Have you ever done a social media audit of all your social media accounts in the last 12 months? If yes, were you happy with the results? Did you make plans to improve your findings? Was your answer no? Do you think it might be time to take a look at the effectiveness of your social media campaigns? You may be thinking what on earth is a social media audit? If that is your question I will explain it a little later on. In the meantime, from a 10,000-foot view posting stuff on social media may appear to be 'working'. However, because it does require an investment of time, resources and money it is important to take stock of your objectives. In this post, you will learn what is a social media audit, why you need one and how to do one yourself to improve your results overall. What is a Social Media Audit? I am so glad that you asked because like you many years ago I had no idea that a social media audit even existed. In a nutshell, a social media audit is the ability to do a review of all of your social media footprints or profiles. These would include Facebook, Instagram, Pinterest, LinkedIn, Twitter and Snapchat. The goal is to take a look at what is currently working, what is not working as well as how to improve going forward. As simple as this sounds it does involve some research, looking at your blog or business goals and assessing your ideal customer. One of the hardest things to do after an audit is to change a habit because it is not bringing in the desired results. The Benefits of Doing an Audit Some entrepreneurs who look at the definition of a social media audit may not quite understand the benefits of doing one. So, let me give you an analogy in order to help you grasp the importance of doing a social audit. Let's say you decide to do a road trip from New York to San Francisco and you get everything ready to get there. You have clothes, money to pay for food and accommodation, bits and pieces to keep you entertained as well as insurance. However, you realise after 10 days of travel that you are not closer to your destination and you did not really map out the journey. In other words, you have no idea how long it will take you to get there but you know it shouldn't take more than 5 years!! I know that may sounds ridiculous but it is the same with a social media campaign or strategy. If there isn't a specific plan in place and you are on social media because everyone else is doing it then a social media audit is probably a great way to help you with your goals. What you Need for an Audit? Well, the first thing you will need is a big list of all your social media accounts. You will also need the analytics of each account over the last 12 months if possible. Another thing that you will need is a copy of your ideal customer avatar so that you can see if you are targeting the right audience. Your analytics should include the following: * Likes* Clicks* Comments* Retweets* Shares* Reach* Impressions* Mentions* Followers Every social media profile will have a different group of metrics. You will also need to log into Google Analytics to see click-throughs and/or conversions.
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