How to Conduct a Social Media Audit
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How to Conduct a Social Media Audit

you have an idea who your buyer is you
figured out what channels to use and you’ve started posting on your social
media channels but how do you know of what you’re doing is working are you
posting the right content is your audience responding is there a return on
investment or ROI in your social campaigns or are you even investing in
the right things that’s where social metrics come in let’s start by learning
how to look at all of your data as a whole and to set up benchmarks for
future reporting you’ll want to conduct a social media audit a hard look at the
data from all your social accounts and the social conversations about your
brand and your competitors conducting a social media audit will help you develop
or adjust a social media strategy that aligns to specific actionable business
objectives and goals to discover trends you can use to create or modify social
media campaigns receive valuable insight into customer sentiment and perception
of your brand provide executives and your team I look into what is or is not
working so you can manage and justify social media spend an audit gives you
the opportunity to see the ebb and flow of your audience engagement content
performance and what’s working and what’s not it’s a way for you to put
your thumb on the pulse of everything you’re doing in social as part of your
audit you’re going to be looking at a whole bunch of data there are a variety
of ways to record all this information but many social media managers find that
developing a tabbed spreadsheet is the way to go it will be helpful if you have
a social analytics tool such as net base Sysomos crimson hexagon or another type
of metrics tool that you can aggregate your data but if not you can manually
pull the data and compile it from each channels social media metrics some of
these metrics are easy to acquire by going to the social networks themselves
Facebook has business insights and Twitter LinkedIn Pinterest Instagram and
YouTube all have analytics you can explore if you use the HubSpot social
tools you can use reports to analyze some of what is needed namely your
social website traffic and your content post data if you are
just starting out with social media you might not need to conduct an audit yet
but understanding what goes into an audit will help you set up a framework
that can help you capture much of this data on a weekly or monthly basis which
will save you time in the long run let’s dig in the metrics you need can be found
in a variety of places whether it’s in Google Analytics on the social networks
main pages or within the account in the analytics sections for each channel a
spreadsheet can help you keep track of all this information
note that the metrics for each social media channel will be slightly different
based on the available numbers you can measure but there are a few
commonalities you should look at you’ll want to start by listing your own
channels those social handles that your company owns the bigger your business
the more likely you are to have many channels then lists who the internal
owners of the channels are and who has the passwords or who has been granted
access this will help you know if you need additional governance for your
channels for example are there people who have access to Facebook who no
longer should also record how many followers you have on your official
social channels you’ll want to keep track of this metric moving forward next
you might want to explore your non owned channels and followers are their
channels that are illegally using your assets and logos and potentially taking
a share of your followers are their fan channels that are co-opting your
branding should you consider filing takedown notices for some of these
channels or find better ways to interact with those accounts if there are
channels that are co-opting your logo name or other brand visuals you can
report them to the individual network for removal then consider the profiles
for each channel do all your social channels have a similar look and feel
does your profile imagery such as your covers icons and avatars adhere to your
company brand guidelines is your tone and voice consist
across the channels let’s move on to content performance this is a big one
and you’ll want to analyze each channel individually afterward you can also use
this data to determine if some of that content might resonate differently or
better in other channels some of the metrics you should track include best
and worst performing posts posts with the most engagement things like comments
and likes post frequency what types of content have the best and worst
performance the published time of posts that have the best engagement video
views click-through to content post reach and impressions number of Twitter
mentions effective keywords response rate are you responding in a timely
manner sentiment note that some tools enable you to measure positive and
negative sentiment don’t forget about advertising if you’re doing a lot of
social media advertising you might want to conduct a separate in-depth audit
using the analytics and the ad tools found within the networks where your
advertising you’ll want to track similar metrics to the above for content
performance but also look at budgets ROI a be test results in areas for
opportunity you’ll also want to analyze your competition go to each of your
competitors social media channels and take a look at how they use their
networks how are your competitors using social
media how many followers do they have compared to you how is their content
performing what types of content perform the best how do they engage with their
followers by examining the competition you can get a sense of how you stack up
but also where you might have gaps that you need to close seeing all of this
information in one place is a powerful way to analyze the effectiveness of your
content in your tactics you can identify weaknesses in your approach determine
what is working well so you can do more of the same
stop ineffective programs or understand if you need more resources to do a
better job even better now you have the metrics you need to argue for those
additional resources conducting an audit might take some time but the value it
will provide can help you do a few different things develop new benchmarks
and KPIs determine the best mix of content on the right channel at the
right times identify opportunities to better engage with customers adjust
budgets and calculate ROI identify how you need to make resource changes to
boost social media efforts be prepared to conduct an audit of this depth every
12 to 18 months at minimum more often if you don’t have strong metrics you
regularly track with the rapidly changing social media landscape you’ll
want to always have an eye on how your efforts are making an impact now step
back and take a look at this overall audit consider your buyer persona and
your business goals what are the metrics your executives will care about most
pull those details out and prepare a shorter more condensed version that you
can deliver on a weekly or monthly basis there you have it all the basics of
measuring your social media a step that can be a game-changer for your business you

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