How to review your Social Media and set yourself up for Success

Introduction

 

It’s no secret that social media is now an essential part of your marketing mix. Whether you are a solopreneur, a large corporation, a professional service provider or a retailer, you need to make sure that the time you spend on social media is effective and helps you get what you want and need out of it. How to review your social media

But it is so easy to let your strategy and plan fall through the wayside; you get busy, you need to focus on your clients or life just happens.

By conducting a regular social media audit, you will be able to:

After all in the words of George Bernard Shaw: ‘Progress is impossible without change, and those who cannot change…cannot change anything.’

The great news is that reviewing monthly or even quarterly won’t take up a lot of time and, you will reap the rewards as you will know exactly where to focus your efforts. Remember to benchmark against yourself and your own progress as long as things are improving; then it’s all good. 

Now I will take you through step by step process of how to conduct your audit:

 

Step One: Reviewing your profiles

 

Let’s be honest how often do we review our pages and profiles? If you haven’t conducted a review for a while (or ever!), you will need to start with this:

Conducting a social media review

Check:

If you haven’t looked at this in a while, there may be some work to do here, but the most important thing is that you have a consistent presence on the platforms you are active on and that the branding, fonts and writing styles is consistent with your website. 

Also, make sure that if you have any dormant accounts that the branding is still consistent and up to date!! If you don’t want to close them in case you want to reuse them you can make the accounts private in case you want to resurrect them further down the line.

 

Step Two: Identify your audience

 

It is essential to note the key metrics for each of your social media profiles and page. I would recommend doing this for all platforms, not just the ones you are currently active on, as it is helpful to understand the demographics of your overall audience.

Followers/ following: 

Make a note of the number of followers you have and the number of people that follow you. It’s probably not possible for you to assess whether all of them are relevant to your business. But overall, they should be a good mix of people who influence your audience and provide complementary services to yours. As well as Customers, current and potential clients, inspiring content and things that you like (we all need a bit of fun after all!)

Audience Demographics:

 All platforms contain key audience insight’s on our audiences demographics. And this is split by location, age, demographics and gender. Make a note of this data – if it matches your target audience, then great you are on the right track. If you are using a Linkedin business page, you will also be able to see the job function, employer size, location and level of seniority for each of your followers. 

Website Traffic:

Use google analytics or your website analytics to see where your visitors are coming from and what they are doing when they get there. You may be getting a lot of likes on Instagram, for instance, but if Linkedin is driving more traffic and sales to your website, you may need to shift your goals and focus to account for this. 

 

Step Three: Dive into the platform insights. 

 

By now you should have begun to get a picture of which platforms your audience favours interacting with you on. Now it’s time to review your overall data and see what’s really happening behind the scenes.

The insights do vary from platform to platform but broadly speaking, you will be able to see and monitor the following.

Remember to note the figures and percentages so you can continue to track your improvement over time.

Step four: Does your progress match your goals?

 

All businesses have different reasons for using social media, and that may also vary from platform to platform. For example, a well-established tech company may use Linkedin for recruitment and to find new clients. But may use Twitter as a customer service tool to instantly answer any tech queries. 

In contrast, if your business is new, you will probably be using the platforms to increase brand awareness and grow your overall audience.

Some common goals are:

What you have learnt so far and your overall business objectives should help to inform your goals. 

Step five: Look at the individual post content.

 

With your goals and your performance on each platform in mind, you need to start thinking about your best and worst-performing posts and whether they meet your goals. Looking at the good and the bad will help you get a realistic picture and focus on what is actually working. 

I would recommend using a month of usual active as a benchmark, but if your social media presence is sporadic, you may need to look at the last quarter to get a true picture of your activity.

I would recommend looking at the top and bottom three posts. The top 3 will be those with a high level of reach and engagement, and the bottom 3-5 will show the opposite. It is possible but unusual these days to get a good reach with minimal engagement as the engagement stats teach the algorithm which posts will do well.

Think about why the posts performed well or poorly. Can you see a pattern?

Now you have conducted your social media audit, you should have a good understanding of what works well for your business and what doesn’t. Make sure you use these learnings to focus on the platform, content and goals that will drive your business forward. 

If you think you need a social media audit and want to get a full overview of the metrics that matter and get 3-5 key takeaways to turbocharge your accounts. Then just click here to start the conversation

 

The lessons I learnt in 2020

It’s New Year’s Eve, and I had planned to be all ready for 2021. My social thoroughly planned out, launch dates confirmed, and forecasting completed. But, it’s not, and one of the things this year has taught me is that it’s ok and that I really needed the last two weeks to rest, reflect and spend some time with my loved ones. 

We can’t always plan and be ready for everything life throws our way and sometimes trying to plan when you’re not in the right headspace can be counterproductive. 

Rewind to January 2020

This year kicked off with the launch of my website!  It was an exciting time; I’d mapped out the year and planned to expand my group workshops into other areas in Sussex as well as working in house with businesses to help them use Social Media to grow.  Working online was something I had done in the past, but as someone who loves working face to face, it certainly wasn’t a massive part of my plan. When I look back to January, I recalled l that someone actually contacted me to ask if this is something I would do! 

