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How to Conduct a Social Media Audit

How To Conduct A Social Media Audit And Why It Is Essential

First, let’s define what a social media audit is exactly. Sprout Social describes a social media audit as:

“the process of reviewing your business’ metrics to assess growth, opportunities, and what can be done to improve your social presence.”

Well, the main reasons we conduct a social media audit are to learn the following 3 things:

  • How many followers am I gaining each month?
  • Are my followers engaging with my content?
  • Am I gaining or losing money from my social media strategy?

Why Are These Social Media Metrics Important?

Well, the first two metrics (your follower growth and engagement rate) will tell you if the content you are producing is valuable to your audience or not.

Depending on the nature of your business, “value” will mean different things.

This is because it depends on what your target audience thinks is valuable to receive from you.

For example, value to your audience could mean…

  • free sample size products
  • free trials on your service
  • helpful advice or information that enables your audience to accomplish something
  • or something as simple as entertainment, like is your content funny?

Determining which social media posts have the most engagement (likes and comments), will tell you what your audience likes seeing from you the most.

Understanding this kind of information is beneficial for you to know and apply across the board, not just in your Social Media Marketing campaign.

All of your content and ads should be created with your target audience in mind.

Now, the last metric we talked about, “am I gaining or losing money from my social media strategy?” probably doesn’t need an explanation as to why it’s essential.

But, you’d be surprised at how many people fail to actually measure this!

If you’re investing money or time into a digital Marketing strategy, you want to know that it’s paying off.

So, now the question is how can you tell?

How Do You Perform A Social Media Audit?

Well, we’re going to show you a couple of ways.

If you use a scheduling platform like:

  • Hootsuits
  • Social Report
  • Later

…and etc. they often come with their own analytics built-in for you to look at.

But let’s say you don’t have social media scheduling software or analytics software. What can you do?

Well, you can always check the social media platform itself for analytics.

Now, third-party analytics software will usually give you more insight, but you usually pay for it with a pricing plan.

So let’s look at what the social media platforms are offering for free.

Tips On Using Metrics For Your Social Media Audit

Well, at a minimum you can calculate it the old fashioned way.

And that is by using an excel sheet or Google sheet and a calculator.

Or you might not even need the calculator if you’re a pro with excel sheet formulas!

What you’ll want to do is start inputting your metrics for each platform, each month.

Then over time, you can start calculating how many followers you typically gain a month on average, if your engagement rate is increasing or decreasing, etc.

Studying these numbers over time will tell you if what you’re currently doing is producing the desired results or not.

You can do the same thing with your ad spend.

Some social media advertising platforms are more advanced than others.

But at minimum, you should be able to see how much you have spent for engagement, leads, conversions, etc.

The only trick with tracking revenue from social media ad platforms is that you do have to set up conversion tracking first.

But for now, assuming that your ad account is set up properly, your ad account will show you the money spent vs the money made from any given campaign.

This takes all of the guesswork out of wondering if what you’re doing on social media is paying off or not.

You can see the numbers in your analytics plain as day!

Now the last tip we’ll share, is that before you do anything, you need to first determine what your social media goals are.

Additional Social Media Metrics To Track

Here are some additional metrics you can track that can fall under the umbrella of engagement metrics to audit:

  • Times that you publish your posts (what days and times perform best?)
  • Video views (what’s the cost per view? which videos are performing best?)
  • Link clicks from your social media pages to your website (what’s your CTR?)
  • The number of tags or mentions you get (how many people are tagging your account in their posts?)

Now, some less obvious things to audit for may be less metric-related and more quality-related. Here are some examples:

  • Did all my posts publish correctly and as planned this month?
  • Did all my posts publish correctly and as planned this month?
  • Are all of the comments and direct messages we receive getting responded to properly and in a timely manner?
  • Are the comments we’re receiving positive or negative?
  • Is our profile bio filled out appropriately?
  • Do all of the links on my social media page work?
  • Do all of my social media pages look consistent and unified under one brand?

Again, you’ll want to decide what you want to audit your social media for based on your specific goals.

Quick Recap

Now, let’s go ahead and recap what we’ve learned in today’s post.

A social media audit is defined as:

You can use third-party analytics software to track your data or use the analytics available within the social media platforms themselves.

Additional metrics you can track based on what your social media goals are engagement and quality-related metrics.

We hope that this post answered your question on how to conduct a social media audit.

If after doing your social media audit, you’re thinking of taking your social media marketing to the next level, we’ve got your back.

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