As a thriving business, we’re sure you are implementing social media strategies to grow your brand. But what many brands fail to do is check their marketing efforts using a Social Media audit report. As scary as this sounds, it is a structured way to determine your brand’s performance on social media. Any brand can implement social media audits in their work, and it is nothing to feel overwhelmed about.
A social media audit allows you to understand the happenings on each platform. You’ll be able to comprehend:
- which marketing tactics are working and which aren’t
- bots in your follower counts
- outdated profiles you must repurpose or remove
- new ways to grab more eyeballs online
This blog post will share effective tips on conducting a social media audit using six tips. Take a look.
Develop an Excel spreadsheet or Google Sheet that you’ll use to track your findings. If you have multiple social media accounts, make sure to create a separate sheet for each one.
Your template should include the following columns:
- Profile name: The name of your social media profile.
- URL: The URL of your social media profile.
- Username: The username you use to login into the account
- Password: The credentials you use to login into the account (if you have multiple team members who manage the account, make sure to include their usernames and passwords as well)
- Audit date: The date you last audited the account.
- Last login: The date you or your team members last logged in to the account.
- Number of followers: The number of people who follow your account.
- Number of friends/connections: The number of people you’re following back or the number of connections you have on LinkedIn.
- Number of posts: Total posts you’ve posted on the account.
- Most recent post: The date and time of your most recent post and the engagement.
- Profile description: A brief description of what your profile is about.
- Website URL: The URL of your website.
Being creative with brand information on platforms like Facebook and Instagram can drive people visiting your profiles to take action. For example, if you’re in the casual shoe business, include a line like “Funky shoes for the trending you” to relate to your target audience. This will motivate the profile visitor to click the link in your Instagram bio or Facebook caption and land on the transaction page of your website.
Here’s what you should check:
- Profile picture: Does your profile image look professional? Is it updated regularly?
- Cover photo: If your social media platform has a cover photo, make sure it looks good and is updated regularly.
- Bio: Is your bio short, sweet, and to the point? Does it tell people what your business is all about?
- Website URL: Make sure your website URL is included in your bio so people can easily find it.
If you have a Twitter profile, check if your location is displayed. If not, we recommend you add this information so people can get to know you better.
As a busy business owner, it’s easy to forget to log in to your social media accounts. When you want to maintain a strong online presence, it’s important to keep logging in frequently to indicate the platforms you are active on and publish content.
When conducting your audit, check the “last login” column in your template to see when was the last time you logged in. If it’s been more than 30 days, log into the account and update your profile information.
Having several thousand followers is great, but they’re not doing you any good if they’re not relevant to your niche. That’s why you should analyze your followers and figure out if they’re people who are interested in what you have to offer.
To do this, you can use online freemium tools. For example, TwitterAudit shows you a detailed report of your Twitter followers. It analyzes your followers and gives you a percentage of real and fake ones. It also breaks down your followers by gender and location.
The most important metric to look at is the “real” percentage. If it’s less than 80%, you need to take action to increase your number of real followers.
How can you do this? There are a few ways:
- Follow people who might be interested in your content and who are likely to follow you back.
- Use relevant hashtags to attract new followers interested in the same topics as you.
- Run ads targeting people who are similar to your current followers.
Advertising on social media can be expensive, so you need to make sure you’re getting a good return on your investment (ROI). You need to know how much money you’re spending on ads and how many leads or sales you’re getting from those ads to calculate your ROI.
Here are a few tips to estimate the ROI:
- Look at your overall ad spend for the month and divide it by the number of leads you generated.
- Observe the conversion rate for each ad campaign and compare it to your average conversion rate.
- Use Google Analytics to track how much revenue you generate from social media traffic.
Are you posting regularly or are you sporadic with your postings? When conducting your social media audit, it’s important to check your posting schedule and ensure you’re consistent with your content.
If you’re not posting regularly, we recommend creating a content calendar to help you plan and schedule your posts. You can also connect with a social media agency for small business to help you with your social media marketing.
Conducting a social media audit is a great way to get an overview of your social media presence and see where you need to make improvements. By following the tips in this article, you can easily conduct your own social media audit and improve your online presence.