January and February were super exciting. The business was growing, and I was lucky enough to meet some fantastic l people via my group training, networking events, and co-working.

At the time COVID was starting to be reported on the news. But to be honest, it wasn’t something I worried about, nor did I think about how it might impact my business. 

On Friday 13th March, I ran a fully booked workshop ‘How to Build a Social Media Strategy.’ The group consisted of 2 x retailers, a hair salon owner, a counsellor, a coach, a photographer, a charity founder and a reflexologist (all of whom were to weeks later find their businesses closed).

They were a great group, but the atmosphere was sombre, and there was a definite tension in the room. It was all becoming quite worrying, and there were whispers of school closures. I started to make plans to move my upcoming workshops online.

The following week my husband, Ben, became quite ill and we decided to remove our children from school and nursery and to stay at home! I don’t think either of us knew that they wouldn’t be returning. 

Lockdown Begins

The day after we went into Lockdown I couldn’t sleep, I woke up early and set up a Facebook Group and I wrote: I wrote an email about what to say on social media during the CoronaVirus pandemic, my tips were:

  1. Stay Visible
  2. Adapt your content
  3. Educate and suggest activities
  4. Go live and be informative.
  5. Consider paid ads

Crucially it didn’t differ that much from my usual advice, (but I knew so many people were worried about promoting their products and services).  This is still the advice I still give and have followed ever since, albeit with the addition of including a break when it all gets too much and as I sit here at my kitchen table (a place I have spent more hours than I can even think about this year!) I reflect on what 2020 has taught me. 

The ten lessons I learnt: from 2020

  1. You can’t plan for everything: Yes, its great to have a plan and set goals, but they need to be moveable, slightly flexible and about the process as much as the outcome. As Ralph Waldo Emerson says: ‘life is a journey, not a destination.’ Although I will advocate that you can’t review how far you have come if you had no plan in the first place!
  2. It’s ok to say no: No to the work you don’t want to do, no to that person who keeps asking for a discount. No doesn’t make you a nasty person, and it doesn’t necessarily offend anyone. What it does is stop you from going insane, as well as leaving you more time to do the work and things you love.
  3. Procrastination is a choice: It also steals your time and your headspace. It is essential to think things through and learn from our mistakes.  But I think for most small business owners 2020 has meant we have had no choice but to embrace the things we were putting off. If I had, I probably wouldn’t have started my Facebook Group, launched my online course: Unlock your Social Media Confidence or changed my website and branding after six months.
  4. It’s ok to ask for help: Being self-employed and starting a business is lonely. Particularly when you are trying to homeschool, juggle your children’s emotions and your own and support those around you! I have asked for help! I feel fortunate to have made some great online and offline connections this year. From the 20 people who helped me validate my new course ideas,  through to the supportive networking and online coaching communities I am part of.
  5. Try not to compare yourself to what you see online: Social Media is great, I love it, and I know it has the power to change people’s businesses and provide a supportive environment. But comparing yourself to your competitors and others in your field isn’t healthy! The likelihood is that the person you are comparing yourself feels the same as you, they are probably struggling, worrying and perhaps feeling nervous about what they put out there.
  6. Your business is unique, and you need to believe that: There will be competition within your market, but people will choose to work with you because they know, like and trust you and because they know you can help them!  That won’t be everyone, but you need to believe in who you are and what you do.
  7. Be kind to yourself: It’s not possible to do everything all the time! I think women are so guilty of doing this that we forget to take a break. I spend so much time worrying about whether my weekly email has gone out on time, how much time I spend on social media, whether my house is clean and what my kids are eating (the list goes on). But I’ve come to realise: a) no one notices and b) they probably don’t care as much as I think!
  8. You don’t always know, who is listening and how you have helped: I have had strangers message me recently to say that my emails, Facebook group and/ or social media posts have really helped them. These are people who rarely comment or interact, but it proves the importance of being visible and sharing useful content. If someone has helped you reach out to those people and tell them. You will be lifting them up!
  9. Focus on growing your mailing list: I didn’t have one at the beginning of the year, but it has grown steadily, and those people are on my list! My emails appear in their inbox, and sometimes they open them and sometimes they don’t, but I know I am not reliant on the social media algorithms to dictate who sees my email.
  10. Launching a course is hard. It’s scary: I launched Unlock your Social Media Confidence in October. I felt like a broken record after two solid weeks of Facebook Lives, IGTV, daily emails and Social Media posts. But my website traffic increased, my open rates didn’t drop, and my mailing list grew! Not everyone will watch, see or remember what we post or write, so we need to keep telling them. 

I also learnt that I am not cut out for homeschooling, full-time parenting, and really hate crafts! But I’m okay with that and so are my kids- they are already asking when they can get back to school and nursery! 

Finally, I just really miss people and although it will never be the same as face to face interaction I am so grateful to live in an age where we can communicate with written words, photos and video! I also feel fortunate that I can and do now work with people all over the world to help them develop and implement a social media strategy they feel confident about and that aids growth. 

2020 you certainly weren’t a year I would want to repeat, but when I look back at my photos and messages and the connections I forged. I do feel a little bit thankful. I hope I learn some more life lessons in 2021 but surrounded by people! 

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