Marketing Strategy Audit Example – Social media is constantly evolving – you can expect new platforms, audiences and features to emerge. This means there are always new ways to use this channel for your business. As a business owner, it is important that you follow the best way to use social media platforms for marketing and advertising. However, it is not something that should be done blindly without analysis or evaluation. Monitoring what social media is actually doing for your business is essential to determining what works and what doesn’t. What is a social media audit? Social analytics give you a complete view of how social media is working (or not) for your business. Auditing is the process of reviewing some metrics to assess your current social media presence. These metrics include information about demographics, engagement, location, campaigns and more. Social analytics may include sentiment, comments, likes, shares, and other interactions, including which posts get the most engagement and audience. This information provides information you can use to create effective social media for your business. How to Do Social Media Research When you start your social media research, remember that you don’t have to start from scratch. Use patterns or examples to get you started. Be prepared to gather a lot of information and do in-depth analysis. Below we cover the steps involved in advertising audit. 1. Start with the basics. Image Source Add all of your business’ current social media profiles, even ones you haven’t posted on or haven’t been active recently. For each platform, enter your username or control URL, and the number of followers or subscribers, engagement metrics, or other KPIs that affect each channel. 2. Examine each aspect of the partnership. Image Source Social media platforms often have built-in metrics that provide useful information. For each platform, collect engagement metrics, public information, publications, and your opinion and input. This information can show you what each platform’s strengths and weaknesses are for your business. 3. Look for patterns. Image Source Now that you have information about your posts on all platforms, check for similarities. See what’s popular on each platform and have consistency across platforms. Things to look for are the type of ad, the target audience of the ad, the time it was posted, and any news in the ad. As you look at the collected data, you should be able to see these patterns in how your audience engages with your business. Which platform generates the most traffic to your website? Where does the highest level of cooperation come from? Which demographics are most engaged with which content? These are all patterns that you can start removing from the file. 4. Set goals for each stage. Now that you’ve determined the status of each of your social media profiles, decide what you want to improve. Also, think of things that are already going well that you could use better. These goals should be more than just developing a following. Your social media goals should be how social media can benefit your business, including marketing awareness, engagement and traffic to your website. Watch the video above to learn more about how to set social media marketing goals. 5. Make a plan. Collecting data from your social analytics is a big job. However, don’t let him distract you from his goal. The review is meant to help you decide what needs to change about your social media usage. Once you’ve completed the assessment and set your goals, create a plan to achieve them. 6. Check out new platforms. Your business is putting more effort into major platforms and not using others. So, if you see opportunities elsewhere or want to explore new options, go for it. Use the information you gather to help you determine where your content has the most potential to grow and connect with your audience. Social analytics should be done every quarter, so you can easily track data for each new campaign. Social Media Audit Template A social media audit includes several key elements. They should include sections to display the audience, your most recent successful posts, how the ad works, and more. Check out this free social media audit template for some inspiration. Image Source This template starts with content and shows your overall performance. These two sections will hold the most important information to clear all reviews. Many other sections show your social media “performance” for different content. The demographics section will show who is engaging with your content and where the target audience is from. These standards also refer to the “performance” of your posts so you can compare them. Finish with the next step means making sure the view is in the data, so understand and use your advertising strategy. Social Media Audit Examples Different businesses and their marketing teams will conduct social media audits in different ways. They may use different models, need to write different metrics, and use different platforms. It’s important to consider social media for how your business uses social media and the information you seek from it. Quesenberry Social Media Audit Example Image Source Keith A. Quesenberry, Associate Professor of Marketing, covers social media in his book “Social Media Strategy: Marketing and Advertising in the Consumer Revolution.” He built his model on the five Ws: who, where, what, when and why. The end is the order of each part of the scale from “Race” to “Time”. This format makes it easy to collect, digest and evaluate all the data relevant to your analysis. Such a “competitor” is also useful for comparing your social strategy to other businesses in your industry. JourneyEngine Social Media Audit Example Image Source This sample from JourneyEngine focuses on the most important aspects of engagement. Some models include only thoughts or split-second impressions that do not convey important information. This goes into great depth, including reactions and a thumbnail image for each post. It provides a clear picture of your social media presence. Your business may use multiple platforms, but which one is the most effective? This model is designed not only to monitor your social media but also to easily compare it across platforms. Google Analytics Social Media Audit Example Image This example shows how Google Analytics collects social media data across social media channels. This review is divided into two parts, “Acceptance” and “Policy”. This separates the “how” engagement occurs from the “what.” If your business needs more detailed information about how users interact with your social media, this provides additional information. Pages per session and average engagement time tell you how long and how many users are viewing your social media pages. Social Media Audit Tools Using the right tools to complete your audit can make the process faster and easier. Social media management platforms not only collect the information needed for analysis but also track it over time so that it is always accessible to you at one side. Many will give you a more comprehensive review than any single platform can. Check out the tools below to see what it can do for your business: Sprout Social : This is an all-in-one social media management tool that provides deep insight into how visitors interact with your social media profiles. HootSuite : This tool creates custom reports for your business that show exactly how social media is impacting your brand. Unmetric : This platform helps you compare, measure and analyze the performance of your business. Zoho Social : Monitoring this tool gives you multiple “tracking” columns that update in real-time as engagement with your social media profiles occurs. Sociality.io: This tool will give you competitors’ social media to get a complete picture of your audience engaging with your online business. Social Media Audit Checklist When you start your social media audit, it’s important to stay organized. Having a simple checklist will help you focus on what needs to be accomplished. When you start working on your social media analysis, keep one of the following in mind. List all your social media accounts. List all the social accounts you have in a spreadsheet. Use the social media audit template. There’s a guide so you know where to start. Choose the right advertising campaign tool. Use tools that save you time and resources while working. Track your key metrics.