Did you know that 75% of B2B buyers and 84% of C-level executives report being influenced by social media when making purchasing decisions?
Gives you some new perspective on the lead-generating role your social media presence plays, right? If you want to maximize the sales potential social media offers, you need to make sure your accounts are up to date and effectively communicate your brand differentiators. It’s time for an audit.
If the idea of a social media audit leaves you feeling overwhelmed, don’t worry. It’s just a quick review of your social networks and accounts that can reveal valuable information, like which accounts are performing well, which ones need more attention, tactics that are helping your success (or holding you back), and even opportunities for growth.
Our recommended audit should only take about 15 minutes. It’s worth your time to uncover the sales-boosting discoveries that can lead to a stronger brand. Many websites even offer free templates to help you get started.
Your social media audit checklist
Here are some key steps to follow when conducting your quick social media audit. Once you find a process that works for you, you can cater your audit to fit your unique social media strategy.
1. Review your list of accounts
Take a look at the social media accounts associated with your organization – each Facebook page, Twitter account, LinkedIn page, and any other social profiles.
- Do the content and imagery reflect your brand and mission?
- Is each profile consistently maintained, with fresh content and audience engagement?
- Are there any neglected profiles? It’s easy to start an account and let it fall by the wayside.
This is a good opportunity to get off-brand content back on track, revive neglected accounts, or delete accounts that no longer serve your mission. Buffer offers great tips on what to look for and how to identify rogue accounts.
2. Use analytics to identify what’s working (and what’s not)
Utilizing social media is all about identifying what’s working well – and doing more of it. There are a number of great analytics tools available, like Google Analytics and Facebook Audience Insights, that can help you pinpoint your top-performing posts so you can focus on what’s working well, adjust your content calendar, and streamline your strategy. Sprout Social also offers an analytics tool, and they’ve provided some great content on how to navigate the analytics process.
3. Review your goals and metrics
When you crafted your social media strategy, you began with a list of goals that align with your organization’s mission and overall strategy. Your social media audit is a great time to check in on your goals and make sure they’re still reflected in your social media presence. Are your posts helping spread brand awareness? Are your audience engagement efforts supporting your lead generation strategy?
4. Check in with your competitors and top followers
A quick but thorough social media audit should also include a check-in with your friends and competitors. What types of content are your top followers sharing? Has your biggest competitor taken their strategy in a new direction? Staying on top of how key players are sharing information and using their platforms can reveal new opportunities for your social presence.
The more you conduct these quick social media audits, the easier they’ll become. A few minutes of your time now can ensure even more social success for your company going forward. If you need help, or you’re not sure where to start, grab some time on our calendar and we’ll troubleshoot with you.
