There is no point in explaining the importance of social media for the growth of your business. The digital platform has allowed hundreds of brands to stand out from the crowd and make an impact. However, thousands have failed to engage users because of inefficient strategies or implementation.
Regardless of the outcome, it is essential to evaluate the efforts to find the areas that need improvement. A post has so many variables to observe, such as the content type, shares, comments, likes, and clicks.
In this blog, we will discuss how to get an insight into these variables and conduct a social media audit.
What is a Social Media Audit?
In a social media audit, your brand evaluates its presence on social media platforms. It involves analysing and reviewing the various factors that determine a campaign’s success or failure. The following aspect of social media marketing is measured in an audit –
- The successful strategies and content.
- The efforts and posts failed to garner results.
- Measures to improve overall performance.
Here the performance is measured through different metrics. It is the number that matters for each post and platform. Also, the core marketing goals are evaluated in terms of return and implementation.
There are times when the content published doesn’t match the message brands want to convey. An audit will help you find the possible mismatch in the objective and process. You will understand the impact of content in terms of audience interaction and reviews.
Why Social Media Audit?
A social media audit is a vital part of the social media marketing campaign. There are various benefits of conducting an audit now and then to track the progress. You will have the data to make changes in the existing strategy.
The underperforming areas that are resulting in a waste of efforts and resources will be visible. You will discover new opportunities that are otherwise lost. The image of the brand will improve with the changes in the lacking areas.
Competitor analysis is a part of a social media audit that gives insight into the competitor’s performance. You can fill the market gap they are unable to notice. Their successful efforts can act as a reference for your strategy.
Also, you will have best return for your investment once the non-performing efforts are clear. You can then invest more on the content and platforming where the competitors are leading. Apply for loans without guarantor for the financial help to boost your marketing efforts.
How to Conduct a Social Media Audit?
A step-by-step strategy is required to conduct a successful social media audit. You don’t have to spend hours digging deep into the numbers on the social media platform. With the right strategy, it might take minutes or a few hours.
Your focus should be on the basic analytics first. Then the detailed analysis will further improve the marketing efforts. Here are some common steps involved in a social media audit.
The first step towards social media audit is enlisting the profiles of your brand on different platforms. Fill every detail on the profile page and work on the aesthetics. Take a look at the list of goals and compare the performance for a period.
You must also give importance to the comment section. The impact created by the posts reflects in the opinion of the audience. Make good use of the posts with positive comments and most clicks in your content strategy.
Make a list of top competitors in your industry. Perform comprehensive research on their marketing strategy and its performance. You can add the positives from their marketing campaign to your strategy.
Influencers play an essential role in creating brand awareness and trust. Find the best candidates to promote your products and page on the targeted social media platform. Do not fall for the followers as the engagement is more critical.
Common Problems with the Campaign
The use of a social media audit is to find problem regardless of its size. Even the smallest problem can create a significant impact on the overall return of the campaign. Therefore, you must keep an eye on the details to find the smallest of the issues.
Some common problems include improper use of hashtags. You might have to change the tool used to find the correct hashtags. It is recommended you always tract the popularity and relevance of each hashtag before its use.
The time of content also creates a significant impact on engagement. You should use the time to post content when a majority of the target audience is online. For students, it is the evening, while working professionals commonly purchase during the day.
Engagement rate can be improved with effective content and active interaction. Publish content that is helpful for the target audience. Reply to their queries, comments, and sort of communication to create a feeling of being valued.
In the end, the efforts made on social media platforms to create an online presence indeed require regular auditing. It won’t feel like a tedious task once the performance of the campaign will return more leads. However, make sure you have the right strategy to conduct a social media audit to waste another hour in aimless strolling.