How to Effectively Perform a Social Media Audit for Your Business

Social media audit is notoriously difficult to carry out. However, it is vital to want your social media marketing to be effective.

The audit can assist you in evaluating the success of your online marketing efforts, identifying your strengths and shortcomings, and making required adjustments.



If you use social media to boost your business, you may be wondering how to do a social media audit



Don’t panic—doing your industry social media audit isn’t nearly as terrifying as it sounds. To create or improve a successful digital marketing strategy, here’s our social media audit checklist:



Always Start With The Basics



To begin, you’ll need to have an inventory of all your social media accounts. Gather all of your company’s social media profiles, including those you’ve never posted on or haven’t been active on in a long time.



This may appear to be a no-brainer. However, think about your social profiles outside of the “major” networks like Facebook and Twitter. You know, like that two-subscriber YouTube account or the Pinterest page you haven’t touched in for years.



If you’re no longer active on any networks, you don’t have to keep track of them. Ensure that they are claimed and within your company’s control. On the other hand, it may assist you in discovering chances that are a perfect match for the particular characteristics of networks you have previously overlooked.



Remember to note your username or handle, the number of followers or subscribers, interaction metrics, and other relevant KPIs for each platform.



After identifying all of your current social profiles, the following step is to decide which platforms you want to focus on. You’re probably aware of your priorities, but an excellent audit brand social media might be eye-opening regarding which profiles are your top performers.



Set Specific Objectives For Each Network



Now that you’ve assessed the state of each of your social media accounts think about what you can do to enhance them. Consider what’s already working for you and how you may improve on it. These aims should be a lot more than merely gaining a fanbase.



To avoid being overwhelmed, set clear goals for each social media platform you use, such as:


  • Boosting brand awareness
  • Increasing lead generation and sales
  • Improving community engagement
  • Growing your audience/followers
  • Optimizing your website’s traffic



Along with achieving those goals, your audit may result in the development of more immediate action plans.



Two options to consider are changing your social media backdrop photos or focusing on a network where a more significant percentage of your target market is active. These adjustments may not be as measurable in the long run, but they’re what audits are all about. 



Analyze The Engagement Of Each Profile



Now that you’ve determined which profiles to audit and which metrics to seek, it’s time to delve into the data. Almost all social media sites have built-in analytics options that can be extremely useful.



Keep track of the engagement metrics, demographics, most popular posts, and impressions and reach for each platform that you use to market your business. This information might help you determine the advantages and disadvantages of various platforms in your company’s operations.



It will also help you see if you’re on track or if there’s space for improvement. You may utilize a social media analytics tool to speed up obtaining your metrics and keeping them all up to date in one location.



Recognize Your Best-Performing Social Media Content



A closer look at individual posts will help you identify the types of material you should be writing. For example, does your target audience enjoy watching videos? Pictures? Polls?



You can use the default analytics provided by each platform to determine how many impressions, views, engagements, and views a particular piece of content has received. Keep track of which three posts had the highest engagement for each account.



In your social media content audit template, ensure to include links to these top-performing posts.



Analyze The Channel’s Performance



This step will track total channel performance rather than individual post-performance. Now is the time to establish a mission statement and a few key goals for each social account.



After all, you can’t judge your performance until you know what you’re aiming to achieve. For example, you wouldn’t compare the performance of a Twitter account dedicated to customer service and an Instagram account dedicated to increasing follower engagement.



Your mission statement should help you identify crucial social media indicators. Most brands can track website traffic and conversions here. After all, social media interaction is good, but real ROI comes when followers become leads or customers.



If you’ve installed the Facebook Pixel, you can get some of this information via Facebook Analytics. On the other hand, Google Analytics provides the most comprehensive view across all social media channels. 



Take A Closer Look At Your Demographic Data



Demographic data influences everything from how you communicate with your audience to how you prioritize content or channels.



For example, messages for Gen Z and millennials are apples and oranges compared to Gen X and baby boomers. As a result, your social media audience should comprise people of all ages and genders.



Your audience data should ideally be consistent across all of your channels. If so, you should reassess your communication and content approach for different networks.



