Social media is one of the crucial strategies for business marketing. The use of social media for business purposes is increasing rapidly, and there is also a need to make sure your social media machinery is running as best as possible. This is where a social media audit helps out. That process includes a series of steps that will help you to evaluate and optimize your social media strategies. The performance must be on a high level at all times because it is crucial for your online presence. Here is everything you need to know about how and why to perform a social media audit.
Why do you need to perform a social media audit?
We already mentioned that social media engagement affects your online presence. But, what are some specifics about how that happens?
In a few words, with a social media audit, you can:
- understand the relationship between your online customers and your company;
- discover whether social media engagement brings new customers or not;
- make sure you are also keeping your existing customers;
- check if all of your business profiles are accurately aligned with the company goals;
- determine the most successful marketing strategies.
Now that you understand why it is crucial to audit your social media accounts, let’s see how to accomplish this process!
Make a list of all the profiles your company is using
The marketing team often starts experimenting with multiple social media platforms and abandons those with the lowest success rate. However, you need to be aware that those accounts still exist.
Besides this step, it is crucial to check employee social media accounts or potential fake accounts that represent your company. To perform an accurate audit, you need to know all the sources.
Keep in mind that social media also affects SEO. All these “dormant” accounts may come back during your business SEO audit to haunt you.
Put all the information on paper
Every account has a name, a specific number of followers, people who have access to it, and its URL. You need to make accurate notes about this data. It is imperative to be aware of everything happening on all of your accounts.
Furthermore, you need to monitor user engagement. Are subscribers leaving comments or sending private messages? If yes, is someone responding to them? Are there any negative comments that could affect your business?
Understanding the numbers will make the audit easier to perform. Also, it will help you to complete all accounts.
Make sure all of the accounts are updated
When we talk about completing social media accounts, you need to ensure there are no missing data. Let’s think about this for a moment. If a subscriber visits the profile of your company, they expect to see:
- contact information;
- general information about the business;
- a catalog of products or services.
If you had inactive social media accounts, the data could be outdated. That’s why it is so important to get your numbers straight. Now you can update all necessary information.
One of the worst things that can happen is to lose customers because your phone number is wrong or your company changes the address, and it never gets updated.
Are all your ships sailing in the right direction?
If you manage multiple social media accounts, you need to make sure they are all consistent. This applies to the overall look of the profile, company logo, content, and much more.
It often happens that a company changes its logo after some time. If you do not update all profiles with the new image, you will send mixed information to your customers.
Furthermore, the quality of content needs to be the same. One of the reasons why companies use multiple social media accounts is so they can cover more ground. For example, some people use Facebook, but they don’t use Instagram or vice versa. These are two different markets. Both groups of subscribers need to have access to the same content.
Doing a social media audit also means making sure that you create evergreen content. This is what your customers expect and deserve.
Check the integration of social media accounts and the company website
Even though social media accounts play an essential role in the business marketing strategy, the company website takes precedence. When clients visit your website, the best approach is to display the numbers from social media accounts. Show the number of subscribers, likes, and positive comments. Also, make sure there is an option to share content from your website on social media. This is one of the most valuable options you can add.
If you are running your website on WordPress, this is even better. There is an array of useful social media plugins. Use them on your site to make the audit easier.
Set clear goals
Every marketing strategy must have a goal. When performing a social media audit, you are making sure your social media accounts are running smoothly. But, without a clear, reachable goal, you won’t know if your audit was successful or not.
Furthermore, setting goals will also make the next audit easier. You know what metrics to expect and how to improve your marketing strategy.
Delete unwanted profiles
We talked about hunting down all inactive or fake profiles representing your business on social media. We also spoke about updating data to be consistent across all accounts. However, that does not mean you have to keep all your accounts. If you don’t want to manage some accounts, just make sure they are deleted.
If you find fake social media accounts, notify the platform support to get them removed. This is a crucial step because it keeps the integrity of your business.
Remember, you cannot successfully perform a social media audit if you don’t take care of these two issues. That’s why we are listing them last, so they stay fresh in your mind. Best of luck in making your business better by improving the social media experience for your customers!