Social media success isn’t nearly as random as it can seem. Most successful pages and brands have had a great deal of work put into them over time, along with solid decision-making in terms of content, post frequency, and who or what they tag. Though it’s a challenge, there’s no magical force keeping you from reaching your social media goals.
Why you need a social media audit
Photo by rawpixel on Unsplash
To reach your destination, you first need to know how to steer your ship. That’s difficult if you don’t know where you are in the first place. To establish that, begin with a social media audit.
What Is a Social Media Audit?
This post will cover the basic elements. You may want to consult other sources for further details about the process. A social media audit generally looks into the following:
The results of your posts and overall engagement, including metrics such as likes, number of comments, the overall reach for reach post, mentions, shares, and more. If it can be measured, it probably should be measured.
How your posts perform in both short term and long term. While most social media content doesn’t have a long shelf life, sometimes a piece of content can go viral after the fact. A good audit helps you figure out why.
Comparison of similar posts to see how the differences between them affect success.
Both your top performing posts and your worst posts, in-depth, in order to help you adjust strategies for the future.
The alignment between your social media campaign and your brand / company goals and stated values. There shouldn’t be dissonance here.
Your expenditures and an analysis of whether the current outreach used is the most cost-effective option.
The audit will use the data collected to help your team analyze the interests of your audience and take demographics into consideration, maximizing future engagement.
As noted, you can absolutely add or remove elements depending on your business needs. What is important to note is that it is a holistic process. For this to be effective, you must look at everything. A missing (but important) factor can potentially take the whole audit off course.
To perform an audit, we recommend using social media monitoring tools so your time isn’t wasted gathering data (a task a program can do nearly instantly). Which tools to use is up to you, but try to pick a service that will keep all your data together for easier analysis, as well as one that won’t try to keep additional data behind paywalls.
The Information to Develop a Clear Strategy
A proper social media audit will provide all the information you need to develop a clear strategy and goals for the future. It will help identify which platforms to focus on for success, develop a solid posting strategy, and even help optimize post timing and scheduling.
Why you need a social media audit
Photo by rawpixel on Unsplash
To reach your destination, you first need to know how to steer your ship. That’s difficult if you don’t know where you are in the first place. To establish that, begin with a social media audit.
What Is a Social Media Audit?
This post will cover the basic elements. You may want to consult other sources for further details about the process. A social media audit generally looks into the following:
The results of your posts and overall engagement, including metrics such as likes, number of comments, the overall reach for reach post, mentions, shares, and more. If it can be measured, it probably should be measured.
How your posts perform in both short term and long term. While most social media content doesn’t have a long shelf life, sometimes a piece of content can go viral after the fact. A good audit helps you figure out why.
Comparison of similar posts to see how the differences between them affect success.
Both your top performing posts and your worst posts, in-depth, in order to help you adjust strategies for the future.
The alignment between your social media campaign and your brand / company goals and stated values. There shouldn’t be dissonance here.
Your expenditures and an analysis of whether the current outreach used is the most cost-effective option.
The audit will use the data collected to help your team analyze the interests of your audience and take demographics into consideration, maximizing future engagement.
As noted, you can absolutely add or remove elements depending on your business needs. What is important to note is that it is a holistic process. For this to be effective, you must look at everything. A missing (but important) factor can potentially take the whole audit off course.
To perform an audit, we recommend using social media monitoring tools so your time isn’t wasted gathering data (a task a program can do nearly instantly). Which tools to use is up to you, but try to pick a service that will keep all your data together for easier analysis, as well as one that won’t try to keep additional data behind paywalls.
The Information to Develop a Clear Strategy
A proper social media audit will provide all the information you need to develop a clear strategy and goals for the future. It will help identify which platforms to focus on for success, develop a solid posting strategy, and even help optimize post timing and scheduling.
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