A successful social media strategy starts with an insightful audit that pinpoints your strengths, identifies your weaknesses, and finds new growth opportunities for your business.
In spite of its benefits, the social media audit is an underrated process that many businesses avoid. The assumption that a social media analysis is a difficult and time-consuming task determines professionals to rather skip over it.
As a result, they start developing a marketing strategy without having a good understanding of their social media performance. This is a habit that often sets you up for failure. Why? Because you don’t have the data you need to improve your future strategy.
So today, we decided to show how easy it is to conduct an audit. We created a free social media audit template that will help you run an effective evaluation for all your platforms in under 20 minutes.
Let’s get started!
What Is a Social Media Audit?
“Audit” is a strong word that makes you think about a difficult and time-consuming evaluation process. But does this apply to social media as well?
In the social media field, an audit is a simple analysis that puts your strategy into perspective. It focuses on the progress you have made so far, and it gives you the right information to improve your strategy.
Moreover, an audit contains key data about all your social media platforms such as KPIs, engagement, reach, and audience. Having all this data organized in one place will help you:
- Asses your social media activity
- Find growth opportunities
- Develop a future strategy with your team
Now that we clarified what a social media audit is, it’s time to delve into the steps you should take to conduct an insightful social media analysis for your business.
All the following steps will be included in our social media audit example that you can download below.
[Free Download] Social Media Audit Template
#1: List All Your Social Media Platforms
We will start simply by compiling all the social media platforms you have and adding the links in a document for easier access.
On this occasion, you should also search your business name on all social media platforms. This is a precautionary measure to check if there are any fake accounts that you should worry about. Or maybe there are accounts made in the past that are no longer relevant and need to be deleted.
Let’s take for example SocialBee. Here’s what we’d add:
- Facebook: https://www.facebook.com/socialbee.io/
- Twitter: https://twitter.com/SocialBeeHQ
- LinkedIn: https://www.linkedin.com/company/socialbee.io/
- Instagram: https://www.instagram.com/socialbeeteam/
Furthermore, if you identify social media accounts that didn’t bring value to your business or that lost their popularity, now it’s the time to say goodbye and move on to greater things.
#2: Check Your Social Media Accounts
With all your social media accounts in front of you, it’s time to look at each account more closely. The purpose of this step is to check if your profiles are updated with your latest information, links, and visuals.
Furthermore, you want to make sure your audience has all the right information about your business in case they want to get in touch or learn more about your brand. So, put yourself in their shoes and try to be as objective as you can.
Here are the things you should check at this step:
- Handle – This is simple. Your social media handles must be your business name so that your customers can find you easily on social media.
- Profile/Cover pictures – Make sure to use images relevant to your industry that represent your business and contain branded elements (logo, tagline, specific colors).
- Bio – Make the most out of the limited space you have and include the most important information your potential customers might need. Don’t leave text fields empty, your audience needs to know: what you do, where to find you, and how to contact you.
- Links – Most businesses link their websites, which we also recommend. But we also encourage you to change your links based on your most recent and relevant projects. For example, if you have a new product coming out, don’t hesitate to promote it through your bio link.
#3: Look at Your Content Analytics
This is a very important step. By going through your analytics, you will find your best-performing posts. So, start looking for patterns and determine what factors lead to improved performance:
- Did you include a question in the copy?
- Did you use an image or a video?
- Did you use any specific keywords or hashtags?
- At what time and on which day was it posted?
Create a ‘notes’ section in your social media audit to write down any interesting thoughts and ideas you might come across.
To audit your social media content, you should look at:
- Post reach
The content analysis section of your audit should include:
- Posting frequency
- Average post engagement
- Average post reach
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How to Access Social Media Analytics
You might be wondering about how you can access your social media analytics. Well, all the main social platforms have insights or analytics sections that provide you with post-performance information. Here are some of them:
Another more time-efficient option would be to use a social media management tool like SocialBee, where you can access all your analytics from one dashboard.
Google Analytics is also useful for your social media audit because it provides data about your website traffic brought by your social media platforms, such as:
- The medium and source for your website’s traffic
- Number of converted leads
- Demographic information about your visitors
- The device your website visitors use
As a result, you will be able to find out whether your social media content redirects your audience to your website successfully.
#4: Evaluate Your Social Media Audience
To fully evaluate and improve your social media performance, you also have to understand your audience better. Social media platforms allow you to see the location, age, and gender of your followers.
By using this information and the insights you have discovered through your content research, you will be able to recognize what works specifically for your followers.
The audience section from your social media audit should include:
- Social media platform
- Audience demographics
- Number of followers
- Monthly follower growth
We would like to add that social media sentiment can be evaluated with the help of listening tools. However, if you are not looking to invest in new software at the moment, you can go through your reviews, messages, and comments to form a general idea about how your audience perceives your business.
Another solution would be to start a free trial. Check out our list of helpful social listening tools that have either free packages or limited trials.
#5: Calculate Your ROAS
It’s time to crunch the numbers. After all, your main goal is to find new ways to improve profit.
You can start by analyzing your paid social media ads. So, gather all the data you have about the traffic, leads, and conversions gained through your paid efforts.
Feel free to add any other benefits that you have seen during or after the campaign. Maybe you’ve noticed an increase in followers or social media messages.
Next, you have to calculate your ROAS. To do so, you have to divide the revenue generated through your ads by the amount you spent in running the ads.
Based on this information, you can plan your next paid campaigns and determine if you want to invest more in paid advertising, which channels bring the best results, and how you can improve your ad strategy.
#6: Research Your Competitors
A successful social media audit wouldn’t be complete without a competitor analysis. After all, you want to keep up with your competitors and, more importantly, exceed them.
Moreover, evaluating your competitors is a great source of inspiration. You not only get a glimpse into their strategy, but you also find new content ideas, post formats, and even new lead opportunities (from their follower list).
By running a competitor analysis, you will get to recognize their strengths and weaknesses. With this knowledge, you will be able to transform their social media mistakes into your wins and their strengths into your lessons.
In this section of the audit, you can include the following information:
- Competitor name
- Social media platforms
- Posting Frequency
- Average Post Engagement
- Most Popular Content
- Sentiment Notes
[Free Download] Social Media Audit Template
#7: Set New Social Media Objectives
Now that you have a better understanding of your overall social media activity, you are ready to plan for the future. And what better way to do it if not by setting new marketing goals.
Setting objectives right after an audit is beneficial because you have a fresh and clear outlook on your social media strategy. You know your strengths and weaknesses and what you need to achieve to improve your results.
With this information in mind, start crafting between three and five social media marketing objectives. Moreover, make sure you follow the S.M.A.R.T. objective model:
- Specific – What exactly do you want to achieve?
- Measurable – How are you going to measure your progress?
- Attainable – Is this objective realistic?
- Relevant – Is this objective relevant to your business needs?
- Time-based – How much time is it going to take you to reach your goal?
If you want to learn more about this topic, we have prepared a list of 10 SMART objectives examples that can inspire you in developing your marketing strategy.
Are You Ready for a Social Media Audit?
During this article, we went through all the steps of a social media audit.
Now it’s your turn to put all this information into practice and start your evaluation process with the help of our free social media audit template.
This editable document contains all the steps discussed in the article. So use it to get a better understanding of your current social media strategy and find out new ways to improve your results.
All you have to do is make a copy and then edit it based on your needs to make it your own.