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How to Audit Your Social Media in 7 Steps

How to Audit Your Social Media in 7 Steps

Here at Lunar Logic, we don’t ever want to stop learning, improving, and getting better at what we do. Taking stock and seeing what we can do better in every aspect is something we do relatively frequently.

In this blog post, we wanted to share one of our favorite ways to mix things up and find better ways to succeed: social media audits.

Social media audits are a way of taking an inventory of your online social media presence. If you owned a restaurant, you would certainly perform regular inventory checks. This is similar, except instead of seeing how many tomatoes you have, you’re going over your digital footprint.

A good social media audit gives you an actionable list of things to improve upon; acting on these can increase engagement with your brand, which in turn increases your ROI. It can take as little time as an hour, or up to five or more hours depending on how complex you want to get and how many profiles you have. Keep reading to learn about our 7 steps for a great social media audit.


1. Locate all your Profiles


The first step is probably the easiest—find all of your online profiles. The simplest way to do this is to Google yourself. There may be profiles you forgot about or that a well-meaning employee started on your behalf before you started your official profiles or created a social media strategy. All profiles matter because they are what the public sees.

Now that you’ve found all the profiles, you can decide which ones to discontinue and which ones you want to continue using. This may also require finding the owner of a page created for you and asking nicely for someone to take that down or transfer ownership. We recommend being on the big three: Facebook, Twitter, and Google+. Depending on what your company does, an Instagram or Pinterest account may make sense as well. (You can read about whether Pinterest is a good platform for your business /blog/is-pinterest-right-for-your-brand here.)


2. Make Sure Your Branding is Consistent


To get the most out of your profiles, they need to be complete. Are all the categories filled out? Does each page have an introduction to your company? Are your bios consistent across platform? Can people figure out how to contact you from your social media? Do your profiles have profile pictures and header images? Are images the right size and resolution? Are the images the same or similar across platforms?

Once your profiles are completed, take a minute and see if the story you tell with images and words matches across profiles. You need to make sure that all of these profiles are telling your brand story successfully. Your profile image should be the same on every profile (and if the account represents a business, this should be your logo). Doing this allows the customer to immediately recognize your company across all platforms, ensuring that they always know they are talking to and following the right business or brand. Make a list of all the things you need to fix.


3. Figure out your goals


Figuring out what you want to do with your social media is the challenge. Some companies need to grow their brand awareness. Some companies need to maintain their status quo. Some companies want to turn followers into buyers. How you craft your messaging will depend on your goals. You can look at all the data in the world, but if you don’t know what you want your social media to do, then it’s just data. Once you know your goals, you can think about how to structure your social media going forward.

We recommend writing down a short list of goals that you share with relevant employees; this will help everyone be aware of the role you want social media to play in your business.


4. Mine for Data


Check your analytics. For data nerds like us, this is the best part of the audit. This is where you get to see first hand what is working and what is not. It can also be like going down the rabbit hole in Alice and Wonderland; you can look up and wonder where the last four hours went. It’s not a bad idea to set a timer when doing an audit for the first time. This will force you to stay on track. There are lots of ways to collect data. There are websites like SocialBro or Hootsuite that will run all the analytics for you. Most platforms have limited built-in analytics, and for your first audit that’s not a bad place to start. It’s called “Analytics” on Twitter, and “Insights” on Google + and Facebook.

Not sure what should you be looking for? Start with finding your optimal posting times (when most of your followers are online). Then look at what type of content is getting the most engagement (videos, behind the scene photos, funny news stories, etc.). What does your audience look like? Which posts got the most views? Which got the least? This will give you a picture of what people are looking for when they come visit your site. A lot of these tools stress how many people looked at your profile or post. We tell our clients to be more concerned with how many people engaged with your profile or posts. Engaging means clicking through to the link, liking your post, retweeting, sharing or favoriting it (the language depends on the platform). People engaging with you are much more valuable than people who just look at your posts. Engaged followers can become brand ambassadors.


5. Check in with the competition


Look at three to five successful brands in your industry to see what they’re doing on their social media and how you can adopt some of their most successful strategies. Maybe they are using a lot more video content. Maybe they are using more humor. Maybe they just post more than you or maybe they create branded images for each post. Spending 10 minutes per company and jotting down notes with what you liked and what you think you can work on will go a long way to making you more competitive. (Make sure to note what is successful on their pages; getting ideas that don’t work isn’t effective!)


6. Put it all together


Create a strategy to get you to your goals. This includes that list you made of what you need to fill out on your profiles. It also includes getting profiles closed or deleted, as well as potentially expanding to a new platform like Instagram. Maybe you need to spend some time rewriting your brand’s story so that it works on each of your profiles. Once you’ve got that list, you should work on your next list: the content strategy.

What do you need to do to get more engagement? Do you need to tweet with more images? Images lead to a 70% bump in engagement. Do you need to make more videos? Are you posting at the correct times? Figure out when and what you’ll post and make a map of the upcoming month. Remember to keep referring back to your list of goals. You don’t have to write all your content at once, but figure out when you want to promote a new blog or product, when you want to shoot and release a video, how your social media ties into your marketing. Then implement your strategy.


7. Repeat Often


The last step is to do another audit. Check back in with yourself in 6-8 weeks and see if you are reaching the goals you set out to reach. At the very least you should be doing this yearly. We recommend once a quarter. The more often you do an audit, the less time they take and the shorter your list will be at the end.

If you have any questions or want to know more about social media audits, contact us.
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