Social Media Marketing for Startups: The Basics 1 - Social Media Audit

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Social media is a rapid, low-cost and efficient way to reach almost half of the global population. With over 3 billion regular users across the major platforms, if you don’t use social media, you’re missing out on a huge potential audience.

As a startup, an effective social media presence has the potential to skyrocket your business. But, where do you start?

If you’re a “social media for business” novice then you might want to check out our article Is Your Startup Ready for a Digital Marketing Strategy? Part 3: Leveraging Social Media to help get you up and running.

You can also take a look at our blog series on choosing the right social media platform for your business. Each platform has its own culture and core audience. Understanding this is the key to unlocking your full social media potential:

However, if you’re an established startup with a full social media set-up, and have been running your social accounts for a while, then it may be time to perform a social media audit.

Don’t panic.

There won’t be piles of paperwork to complete.

A social media audit is the process of reviewing your place in the market. It’s a chance to investigate your competitors, see what’s working, make note of what’s failing, and highlighting what needs to be improved across your social media channels. Think of it as a review to help you really maximise your reach and community, and understand your core audience better.

Let’s break down the steps of a successful audit.

1. Make a List of Your Social Media Accounts

Even if you have the memory of an elephant, it’s impossible to do an audit in your head. The first step is to create a spreadsheet to keep track of all of the social media accounts you currently own and control. Although spreadsheets aren’t exactly the most exciting of tools, they are a great place to keep things tidy, safe and organised.

We recommend including the following information on your spreadsheet:

  • Social platform

  • Profile info — name/handle and URL

  • Engagement metrics

  • How often you publish and who writes the posts

  • Audience demographic

  • Referral traffic

It’s a great way to track where your channels are and how they’re performing. Not only that, it’s your chance to search the internet for imposters and ensure that no-one else is fraudulently, or accidentally, using your business details for their own ends.

2. Evaluate Your Needs and Missions

We’ve already skimmed over engagement metrics — but it’s an area that deserves extra attention. When it comes to formulating your business development and marketing strategy, understand your analytics is the key to long-term engagement.

It’s a great way to really dig into your target customer — who they are, what they are looking at and how they are interacting. By understanding your target customer inside out, you can develop a successful and efficient strategy that will both attract and engage your key demographic.

We’ve already talked about how important analytics is for your business here:

A lot of social media accounts have their own inbuilt analytics programmes, such as Hootsuite and Instagram business profiles, or you can use Google Analytics.

These tools can help you to look at which of your posts perform the best and what type of content gets shared the most. This information can help you to create high-quality, personalised content for your audience.

3. Be On Brand

Whether you’re a startup or an established business, consistency is crucial. Your social media profiles are your public face, they should represent your business and be on brand. We also recommend you keep them the same. A consistent image is important and shows that the accounts are ‘official’. Customers often decide who to click on in milliseconds when navigating their timeline, so having an image and bio that fits your brand and is recognisable is important.

If you need a reminder of why a good social media bio is so important, read our blog post, The Importance Of A Good Social Media Bio.

For each social media account, you should check the following:

  • Bio — is it clear, concise and catchy? Does it include the business’ URL?

  • Profile Picture & Header — is it clear and in the right resolution? Have you used the same image/s across all platforms?

  • Verified — Do you have the blue tick of power? If not, can you get it? It’s worth looking into, the coveted blue tick can add legitimacy and trust to your brand.

4. Future Forays

New social media channels are constantly emerging, and while you shouldn’t abandon the established platforms, you should have a situational awareness of what’s out there.

While it’s unlikely that newly blossoming platforms will topple the trifecta of Facebook, Instagram and Twitter, they can often offer bonuses to new users, and, as a startup, it’s a golden opportunity to be an early adopter and keep you ahead of your competition.

You should keep a note of all new platforms that you’re actively experimenting with, or have an eye on for the future, to track their progress.

In Conclusion

With careful planning, social media can be the perfect partner to spur your startup to greatness and propel your business to the future.

Shake loose the idea of an audit being time-consuming and intimidating. Instead, see an audit as a way to increase your follower count, make your marketing more efficient, and help you become a social media master.

If you’re still struggling with your social media presence or don’t know where to begin with your audit, then get in touch with us. We’ll be more than happy to explain the process in more detail. We can even help you craft and formulate the perfect plan to get your startup started on social media.

We’re currently offering a free social media audit and consultation, so get in touch with us to help boost your brand.

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