But how do you know if what you are doing in the realm of social media is working? Are you posting the right content? Is your audience responding? Is there a return on investment in your social campaigns? Or, are you even investing in the right things? That’s where a social media audit can be a game changer for your business.
A social media audit is a hard look at the data from all your social accounts, the social conversation 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.
- Discover trends that 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 a look into what is or is not working so you can manage and justify social media spend.
Conducting a Social Media Audit
- Facebook Business (if you are logged in, navigate to Insights)
- Twitter Analytics
- LinkedIn Analytics
- Pinterest Analytics
If you are a HubSpot Social user, you can use Reports to analyze some of what is needed, namely your social website traffic and your content post data.
Consider your buyer personas and business goals
If you don’t have any goals in place, then conducting the audit will help you establish a benchmark for you to develop new objectives and work toward specific key results.
What to measure
- Owned channels: What channels are your official company channels? The bigger your business, the more likely you are to have many channels.
- Who are the internal owners of these channels?
- Who has the passwords? Do you have the right governance for these passwords?
- Followers – how many people follow your official social channels?
- Non-owned channels and followers: Are there channels that are illegally using your assets and logos (and potentially taking a share of your followers?). Are there fan channels that co-opt your branding? Should you consider filing take-down notices for some of these channels, or find better ways to interact with those accounts?
- Your profile for each channel: Do all your social channels have a similar look and feel? Does your profile imagery (covers, icons, avatars, etc.) adhere to brand guidelines? Is your tone and voice consistent across the channels?
- 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.
- Top/worst performing posts
- Posts with the most engagement (comments, likes)
- Post frequency
- What types of content have best/worst performance
- The time of posts that have the best engagement
- Video views
- Click-through to content
- Post reach/impressions
- Number of mentions (Twitter)
- Effective keywords
- Response rate (are you responding in a timely manner?)
- Sentiment (some tools enable you to measure positive and negative sentiment)
- Advertising: If you do a lot of social media advertising, you might want to conduct a separate, in-depth audit. You’ll want to track similar metrics to the above for content performance but also look at budgets, ROI, a/b test results, and areas for opportunity.
- Competition: 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.
Putting the Social Media Audit to Good Use
- Develop new benchmarks and KPIs
- Determine the best mix of content on the right channels 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