Updated: Nov 27, 2020
Doing frequent social media audits are a crucial part to developing or updating your effective social media strategy plan. It allows you to figure out what's working and what's not. It also identifies fake accounts, outdated profiles, and it shows you new opportunities where you can grow and engage with your audience. No matter where you are with social media, a social media audit will present a clear picture of your current efforts and help you think clearly about the best way forward.
So, how do you conduct and effective social media audit?
Here the 8 steps I use when auditing my social media accounts:
1. Create a document for your audit:
I use an Excel spreadsheet to keep track of all the information I will uncover during my audit.
For each social account, you’ll want to record:
the link to your profile (for example, instagram.com/SheIsDestined)
your social handle (for example, @SheIsDestined)
the person responsible for managing your account
the mission statement for the account
the top three posts in terms of engagement
three important metrics (Awareness, Engagement, Conversion)
key demographic information
a column for you to put any relevant notes about the account.
2. Track down all your social media accounts
Now that you’ve got your excel spreadsheet to track your accounts, it's time to fill it in. First you would want to start by listing all the accounts that you use on a regular basis. This is also a good time for you to identify other social networks where you don't have a social presence yet so you can start thinking about whether or not you should add them to your social strategy.
Search the web and social networks
Google your brand which includes any products you may sell to see if any social media accounts come up. If you do find accounts you don't recognize, research them to determine if they're connected to your company or if they are fake accounts ran by someone else. Do the same search in all your social networks.
Log your findings
Notate all your findings (if any) on your audit sheet. Use the notes column to mention if they are a fake account. For every fake account, reach out to the account holder to see what you can do to have the account shut down. Be prepared to escalate matters to the social network for help if you can't resolve the issue yourself.
3. Make sure each account is complete and on brand
Go through each of your social accounts thoroughly to make sure it's consistent with your current brand vibe board and standards.
In essence, you should check the following:
Profile and cover images: Make sure these incorporate your current brand logo.
Profile/bio text: You have limited space to work with when creating a social media bio, so it’s important to make the most of it. Make sure all fields are filled in completely and accurately with current brand messaging.
Handle: Are you using the same handle across all social channels? It’s always a good idea to do so if you can. Take a look at your handles and record in the notes if you want to make changes for unison across all social platforms.
Links: Make sure you link to your website or your current landing page.
Pinned posts: Evaluate your pinned posts to ensure it's still appropriate.
4. Identify your best posts:
In each of your social accounts, look for your top three most engaged posts. Record the links to these posts on your spreadsheet.
Go through them and look for patterns. Do you receive more response when you post photos or videos? Do people respond to the same post on Facebook as they would your Instagram? Use the notes column to jot down all your pattern findings.
5. Evaluate performance
Use your analytics to gather some insights for each account. Your mission statement should help you identify the key metrics to evaluate for each social channel. If you’re trying to foster engagement, you’ll want to track likes and comments. If you want to drive traffic, you’ll track website visits. Evaluate your analytics based on what you're trying to measure.
6. Understand the audience for each network
As you audit your social accounts its important to understand who you can reach through each social channel. Audience demographics are a good starting point. For example, Snapchat users tend to be much younger than Facebook users, and LinkedIn users tend to have relatively high incomes. Jot your findings about who your content is reaching within each social network in your notes field.
7. Decide which channels are right for you
Now that you've gathered enough information, it's time to make some strategic decisions about where to focus your social media efforts. Looking at how each channel is currently performing, along with who you can reach through each platform, look for ways to tie each social account back to your social media marketing strategy. If you can’t see a clear connection, or if it looks like the results do not justify your investment of time and resources, you may want to consider pulling back on certain channels so you can focus your energy on the ones that provide the best return on investment.
8. Centralize channel ownership and passwords
All of your social media accounts should be owned by you. If you're a major company, you should have each account assigned to one team member only. This way you or that team member will be the only people responsible for that platform and ensuring that the account is up to date and on brand at all times.
On your social audit spreadsheet, set up a centralized password that way you don't have fifty million different passwords for your social accounts.
It’s very important to not see your social media audits as a one off process. With algorithms ever changing, you want to make sure that all your social accounts are always updated and performing to its maximum potential. A quarterly social audit is a great way to keep your social accounts producing the best ROI, and ensures you regularly circle back to compare the work you do day-to-day with the goals outlined in your social media strategy.
Need more assistance in performing a social media audit or are you just not one to do it yourself and want professional assistance; contact us today and let's help you get your social media together.
Let us know in the comments, have you ever done a social media audit? What were somethings you realized you had to update to make your account perform at their maximum potentials?