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.
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:
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:
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.
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.
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!)
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.
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.
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.
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.
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
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.
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:
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
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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