Having a good social media strategy needs to include social media audit. Social media audit is the process of taking the pulse of the existing market. A good social media audit involves taking a holistic approach to the existing social media platforms and analyzing to gain valuable insight. in addition to that it helps with:
1. Growth analysis
2. Engagement rate
3. Brand analysis
4. Goals and metrics.
5. Does your current state align with your social media road map?
Why is social media audit important?
Growth analysis: Having a good social media strategy need to have a good growth strategy and what better way to do that.
Engagement rate: Understanding what types of content your audience enjoys most will help you tailor your content more towards their specific needs. It also allows you to see what’s working and eliminate things that aren’t.
Brand analysis: If your brand isn’t coherent and appearing in front of your audience in a consistent manner chances are your audience is getting more and more confused with your brand and your story. That is why brand analysis needs to be a part of your social media audit.
Goals and metrics: How fast are you growing? What’s deterring you from growing your brand and your audience engagement at a rapid pace? What can you eliminate right now to achieve growth? None of these questions can be answered without a clear understanding of where you are right now and where you would like to be in your business.
Does your current state align with your social media road map? You do have a social media road map right? Even if you don’t have it written down, chances are you have some ideas of what your social media entails when it comes to your business. Understanding your current state will help you determine how your business fits into the social media puzzle. You may not have all of the answers but doing an audit around this will help you see what your current state is.
How to do social media audit?
Social media audit can be done multiple ways. The first thing to remember is doing a social media audit takes time and patience. The answer you are looking for may not be visible right a way. It does get easier however when you have a clear understanding and purpose. If you are not sure how to do it, here are some ways you can do social media audit:
1. Keep track of your existing social media reporting and analyze the results over time.
2. Determine what your goals are and work backward.
3. Hire someone who can do all those for you.
Keep track of your existing social media reporting and analyze the results over time: You will need to be highly organized for this system to work. You will need to define that metrics that are important for you to measure. Just know that it takes time and you will need data for a period of time to make an informed decision.
Determine what your goals are and work backward: Understand what your goals are and work backward when it comes to doing social media audit. The reason I say backward is that you need to find out what needs to be done to get to the point that you would like to be. For example: if your goal is to reach x number of audience, what level of engagement and consistency is needed to reach that goal? If it all seems all too overwhelming for you, then the third step may help:
Hire someone who can do all those for you: Hire someone who can take all the data and analyze it for you, help you understand what your current state is and make the necessary recommendation.
No matter what your social media journey is, it’s never too late to start. The earlier you start making conscious decisions about social media and become more intentional about your efforts, the sooner you will start seeing results. So take the time to make social media audit a priority for your business.
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