Social media has evolved since its inception. Its initial aim was to connect friends, families, and people in one’s network. Social media is now an essential part of how companies promote their products and services, reaching out to potential customers all over the world.
Today, it is applied to everything from business marketing to contact people across the divide. The best thing about social is that everyone has an account. This article discusses how you can monitor your social media accounts and utilize them for your marketing campaigns.
What is a Social Media Audit?
A Social Media Audit is a powerful tool that allows you to analyze and improve your social media presence and determine what changes you need to make. In addition, the tool helps businesses monitor whether their social media efforts are effective.
It has become integral for companies to monitor their online presence because social media has become an essential part of the business. It is a way of measuring the health of your social media presence and opportunities for growth. In addition, companies can use the audits to assess their social media performance, benchmark competition, and identify areas of improvement.
What are the Contents of an Effective Social Media Audit Template?
A typical audit template consists of metrics tracked from different platforms such as Facebook, Twitter, and Linkedin. The metrics vary from one platform to another but generally consist of user demographics, geographical distribution, site traffic, changes in web page content, and inbound links.
The demographics include gender and age groupings. The geographical distribution provides each member’s home country or state, while site traffic is the total number of unique visitors to your profile or company page.
Site traffic consists of users who follow links to or from your website. Additional data that you can track on Twitter are hashtags, retweets, and mentions. For business pages, the number of likes a page receives forms part of the metrics.
Although some of these categories may overlap, each social media platform tracks them differently. Therefore, it is paramount to verify that you gather all the information needed for an effective audit template. The more information you track and monitor on social media platforms, the better your decision-making process is when designing a social media strategy for your company.
An audit template is vital in a large organization, most commonly at the corporate level. A substantial amount of data comes from multiple sources. It is essential to have one person responsible for compiling that data into an organized spreadsheet or document that others can easily access.
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Benefits of Social Media Audit
Identifying strengths and weaknesses
Organizations can use audit results to identify strengths and weaknesses in social media efforts. More specifically, it can determine which social media tactics are working and which aren’t.
Identifying opportunities for improvement
An audit is instrumental in identifying opportunities for improvement. For example, an organization can pinpoint where its social media efforts are most fruitful and which can be easily improved using the audit results.
Benchmarking against competitors
Audit results can pinpoint where social media efforts are most fruitful and identify which tactics are most effective.
Many companies overlook the importance of a social media audit, thinking that paying for ads will be enough. However, by monitoring your social media accounts, you gain valuable insights into customer behavior and other trends that might be useful. You should, therefore, keep track of your brand’s social media strategy.