Ten Steps To A Social Media Audit

Conducting a social media audit is a key part of a social media marketing plan.

A social media audit is a regular examination of social channels that represent your brand — including both your business’ owned profiles and imposter accounts — Hubspot

An audit assesses how well your current social media use works for you. We can waste time and resources trying to improve things that don’t need improving, while neglecting the things that we really need to work on. A social media audit is a great way to take stock of where you’re at and identify what you can improve on going forward.

Learn how to perform a social media audit to ensure you are using social media with focus and purpose with my step-by-step guide.

Download My Free eGuide To Conducting Your Social Media Audit

Step #1 List All Your Social Accounts

Make sure you know all the passwords for your accounts and have access to the accounts and associated emails. Keep your passwords secure and set up a system for changing them regularly. List all account administrators. Do you need to change access or permissions for someone who no longer manages your accounts?

Step #2 Update Your Information

Do your social profiles include a URL that leads back to your website? Are your bio details accurate? Do you need to add or change any of the existing information.

Step #3 Review Your Images

How about your bio picture? Are you happy it conveys a professional image? Is it clearly visible on all devices? Most profile images are now mainly viewed through mobile devices. This means that the image itself has to be recognisable in smaller dimensions. For these smaller images to be visible, think of framing your picture around your head and shoulders.

Step #4 Check For Consistency Across All Platforms

If you were your ideal customer, would you be able to identify with your brand on social media in terms of image, tone, and voice?

Step #5 Claim Your Vanity URLS

For more information on claiming your vanity URL visit these pages at Google+ LinkedIn and Facebook.

Step #6 Dig Into Your Audience Demographics

Use Google Analytics and built-in audience analytics features such as Facebook Insights and Twitter Analytics to dig into detailed demographic data, including countries, occupations and interests, and the gender split of your audience.

Step #7 Audit Your Posting Activity

Co Schedule analyzed data from 20 different studies to determine optimum posting times. While this kind of data provides a good starting point, it’s best to test optimum times using your own audience data (via Audience Insights on Facebook, Twitter Analytics or Company Page Analytics on LinkedIn).

Step #8 Evaluate Engagement Rates

Determine where you are getting the most engagement and make a decision about whether to continue efforts on all platforms, or to reduce your efforts to concentrate on just one or two platforms. It’s important, especially if your resources are limited, that you’re focusing your social media efforts in places that will generate the most return for your efforts.

Step #9 Study Your High Performing Content

Consider how you might re-purpose this content and use it again. Can you turn it into a video series or an infographic? For more ideas, read my 10 Creative Ways To Repurpose Your Digital Content. If you have a budget for Facebook advertising, consider boosting your top-performing posts.

Step #10 Audit Your Competitors

Six Tools To Help You Perform A Competitor Audit

Facebook’s Pages to Watch feature enables you to compare the performance of your Facebook Page and posts with similar Pages at a glance. You can also easily check out each Page’s top posts by clicking on their Page name. To access Pages to Watch, go to your Facebook Page Insights and scroll down to the bottom of the Overview tab.

Open Site Explorer lets you export the backlinks for your competitor’s site. By evaluating these backlinks, you can see which high-authority sites are linking to your competitor.

Rival IQ allows you to look across multiple competitors at one time and view their top engaging content across their social networks.

SEM Rush (along with Rival IQ) shows how your competition is ranking organically for certain keywords.

Screaming Frog is a website crawler which can give you a snapshot at what your competitors’ pages looks like and how well they have been optimized.

BuzzSumo gives a snapshot of your competitor’s main content pages and how well they’re performing socially.

How often should you do a social media audit?

Related Reading

A Social Media Audit Template and Guide for Marketers

6 Basic Steps to Running an Effective Social Media Audit

Social Media Consultant. Keynote Speaker. Digital Storyteller. https://hcsmmonitor.com

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