It’s no secret that social media has become an integral part of the marketing mix. Whether you are a sole proprietor, a large business, a professional service provider or a retailer, the time you spend on social media can be effective and help you achieve what you want and need.
But it’s all too easy to let a strategy or plan fall by the wayside. You are busy and need to focus on your customers.
By conducting regular social media audits, you can: Understand which platforms and formats are right for your business.
Determine if your content resonates with your audience and drives sales. Focus your time and effort on what works and discard what doesn’t.

After all, in the words of George Bernard Shaw: “There can be no progress without change, and those who cannot change…can change nothing”. Luckily, monthly or quarterly reviews don’t take too long, and knowing exactly where to focus your efforts can pay off. Remember to compare your progress with yourself as things improve. Then it’s okay.

Step 1- Confirm profile: Honestly, how often do you check your page or profile? If you haven’t done a rating in a while (or ever), this is the place to start. Alternate text is not provided for this image


Are your accounts and pages fully optimized and are all images and logos the right size and quality?
Are all your contact details up to date?
Are you making the most of all the new features available?
Are all links working correctly?
Does your headline clearly explain how you are helping your customers?

If you haven’t seen this in a while, there may still be work to do, but most importantly, have a consistent presence across your active platforms, ensuring that your branding, fonts, and writing are styled consistent with your site.

Also, if you inherited your social media accounts or changed your strategy, remember that you need to protect them.
Anything you don’t use is at least up-to-date with relevant branding. You can always create pinned posts to point to other channels! Keep it private.

Step 2- Identify your audience: It’s important to note the key metrics for each social media profile and page. We recommend that you do this for all platforms, not just those that are currently active. This will help you understand your overall audience demographics.

Followers / Following: Write down how many followers you have and how many people are following you. You probably can’t tell if they’re all related to your company. But overall, it should be the right mix of people to influence and provide complementary services to your audience. Clients, current and potential clients, inspirational content, and likes (after all, you need a little fun!)

Audience demographic: All platforms include key audience insights on audience demographics. This is categorized by location, age, demographics and gender. Be careful with this data. If it fits your target group, you’re on the right track. If you’re using a LinkedIn business page, you can also see each follower’s job function, employer size, location, and tenure.

Website traffic: Use Google Analytics or website analytics to see where your visitors come from and what they do once they get there. For example, you may get a lot of likes on Instagram, but as Linkedin drives more traffic and sales to your site, you may need to change your goals and focus accordingly. .
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Step 3- Dive into platform insights: By now, you should know which platforms your audience prefers to use to interact with you. Now let’s take a look at the overall data and see what’s really going on behind the scenes.

Insights vary by platform, but at a high level you can monitor:

Profile/Page Views: The number of people who have visited your profile or page.
Website clicks: The number of people who clicked on your website.
To reach: The number of people who saw your post.
Impressions/article views: The number of times your post has been viewed.
Like:The number of people who liked or reacted to your post with an emoji.
Remarks: The number of comments on the post.
Share: The number of shares your post has received.
Keep: The number of people who have shared your post.
Engagement rate: The number of interactions the post received divided by the reach x 100.

Remember to write down the numbers and percentages so you can track your improvement over time.

Step 4- Is your progress in line with your goals?: Every business has different reasons for using social media, and this can also vary from platform to platform. For example, an established technology company can use LinkedIn to recruit and discover new customers. However, you can use Twitter as a customer service tool for instant answers to technical questions.
On the other hand, if your business is new, you might use the platform to build brand awareness and increase your overall audience.

Common goals are:
~ Increased brand awareness.
~ Increased community involvement.
~ Drive traffic to your website.
~ Increased viewership.
~ Generate more leads and sales.
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Step5 – Please check the contents of each post: With your goals and performance on each platform in mind, you should think about your best and worst performing posts and consider whether they meet your goals. By looking at the pros and cons, you can get a realistic picture and focus on what actually works.

We recommend using a month of regular activity as a benchmark, but if your social media presence is sporadic, you may need to look at the last quarter to get an accurate picture of your activity. There may be. I recommend looking at the 3 posts above and below. The top 3 are those with high levels of reach and engagement, and the bottom 3-5 are vice versa. These days, engagement stats tell algorithms which posts are performing well, so while it’s possible to get enough reach with minimal engagement, it’s not common.

~ Think about why your post performed well or poorly. Can you spot the pattern?
~ Did you @mention someone?
~ What was the content like?
~ Shared, commented, or liked often?
~ What time did you post?
~ Did you have a strong motivation to act?
~ Were the photo/video quality good? Did you use the right hashtags?

After you’ve completed your social media audit, you should have a good understanding of what’s working well for your business and what’s not. Use these insights to focus on the platforms, content, and goals that move your business forward.

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