Why a Social Media Audit Makes Good Business Sense

Heather Satterfield Heather Satterfield, Marketing Manager

Now that the holidays are about 140 days away, it’s a great time to think about doing a social media audit. Performing a health check of your social media strategy and keeping a pulse on the reputation management of your brand is a good business decision. Find out what’s working and what’s not. Are you meeting the goals you set at the beginning of the year? We’ll share with you the 5 key areas to focus on in your social media audit. Keep in mind that you can perform this audit anytime you want.

Network Inventory

This initial step urges you to take a look at where your brand lives in terms of social channels. It’s important to see how active you are on each channel to assess how your share of voice is being divided among the networks. Next, find out which social channels your followers, fans, or customers are spending the majority of their time. As you dig through the insights be sure to focus on the metrics that matter most to you.

In terms of metrics, ask yourself which metrics mean the most to you. Then look to see if the emphasis on those metrics shift from channel to channel. Take notice of any gaps or overextension that may be happening. Use this social channel review to centralize your trends and ensure you are on target to achieve your goals.

Policy Review

This is a perfect time to explore the details of your social media policy and be transparent about your daily practices. The review can be as in depth as you need it to be, looking at things channel by channel or by seeing the full-picture. During the policy review you’ll want to ensure you address or answer the following:

  • Who creates content and who posts it on social channels
  • A framework for the types of posts that can be made on behalf of the brand in terms of text, links, videos, photos, or GIFs
  • How the brand’s voice is used during the content creation process
  • The importance of moderation in your overall policy
  • Responding to users who mention your brand
  • How your policy might differentiate by channel and sentiment

Brand Activity

Now that you’ve done the network inventory and policy review, it’s time to look at your brands activity to determine success. There are 4 key areas of brand activity that bring awareness to the audit process.

  • Channel Analysis: Allows you to see your brands community size, audience demographics, and engagement details by social networks.
  • Buzz Trends and Influencers Analysis: Identifies the most popular conversation themes and the ones that influencers are driving.
  • Digital Activity Analysis: Helps understand what type of digital activities your audience is involved in and if those activities align with your brand
  • Sentiment Analysis: Determines how your audience is connecting with your content on each social network.

Competitive Insights

It’s great to do a side-by-side analysis of your brand with competitors. This also gives you the opportunity to make sure you who know your competitors are and what insight can you gain from their content, campaigns, and engagement. You should be analyzing your competitors just as in-depth as you would your own brand. Find validity of your success and insights from the social data of your competitors.

Brand Report

This is where you pull all of the pieces together to summarize the audit analysis. Let this summary show the insights that impacted the overall business. It’s important to be as open about your shortfalls as you are about the successes. The social media audit helps your team create and execute goals by looking at the in-depth details of the audit report. It’s key to understand how the objectives within your social media strategy can shape the future of your brand.

To view the Ultimate Guide to a Social Media Audit in its entirety download it by clicking here.