Updated: Jul 11
If you're like me, you have often wondered why your social media seems bipolar. On a high this week and a low the very next week. On Twitter today and Threads tomorrow. What you need and don't need (trust me, you don't need them all). It's no way to run a business; if it were accounting, an audit would probably suggest shutting down the business. Businesses and individuals alike need to audit their social media presence regularly. But what is a social media audit, and how do you set one up? This blog post will walk you through the process, offering practical steps and expert tips to maximize your online presence. But first, let's define "Social Media Audit":
What is a Social Media Audit?
A social media audit examines your social media channels' performance. It involves collecting and analyzing data from your social media profiles to determine what's working and how to improve your online strategy.
Why is a Social Media Audit Important?
Performing a social media audit helps you identify the following:
Which social media platforms generate the most return on investment (ROI) is crucial for businesses and individuals who run digital ads or boost posts. This knowledge allows for efficient allocation of advertising budgets, effective targeting of the desired audience, analysis of campaign performance, utilization of platform-specific features, gaining a competitive advantage, and keeping up with the evolving digital marketing landscape.
Who your audience is on each platform. Knowing your audience on each social media platform is important. Knowing who they are empowers you to create targeted, relevant content, optimize your marketing efforts, foster engagement, and create suitable content. By tailoring your approach to suit the preferences and behaviors of your audience, you can maximize the impact of your social media presence and achieve your goals more effectively.
How your social media efforts contribute to your overall goals - understanding how your social media efforts contribute to your goals provides valuable insights for performance evaluation, resource allocation, strategic decision-making, audience understanding, and continuous improvement. It empowers you to optimize your social media presence, enhance your brand's effectiveness, and achieve better results.
Potential threats to your online reputation - understanding potential threats to your online reputation empowers you to take control of your digital presence, protect your personal and professional relationships, and ensure a positive and trustworthy image online.
Now that you understand why you need a social media audit, let's walk through how to set up one:
Step-by-Step Guide (Or Use our Spreadsheet Below)
If you think it's too daunting to do on your own, our team at the MCS Agency specializes in analyzing your current social media performance, identifying areas for improvement, and providing actionable insights to elevate your online presence. Contact us today to understand what's working and what needs fine-tuning to reach your goals.
P/S Including elements of your SWOT analysis helps you determine whether or not you need certain content.
Step 1: Create a Social Media Audit Spreadsheet
Start by creating a spreadsheet where you can compile all your data. Your spreadsheet MUST have columns for (you can add others, but these are the basic columns you need):
Social Media Platform
Purpose (What is the account used for?)
Top Performing Posts
Step 2: List All Your Social Media Accounts
Make a list of all your social media accounts, including those you may have forgotten about or no longer use. Use tools like Google and the search functions within each platform to find all your branded accounts.
Step 3: Analyze Each Account
For each account, you want to evaluate the following:
Profile completeness: Ensure all your accounts have a profile picture, bio, cover images, and a link to your website. Make sure each account is verified on each platform.
Branding consistency: Check whether your branding is consistent across all platforms. This includes handles, logos, colors, bios, and images.
Follower count: How many followers do you have on each account?
Engagement: Look at likes, shares, comments, and other forms of engagement. You can find this information in the analytics section of each platform.
Top-performing content: Identify which posts have gotten the most engagement. This will help you understand what type of content resonates with your audience.
Step 4: Identify Your Best Performing Platforms
From your analysis, identify which social media platforms are performing best. Consider the ones where you have the most followers, highest engagement, or most successful content. These are the platforms you'll want to focus on.
Step 5: Evaluate Your Social Media Presence
Evaluate how well your social media presence aligns with your goals. If one of your goals is to increase brand awareness, but your engagement rates are low, you may need to adjust your strategy.
Step 6: Develop a Plan for Improvement
Based on your findings, develop an improvement plan. This might involve focusing more on certain platforms, adjusting the type of content you're posting, or changing how frequently you post. Remember, a social media audit isn't a one-time thing. It's good practice to perform an audit regularly, at least once or twice a year, to keep your social media strategy on track.
And while it may seem like a daunting task at first, the insights you gain will undoubtedly prove valuable for your brand's online presence.
So, go ahead, and give your social media the check-up it deserves. And don't forget to share your experience on social media!