Most businesses have embraced online marketing, hence need to improvise social media strategies. However, most companies start with little or no plan. Either way, a quick audit lets you know whether your social strategy lines up with your business goals or not.

What is Social Media Audit?

Social media audit is the process of analyzing your business’ metrics to evaluate opportunities, growth, and how to improve social presence. Companies like NetBase Quid help businesses place their social media in a way that allows them to track modifications over time quickly. It consistently updates your social media audit and tells you what is working or not and how to improve. In addition, it speeds up pulling your metrics process and keeps them up to date. Though customizing audit is based on business needs, one should include the following:

• Profile information
• Channel specific metrics
• Publishing metrics
• Engagement metrics
• Audience demographics
• Referral traffic

What to do for a Social Media Audit

The first social media audit can be difficult to conduct. Below are steps to run your first audit, most of which can be repeated and rinsed next time you will have to evaluate your social presence.

1. Ensure consistent promotions, language, and branding

Consistent branding is important on social media; however, there is a need to overlook some details. When auditing social presence, ensure your brand’s bio, banner and profile images, hashtags, destination URLs, and landing pages match your promotions, campaigns, and creatives. If you don’t properly manage your specific social campaigns and funnel traffic to your site, chances are there will be few changes from audit to audit. Therefore, brands that work seasonal campaigns need to assess this information regularly.

2. Wrangle existing social media profiles

If you have social networks that you are no longer active on, it is unnecessary to track them. Ensure you have claimed them and are under your firm’s control. Contrarily, auditing can bring opportunities for social networks you have been ignoring.

3. Define each network’s specific goals

To avoid getting overwhelmed, you need to focus on your social media goals for each network by generating more leads and sales, growing your audience, and increasing brand awareness, site traffic, and community engagement. Setting goals will help you guide your social presence and notify you which of your platforms’ metrics you need to track.

4. Identify the top-performing social media posts

To highlight what type of content you should create, analyze individual posts to see if the audience adores your content regarding reach, engagements, and impressions. If analyzing posts by engagement becomes tedious, you can opt for NetBase Quid, highlighting posts with high performance in the nick of time.

5. Open social media analytics

Knowing which profiles to audit and what metrics to look for, you can now dig into the data. You will be able to identify whether you’re capturing your target or there is a need to improve. If you start engaging with your data and measure your efforts, it will be easier to know which networks outperform others.

6. Know how you funnel your social media traffic

Measuring the relationship between your presence and your website is important as it helps you understand which networks are valuable for generating leads. It also helps understand posts that bring legitimate interest from your audience.

7. Analyze demographic data

Demographic data matters how you engage with your audience to prioritize different platforms or content. If your audience data is not similar on all platforms, reconsider your content and messaging strategies for inaccessible networks.

If you need to improve your social media performance, you need to dig deep in data, and a social media audit is a perfect way.