We often get asked by clients: why do I need a social media audit before we start working together? What are the benefits? There are a lot of reasons, both for us and for you, as the client. Let’s have a look at the social media audit benefits you’ll reap, starting by taking a look at what an audit entails.
What is a Social Media Audit?
Just like with accounting, an audit is a chance to go through everything and take a look at what’s right and what’s wrong. It’s taking a step back to analyse what’s been happening and what you’ve been doing. With a social media audit, you really want to take the time to look at all your channels on a regular basis (weekly if you can, if not a couple of times a month at the very least).
You want to take this time to look at what you’ve been doing and what’s working well for you. All major social networks will give you access to various analytics and insights, and that, mixed with your own website stats (something like Google Analytics is essential) should give you a great feel for what’s going on in your digital world.
What are some of the things we do in an audit?
With a financial audit, people are looking for irregularities. The same can be said for a social media audit, to a certain extent. We’re looking at the setup and layout of your profiles and we’re looking for the different types of posts you’ve been creating. At that point, we look for weaknesses: where could you be stronger? Add branding? Be more consistent? After the big picture, it’s about the little details. Then we start to dig in: which post types worked better, and try to hypotheses why – backed up by data.
By breaking down the types of post, we can quickly find out if images do better than video, or if text works better than graphics, or if links are your most effective posts.
More importantly, we can define what content in that type of post is performing the best. When we say the best, it could be based on likes and interactions, or it might be in terms of click-throughs to your website, signups to your newsletter mail list or straight up sales/conversions.
It’s all about what your goals are. WHY is your business on social media? “Just because” won’t tell you whether or not you’re being successful.
Why a professional audit?
You could check over your car to make sure that it’s ok, but taking it to a garage is going to be far more thorough than you are. Years of experience, knowing what to look for, what works best and how to best utilise each of the tools at their disposal.
The same is true with your social media. Here at Social INK, we’ve been doing this since 2008. That’s a long time, especially for digital marketing. In fact, we started focusing on social media just two years after Facebook opened it’s doors to the public.
During that time, we’ve seen a lot and we’ve done a lot, not just for us, but also for clients. And as social media and the digital landscape has changed, we’ve evolved and grown with it.
From building audiences to developing ad campaigns, creating graphics to writing long-format content, going live for 30 days straight, engaging with creative communities and launching products from scratch. There isn’t much we haven’t done yet.
What Are the Benefits of a Social Media Audit?
A social media audit helps your business refocus your social media marketing on your business goals. An audit will show you how well you are performing, what should be changed, what your priorities should be going forward, and how well your team is equipped (or not) to make the most of social media.
Put it this way. We get our cars serviced so as we don’t have any issues further down the road. Think of a social media audit in the same way. We could be saving you time, effort and ultimately money in the long run.
In fact, we don’t believe it should cost you anything, and that’s why we created our free social media audit template. This means you have nothing to lose and everything to gain. Even if it’s just a small insight, a tip, a hint as to what’s performing well for you.
So what’s next?
We look forward to getting to know you and your business social media channels better very soon.