How to Conduct a Social Media Audit? A Quick Guide for You

Billions of users are unleashing social media for marketing their businesses today. Moreover, with the algorithm of social media changing so frequently, you have to go above and beyond to keep your social media marketing strategy on the right track. If you want to be on brand, you have to keep working on your social media strategy. In this context, performing a social media audit can be of maximum help. Now, the term ‘auditing’ might sound confusing and intimidating. But that need not be so if you have hired the help of a social media marketing company. Being aware of all the metrics, professional marketers know how to check the performance of your social media accounts on different channels. By gathering data and analyzing performance, the experts can tell if your current social media strategy is in line with your business goals. 

Important Steps for Performing a Social Media Audit

Tracking all profiles – An extensive internet search is desirable to locate all profiles on different platforms. Apart from recording the profiles you are using currently, you must also watch out for old profiles that are redundant but still available on the internet. You can simply go by each platform and search if all of these accounts are created by your company or any of them are fake profiles. This will help you understand on which platforms you have already built your presence and which channels you are yet to leverage.

Recording the information – You will take a risk by trying to register every minute detail in your mind. As you will have to keep coming back to this information during the process, you should store the details from each of your profile in the spreadsheet. For example, take one account and record all information about it. Starting from the profile link and engagement metrics to the specific goal of the account and audience demographics, the spreadsheet should give you a clear picture of your current social media presence. 

Evaluate your profile and posts – Once you are done recording the details, visit every profile and see how far it is from completion. Update the company profile picture and bio text that provides an insight into your business brand. Include links to your optimized home page and landing pages for the on-going ad campaigns. By hiring a social media marketing agency, you can easily update your social media profiles. Further, the experts can evaluate your top-performing posts, understand their commonalities, and analyse how they have helped you achieve your goals. 

Analysing audience demographics – To get the most out of your social media marketing strategy, you have to understand where your target audiences are. For example, millennial prefers Facebook, while the number of Gen Z users is the highest on Instagram. If you are a B2C company and targeting women audience, your presence on Pinterest becomes a must. Using tools professional marketers can analyse your audience and also consolidate your marketing efforts by choosing the right platform for your business marketing. 

Conclusion – With important information within your knowledge, you can now revamp your social media marketing strategy. In short, social media audit forms the foundation on which you can build a robust marketing campaign. However, this process can get confusing and overwhelming for non-professionals. As such, do not hesitate to seek help from an SMO or SEO agency. Conducting periodic audits is necessary to ensure good value for your efforts, time, and resource.