How to Conduct a Social Media Audit (and how NetbaseQuid can help)

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Now more than ever, having an effective social media strategy is critical for the success of your business. According to data from GlobalWebIndex, 54% of people have turned to social media to research products and services.

If your business doesn’t have a professional, up-to-date presence on social media, your business is getting left behind.

One of the most important parts of your social media strategy is performing a social media audit.

What is a social media audit

A social media audit is a process of analyzing your social media metrics to assess weak points and identify ways to grow and improve.

If you’re not comfortable performing a social media audit on your own, NetbaseQuid can help. We use artificial intelligence to help businesses manage their social media presence. Our insights help understand the public perceptions of your brand, boost marketing campaign performance, and track mentions of your brand in real-time.

How to conduct a social media audit

If this is your first time conducting a social audit on your own, you might feel a bit overwhelmed. Thankfully, the process isn’t all that difficult; let’s take a look at the process step-by-step.

Make a list of your social profiles

The first step is to take stock of each of your business’s social media accounts. This includes any social media channels your business is no longer active on as well.

It’s important to get all the social media channels associated with your business’s name under your control.

Once you’ve compiled all your social media channels in one place, you need to determine which channels to focus on.

Identify your goals for each platform

Social media platforms can be great business tools; however, it’s important to identify your end goal and work backward.

For instance, is your business aiming to:

  • Get your brand in front of more customers
  • Increase leads and conversions
  • Get more likes, comments, or follows
  • Drive traffic to your website

Identifying a specific goal for each social media channel will help you create content that achieves those goals. It will also help you identify the most important metrics to track on each channel, making your social media efforts easier.

Ensure consistency across all channels

When consumers find your brand on Instagram, they expect a consistent experience to what they would find on Facebook. While this sounds like a simple concept, there are some small details that are easy to overlook, such as:

  • The tone and style of your bio and About sections
  • Profile photos and banner photos
  • Linked URL’s and landing pages
  • Branded hashtags

Ensuring these things are up-to-date is much more important if your business runs campaigns on a seasonal basis.

Analyze your top-performing posts

Next, take a look at which of your posts have received the most impressions, as well as likes, comments, and shares. By digging into the individual posts that have performed well, we can figure out what types of content works best on each platform.

For example, you might find that posts with images perform better than those without on Twitter, while the opposite might be true on Facebook.

Identify your audience

The age and gender of your target audience make a big difference when it comes to the type of content your business publishes. Young people might gravitate towards shorter-length posts with images, while older people may prefer long-form text content without photos.

Determine optimizations and next steps

Now that you have a clear picture of where your strengths and weaknesses are, you can create a more effective plan.

You should identify any new platforms or social media trends that your business can take advantage of, and identify specific areas of growth to target.

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