Social Media Audit – Basics #3 – Mecca-Amirah Jackson

Part 3 is here!

Read Social Media Audit – Basics #1 & #2

Previously, we talked about Listing Your Accounts and Reviewing Data. After doing the heavy lifting of looking through your data, you can now highlight the top-performing posts for each platform. And when doing so, you will add why you think it performed well.

Why Your Posts Performed Well

Why the heck are we doing this? Well, listing the top-performing posts from each platform allows you to create benchmarks for the next year and sets the standard for your progress. So for each platform, find the top (3-5) posts based on impressions and engagements. If your company or you also want to include other benchmarks, go crazy! (not literally), but impressions and engagements give a broad enough observation of the state of your social media channel.

Once you present your top posts, let’s deep dive into why they performed so well. There are a lot of factors to consider–especially when you consider the demographics, which we discussed in my previous post. Below are some terms to consider:

Assets
Copy/ToV
Day/Time
Demographics
Organic/Paid

Assets – What kind of post was it? Video? Still? Carousal? And what platform was it on ? Why is that important? Specific assets perform better on different platforms. For example, IG Reel has been extremely popular to social media managers because Instagram rewards you for using its new feature. To stay relevant against the increasingly popular Tik Tok and now YouTube Shorts!, Instagram wants to still have an edge and wants to have their video feature to not die. When I think of a poor performing feature, I think of LinkedIn’s brief exploration of an Instagram Story-like feature? And Twitter’s Fleets!?! So random! In my opinion, LinkedIn will always remain a professional-focused app, even if it tries to copy its competitors. And well, the state of Twitter is a MESS. Anyway – when considering your social media strategy, think of what TYPE of assets for each of your PLATFORMS. Overall, I do think a variety of assets is ideal! Your audience may tire of the same type of content over and over again. Social media is a BEAST and will not be satisfied everrrr.

Copy/ToV– I’ve talked extensively about the importance of copywriting and Tone of Voice when it comes to your posts. You can read Storytelling & ToV here. But when reviewing all of the data, you may sit down and think, hmmm maybe we should change it. Maybe your company is trying to appeal to a younger audience and may want to consider sounding more casual and using emojis. Or maybe it’s the opposite! Your copy is too obscene and offensive (I’m talking to you Wendy’s Twitter!) and needs a complete rebranding. Another factor to consider is CTA and the clearness of your messaging. Are customers able to truly understand what you are writing?

In previous posts, I’ve broken down company and brand posts’ readability. Check them out below:

In part 4, I’ll review Demographics and Organic/Paid posts!