Harnessing the true power of social media is a simple yet complex endeavor. Businesses and their need to maintain a competitive edge have resulted in the desire to capture an increased market share through improved social media endeavors.
As a result of this need, companies have invested in more experienced social media listening and monitoring teams to help them attain their desired goal. On the part of social media managers, in other to guarantee a certain level of success, a review of the companies past social media performance is highly important. This act is referred to as a 'Social Media Audit'.
SOCIAL MEDIA AUDIT
A social media audit is a very necessary step for a social media manager to undertake. This is because an audit serves as the basis for creating a social media strategy. A healthy strategy is formed after taking into account past successes and failures and determining how not to repeat said failures.
An audit review various relevant metrics and their individual performance. In like manner, a social media audit takes into account relevant indicators as well as their performance. Such indicators may include post engagements such as likes, shares, comments, impressions, video views, etc.
The foremost importance of a social media audit is that it takes into account what has worked well in the past. This can range from what social media platforms have your audience been most active on to what kinds of content have had the most engagements in the past. Ideally, getting all this data may seem daunting, but there are a number of free and paid social analytics tools like Hubspot and Netbase, which assist in doing this effortlessly.
To adequately do this, using a spreadsheet to record all the key performance metrics will be crucial. Metrics like engagement, audience demographics, external traffic metrics that may be channel specific, etc, will have to be recorded. An accurate measurement can only be done by calculating percentage increase, instead of physical numbers.
Ultimately, this serves as the groundwork for carrying out a successful audit. Remember, a social media strategy cannot be created without properly analyzing the past performance of the channel in question.
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