Social media audits should also be done quarterly, so you’ll be able to easily track data for any new ventures. ![]() Use the information you’ve collected to help you decide where your content has the highest chances to thrive and engage an audience. ![]() So, if you’re seeing potential elsewhere or just want to explore new options, then go for it. Your business might be putting a lot of effort into the major platforms and underutilizing others. Once you’ve completed the audit and set your goals, forge a plan for how to accomplish them. The audit is meant to help you determine what needs to change about your utilization of social media. However, don’t let that distract you from its purpose. Make a plan.Ĭollecting data through your social media audit is a large undertaking. Watch the video above for more info on how to set social media marketing goals. Your social media goals should be about how social media can benefit your business, including increasing brand awareness, engagement, and traffic to your website. These goals should be about more than just growing a following. Also, consider what is already going well that you could better capitalize on. Now that you’ve determined the state of each of your social media profiles, decide what you want to improve. Which platform generates the most traffic to your website? Where are the highest levels of engagement stemming from? What demographic is most commonly engaging with which types of content? These are all patterns you can begin to unpack from the data. The type of post, the target audience of the post, the time it was posted, and any media in the post are things to explore.Īs you’re looking at the collected data, you should be able to see these patterns in how your audience is engaging with your business. ![]() See what popular posts within each platform and across platforms have in common. Now that you have a record of your top-performing posts on each platform, analyze whether there are any similarities. This data can show what each platform’s strengths and weaknesses are for your business. For each platform, record the engagement metrics, demographic information, top posts, plus your impressions and reach. Social media platforms generally have built-in analytics features that will provide a lot of helpful information. For each platform, record your username or handle the URL, and the number of followers or subscribers, engagement metrics, or any other KPIs that might be relevant to each channel. Round up all of the social media profiles that your business currently has, even the ones that you may have never posted on or haven’t been active on recently. Below we’ll cover the steps involved in a social media audit. Be prepared to gather a lot of information and perform some in-depth analysis. Use templates or examples to get you started. How to Do a Social Media AuditĪs you begin your social media audit, remember that you don’t have to start from scratch. ![]() This data provides you with information you can use to make social media more effective for your business. These metrics include information about demographics, engagement, locations, campaign performance, and more.Ī social media audit can include impressions, comments, likes, shares, and other interactions, as well as which posts are getting the most engagement and what audience is doing the most engaging. An audit is the process of reviewing certain metrics to evaluate your current social media strategy. A social media audit gives you a full view of how social media is working (or not) for your business.
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