Our previous blog explained the importance of performing regular social media audits. Today we’re sharing the auditing process. This won’t require any advanced software or programs: you just need Google and a spreadsheet.
Phase 1: Create a Spreadsheet
Start by creating a spreadsheet, using the program of your choice (Google Docs, Excel, Numbers, etc). Use one column for each social media platform, the next column for the URL to that account, and a column for the owner of each account. Here, “owner” refers to the person in your organization who runs your social media, or at least that specific account. He or she is also the person who has access to the login information. If you have a department for social media, use either the head of that division or the individual employee who is responsible for each social media account. Likewise, if you use an outside social media marketing company, the “owner” would be your contact person or account manager.
Phase 2: Research
Search for your social presence on Google. Search using the name of your brand/company. If your company has any nicknames or shorthand versions (e.g., Chevrolet and Chevy, The Walt Disney Company and Disney), search for those as well. Check each social media profile in the results. The objective of this phase is to gather data and discover any accounts you may have forgotten about or any accounts that someone else created (rogue accounts). Contact site administrators if you believe that someone set up a fake account in the name of your business.
Track the results with your spreadsheet, but only focus on the platform and URL for now. After you have listed every account, you will be ready to move on to the evaluation.
Phase 3: Evaluate the Platforms
Add a column labeled “Goals.” Knowing your goals for each platform will help you ascertain if your presence on that social media platform is beneficial to your brand. Goals can include more reach, more engagement, et cetera. These goals can be as specific or as general as you prefer. Once you’ve established the goal for that platform, you can determine if a profile is working. Example: The goal for your Instagram account is to increase brand awareness among retirees age 85 and over. Instagram, which skews towards a younger audience, is simply not the best platform for your brand.
After this phase, you should know which–if any–of your social media profiles you will delete.
Phase 4: Polish the Profiles
Make sure that each profile looks amazing. Check that all logos, icons, and other branding materials are current, and that the color scheme is also in-line with the brand. Update every bio and description. Ensure that all web addresses and contact information are correct. After the cosmetic overhaul, you should take a deeper look at each profile. Is the content aligned with the brand’s current marketing strategy? Is the content consistent and on-message? When was the last update? This is also a good time to gather the login information for all of your social media profiles in one place so that you and your team can access any profile as needed.
Phase 5: Analyze Performance
Now for the final step: analyzing the performance of each social media profile. You need to determine how well each platform is working for you. What is the rate of engagement? How many clicks or comments did a given post receive? You’ll also need to delve into your content: what type drives the most engagement? What is the quality of your engagement? We’ll discuss this step (and some of the tools you might use to simplify this process) in our next blog.
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