HOW TO PERFORM A SOCIAL MEDIA AUDIT
So what is a social media audit?
A social media audit is a process of reviewing your business’ metrics to assess growth, opportunities, and what can be done to improve your social presence.
Social media can be hard to stay on top of, I COMPLETELY understand that!
Use this ‘to-do list’ to review your current positioning + move forward confidently in the wild west that is social media.
First up, the quick check
1// Usernames -- make sure all your usernames match across your social channels -- not just IG and Facebook, but all your accounts -- Slack, YouTube, or even Reddit.
2// Link in Bio -- check your link in bio consistency -- I have mine set up directly on my website, thinking about doing a blog post about this, would you be interested?
3// Imagery -- check all profile + banner images
4// Bio Optimization -- check out my blog post about this here
5// Platform Usage -- Are you on the best platforms for you? Should you join Clubhouse? Or TikTok?
Engagement
The whole point of social media is to connect with people, right? So this might be the most important part of the audit. Here are the top things to do for engagement:
1// Messages + DMs -- Set a time to check messages + DMs
2// Comments -- Respond to comments throughout the day
3// Shares -- For the extra touch respond to people that share your posts
4// Engage -- with other accounts in your industry + in a complementary industry
Analytics
Numbers, Numbers, Numbers… it’s a numbers world. Tracking analytics can be a pain but it is so important for your business. Knowing what you are doing is working is also a nice feeling.
1// Regularly track analytics + metrics -- so you know how you are doing and when it is time to switch things up
2// Identify your best posts -- what is doing well? Do more of that?
3// Tracking -- how you can see your growth. Here are some example items to track:
brand mentions -- maybe repost these on your account to show the excitement for your brand or product
Shares on stories + reposts
post reach -- the number of people who saw a specific post
Impressions -- the number of times your content is displayed
virality rate -- the number of people who shared your post relative to the number of unique views
amplification rate -- the ratio of shares per post to the number of overall followers
4// Set goals -- How will you grow or improve your social if you don’t set goals. Here are some examples:
Increasing brand awareness
Increasing community engagement
Growing your audience
Increasing traffic to your site or the specific content
Increasing Sharability of your content
Refocusing your strategy
Content
You have all these accounts, how should you optimize your content?
1// Presence -- Post regular in feed on all accounts + 3-5 IG stories a day -- set goals for all accounts (IG, Facebook, Twitter, etc.)
2// The Look + Feel -- Have a content strategy + overall aesthetic that matches your brand
3// Captions -- Use your captions to add value to your content
4// Hashtags -- Strategically used hashtags for all posts
5// Timing -- Plan ahead of time to stay on track with strategy + use a scheduling app to find optimal posting time -- I use Later and LOVE it!
6// Usage -- What to post on what account
Mental health
This is actually the most important part of your audit. If you are showing up on social media but not in real life, is it all really worth it? Here are some of my top tips for balancing business and my mental health when it comes to social:
Stay true to yourself! Don’t focus on what everyone else is doing, just focus on you and what works for your business
Make sure to set time limits -- Boundaries with social media are so important
Create timers to check accounts so it doesn’t interrupt your workflow
Do an audit of the accounts you are following, do they serve you?
I try to perform this type of audit bi-annually to check-in and refocus my content, although, some things need to be done more regularly like metric tracking and mental health check-ins. Social is an important part of any business, but remember it does not define your business!
