Welcome to your Social Media Audit. To the left, you’ll see long, extensive hours of reviewing data, and to your right, there’s a depressing snapshot of your budget.
So buckle up, and let’s start with Step #1: Listing your accounts. Yes, a very easy first step, but it’s also critical.
Step #1: Listing Your Accounts
When presenting your Social Media Audit, you will list the social media channels you are presently on and how many followers you have. When performing this task, you will start to see how much time and effort you are using to m, maintain these accounts. You may even begin to wonder — should we even be on Twitter? LinkedIn? Youtube? etc. After plugging all the info in, you will hop over to Step #2; reviewing your data.
Step 2: Reviewing Your Data
Check out my previous blog on KPIs & Metrics for reference.
Now, here comes the fun 😉 For this task, you will pull all the relevant data for all of your platforms. Based on what you or your company strives for, you will list the key performance metrics. Typically, we all track impressions and engagement rates, but there are also Clicks, Likes, Video Views, Video Play Time, Engagement, etc. A sidenote: each social media platform has their own formula on how they measure these KPIs so it’s important to take note of that when comparing performance across platforms.
So, as your digging through excel sheets, you will also be privy to other factors that will shape your social media strategy.
Demographics: With the data, you will see which countries, gender, days and times they are engaging with your posts, and more. Why is this important? Here are some examples for why:
- Regions/Countries: Let’s say your company mainly sells to the USA and Latin America, but through the data you pull, you see that there is a rise of engaged users in other parts of the world. This is great information to share with your team — maybe they should focus their efforts on expanding to a new market? If users are engaged with your content, they are showing interest which may lead to new opportunities. Another scenario: Based on the first example, let’s say when you’re reviewing your data, you see that your users are not from your target audience. Based on this observation, your team can change their strategy to reach their target audience and may focus more on social, omnichannel, e-commerce, and other channels to engage them.
- Gender: For this example, let’s say you want to run a recruitment campaign, and after reviewing your data, you see you have a larger female audience. So based on this information, you work with your design team to ensure the graphics and assets used will appeal to your audience. You may want to use an asset with smiling female workers or call out data – like how many female leaders are in the company, how many are promoted, and the percentage of female workers in a typically male-dominated field – like lawyers, scientists, doctors, etc.
- Day/Time: All this data is great, but what’s the point if no one is looking at it – right? When looking at your data, you will see the best times and days to post to reach your audience. Sometimes, the data will suprise you (why are people most engaged on Wednesdays and 3am?) but it will you shape and schedule your posts for effectiveness.
Stay tuned for Part #3!