So many variables contribute to the success of each of your social posts. Timing. Copy. Graphics or video. Audience. Hashtags. The algorithm of each social channel. All of this and more makes it tough to truly judge your efforts from day-to-day.
Social media takes time, persistence, and even more time. It’s a long game. Sure, some businesses skyrocket to social media “fame” seemingly overnight. Food, music, and celebrity accounts are typically more likely to gain lots of followers and engagement quickly in comparison to other accounts. But that doesn’t mean that less “sexy” businesses can’t benefit from social too. It just sometimes takes longer to evolve your strategy and figure out how your posts can educate, entertain, and/or inspire your target audience.
Every once in a while, we recommend stepping back to examine the larger picture of your social media efforts. It’s a healthy way to be sure you are getting the most out of your investment. Do certain social platforms work better for you than others? Should you invest more in blogs, custom graphics, video, or photos? What’s the best cadence for posting? These are all factors that can be examined through a social media audit.
The following infographic outlines the basic steps of a social media audit. Be sure to block out some time at least once a year to research, reevaluate, and reinvest in your social marketing strategy.
Take Inventory – How many social profiles do you have? Does each profile use a consistent name? Are your bios and about sections accurate? How often do you post to each?
Examine Your Content – Look at the types of content you’ve posted. Which posts get the most likes? Most comments? Most click-throughs? Do certain types of content work well on some channels but fall flat on others?
Dig Into the Analytics – The analytics from each social channel can paint an objective picture of your efforts. Are your posts reaching enough people to even get any engagement? Are you reaching the right audience? What happens when you post more or less often?
Evaluate Engagement – In step two you looked at what kind of engagement you get on your own posts. Now it’s time to evaluate how much time you invest in engaging with your comments as well as other accounts. This step is a critical component of growing a loyal audience.
Consider Your Objectives – It’s easy to get caught up in the popularity pressure of social media. Be realistic and strategic about your goals. What’s most important to you? Followers? Impressions? Brand awareness? Engagement?