How to Perform a Social Media Audit

By on November 17, 2017

As a freelance social media manager, I’m accustomed to looking over company’s social media pages and performing a bit of an audit – that’s to say, telling them what they’re doing well, what they’re doing badly and how they could improve. For many companies, it can be a economical and effective way of getting some guidance on their social media marketing efforts without handing over control of it to somebody else. With that in mind, here are a few ways you can analyse your social media presence to see if you’re doing the right thing.

Look at your competitors

The first thing I tend to do when conducting a social media audit is to examine what your competitors are doing well, and what ideas you can take from them to incorporate into your own company’s social media presence. Here’s how to do it.

  1. Find them. Duh! if you already know who your competitors are – great. Disregard this and move onto step 2. If not, here are a few ways of doing it. Firstly, think of some keywords that people might search to find your company and input them into Google. Make a note of the businesses who appear in the top few pages and create a spreadsheet with links to their social media pages.
  2. Yes/No. Once you’re on their Facebook or Twitter pages, what I often do is draw two columns and start jotting down things I do like about their social media, and things I don’t think work very well. Once you’ve done this for a few competitors you should have a healthy amount of bullet points and notes to start poring over.
  3. Analyze! Now you should have a list of good and bad things from your competitor’s social media pages. Examine the bad things and make a mental note not to do them on your own channels – it might be posting too many updates, rubbish pictures or irrelevant shared content for instance. Then, look at the good things and start considering how you might learn from them. For example: competitor #1 might’ve written a really interesting blog accompanied with a Facebook post that simply enticed the reader to click on it. Make a note of the words they used in the Facebook post, why the blog was popular with their users and think about similar blog ideas that your customers might also enjoy.

​Analytics

Don’t let that word scare you! Whilst an expert will probably be able to give you some more detailed insights, it’s easy enough to download a spreadsheet of your Facebook posts to ascertain what content has worked the best and what hasn’t. Assuming you have a company Facebook page, firstly you wanna navigate to that. Then, click on ‘Insights’ on the menu that runs along the top of the page. Then hit ‘Export Data’ in the top-right, which should bring up a little box. Select ‘Post Data’ on the left, select a date range (maximum 3 months) and ‘All page post data’.

Once you’ve exported the spreadsheet, navigate over to the second tab, where you’ll find a breakdown of how many engagements each of your posts received. Try sorting them by likes, seeing your top posts and then start to consider why they performed so well. Was it the content? Were they well-written posts? Use the knowledge you garner here to inform future posting strategies and you’ll be well on your way to social media success.

​​Answer these questions

  1. Why would somebody want to follow me on social media? It may seem obvious, but going right back to basics and considering why someone would want to click ‘Like’ in the first place will really help you to crystallise your social media strategy. I call it a social purpose – your social media pages need to offer a realistic reason for people to follow you; whether that’s for special offers, exclusive deals or interesting content. The answer to this question should form the bedrock of anything you do on Facebook, Twitter and the like.
  2. What is the target of my social media activity? Do you want to gain awareness? Drive traffic to your website? Reach more people? Whatever it is, make sure that before you start posting on social media you think about what it is exactly you want to get out of it. I’ve seen too many brands who are on social media because they feel they have to be – and they couldn’t clearly tell me what exactly it is they wanted to get out of it. Make sure it is realistic and achievable within a reasonable time-frame, try to avoid vague aims like ‘sell more products’ without a clear path of how you would actually do that.

​Summary

I’ve done audits that run up to 50 pages, so clearly there’s way. way more detail you could go into over this. But if you’re unsure on your social media prowess and want a starting point on how to do a quick self-analysis, hopefully you’ll have found these tips and tricks useful.

About Nick Harland

Nick Harland is a freelance community manager in Barcelona who helps companies all over the world achieve their social media goals. Why not connect with him on LinkedIn?
Close

Like what you're reading?

Like us on Twitter, Facebook or Google+ for more!