It can be easy to get caught up in the ‘doing’ of social media, so it is good practice to occasionally take a step back and audit what are doing and to assess your performance. Below are my suggested 6 steps for carrying out a social media audit.
1. Create a spreadsheet
An audit will reveal a lot of information about your organisation and your online presence. The easiest way to store all this information is to use a spreadsheet. This ensures that you collect the same information for each channel, and that nothing is missed. If you have a lot of channels you may find it easier to use a different worksheet for each social channel.
Lots of social media tool providers offer free templates; see this Hootsuite example.
- Review your profiles
You probably know that you have profiles on Facebook and Twitter, but what about other platforms? Perhaps someone in your organisation set up an account on Pinterest (as an example) once as an experiment and then forgot about it. It is also worth looking for unofficial accounts or regional accounts set up without your knowledge. After identifying your accounts you need to draw up a statement of purpose for each profile and ensure it is up-to-date with a relevant biography field and images. You are looking to achieve consistency across the platforms too.
- Review your social activity
If you haven’t had a strong social media policy in the past, and posting was left to the discretion of one or more individuals, you may be surprised by what has been posted online in the name of your organisation. Reviewing this activity provides an opportunity to create a more focused approach and cut back on duplication of effort, as well as identifying any gaps in your online activities.
- Review your performance
Use each social network’s analytical tools to help you examine the performance of your social content. You should also review the content yourself:
- Do your social media posts strike the right tone?
- Are all your images appropriate?
- How much engagement do your posts receive?
- Do some types of post receive more engagement than others?
- What posting schedule do you use?
See whether your page audience has grown over time, and whether there is a correlation between the growth rate and the amount of engagement with your posts.
- Record everything
Take all the data you compile and enter it into your spreadsheet. Don’t forget to record who is responsible for what activity.
- Plan for the future
Analyse your data carefully and decide what needs to change. The number of followers isn’t the only metric you need to focus on: engagement and extending your reach should be key objectives too.
I hope you find this article useful. When will you carry out a social media audit?