The BEST Tips For Conducting A Social Media Audit

by | Nov 23, 2020 | Marketing | 0 comments

Analyze the Why: The Forgotten Factor of a Social Media Audit

Dreaded Audits Equal Desirable Outcomes

Social media audits require you to look back, and sometimes looking back is a lot scarier than looking forward.

Just the word “audit” would make the majority of us cringe, flooding us with fears that something has been wrong this entire time.

Fear comes from the anxieties of the unknown, and most of us are fearful of realizing that we’ve somehow messed up.

“What if I did it wrong?”

“What if what I thought was working isn’t?”

“What if all of my hard work and time has gone to waste?”

Here’s a new “what if” scenario: “What if you keep doing what you’re doing without realizing it’s not working?”

You have to be critical of your efforts. Social media marketing ebbs & flows, bobs & weaves, and changes daily. Social media marketing is people-driven; thus it’s never wholly consistent. This is why you have to pay attention and decide if you’re putting your best foot forward (and often).

What is the Purpose of a Social Media Audit?

The purpose of a social media marketing audit is to review the content on your social media platforms, figure out which things have worked well and which things have performed underwhelmingly, and pinpoint your specific brand mission. You do this so you can gauge how to move forward.

When performing a social media audit, you will often look at the following things:

Demographics. Where and who are the people who engage with your posts?

Patterns. What kind of posts are performing the best? When are posts performing the best?

Aesthetic. Which posts look the best in your feed?

Engagement. How are people responding to different graphics and captions? What about hashtags and geotags? What is getting people talking?

Atlanta, for example, is one of the major cities we serve. Our agency would want to study what hot Atlanta topics would make the biggest impression on the most social-media-active demographic at this time.

A social media audit covers the who, what, when, and where? Now, what about the “why?”

Look Into the “Why?” of Your Numbers

We can look at metrics. We can look at engagement. We can look at aesthetics and branding. We can look at the time we post. We can see all the technical details behind our social media successes.

But what else are we promoting?

Think bigger. What is driving your results? Why are people engaging with your content?

You may have an idea of what your followers like to see. If you know your brand identity and what you offer as a brand, you already have an idea of what your followers like.

So, what are you communicating to your audience that resonates with them?

Is your post promoting:

  • Growth?
  • Altruism?
  • Happiness?
  • Connectivity?
  • Community?
  • Success?
  • Bravery?

Your brand’s mission is a large part of what you offer your audience. Consider the abstract elements of your business when performing your social media audit. Your business’s “why” runs deep, and so should your social media’s.

The Social Media Audit Equationsocial-media-marketing-why-audit

What’s getting the most attention?

What themes do my most successful posts have in common?

How can I replicate that feeling in future posts?

The reason for performing a social media audit is to figure out where to go from here. We often want our social media platforms to look shiny and new because that’s where the initial appeal comes from. However, the “why” is what makes people stay and creates bonds that last.

How to Create Future Content with your “Why” in Mind

Create an equation that works best for your brand. Pinpoint a few attributes of your company that you wish to convey every single time you post. This will promote consistency.

Choose one word for your brand mission. Solidify some words you can connect to your personal mission statement. Add whatever words you see fit.

Example:

(Brand mission) + inspiration + resonation = a winning “why” social post

Use this every time. Perform “why” audits often. Note who your audience is and why they care about what you post. The technicalities are just the added boost to take your mission further. Pay attention to what others have to say, how others feel, and how you can take advantage of the opportunities to take your business to new heights.

Why? Because your business deserves it!

So, Atlanta, give your favorite digital marketing agency some love and let us know what YOU have to say about social media + auditing. You know, we can type some mean copy, but we can also listen + learn.

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