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How to Perform a Social Media Audit: In 7 Steps
It's not easy to keep track of all of your company's social media accounts, especially when there are more than a handful. Companies have Twitter accounts for business areas (PR, CEO, Product), have a Facebook channel per product or location, or can be found on all platforms, including Ello and Whatsapp.
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A somewhat older study in 2011 already showed that global companies manage an average of 178 social media accounts. One hundred seventy-eight. That number is unlikely to have decreased nowadays.
But: Regardless of whether your company has 5, 50 or 500 accounts, conducting a social media audit is the perfect way to determine how you are optimally setting up your channels and thus things like brand awareness and brand engagement about yours Maximize your own channels.
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Why a social media audit pays off
A social media audit is a comprehensive analysis for all of your social media channels.
The idea is that you take a step back from the hectic day-to-day management of social media accounts, look at broader trends, and identify areas with high potential for improvement. It's not just about listing your channels and checking the number of followers.
What a good social media audit can do for you:
- It serves as the ultimate review of all of you Social media activities
- Analysis of the Social media strategy in total and per social media platform
- Highlighting more relevant Trends and KPIs for weekly or monthly reporting (reporting)
- Definition of the brand from the perspective of the customer and the target group
- Raise internal awareness for the entire team regarding the results, goals and visions of the social media activities
In the following we have listed 7 ways to carry out a social media audit. Not all of them make sense for every company. Nevertheless, the following applies: the wider the audit, the better positioned you will be in the future.
Who should take part in a social media audit?
Before we get into the details of the audit, consider who you would like to invite to this process. If it’s only about a private account or personal profile, you can skip this step. In almost all other cases, however, it is worthwhile to increase the number of participants.
- Social media or community management teams
- Customer service or customer service departments
- Colleagues from content marketing
- PR department or corporate communications
The aim of the audit is to find out what appeals to your target group and how they find your social media channels and the content displayed on them. Whoever implements the social media strategy in which area in your company speaks to their target group every day, but marketing content creators, corporate communications or campaign managers have different motives for the social media strategy. So include them in the analysis.
1- List of all social media accounts
First official act: Take an inventory of all social media accounts.
Working together with a new community in a (new) social network is always exciting, and even if you started with the best of intentions, the hectic everyday life makes it simply impossible to sustainably maintain a Pinterest account, for example. Your company likely has social media accounts that you have never heard of. Now is the time to find them and decide what to do with them.
If you don't have time to look for old company accounts in every social network, simply use KnowEm and you will get an initial overview of your company's accounts within seconds.
2- Check your profile data: ‘About us’, company information and graphics
We all know how important the first impression is. Someone who doesn't know your brand is most likely to access your profile or account information directly, whereas you probably don't do that very often yourself.
Make sure all addresses, phone numbers and your profile description are always up to date. Clear images that reflect the brand are a must. So make sure your profiles look professional on all devices and check coherence across all networks. If you target different audiences with each network, you may be using different visual elements or branding messages.
Don't forget to check Facebook or LinkedIn pages to see if your access has changed. If you haven't changed your passwords in a few months (years?), Now is the time.
3- Monitor community growth
The growth of followers / fans is a statistic that some marketers mostly don't pay much attention to in their reports. But within the social media audit it is worth having a basic idea of whether there is a positive trend or not. Are there any swings up or down? Do you know the reasons?
Wendy's official Twitter account is a pretty spectacular example of how a functioning social media strategy can be transformed beyond social media into fans and brand awareness. Wendy's follower numbers have increased immensely in the last few years, mainly thanks to a well-documented Twitter exchange with competitors and customers.
4- accurately characterize your followers / fans
The more you know about your target group, the more you can prepare content in such a way that it engages the community. Look at the most successful and unsuccessful publications. What do these each have in common? Was it the format, the topic or the timing? Also compare the engagement per platform and look for indicators as to why certain things work on Xing, but not on Facebook. Here is an example from the channel monitoring analysis.
Look at user demographics, including countries of origin, occupations, and interests, and check the gender breakdown of your target audience.
5- Evaluate your own social media activities
Check your own actions with your social media analysis tool. How often do you post or tweet? How are the reactions? Do you even neglect some social networks? If you hardly ever use LinkedIn for your company, should account activity be kept to a minimum?
Look for activity peaks of your target group compared to your own activity. Take a look at the distribution of post types. Are you posting enough visual content? What are the most appealing post types? Do you post videos? How many times do people see them until the end?
6- Audit of competitor channels & business goals
It might sound exciting to closely monitor all of your competitors' social media channels at all times, but there are pitfalls you should be aware of. Follower or engagement statistics of the competition don't give you really deep insights because you don't know what budget the competitors are spending where. So don't just focus on these metrics and do a qualitative analysis: Are other companies active on platforms they don't use? Why? What is the performance like there, what is the strategy? Do the formats change depending on the social network? Etc.
You should also try to provide evidence of how social media statistics affect other business figures. Many social media monitoring tools allow third-party data - such as sales figures, customer service statistics or Google Analytics data - to be imported into the monitoring platform in order to identify parallels. Did the high number of customer complaints over the phone coincide with a higher level of engagement or negative sentiment on the social web? Were there more registrations on the website and at the same time more discussions on Twitter about your own brand? The simple superimposition of the data quickly provides insights, as in the following example (Goal Completions & Website Views).
7- How often should I do a social media audit?
Some companies conduct monthly social media audits. But this is not absolutely necessary. It is more important to set up solid reporting with the right key figures and to carry out the audit regularly, possibly on a quarterly basis. Some audit areas such as checking your platform biography, adjusting post times at peak times or revising the rights of individual team members do not have to be done often, but rather on a case-by-case basis. It is advisable to carry out an audit at least twice in the first year in order to check the second time that everything was set up correctly or incorrectly the first time.
If you need help setting up a social media audit, please do not hesitate to contact one of our Talkwalker consultants.
Daniel writes about social media trends and monitoring news, especially with regard to the German-speaking area.
If he doesn't, he'll suffer especially with the Werkself, trying out a delicious craft beer or new Lindy-Hop moves.
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