How to conduct a social media audit

After your organization has been communicating across social media platforms for a while, you may want to take a step back and conduct a social media audit. Much like measuring the success of your PR or marketing efforts, you need to keep an eye on what your social media initiatives are up to. 

A social media audit gives you a chance to take a deep dive at determining what’s working and what’s not. And depending on your overall social media strategies, you may also want to look at the competition as well. 

Here’s are three easy steps to get you started:

Step 1: Review company’s short- and long-term initiatives to gain a better understanding of how social networking will be able to support them. 

  • Key areas of engagement to focus on include the following:

    • Customer service

    • Customer insight

    • Customer loyalty

    • Brand management

    • Communications

Step 2: Outline market situation to determine how social networking will support those initiatives

  • Analyze the social networking landscape for the industry

    • Who are the industry influencers

    • What topics are being discussed

    • What is the levels and areas of engagement

  • Analyze your customers' social media usage

    • Are they using it

    • What is their usage frequency

    • What are the most popular platforms

  • Research competitive social media presence

    • Determine what platforms enlisted

    • Analyze social streams to interrupt perceived strategies

    • Build profiles around who the competition is engaging with

    • Provide insights on potential overall success of efforts based on levels of engagement

  •  Research company related chatter across social platforms

    • Assess current social media presence and activity

    • Determine which platforms are producing the most chatter

    • Evaluate the times of the day that are generating the most views

    • Analyze the nature of the chatter and determine the tone

Step 3: Develop a social networking recommendation that includes the following:

  • Recap of market situation

  • Strategies and messaging to support the company's areas of engagement

  • Create listening and engagement process and guidelines

    • Content monitoring

    • Response system

    • Measure

We hope this quick list gets you thinking about the kind of information you should be evaluating for your social media efforts. If you have questions, send us an email or give us a call.