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How to Execute a Social Media Marketing Audit Effectively?

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Social Media Marketing Audit

A social media audit happens to be like a report card for your social strategies. It measures the performance of your social content across different accounts and networks. An audit identifies what you do well, and what you need to improve, and suggests the next steps along the way. Post-audit, you'll have all you require to enhance your social media marketing audit strategy.

A social media audit is the first step in designing a strategy. It consists of carrying out an internal and external analysis of the current situation, allowing you to visualize a snapshot of the project. So, you need to gather all the information, both from your business networks and from your competitors, to determine how the market is doing. It is best to update it once a quarter, to be able to monitor and optimize actions on networks. Read the Social media strategy review below.

Why is it so important to conduct a social media audit?

Conducting a social media audit before any strategy gives you certain key advantages that will ultimately convince you:

Locate your profiles on the map

With this internal and external analysis, you will be able to understand the competitive situation of your business in the social media ecosystem and, from there, make the best decisions. 

You will be able to enhance your content strategy

With this exhaustive analysis, you will be able to compile those publications that have obtained the best results, as well as the strategies that have had the best reception, and take them into account for future campaigns.

It allows you to identify new opportunities

By studying your strengths and weaknesses, as well as those of your competitors, you will be able to identify new opportunities to exploit to gain a competitive advantage. 

You will know the social networks that work best

You don't need to be present on all existing social media marketing platforms, just those where your target audience is. So with this analysis, you can determine which ones to invest your efforts in to achieve the best results. 

Steps to prepare a social media audit

Great, now that you know what a social media audit is and we've convinced you to put it into practice, it's time to get down to business!

Define your target audience

To conduct a social media audit, it is essential to know your audience well. So that is exactly the first thing you do. How are you going to create the ideal content for them if you don't know who they are?

And above all, where are they? You may have created a great Facebook strategy and your ideal clients don't even use this social network. Dedicate efforts to this section or you will waste time and money. 

Collect all your accounts

Sometimes, when you want to start having a presence on social media, you open accounts on different platforms, even though you never used them. You may have some old profiles hanging around and now they are completely abandoned.

Do you know what a bad image that gives? Delete all those accounts that you are not going to use for your digital strategy. A Tumblr that you never used? A forgotten Snapchat? Now you will have an updated list of your social presence.

Check that all your profiles follow the same line

Now that you have a list of all your accounts, go through the Social media audit checklist one by one and check that they all maintain brand consistency. The same image, logos, tones, typography… And don’t forget the tone of voice. Yes, each network has its characteristics, but the brand must maintain certain standards and the same personality. Only in this way will your audience easily recognize you and know that it is the same brand.

So make your Checklist and review these components:

  • User name
  • Profile picture
  • Cover image
  • Bio text
  • Links

Collect details of your audience's behavior

Take a look at the metrics: how many followers do you have on each channel? What changes have there been? Are they tending to increase? Decrease? And don't forget what perhaps the most important part of this section is: analyze their behaviour; all those details that will allow you to delve even deeper into their personality. What motivates them, what doesn’t? This way you can better adapt your messages to them. 

Analyze what types of posts you share

Make a detailed list of the types of posts you share: infographics, quotes, tips, and UGC. And, for each account, take note of those that obtained a higher engagement rate.

You can also note down your posting frequency, the days of the week you are most active, how many posts you make daily, how your hashtags are performing, etc.

Study the advertising on your social profiles

A Social media marketing audit would be incomplete if you didn't analyze your advertising campaigns on it. Note where and how much you have invested in advertising and what results it brings you. 

To do this, you can't forget these metrics:

Reach: The number of users who have seen your ads at least once.

Impressions: The number of times users have seen your ads.

CTR (Click Through Rate): the number of clicks an ad receives divided by the number of times it is displayed.

ROAS (Return on Advertising Spend): This indicator shows whether a particular campaign has been profitable. 

CPC (Cost per click).

CPA (Cost per action).

Analysis of your competitors

In a social media audit you should not only analyze your profiles, but also those of your main competitors, only then will you know where your brand stands in comparison to the rest. Many Social media audit tools can help you with this.

Keep track over time 

It's incredibly difficult, if not impossible, to evaluate your social media performance on your own. That's why you need to closely monitor it, so you can compare the results over different periods. This way, you can also detect if there are variations depending on the time of year and draw more accurate conclusions.

Last words

A social media audit is a process to measure by Creation Infoways, a Social media marketing agency the success of your social strategy across all accounts and networks. An audit identifies your strengths and weaknesses, and the steps needed to improve.

Also read: Top AI Tools to Boost Your Visibility in Social Media Marketing

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