Completing a social media audit is an important part of forming a social media marketing plan. But how does the process work? We’ll guide you through the basics of social media auditing.
What is a Social Media Audit?
Simply put, a social media audit is a critical evaluation of a company’s social media presence. Auditing helps you figure out if your current social media activity is helping or hurting you, and how it can be improved to fit your communications strategy.
Review your Current Social Media Strategy
Why are you on social media in the first place? What are the goals you want to achieve with your social media presence? Whether sales, engagement, leads, or something else, keep your goals top of mind and build your social media strategy around them. This is the framework you’ll use for the rest of the process.
Who is your target audience on social media? You’ll want to align your social media audience and your brand audience to the extent possible. This is crucial for your social media campaign because it will ensure you’re reaching the right people at the right time.
Size Up the Competition
Check out what your competitors are up to on social media by simply visiting their websites and clicking their social media icons. Peruse those pages, note their number of followers, the frequency of their posts, and their user engagement.
After you’ve recognized the content that works for the competition, compare it to your content. What kind of posts attract the most engagement? What doesn’t work at all? Then you can reorganize your strategy.
Once you have all the information in front of you, you can craft a new strategy that will boost your brand and bolster your social media presence.