Running a social media audit for your brand is as important as framing a strategy for its social media presence. Brands often check a few metrics and make changes in their campaign strategy without giving it a deep thought. Social media audit helps you get into the crux of the brand presence. Every brand/business has a set structure when it comes to measuring and monitoring social media presence. In this blog, we will help you with the step-by-step process of running a social media audit for your brand.
What is a Social Media Audit?
Social Media Audit is a process of reviewing your presence across platforms to understand what has been working and what has not. You can do this by using various social media audit tools and apps. But even with the tools and applications, there needs to be a process in place that can help you with the audit. Suppose a tool fails to give you data on certain metrics you can come back to the process of social media audit to fill in the gaps.
Steps To Run Social Media Audit
Step 1: Create A Spreadsheet
You will be dealing with data that comes under multiple categories, so a platform where you can easily represent data visually is ideal. To make it easier to comprehend, you will make this in the format of a social media audit checklist. You can use MS Excel, or even Google Sheets if you want to share the document with other people. Don’t worry if you haven’t used it, the interface is similar to that of Excel’s.
Step 2: Start Listing All The Platforms You Use
Once you have the spreadsheet set up, you can start filling it up. On one axis, you can list down all the social media platforms you are currently using. The idea is to get a better view of which profiles are actually performing well and which ones need improvement. If you are a brand, you can also include your profiles on LinkedIn, Yelp, Glassdoor and others. For starters, your Facebook, Instagram, Twitter, Snapchat and YouTube profiles should suffice.
Tip: If you are not currently present on every platform, but you think that it is worth exploring in the future, you should go and secure your username right now, and keep it reserved. Having a consistent handle and username is favourable for you to get reach and views.
Step 3: List Down The Parameters
After you are done setting up all your social media accounts, you can set up columns for details like current statistics and other Key Performance Indicators. To put things into better perspective, you can include the following:
- When was it created (if all are not at the same time)
- Current followers
- Followers in the last period (month/quarter/year)
- Average number of posts in the period
- Ongoing paid` campaigns (if any)
- Well received content
- Content getting less traction
- Type of audience/demographic
It would be a good idea to have separate sections for each period if you want to measure your growth over time. Alternatively, you can have Percentage change as a column too. Even if you happen to miss something, we should be able to point that out in the next step, so you can eventually add those segments.
Step 4: Check If All Profiles Are Updated
Before you start with the numbers, it is ideal that you check all your profiles in detail. Make sure to keep everything as detailed, complete and consistent as possible. You can start by checking the following:
- Is your handle/username the same across platforms? Most platforms allow you to change your URL, so this should not be an issue.
- Is your branding consistent across platforms? This includes your brand name, profile photos, cover photos, descriptions, bio, contact information, themes etc.
- Are all outbound links correct and functional? Be it your website or link to your latest blog post, always do a double-check. There can be mistakes while copy-pasting a link or shortening it.
Don’t fret if you had some major information left out. Better late than never at fixing those.
Step 5: Pull Out Your Analytics
Now you are all set to start populating your spreadsheet with figures. For this, you will need access to insights/analytics. This is only shown for Business accounts so be sure to change your account type. If you just changed it to a Business profile, you might not be able to see the insights from earlier posts.
Get a social media analytics tool to pull out all the important social media analytics associated with your brand.
- Instagram: Go to profile, click on the 3-dot menu on top-right, go to insights
- Twitter: Visit analytics.twitter.com and then login
- Facebook: Open your Business’s page, click on insights on the top
- YouTube: Go to YouTube and then click on Creator Studio
Step 6: Understand Your Metrics
The most important part of your social media audit process is making sense of the analytics that you pulled out from the apps. One should spend some time to understand what each of those metrics means so you can focus on the ones that matter to your brand.
The next step in this social media audit process is to track improvements over a period of time. For example, you can do a month-on-month growth tracking with respect to followers, and see which other parameters had the biggest effect on this growth.
To better help you with this process, you can use social media analytics tools like Unbox Social which provide you with detailed reports about your social media campaigns. You can also monitor conversations around your brand using this tool.
Step 7: Change Strategies Where Needed
Knowing how to do a social media audit gives you key information on how to plan out your content for the future, and highlights other opportunities to explore. You can also monitor your competitors’ performance to gain additional insights from your target demographics. Stats like views, engagement, followers should be rather easy to obtain. The more you can observe, the more you understand how people use social media and this gives you useful information.
Regular social media audits for brands will ensure that you stay true to your goals, and every penny invested into it goes towards developing the best possible content. The reason why bigger brands always seem to be on the top of their social media game is that they spend ample time in the planning phase and do not leave any decisions for the time of publishing.
Hope these steps will help you structure your social media audit process. Here are a few more blogs to help with social media reporting as a whole-