How do you know if your social media strategies are working? By conducting a social media audit. At times, it is fine to freestyle your social presence. Maybe because you find the content interesting or merely want to engage with your audience. But how you implement those strategies should be based on data; otherwise, you might create content that doesn’t yield results.
Social media audit is a crucial part of your business’ social presence as this is a way of analyzing your accounts and knowing how to optimize them. It will also help you identify the content that your audience finds most interesting.
Other benefits of conducting social media audits:
- Allows you to identify what needs to improve
- Track your social media efforts
- Know which social media channels to focus on
Implementing a quick social media audit
1. Define your goals and objectives.
Before you create a set of content to post, you should first define your goals. Do you want to increase your brand awareness, generate more leads and sales, or grow your audience? Different goals require different strategies, so knowing what you want to achieve with your social media strategy is important.
2. Make your branding identity consistent.
Creating a brand and visual identity can be tricky as it is easy to overlook. However, having a consistent identity online will increase the chance of being noticed and remembered. Make time to optimize your bio, profile, and banner images, as well as your color palette and font variations.
3. List your best posts.
Identify your most engaging post on every social media account and look for patterns. Which post has the most engagement? And what topic does your audience find the most interesting? Do you get more likes when you post images or videos? Check the common denominator to implement the same strategy in future posts.
4. Understand your audience on each social network.
Analyze the demographics on every social network you are in. Your audience may sometimes differ depending on the social network. In Instagram, for example, there is a balanced ratio of female and male users. On the other hand, Twitter has more male users than female with a ratio of 71:29.
5. Decide which network to focus on.
Social media marketing needs effort. In fact, many businesses work with marketers and social media managers on their marketing campaigns. Once you find that your target market doesn’t exist on a certain channel, it’s time to pull back and focus more on the one where your audience is active.
Apart from the social channels, focus on creating posts that are similar to the ones with the highest engagements and conversion. You can also repurpose your best posts and turn them into another form of content.
Remember that a social media audit is not a one-time process. We know that there is a continuous change in online marketing strategies, so it is important to do this regularly. A strategy that works today might not work in the next months or years. You can also outsource this and let the experts do the auditing as they are more knowledgeable in doing this.
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