Jill Kurtz, Owner, Kurtz Digital Strategy
Conducting a social media audit helps you assess how well your current social media strategy works for you. A plan enacted last year, last month or even last week may not be as effective as you hoped. You need to pay attention so you can adjust for greatest success.
Evaluate Current Efforts
To begin your audit, look at what you’ve already accomplished. Ask yourself:
- What’s working?
- What’s not working?
- Who’s connecting with you on social?
- Which social media sites does your target market use?
- How does your social media presence compare to that of your competitors?
Also look at the metrics you are tracking that relate to your goals and objectives. Look for patterns that reveal what’s working, what’s missing the mark, and what has changed over time.
Once you gather all this information in one place, you’ll have a good insight into how to improve your results.
Check Your Channels
Your audit should give you a clear picture of the impact of each of your social accounts. If the impact of an account isn’t clear, think about whether it’s worth keeping. It may be a valuable account that just needs a strategic redirection, or it may be an outdated account that’s no longer worth your while.
Also explore any new or emerging channels. Do they have potential to impact your goals?
Ask yourself :
- Is my audience here?
- If so, how are they using this platform?
- Can I use this account to help achieve meaningful business goals?
Asking these tough questions now will help keep your social media strategy on track as you grow your social presence.
During your audit process, you may discover accounts that you and your business don’t own that use your business name or the names of your products.
Impostor accounts can be harmful to your brand, so be sure to report them. Also be sure that your social accounts are verified by following the steps for each channel. This helps people separate real sites from fake sites.