Today, almost all businesses have a social media strategy. Such organizations collect crucial social media information on the competition, customers, and products. However, for companies to understand the effectiveness of their social media strategies, they must incorporate social auditing. So, how can companies conduct a social media audit?
Create a List of Social Media Accounts
The first step is to list all social media accounts that the company owns or operates. This includes not only official company accounts but also any personal accounts that are used for business purposes. Once the list is created, it should be reviewed to ensure accuracy and completeness. This will help in the next step of auditing.
Evaluate Each Account Independently
Once the company has a list of all social media accounts, it should evaluate each one independently. For example, the business owner must determine whether each account is used effectively. Is the account updated regularly? Does it have enough followers and engagement?
Identify Top Performing Account Elements
Once the accounts have been evaluated, the business owner should identify which account elements (e.g., content, visuals) are performing well. This could include anything from overall engagement to audience demographics and interests. The company can then use these top performers to improve its social media strategy, moving forward with this information.
Understand Your Audience
Companies must understand their target audience to conduct a comprehensive social media audit. This means that they need to gain insight into the demographics and interests of their ideal customers. With this information, businesses can create more targeted content that resonates with their audience. This will be effective in driving more engagement and conversions.
Find Similar Patterns in Each Account
Another critical aspect of social media auditing is to find similar patterns in each account. For example, this could mean looking at the performance of different types of content or analyzing how users engage with your brand across multiple platforms. By identifying common trends, companies can make more informed decisions on their social media strategy.
Make Your Branding Language Consistent
When auditing your social media accounts, it’s vital to ensure that your branding language is consistent. This means using the same tone, voice, and message. By doing so, you’ll be able to create a more cohesive brand identity that will resonate with your target audience.
Use Similar Social Profile
Another way to ensure branding consistency is to use the same social profile picture across all platforms. This will help users quickly identify your brand, no matter which platform they’re on. Additionally, it’s a good idea to use cover photos that are cohesive with your overall branding strategy. This is an essential approach in conducting a comprehensive social media audit.
Set Goals for Each Platform
Companies should set goals for each social media platform. This will help measure the success of your social media strategy and determine whether or not you’re meeting your objectives. In this case, if your goal is to increase brand awareness, you can track metrics such as engagement and reach. Alternatively, if your goal is to generate leads, you can track the number of leads you can generate from each platform.
Track Performance Over Time
Finally, businesses must track the performance of their social media accounts over time. This means monitoring key metrics to ensure that they’re meeting their goals. With this information, you can then change your strategy as needed to improve results. By conducting a comprehensive audit regularly, companies can gain valuable insights that can help them improve their overall marketing efforts.
Use NetBaseQuid to Conduct Social Media Audit
NetBaseQuid is a social media analytics platform that provides businesses with the insights to improve their social media strategy. With NetBaseQuid, you can conduct a comprehensive social media audit to understand how your accounts perform and identify improvement areas.