Published by Kevin Pike on 21st October 2024 | News, Social Media Marketing

Why You Need to Conduct a Social Media Audit

Did you know that 4.9 billion people worldwide use social media? That’s a lot of potential customers scrolling through their feeds! But here’s the thing: just being on social media isn’t enough these days.

You need to know if your social media marketing efforts are paying off. That’s where a social media audit comes in handy. Without regularly auditing your social media profiles, you’ll never know if your content is working, so you could be missing out on new customers. Luckily, we’re here to help you get started.

What’s a Social Media Audit?

A social media audit is like a digital health check-up for your social media profiles. It’s a thorough look to see what’s working, what’s not, and where you can improve. Think of it like a huge tidy up in your house; you’ll keep most things but there might be a lot of things that you don’t need anymore, or things that you can change.

Social media is no different. It changes all the time and what works one month won’t necessarily work the next. This is why audits are so important.

Digital audit

Why Bother with a Social Media Audit?

Get the bigger picture

First things first, an audit gives you a clear overview of your social media presence. You’ll see which platforms you’re active on and why. There are a lot of social media platforms and you don’t always have to be active on them all. Sometimes the ‘less is more’ approach is better and you’ll have more time to create tailored content to specific platforms.

Supercharge Your Content

Ever feel like you’re shouting into the void on social media and nothing’s sticking? Well, an audit helps you identify your top-performing content. You’ll discover what your audience loves, whether it’s funny memes or informative how-tos. Plus, you’ll learn the best times to post for maximum engagement. You’ll then be able to create a more robust content plan based on what you’ve learned.

Get to Know Your Audience

Who’s actually following you? Auditing will help you understand your audience better. You’ll learn about their profile, location and when they’re most active. All vital information that will make your content even better in the long run!

See What Your Competitors are Doing

It’s never a bad thing keeping one eye on your competitors. You’ll get a feel for the type of content they’re putting out, how often they’re posting and what their audiences like to engage with. This might help spark some ideas and strategies that you can adapt for your own use.

Keep Your Brand Looking Sharp

Is your brand consistent across all platforms? An audit helps you check if your profile pictures, bios, logo, colours, company description and overall “look” are on point everywhere. These might be small details, but they matter! If your profiles are not consistent, customers will start to wonder why not and will look elsewhere.

What Should You Look at in a Social Media Audit?

A thorough social media audit typically includes:

  • A platform overview (where you’re active and why)
  • Performance metrics (followers, engagement rates, impressions)
  • Content analysis (what’s working and what’s not)
  • Audience insights (who’s following you and when they’re most active)
  • Competitor analysis (what others in your industry are doing)
  • Brand consistency check (do you look the same everywhere?)
  • Goals and KPIs review (are you meeting your targets?)
Performance metrics

How Often Should You Do This?

Ideally, you should do a full audit at least twice a year. But even once a year is better than not doing one at all. You could also do regular check-ins between full audits to help you stay on track.

 Tips for a great Audit

  • Use a template or checklist to stay organised (Oh, hey, we have one for you here)
  • Be honest with yourself
  • Look for patterns and trends in your data
  • Get input from different team members; fresh eyes can spot things you might miss
  • Use what you learn to improve your strategy going forward.

Watch Out for These Pitfalls!

Try not to get too hung up on vanity metrics such as ‘likes’. They’re nice, but they don’t always translate to real business results. Instead, set actionable goals based on what you find!

Also, don’t just do the audit and forget about it. Use your findings to make real changes in your social media strategy.

Ready to Give It a Go?

A social media audit might sound daunting, but it’s really just about taking a step back and looking at the bigger picture. It’s a chance to celebrate what’s working well and find ways to improve where you’re falling short.

Remember, social media is always changing, so your strategy needs to adapt. Regular audits help you stay on top of trends, understand your audience better, and make sure your social media efforts are actually helping your business grow.

Need a hand getting started? We’ve got your back! At C4B Media, we’re pros at social media marketing and we’d love to help you make your campaigns shine. Whether you need help with strategy, content creation, or just figuring out where to begin, we’re here for you.

About the Author: Kevin Pike

Kevin Pike is a seasoned Content and Social Media Expert at C4B Media, leveraging his digital marketing expertise to drive client success on social platforms. He crafts strategies that enhance brand visibility and engagement, positioning clients for success in the dynamic digital arena.

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