How to Perform a Social Media Audit
Updated: Nov 23, 2020
When's the last time you looked at all of your social media channels and performed a social media audit? Or maybe you've never done one... No need to stress about it! Now is a better time than ever to take in all your social channels and make sure they are optimized so you are getting the best ROI.
What is a social media audit?
At Honeypot, a social media audit means hunting down all your company’s or client’s social channels and ensuring all accounts are representing the brand appropriately. Things we look for while executing a social media audit include; same logo or profile image being used on each social channel, the same or similar verbiage in the “about” section of your company’s, similar content being posted yet optimized for each specific channel, and much more. No matter where your company is at with social media, a social media audit will present a clear picture of your current efforts and the best social strategy moving forward for your business or client.
Why do a social media audit?
It is important to conduct a thorough social media audit of all your company’s social media channels to ensure your branding is consistent and social media marketing efforts are optimized. A social media audit will quickly help you see holes in your social media strategy so you can adjust and see a better overall ROI. If you are pushing out the exact same content to all social channels, oftentimes you will find that the content you are sharing performs well on one social channel and not another. It is important to see which content is performing best on which social channels so you can make adjustments on how you show up on social media.
How to conduct your own social media audit:
Step 1: Create a document or spreadsheet for your social media audit
As you go through your company’s or client’s social channels do not change things as you go, instead keep a detailed list or spreadsheet of everything you uncover so you can organize your thoughts later. If you begin making edits and changes as you go, you will begin to feel overwhelmed and have difficulty seeing the real changes that need to be made.
Things you want to look for and record while auditing your social channels include:
Your social handles and profile name – are they the same or remarkably close to the same
Your social media “about” sections, bio, or descriptions – these too need to be the same or similar
Your profile picture and cover photos – are you using the same logo in your profile pictures or same image? It is important that these stay the same across social channels so your pages are easily identifiable to your audience
Links – are all your social profiles linked to your website? If not, where to and why?
Emails, phone numbers, and people responsible for managing the account – if you’ve had different people managing the accounts in the past, it’s important to make sure all of this information is up to date and people who shouldn’t have access to these accounts are removed
Company address, phone numbers, and other key information is accurate
Demographic information – understanding who is following you on each social channel will help you determine a better, customized strategy for each channel
Important metrics – this includes how many followers you have on each channel, how many people your posts are reaching, and engagement on those posts
Identify posts that are performing best on each social channel and keep a detailed record of what visuals (photo, video, graphic, etc.) were being used, the verbiage or voice, and the social channel
Step 2: Make necessary changes to your social channels
After you have compiled all this information, it is important to then create a detailed list of changes that need to be made on each social channel and go through and make those changes. You may have also found that certain channels are performing significantly lower than another channel so you may want to remove your company or suggest to your client that they remove themselves from that channel completely. For example, you have a lot more followers on Facebook and Instagram and a good engagement rate but on Twitter, you have very little followers and reach, therefore you may want to take down your profile on Twitter and focus your marketing efforts and strategy on Facebook and Instagram. Or, if you believe it is necessary your company or client has a presence on Twitter, start strategizing on ways you can improve your presence on that social channel by putting together an A/B testing strategy.
Step 3: Develop a social media strategy for each social channel
It is time to put all the wonderful information you have gathered and learned from to use! After you have completed steps 1 and 2 you likely have a good idea of how you want your company to move forward on each social channel. Putting together a customized strategy for each social channel is a good way to ensure you stay on track, your social channels are optimized, and they are producing the best ROI for your company or client. A social media strategy should not be a “one size fits all” approach. It’s important you take the information you discovered throughout the audit process, such as the different demographics on each social channel and the content that performed well and use that information to create an effective social media strategy. For the best results, we recommend performing a quarterly social media audit on all your accounts.
Happy social media auditing! Thanks for taking the time to read through our blog post “How to Perform a Social Media Audit”. We hope you found this information useful! If so, drop a comment and let us know so we can continue to produce valuable information like this for you.