The benefits of conducting a social media audit

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Why conduct an audit?

Tracking ROI is a perpetual challenge for social media professionals. Auditing is the most effective way to gauge your brand’s social performance over the past year and plan how to improve it in the coming one.

By laying out all the data, an audit provides a unique opportunity to see where you stand. You get a broader picture of how well your social strategy ties into your overall business goals, and the extent to which it reinforces a positive brand experience.

An audit also helps with the all-important challenge of social media collaboration across teams and markets.

Primary Areas of Concentration

In order to maximise the benefits of conducting your social media audit, you need to have an in-depth discussion around four primary areas of focus.

  1. Content performance review
  2. Workflow health check
  3. Social media inventory
  4. Digital buzz evaluation.

Get started here.

Use this handy Social Media Audit Template to get started.
Then gather your team to discuss what is working and what needs to be addressed for the upcoming year.
 

Maximise your findings

When completing a social media audit, comprehensive documentation and ample time are key. Don’t underestimate the time or resources that you’ll need. After putting in your due diligence and with the results of your analysis in-hand, you’ll want to do three things:

  • Create clear, easily-sharable reports that detail the most important findings.
  • Present your analysis to your team.
  • Come up with a plan for the year together.

Final thought: Don’t forget to share your findings with other departments within the company, look for connections, and brainstorm new ideas together.

Rachel zimbelman