How to Perform a Social Media Audit
Updated: Jun 4, 2019
So you have a social media strategy, if you don't, read Boost Your Brand With A Winning Social Media Strategy. Now and then it is a good idea to check if your strategy is working! This is where a social media audit comes in to play. By doing an audit, we can review what's working, what's failing, and what can be improved.
I have created this article in the hopes that it is simple. This isn't a 15 minute read with jargon and metrics galore. It is a simple to understand example of what a social media audit may look like. An audit isn't difficult, but it can be daunting if you have no idea what an audit looks like or what it should measure.
You'll want to create a template to document your findings. Creating an excel spreadsheet is the best way to record them. It is not only a good idea to document the results to take the pressure off of remembering everything, but, it is also beneficial in comparing past and present information to see what the changes are.
You'll need to know which networks your brand is active on and set some time aside to decide what you want to measure. Be thorough when analysing your accounts but don't include information that doesn't necessarily matter. To help you understand what you want to measure it is a good idea to go back to your strategy and refer to the mission statement for each network as you will probably want to measure different metrics for each channel.
Below, you will see a basic sample of a template I have created to help you better process what an audit template should look like. The columns that I have created may not be relevant to your brand as we are all measuring different things, so add columns or rename columns as you see fit.
The audit above includes some basic information on both networks. We know the networks that have been measured, and we know their URL's. We can see that I have measured some basic metrics, i.e. the number of followers since the last audit and the date of when there was last activity on each profile.
If you look closely, you will see that some of the metrics measured are different on Twitter. We can then see the number of retweets we have received, and as this feature isn't available on Facebook, I have measured the monthly traffic instead. The table above also shows you the change in the metrics since the last audit. You should always measure the metrics against previous results. It will give you a clear layout of how your brand is evolving or perhaps how it is failing. If you want to be more in-depth with your audits, you could measure them monthly.
Once you have finished your audit, it is then a good idea to create a summary of your findings. What were the strengths and weaknesses of each network, and what will you do to change this. This doesn't need to be complex, and it can be done in the same spreadsheet in a separate table.
An audit needn't be daunting, time-consuming maybe but it isn't a difficult task. Social media does the hard work for you! Get to know your dashboard and the metrics that matter and your audit will be straightforward.
Check you're branding. Is each of your profile's consistent with your brand? Does your profile picture identify your brand? Does your cover photo reflect your brand? You'll want to make sure that these images can easily identify you.
As always, Good luck and don't forget to tweet me at @jadekinsella88 with your comments or questions.