The word “audit” may send your creative side into a tailspin, but these regular checkups are vital for the life of your social media strategy. In fact, some experts recommend quarterly evaluations. The findings can offer real value, unearthing what’s working, what’s not, what you can improve on, what to prioritize and what to leave on the back burner. For a painless social media audit, here’s our short and sweet checklist:
- Create a spreadsheet with columns for network, URL, profile name, account owner, number of followers, and last activity.
- Add to the Network column any old or imposter accounts (hey, it happens, folks!). Find this information by Googling network + company name. For example “twitter madison/miles media.” Shut down any of your own inactive accounts and contact phonies with a request to delete imposter accounts.
- Compare for consistency: Is branding, avatar, company description, logo, etc. consistent across all channels? (You might also compare with branding on your website and newsletter.)
- Who are your competitors in the digital space? (This includes influencers in your niche and those leveraging the same search keywords as you.)
- Check out the competition:
- What sense of their culture, values and personality do you get from their profiles?
- How many fans/followers do they have? Likes?
- How often do they post on weekdays and weekends?
- What types of posts do they use? (Multi-image Facebook posts, videos, infographics, text only) How do they engage with audiences? (Calls to action, Twitter chats, live tweeting)
- Pay close attention to competitors’ presence on the social networks that are most relevant to your target audience.
- Determine your social influence.
- Klout measures multiple pieces of data, from several social networks, Bing and Wikipedia, and applies them to a special algorithm that designates a score of 1-100.
- Kred assigns a score based on mentions, retweets, and replies to you, as well as mentions, retweets and replies sent by you. It allows users to see scores based on different fields in case they want to increase reach in a specific area.
- See how your rankings stack up to industry averages: Hubspot offers a breakdown of social benchmarks per industry.
- Compare with competitors by searching them on Klout, Twtrland and (a paid tool) SimplyMeasured.
- Evaluate your best-performing content.
- What posts received the most engagement this quarter? Why?
- Analyze your followers and audience.
- How do they overlap with your competitors’ audience?
- Benchmark from one and two years ago: How has your number of followers increased?
- Which segments have grown the most?