How to do a Social Media Audit
What is a social media audit?
A social media audit is a series of steps taken to review a business’ social media accounts and analyze how effective they are.
Why should I do a social media audit?
A social media audit will help you organize your online presence and make sure it is consistent between all platforms. It will help you realize whether or not you are meeting your online marketing goals and can point you in the right direction for what needs to be changed .
How do I do a social media audit?
1. Locate profiles
The first thing you need to do is find every social media account your business has. Start with the ones you know of, then search popular platforms just in case there is one you missed, even if it’s old or unused. Check Facebook, Twitter, Instagram, Pinterest, Google Plus, Youtube, Tumblr,
Yelp, Linkedin and any others you can think of.
2. Record data
Record usernames, number of followers and how often you post. Make a copy of this Social Media Audit template to help you.
3. Check for completion
Make sure the profile is completely filled out. Do you have a profile picture? Is the bio filled out with relevant information? Does it link back to your website? If it isn’t, get that done. Every site has different options for filling out information, so make sure you check everything.
4. Check for consistency
Now make sure that everything is consistent to your brand and your other social media accounts/websites. You should be using one logo for all of your profile pictures, and the basic information should be the same but you can tailor it to meet the needs of each platform. You should also make sure that your profile looks consistent on both desktops and mobile devices. Some places, like Tumblr, have different options for each.
Use this Five W’s Social Media Audit spreadsheet to help you analyze the effectiveness of your social media marketing campaigns, just make sure you make a copy of it first. This template was adapted from this image, which gives you an idea on how to fill it out. You should not only look at your own social media accounts, but also the consumers who are posting about your business or products and your competitors as well. The “Where” section should include the names of the platforms and what types of posts you can find there. In the “What” section, list what the account is being used for. Is it mostly for sharing photos of products, or are you linking to content on other websites? Put posting frequency in the “When” column. The “Why” column should state why this social media platform is being used. For example, do you want to sell directly from the site, or direct people to your website? You should also fill in measurements of how effectively your account is doing those things. Once you’ve done that for your accounts as well as consumer and competitor accounts, you can use this information to set goals for yourself.
6. Set goals
There is a spot for platform specific goals on the Five W’s spreadsheet, but you might want to list general goals as well. Use the “Goals” column to record the goals you have, and the “How” column to indicate what changes you are going to make and the steps you are going to take to reach that goal.
7. Get rid of unnecessary accounts
If there are some social media accounts that are just not effective for your business, delete them. If there are old accounts that aren’t being used, delete those too. If you don’t have access to them, try to find out who does. Otherwise, you may be able to contact the social media site directly to have them removed. You don’t want potential customers to see these old, unused or ineffective profiles.
Perform social media audits regularly in order to keep everything up to date and in order to optimize your social media marketing strategies.