7 steps of a social media audit
Most people look at insights about their social media channels regularly to see what is working and where improvements can be made. But a social media audit is a chance to analyse all of your channels together and see if you need to make decisions that may have a bigger impact.
The first, and often the most difficult, step of a social media audit is hunting down all the social media channels you have. You know when the company set up a Flickr account in 2004? Yeah, that needs to found and audited too!
But what comes next? Here's 7 steps I always take when carrying out a social media audit. If you have time, each step can be extremely detailed, but even if you want a basic overview, I believe this is a good way to start...
List all social media accounts. This includes that rogue Facebook page made years ago that nobody ever closed! You need to include the name of the account, the URL and what channel it is on (i.e. Facebook, YouTube, Pinterest)
Check the branding. Are all the accounts up to date? Do they all reflect your brand? If not, this needs to be noted. Is the account 'owned' by the marketing team?
Check General Data Protection Regulation (GDPR) compliance. This is especially important if you run lead-generating adverts using social media channels or collect conversation data (for example, with Facebook Pixel). Find out more GDPR on the Information Commissioner's Office website
Analyse current performance. There are lots of amazing analytics tools available to help with this, but basically you want a snapshot of how your account is performing at the moment. Include the usual metrics (likes, followers etc) but concentrate on the levels of engagement and your reach. Limit this to the last month
Analyse long-term performance. This is where you put your snapshot into context. I would recommend a year-on-year comparison for each account and refer to your annual key performance indicators to see how well each account performed against expectations
Define your audiences. This is where you can pull all sorts of demographic information from your accounts to create a description of who is engaging with you via each one
Decide next steps. You could create a short action plan for simple tasks or create a social media strategy for long-term impact. Either way, you will have a picture of what needs to be done to help you improve performance across all of your social media accounts
Good luck with your social media audit and if you would like any support, just email me!