HOW TO PERFORM A SOCIAL MEDIA AUDIT AND EVALUATE YOUR MARKETING STRATEGY
Are you curious to know if your social media marketing strategy is working? You know you’re putting in a ton of time and effort, maybe you’re even yielding some results, but you can’t help but think - Is this it?
I’ll be honest, no it isn’t it.
Conducting a social media audit is part of developing and maintaining an effective social media marketing campaign that delivers results. By performing a social media audit and evaluating your marketing strategy, you can determine strategically how to move forward.
Now you have two three options to consider before continue.
Read the blog.
Watch the YouTube video. ⇰
Read the blog + watch the YouTube video.
Think of it as the old R.L. Stine Goosebumps books where you could choose your adventure. Those were my FAVORITE when I was a kid!
Alright, let’s dive in…
Before we discuss how to conduct a social media audit, it’s important to learn more about what it is.
WHAT IS A SOCIAL MEDIA AUDIT
Here is my definition of a social media audit.
“It’s research done on all of your social media channels to evaluate their performance, find areas of strength and weakness, and provide insights into the effectiveness of your strategy. All the data is gathered and compiled in one central place for evaluation.”
An audit doesn’t have to be scary. It’s not the same as an audit from the IRS but coming from someone who has a degree and a background in accounting an audit is an extremely useful tool to utilize. It can provide a lot of insights into your strategy and when you review the analytics, the numbers don’t lie. You will be able to quickly see what is or isn’t working with your strategy. From there, you can determine the best course of action for moving forward.
WHY IS IT IMPORTANT TO PEFORM A SOCIAL MEDIA AUDIT
There are several reasons why you should consider performing a social media audit for your business. It doesn’t matter if you’re a newbie or a seasoned entrepreneur or small business owner…you need to conduct an audit!
It also doesn’t matter if you’re an author, speaker, coach, consultant, a local brick and mortar store, an online service provider, or even in MLM.
EVERY SINGLE BUSINESS OWNER NEEDS TO PERFORM AN AUDIT!
Now that we got that out of the way, let’s discuss the benefits to conducting a social media audit.
Uncovers the gaps and weaknesses in your marketing and sales strategy
Determines why your social media content isn’t converting
Provides insights into how well your content is being received and performing with your audience
Uncovers opportunities for lead generation that were missed previously
Provides insights into your social sales funnel and where you are losing leads
Verifies if you’re hitting your marketing goals and objectives
Verifies if you’re meeting your marketing KPIs (key performance indicators)
As you can see, performing an audit can benefit your business in a variety of ways and should be seriously considered as part of your overall marketing strategy.
HOW TO PERFORM A SOCIAL MEDIA AUDIT
When starting your first (or next) social media audit, it is important to (1) understand the process and (2) implement the process fully. It is my recommendation that you read through the step-by-step tutorial on how to perform an audit. From there, choose one social media platform and perform all steps in the audit and when done, move onto the next social media platform.
There are nine steps as part of a social media audit. The audit shouldn’t take you an extensive amount of time. The point here is that you should start performing an audit right away.
STEP 1 - Create an audit spreadsheet for data collection
It is recommended that you use either Google Sheets or Microsoft Excel to create a spreadsheet for the data collection.
You will record the following from each social media channel.
Profile URL link
You social channel handle (ie @kaylabrissi)
Text copy + link to top 3-5 posts per channel by engagement
Key demographic info
Key KPI metrics
If you’re not sure what key performance indicator (KPI) metrics you should be charting for your social media, take a look at this article from Hootsuite, 19 Social Media Metrics That Really Matter—And How to Track Them, that outlines all of the metrics, how to find and calculate them. It’s pure gold!
STEP 2 - Collect the social media data per channel
When collecting data from each social media channel there are a few things to consider. You may or may not have accounts for your business that you are unaware of or simply forgotten about. There may also be imposter accounts that you’ll need to investigate.
Go to all the social media accounts you are aware of
Google your business name to find any accounts that you’re unaware of or to find imposter accounts
Determine if there are any social media channels not currently being utilized and secure the profile for potential future use
STEP 3 - Verify each social channel is branded and optimized
Having a cohesive brand is important for creating a professional brand that stands out. When conducting your social media audit, it is important to consider your branding and optimizing each social media channel to its full capacity.
Here is what you need to evaluate and fix if necessary on each social media channel.
Verify the profile + cover images are the same on each channel
Verify the social handle is the same on each channel
Verify the bio is optimized and close to the same for each channel
Verify that each channel has a link and that they work
Verify that any pinned posts are relevant and on brand
Verify that each social channel bio and profile is SEO optimized with six specific keywords
STEP 4 - Identify top performing posts with most engagement
When evaluating your top performing posts, it is recommended that you keep a weekly analysis so that you have enough data to evaluate what is or isn’t working with your content and social media marketing strategy.
Look for the top 3-5 posts with the most engagement and do the following.
Add text + link to spreadsheet
Jot down any relevant notes about the posts
Engagement means they received the most reactions, comments, shares, etc. Each platform will be different, but use this as the rule of thumb. Sometimes you can eyeball and spot the most popular posts and other times it might take a little bit of investigative work. However, when done weekly, it’ll be easier to pinpoint the popular posts vs doing it on a monthly, quarterly, or yearly basis. Work smarter, not harder!
STEP 5 - Determine how well each social channel is performing
The next step is for you to determine how well each social media channel is performing. You will need to do an evaluation for each channel. Here are the steps you will need to take in order to complete this step of the process.
Review each social media channels analytics
Pull the key metrics needed to determine its performance based on your goals and objectives
If you’re unsure of how to gather necessary data for each social media channel, here is another great article from Hootsuite, Social Media Analytics: A Guide for Beginners, that’ll walk you through finding, reading, and understanding analytics.
STEP 6 - Collect key demographic data
As you are reviewing the analytics on each social media channel, log the key demographic data needed for your marketing strategy. Typical data is gender, age range, location, etc.
STEP 7 - Evaluate the data to determine which channels you should utilize
Once you have all the data, it is time to evaluate which social media channels to utilize going forward. The audit, if done correctly, will clearly show where you should focus more of your time and energy.
In a nutshell, do more of what is working and less of what isn’t!
STEP 8 - Determine any necessary adjustments needed to the strategy
Now that you know which channels you should utilize and you know what is or isn’t working as part of your strategy, it’s time to make any necessary adjustments for moving forward.
STEP 9 - Repeat
Once you have completed the first eight steps, it’s time to do it all over again for the next social media channel and it is recommended that you do a full complete audit at least quarterly. Could you do this monthly, sure! The choice is ultimately up to you but in my professional opinion, you shouldn’t go any longer than quarterly audits.
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Alright, now that you know how to perform an audit and evaluate your marketing strategy, it is time to put it this information to use!
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