Now that we are several months into the year, it’s a great time to take a step back and double check to make sure all of the strategies you put in place in January are still firing on all cylinders. This is an important step because without it you could potentially be wasting your time, money and other resources on efforts that aren’t producing the results you’re after. Here are five tips for conducting an effective social media audit to identify areas where improvements can and should be made.
Gather rich knowledge about your customers.
Before you even touch your social media strategy, examining who your ideal customers are and getting to know what motivates them is a good place to start. This will allow you to realign your strategy so that it most closely meets their needs, desires and preferences. If you’re not sure where to begin, try spending some time scanning the posts, feeds and pages of your biggest brand advocates. Where do they spend most of their time? What makes them happy? What are their pain points that your product or service could solve?
Check the competition.
The second component of a good social media audit involves taking a close look at what’s going on with your competitors. Check out their social media channels and what strategies they’re using. What seems to be working well? Which mistakes could you avoid making with your own efforts? The goal is to figure out how you can differentiate your brand from all the others and you can’t do this unless and until you’ve got a firm grasp on who those others are.
Reassess performance markers.
What social media metrics have you been measuring to date? Are those truly indicative of your efforts or might it make more sense to tweak or expand them so they’re more in line with your overarching business objectives? For instance, if you’re only measuring the number of fans and followers you have, you could be missing out on other important things, like engagement level. If you’re investing in social media advertising, make sure you’re accurately measuring things like impressions, clicks and conversions to ensure you’re allocating your funds properly.
Plan your execution.
As your audit uncovers opportunities and areas for improvement the next step will involve developing an action plan for achieving those modified goals. Your strategy will vary based on what you’re trying to accomplish with your social media marketing activities, but either way it should be well-planned and documented. For example, if your goal is to get more brand awareness, your new plan might include specific ways to identify and reach out to more brand ambassadors.
Explore the possibility of a third party.
As you move through the audit process, you might find yourself feeling overwhelmed and unprepared for those next steps. This is often the case for business owners who are already heavily burdened with the day to day logistics of keeping operations running. An honest assessment of your current strategy may very well reveal the need for additional assistance from a reliable third party. If you’re finding yourself struggling in this area, we encourage you to give us a call. We can help get you on the path toward social media mastery in no time.