Are you convinced enough that your brand’s social media content strategy is generating enough leads for your business? Is there any scope for a better return on the investment in your brand’s social media marketing? Only a proper social media audit can answer these questions.
What is “Social Media Audit”?
Social media audit is analyzing the complete social presence strategy of your brand- be it the quality of the content and posting time or engagement rates and level of profile optimization.
How can a social media audit help your business?
This audit gives a clear view of what works best for your target audience that helps in the curation of a successful strategy. Your marketers can utilize the insights from this audit to create content with better conversion rates and build an overall better social profile for your brand.
What are the steps to perform a social media audit?
1. Study your customers
Closely analyze the preferences and patterns of your audience and create a persona to understand your audience better. Which channels is your target audience most active? What are their pain points or motivation behind the purchase?
What are the trending hashtags in your niche? What type of content do they engage the most with? Evaluating the answers to these questions will help you know the likes and interests of your brand followers better. The better you know your audience, the more perfect will be your social media strategy.
2. Start your audit
Create a spreadsheet to keep tracking of all the stats and information collected in an organized manner. Do not use a standard template! Make sure it is customized according to the data that matters the most in your business.
You can record stuff like the platforms on which you have to build your brand’s social presence, for instance, Instagram, Twitter, the last activity of your brand on these profiles, how many people are following these profiles, etc.
3. Have a clear idea of which KPIs to track
What are the KPIs that matter the most when it comes to lead generation for your business? Better performance of which metrics would help you reach your business goals faster. Is it the likes and shares or comments and subscribers? Keep a list of these KPIs so that you can constantly track them.
4. Analyze your brand’s social profiles
Check if the profiles are fully optimized. Make sure the profile photos and headers are perfect. Check if all the crucial links are present in the profiles. Write more crisp and engaging descriptions.
5. Review the content strategy
Is your content getting sufficient engagement? Are you achieving your content goals? Analyze if your content is solving problems of your brand’s audience. Check the actual conversion rates. Change your strategy if your content is not hitting these benchmarks.
6. Evaluate your competitor’s profile
Use tools like buzz sumo, ahrefs, quick sprout, etc. to see the results your competitor’s social media strategy is generating. Are they doing anything better that you can include in your marketing strategy? Make those improvements.
You cannot just do a social media audit for once and then forget about it. Trends, likes, and content consumption patterns are changing constantly. Your brand’s social media marketing strategy has to evolve continuously. So make sure social media audits are a part of your regular strategy.