Evaluating your current social media performance is an important aspect of your overall digital marketing plan. Any business with a presence on social media should have a template for performing an audit to gauge how the internet audience is responding to the business. By performing an audit, you will be able to efficiently optimize your profiles and strategies to enable your business to have a significant online presence.
What is Social Media Audit
Just like in accounting, your social media performance needs an audit that gives you a chance to determine what you are doing right or wrong. It is when you take a step back and create a template to analyze what has been happening in all your channels using various analytics and insights like Google Analytics.
With the help of various social media metrics, you can determine what works for you and what you can do to better explore your business benefits. The social media metrics help you assess your growth, opportunities, and what you can do to improve your social media presence.
When performing an audit, you should look at all the data from all your social media platforms on the template. By viewing all the data side by side, you can measure the effectiveness of your strategy and content on each platform.
You should note that success differs across the board depending on your business and your goals and objectives. Looking at all the information on the template will help you to efficiently analyze the effectiveness of your tactics and content.
What are Social Media Metrics
Social media metrics are simply likes, shares, comments, views, mentions, followers, top influencers, and key audience segments. You can get precise data about these metrics using social media auditing tools that include a template.
These metrics allow you to use data and analytics to propel your strategy to the next level. By placing the social media metrics from all your accounts on an online auditing template or a spreadsheet, you can easily compare them and make a proper judgment of your performance.
Social media metrics allow you to determine the overall development of your channels and business. They help you to see the positive perception of customers to your posts as well as lead generation and ROI. You can analyze the following using social media metrics:
- Awareness – the attention your brand receives on all platforms and the rate your following is growing.
- Engagement – the number of likes, shares, and comments.
- Conversion – the effectiveness of your post according to the number of people taking action on your website.
- Consumer – looking at the reflection of customer feelings regarding your brand from reviews.
Why is a Social Media Audit Necessary
Digital marketing strategies vary depending on the specific goals and objectives of a particular business that dictate how and what they post in their social media channels. An audit helps you to know if your content is appropriate for your audience, if your strategy is working, and if your audience is responding.
Besides knowing what is working and what is not, you will also build your brand’s credibility from the results of the audit. You will also know your audience better and gather the information that will enable you to set specific goals and objectives.
NetbaseQuid can help you to carry out audits that will allow you to discover new opportunities to generate leads. We help you in areas that revolve around product innovation, campaign strategy, trend analytics, brand health, competitive intelligence, crisis management, and technology scouting.
With our extensive knowledge of the digital world of marketing, you can rely on us to create an operational social media audit template that you can either use in-house or with our expertise. We work hand in hand with you to ensure that your organizational goals and objectives are effectively achieved.