Do you want to know if your social media marketing efforts are paying off? As a business owner, you should!

In order to better understand what’s working and what’s not – and to get the best bang for your buck – try incorporating a social media audit.

What is a Social Media Audit?

During a social media audit, you collect and analyze detailed data from all of your social media accounts. You look at your activity, results, audience, and dollars spent with the goal of finding out if your social media efforts are relevant to your current objectives and goals.

Doing an in-depth audit may help you discover you’re spending too much time or money on a platform that’s not delivering results, or that you’re lacking key demographics in your audience on Twitter but not Facebook.

You need to audit every aspect of your social media marketing to get a complete picture. Try examining the following:

#1: Metrics

The first step in your audit is to compile all of the social media metrics you can to evaluate your overall results. These metrics include:

  • Number of followers
  • Likes
  • Shares
  • Comments
  • Clicks
  • Video views
  • Number of followers
  • Post reach
  • Number of mentions (Twitter)

Get into the details and take a close look at how the results compare on different types of posts. Do you get more engagement from Facebook when you tag influencers than when you share blog posts? Do your video views get more engagement on Instagram or Twitter? Are they steadily increasing over time?

Determine what types of posts work best on each platform, which platforms are most valuable to you, and how your audience is engaging with you on each platform.

#2: Analyze Audience Demographics and Interests

Your social media followers might be different for each platform. The visitors who frequent Pinterest can be quite different than those who use Snapchat.

You also may be missing one demographic of your target audience if you only advertise on one platform. You probably don’t have as many male followers on Pinterest or you may lack older followers on Snapchat, for example.

Most social media sites provide audience information, like Facebook’s Audience Insights or Pinterest’s Analytics. Compare your social media audiences, looking at factors like demographics and interests. If you’re not reaching a key demographic on one platform and you know that demographic is on the platform, figure out why.

Now that you know who your target audience is and how people are interacting with you on social media, monitor your presence for consistency and quality.

For example, do you respond rapidly to Facebook messages and emails, but not Twitter direct messages? Is your branding consistent across all platforms (including your bios, logo, and About Me sections)?

Now, consider what content you publish on each network. Do not duplicate your content on all social channels. If you’re posting the same content on Twitter, Facebook, and LinkedIn, why would someone subscribe to all three accounts? Make sure your content is appropriate for each social media network’s purpose and audience. For example, Twitter is great for quick communication with fans, sharing useful content, and responding to audience questions. Facebook followers prefer a more engaging approach from brands and don’t mind having a bit of fun. LinkedIn, however, is strictly a professional network, and you should refrain from posting any non-professional messages.

When you use different networks for publishing different content, you give people a reason to follow you everywhere.

Is your voice the same on each platform? Are you very formal on one network while communicating in a casual manner on another? Even though each network requires a slightly different approach, you should still maintain a consistent brand voice throughout your entire social media presence.

To properly represent your brand, your social media accounts should be consistent.

#4: Audit Your Competition

Lastly, perform competitive analysis and compare your efforts with what your competition is doing. Pay attention to:

  • Networks they build a presence on
  • How they present themselves (assess their business bios, profiles, and where they link from their social media profiles)
  • What audiences they attract
  • How active they are on each network
  • What content they post
  • How much original content they post and when/how often they post
  • Whether they have any influential followers

Basically, assess their efforts using the same criteria you would use to audit your own social media accounts. Conducting competitive intelligence will help you gain perspective on your own efforts, establish how you stack up against companies you’re competing with, and discover new opportunities to improve your strategy.

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