If you’re in the field of social media marketing, you know how important it is to work towards improving your social media presence and performance every day. A social media audit will help you find the key areas that need attention.
So, what is a social media audit?
A social media audit is a process that is undertaken to review insights to grasp the metrics and growth of your profile. It also observes if there are any opportunities in the social space to grow any further. Growing on social media involves market research to find your competitors and see how they are performing.
Now, the next question is –
How to conduct social media audits for you and your competitor?
You can also call this competitive analysis. From analyzing the strengths and weaknesses of both, you and your competitor, to checking relevant keywords, social media competitive audit is a full circle.
Let’s have a look at the steps and metrics to consider while auditing social media.
Metrics to Consider During a Social Media Audit:
Publishing Time
When you publish your content including reels, stories, amongst the rest, matters to the social media algorithms. Mainly because if you post when your audience is active and online, you will get instant engagement. If not, your engagement may be affected. That brings us to the next step to keep in mind.
Engagement Rate
If the target audience is engaging via comments, DMs, or showing interest in your products or services, then you’re on the right path. You must have a look at the engagement rate regularly to perform better on social media.
Audience Demographics and Data
Where does your audience come from? What is their age? What are their interests, etc? Such questions assist you in answering questions like who’s your target audience and how to reach them.
Bio Optimization
Adding apt keywords in the bio that describe your brand to drive traffic is essential. An optimized bio is a key metric to consider in a social media audit.
Follower count
Take a note of the total number of followers and see how many followers you gain in a certain period.
Basic Steps to Follow:
Study Audience Insights
Studying audience preferences, likes, and dislikes help you build your brand effectively. Observe factors like engagement timings and interest via insights available on your social media profile.
Determine ROI on Social Media
Search for vital information like organic reach, reach via paid ads generated by the brand, positive comments v/s negative comments, and mainly, the results. Return on Investment must be determined well in time to avoid the brand from drooping below its expected standards. Regular brainstorming and update in strategy will help you make necessary changes.
Furthermore, there are various tools we can use to conduct a social media audit easily.
HubSpot
It helps you keep a track of your social media campaigns, what works best for your brand, etc.
BuzzSumo
BuzzSumo provides you details about the performance of the content you posted online, if it’s appropriate and relevant according to industry keywords or not.
In the end, what truly matters is how you perceive your social presence after the audit and decide to work on it consistently. Social media is beautiful when we push our limits to grow online.
Do you need a free social media audit done for you?
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