5. Explore other social media channels
Now that you have identified, categorized, and organized your existing social media channels, it may be a good time to explore other channels that your brand does not yet use. As content marketing rises rapidly, so does the creation of new platforms to advertise and sell. Here are some social networks to watch out for in 2021, according to Forbes.
In looking for a perfect social media channel for your brand, you must consider factors such as your target customers, your brand and image, your industry, as well as your competitors. You do not need to establish a profile in a channel that does not match your needs. What’s important is you are able to achieve your goals in the platforms where you exist.
Social Media Audit For Your Brand
Social media audit is highly-suggested for those who are looking to start their social media image as well as for those who wish to strengthen their online presence. It may be overwhelming at first, but once you get familiarized with social media management, it will be easy to accomplish.
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