There’s never really a wrong time to run a social media audit – feeling like your social media presence has gone stale, or you’re not seeing the results you’d like, can be a good indicator that it’s time to re-visit what you’ve been doing, and take stock of your social media presence.
Thinking of giving your social profiles a spring clean? Here’s an overview of the system I follow to conduct social media audits.
1. List all of Social Media Networks you’ve active on
Step one in any audit, is to take a look at what you’re currently doing, so we’ll start by looking at the social media networks you’re currently active on.
Analyzing each social network is the most tedious part of the audit process, but in order to clean up your social media efforts, you have to know how each network is performing.
Some key stats to consider are:
- Traffic each social network is driving to your website
- Sales which can be attributed to each social media network
- Newsletter sign-ups from social media
- The size and engagement rate of each social media network
4. Decide Which Networks to Keep
By taking into consideration which networks are working for your brand, you can then decide to keep all of your social media profiles active, or maybe get rid of some.
Remember that you don’t necessarily need to be on every network, so don’t be afraid to let go of the ones that aren’t working.
5. Clean Up Profiles
After you decide which networks are worth keeping, you can move on to cleaning up your profiles.
Take a look at your bios, any links you’ve included, profile and header images. Ensure everything’s up to date, and that your images are high quality.
6. Revisit Your Analytics to Adjust Your Strategy
After you’ve reviewed what profile changes you need to make, you can revisit the stats you gathered, including goals and benchmarks, and determine whether you need to adjust your strategy.
Here’s where the big picture for your brand comes into play. Perhaps you notice that you get a lot of likes on Instagram, but not too many comments – so you have to work on engagement. Maybe your Facebook posts are getting good reach, but not generating click-throughs.
You should also look at the trends in your engagement data, and the points in time where your account was doing well.