Updated: Feb 17, 2020
If your social media strategies have been failing, it is time for you to analyze what's right and what's wrong with your social media profiles.
Social Media Marketing has become an essential tool for every business out there. Very often it is expected that you need to just post something or the other about your brand and expect things to magically happen. That is far from the truth. Social Media requires a tremendous amount of time, skill and budget to run successful social media marketing strategies. Just like accounting, a social media audit enables you to go through all that you've been doing on your profiles to understand what has been working and what has not.
A general social media audit consists of analysis that gives you insights to your profile, audience, images, graphics, videos, copywriting, hashtags, frequency of timing and posts with suggestions for best practices. It also includes a competitor analysis as it is important and beneficial to know what your competitors are doing on social media and how you stand against them.
Regardless of how well your brand has been performing on social media, an audit is required for everyone, as social media is constantly being changed and updated. It will help you understand the areas where you can improve and focus your resources on. Here are the 5 reasons why you need a social media audit -
1. To understand your online presence. Know how many social media platforms your brand has a profile on. You may have created an old profile years ago that you haven't used ever since. Use Google to find such social media accounts. Delete the ones that you haven't been using at all or the ones that you do not need so as to keep the active profiles only. 2. Achieve consistency across all platforms.
A mistake that many brands commit is by being inconsistent across different social media platforms. Having a brand identity that is consistent helps in communicating with the audience in the same way across all platforms. Consistent brand identity requires a consistent voice, logo, colors, themes, profile bios, links, headers, and images. In addition to that, every social media post on each platform should represent your brand. Users should be able to identify a brand when they see a post being shared on social media.
3. To understand your social media performance.
Likes/Reactions, Shares, Retweets, Comments, Views, Post Reach, No. of Followers, Impressions, and Website Clicks, etc. are all metrics that give you insights into your social media performance. This allows you to understand what has been working very well with your audience so that you can focus more on it. Also, by identifying your weak areas, you can devise strategies to improve on them. You can then create monthly or annual benchmarks for your brand and assess your performance against these. 4. To create social media goals. Every brand should have a goal that they want to achieve with their social media. These goals are often tied to their overall business goals. For some, it is website clicks or increasing online orders and for others, it is capturing leads that they can convert into successful customers. A bigger goal like this requires several smaller goals such as increasing reach, engagement or increasing organic followers. A social media audit then helps you understand how far off you are from your goals.
5. To analyze your competitors.
A social media audit includes competitor analysis so as to help you understand your performance in relation to your competitors. Social Media profiles of brands are publicly available and it is easy to analyze the strategies being adopted by them. By knowing what your competitors are doing, it gives you insights into what you should also be doing and the areas where you are lagging behind.
In addition to all of these reasons, you also get a list of best practices to adopt for your social media profiles with a social media audit. This helps you save a huge amount of time, effort and money in the long run. At The Side Hustler, we realize the importance of social media for your blog/brand/business, which is why we are offering you an opportunity to avail of our Social Media Services that includes Social Media Audits, Content Creation and Community Management. Write to firstname.lastname@example.org for more details.
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