Choose Your Channels And Explore Emerging Social Media Platforms



You now have enough data to plan where to focus your marketing efforts to audit social media campaigns. For each account, think about what you want to accomplish.



Take a look at how each platform is currently performing and whom it can target before making any decisions. Consider linking each account to your social media marketing strategy.



Do you see a connection? If not, you may want to consider cutting back on some channels to focus on the ones that deliver the best ROI. These choices aren’t final. You might want to focus on Facebook for a while, then add Twitter to your audit schedule.



New social media platforms frequently emerge, though not all of them are long-term success stories. For example, you might not be completely sold on TikTok, but you might still be interested in exploring the possibilities there.



Good! Similarly, adopting new platforms might help you gain an advantage over the competition.



Highlight new platforms you want to investigate in your brand social media audit spreadsheet. Remember, this isn’t required.



Concern yourself not if you already have a few networks or don’t find any new ones appealing. Nevertheless, keeping up with current social media trends is always a brilliant idea.



Standardize The Ownership And Passwords Of The Channels



There should be a team or a single person in your firm who manages each social media account. They are responsible for ensuring the account is current, up-to-date, and running at its highest level of efficiency.



On top of that, they will be responsible for approving all of the account’s transactions. They’ll select who has access to the account and how much access each individual should have.



Instead of sharing your social media passwords with your staff, keep them all in one location. So you don’t have to change the password every time someone departs or changes roles.



It also helps safeguard your social media accounts. Additionally, a Digital Marketing Specialist, such as PalmPons, can assist you with your business’s social media management and data security.



In your social media audit, note the channel owners and whether you used a password management service for each account. By the time you complete your company social media audit, all accounts should have centralized password control.



More Benefits of Social Media Audit



Are you still frightened about how to do a social media audit? On to the good stuff, shall we?


  • You can gather information to do a SWOT analysis and discover your company’s strengths, weaknesses, opportunities, and threats. You can also perform a competitor SWOT analysis with the facts you’ve obtained.
  • You can ensure that your business is consistently and effectively portrayed across various social media networks.
  • You can seize all opportunities that happen for your brand. A social media world is full of events that can help you grow brand recognition – it’s your duty to spot them.
  • You can track how your brand performs across several social media networks, including critical data such as reach, sentiment, volume, engagement, and more.



Social Media Audit Tools



You may speed up the audit process by using the correct tools. For an audit, you’ll be able to keep track of all of your social media activity with the help of social media management software. Discover what works best for your company by exploring the options below:



This is your all-in-one tool for your social media profiles management. Go no further than this one.



Using this tool, you may generate unique reports indicating how social media affects your brand.



Comparing, benchmarking, and analyzing your company’s social performance is the emphasis of this platform.



Various “listening” columns are updated in real-time as your social media profiles are engaged with.



If you want to know how your customers are interacting with your industry on social media, this application will also provide you with reports on your competition.



Social Media Audit Checklist



Maintain focus as you begin a social media audit. Help yourself stay on track by creating an essential to-do list. As you start your social media audit, keep this in mind.



The following is a complete list of your social media profiles. Gather all of your social media accounts into a single file.



  • Make use of social media audit services that provide templates to streamline your efforts on the web. 
  • Make sure you have a handbook to help you get started.
  • Decide on social media audit tools that can help you save both time and money.
  • Keep track of your key metrics. For each social media network, your business utilizes, gather data on the viewership, engagement, and post information.
  • Set your sights high. Determine what aspects of your social media presence you want to improve.
  • Make a future plan. Use what you’ve learned and incorporated it into your social media plan.



Ready To Start Your Social Media Audit?



Keeping up with many social media accounts can be time-consuming. If you want to be more effective on social media, you’ll have to dive headfirst into the data. For this purpose, doing a social audit is a great option. An audit of your social media accounts can show you where your time and money are being spent most effectively. 



Hopefully, you’ll be encouraged to dig into your stats after reading our summary of the study points. If you’ve completed your social media audit and now you want to take your social media content strategy to the next level, we are ready to help. Reach your goal by contacting PalmPons marketing support team today!