A guide to creating a simple social media audit

Have you ever carried out a social media audit? You could be missing a trick!

This blog gives you a simple insight into why social media audits are an essential part of managing your company's accounts on social media and how to carry out an audit of your own. Creating a social media audit will show you what your business is doing well, what needs to be improved and is the first step in writing a social media strategy.

  1. Start by creating a spreadsheet. In the first column, list the social media profiles you wish to audit. In a second column, list the follower counts for each profile. Adding up this column will show the total social following.
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2. In a third column, describe the engagement that each social profile is getting. An engagement is an action that  is taken on a social media post by the reader such as likes, comments or shares. Summarising the average number of engagements will give you an idea of how effective the social media posts have been at appealing to the audience and encouraging them to interact. Encouraging interactment will keep your audience committed, making them more likely to revisit your profile, click through to your website, and potentially make a purchase or contact you.

From this information you will get a sense of where improvement can be made to the content being posted. For example, a low amount of retweets on Twitter would suggest that your audience does not find your content shareable which may be due to the quality of the post. Therefore you should take it back to basics and consider what your audience wants to see and wants to share.

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3. In a fourth column, state whether each social media profile has adequate branding. This would include your company’s logo as the profile picture and relevant brand imagery for the cover photo. It is important to consider the social design when carrying out an audit as clear branding is essential for ensuring customers will be able to instantly recognize your business whilst online.

Your brand is what other people say about you when you’re not in the room.
— Jeff Bezos, Founder of Amazon.com

4. Next, research the top 3 competitors to your company and complete a mini-audit on them, repeating the previous steps. Identify what the competitors are doing well. This could include the amount of followers they have, whether they have a good mix of content, or how much engagement they are receiving. Doing this gives you an insight on how the big brands are successful on social media and what it is that makes them accomplished.

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5. For the next column, identify the areas for improvement, for example: Are the engagement levels low? Is your company posting enough content on social media? How do your followers compare to that of competitors? A clear report on this will help you identify the benefits of your current posts and establish the weaker areas which need focusing on, to gain more engagement.

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6. Finally, identify a clear list of tasks which allow your company to resolve the areas for improvement. Use these tasks to adapt your existing social media strategy or to create a new one. Remember to revisit the audit throughout the year to identify new areas for improvement and better tactics for your strategy to make sure your company’s social media presence is performing at its best.

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If you need any help with creating your social media audit, then give us a call or check out the rest of our website. We offer a range of packages to help you manage your social media accounts.

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AUTHOR: TILLY GOULD