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How to conduct a social media audit

A social media audit is used to take a look at your current social media strategy and identify the ways in which it could be improved. The frequency of your posts, engagement levels and how effective your social media strategy is at building your brand will all be taken into account when conducting your social media audit. Once you’ve thoroughly completed your audit you will be able to identify the changes that need to be made.

So how do you conduct an audit?

1. List all of your social media accounts

This is to ensure that you have control over all of the social media accounts that create your brand. It is particularly important if you’ve once had multiple people accessing your company’s social media accounts.

If you want to check you have access to all accounts you need to ensure you have the admin rights, meaning you can not only access your accounts but you can also create posts, edit them and interact with customers.

2. Review your social media accounts

Review your accounts one at a time. These are some things you should take into consideration when reviewing them:

Are your profile/cover photos up to date? They create the first impression of your brand, so you want to make sure they’re professional and consistent with your brand and the content you’re publishing. You also want to consider whether you need to update any profile images, it may be that you feel you need a brand refresh.

Next, check if your profile/about section is up to date. Like your profile images, this creates a first impression with potential customers so you want it to sound as professional and appealing as possible. Make sure it’s concise and clear, with no grammatical or punctuation errors.

Are all of your website links up to date? You could also consider adding any new promotional links onto your social media channels to increase reach.

Is your content reaching the right audience? Look over your hashtags and insight statistics - do you get the reach you want? This will give you a better idea as to what type of content performs well with your audience.

3. Define your target audience

Take a closer look at your audience. What are their age ranges, gender, location? Can you tweak your content to match your ideal demographic better to increase engagement? Which social channel performs best in your ideal demographic? Are you wasting time on the wrong platform that could be spent on creating content for the right one where your ideal client hangs out?

If you’re a small local shop but you’re reaching people hundreds of miles away, you may need to make adjustments to include more of your local demographic. You could do this by searching for popular hashtags in your area or adding your location to posts you publish.

Once you’ve established this you can start setting clear goals for your business, and over time you should revisit to see how you’re meeting those goals.

If you’re wanting to increase your social media reach and need some help doing so, then book a free call to see how we can help you.


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