Have you tried auditing your Facebook friends list or Instagram followers and wondering who among them has had constant engagements with your posts?
Sometimes, you would instead break your connections with those who shun your posts than keep them just poking at your social museum because the certainty that they do not incline toward your content can be pretty anxiety-inducing. Trivial as it may seem, but indeed, engagements can be an excellent way to determine how your social media friends or followers feel about you.
When you step behind the scene above, it is easy to weigh that you find success through likes on posts. Whether posting to your brand or your business profile, it is not easy not to find your social value in the abundance of people double-tapping to promote and endorse your content. While likes used to be of absolute importance on social media sites, the platform is evolving, and so do you.
As a fresh way to evaluate your marketing efforts, social media auditing (SMA) is here to help you. In this context, auditing is the method of studying and surveying your entire business metrics. It includes looking over your social media profiles, content, posts, posting schedules, and audience engagement for strengths and weaknesses, measuring your growth, obtaining a vivid snapshot of your overall social strategies, opportunities, and what to do to improve your space.
Your audit frequency depends on your needs. If you are just getting started with social media or testing out a new strategy, performing social media audits more frequently might be necessary to keep track of your accounts. On the other hand, if you are already working well on social media platforms, you might audit social media channels less frequently, like quarterly or yearly.
Factors to Consider When Auditing Social Media
1. Page performance. It is essential to review if your social media pages are optimized and up-to-date. You can do this by checking your profile photos, headers, and viewability on mobile phones. It is also significant to contemplate the conciseness in your descriptions.
2. Content performance. After reviewing your social media page, you now must review the goals of your content. For this, you have to ask: Is the purpose of the content achieved? Then, examine if the content is underperformed or over-delivered; otherwise, focus on content development.
3. Competition performance. It would help to look at how your competitors are doing relative to your routine. Knowing who your competitors are and what they are offering can assist you in making your marketing stand out. It will allow you to answer rival marketing campaigns with your preferred initiatives.
How to Perform Social Media Auditing
1. Prepare a spreadsheet to track social metrics.
2. Record all of your social media platforms. You cannot audit if you do not list all.
3. Assess your social media branding.
4. Pull essential metrics. This includes demographics, followers, and engagements.
5. Identify your top content. What made your post top among the rest?
6. Look for trends in your data.
7. Check on your competitor's social media accounts.
Benefits of Social Media Auditing
1. Social media auditing will formulate a social media tactic that accords with distinct, actionable business goals and expectations.
2. Social media auditing will reveal trends you can utilize to construct or amend social media themes and campaigns.
3. Social media auditing will help you collect helpful insight into customer attitude and awareness of your brand.
4. Social media auditing will furnish you with a peek into what is or is not functioning so you can regulate and rationalize social media spending or expenses.
Social media auditing is not time-consuming; in fact, there are many free tools like Phlanx, Mention, and Followerwonk available online to help you get things done. The most important part of this activity is to look at every little thing and how it adds value to your business.