How to perform a social media audit

Social Networking

When it comes to creating a digital marketing strategy for social networks, one of the first steps to take is to make a social media audit. With it, it is possible to analyze all the social channels that are working, as well as their operation and performance over time.

A social media audit allows you to analyze the performance and efforts that have been made on each platform, in order to create a digital marketing strategy that offers better results.

A social media audit is nothing more than an analysis with which gather key information about each of the social networks in one place, this way it is possible to get a clear picture of the efforts and the best way to get results. Once the audit is finished, a document with key information about each of the social channels is obtained.

How to conduct a social media audit

The first step, before you start will be to create the document. Usually, spreadsheets are used, for example, Google Drive, as they are free, are stored in the cloud (allowing access from any device with an Internet connection) and can also be shared with a team.

Although the audit sheet can be as sophisticated as necessary, the most basic is to create columns for the username and URL of each channel to be audited, the name of followers, engagement metrics, user demographic information and the most popular content.

Like every social network has its metrics relevant, it is possible to create different columns or sheets for each of them, for example, views or interactions with Instagram Stories require a column.

Similarly, it’s important to find all social media accounts. While it may seem like you have a handle on all of them, there may be old accounts that were created and then forgotten about, departmental accounts, or even personal brand accounts that were created but became inactive. It is important to find them all and note which of them should be deleted and which should be analyzed.

Although there are techniques to perform an in-depth audit, below, we are going to explain how to do it quickly for some of the most used social networks:

-Facebook: This is one of the easiest social networks to audit, as all the information can be found within “Facebook Insights”. Simply write down all the information in the spreadsheet, paying special attention to the demographic data section that can be found within the “Audience” tab.

-Instagram: For users with business accounts, Instagram is just as easy to audit as Facebook, as it also has an “Insights” tool where you can find all the information about the content that works best, the engagement of the network and also the demographics of the followers. In addition, Instagram offers independent information for each publication, showing data on “likes”, comments and also how many times each publication has been saved or shared, as well as how many times they have visited your profile. In Instagram it is also interesting to measure which hashtags have been the best performing, as they are an important part of the functioning of the network.

-Twitter: On Twitter, it is possible to find a lot of information within the “Analytics” section. The tool shows general information about the performance of the account over the last 28 days, but it’s also possible to get detailed information about each tweet independently or to see which have been the “Best Tweets”, showing a list of the best tweets based on engagement and impressions. Again, it is possible to get information about the followers in the “Audience” tab, although it is important to change the tab to “Followers” to know what kind of accounts follow us and discover without accounts that interest us or not. One of the best features of Twitter analytics is that they offer a lot of information about the interests of followers, as well as the devices they use.

-Pinterest: Although it is little used, Pinterest is a gold mine, especially for those who use quality images in their marketing campaigns. It also has a very complete analytics tool, with which to obtain information about the performance of the network. In it, it is possible to get information about daily impressions and visits, as well as the most popular content. It also has an “Audience” tab where you can find the interests, location, language and gender of the followers.

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