When you hear the word audit, do you also run and cry and scream? Same. But, not all audits are made equal—especially a social media audit. You can learn a lot about how your accounts are doing, where you’re going wrong (and right!), and how to best approach your social media strategy moving forward.
In today’s blog, we’re teaching you everything you need to know about doing a social media audit—from what one is to why it’s important to our top tips on things to focus on while running your own audit.
How to run a social media audit
Yay! You’ve made it. Finally, how in the world do you run a social media audit on your accounts? Here is your detailed list and guide on how to run one for yourself.
You might think you know all of your social media accounts, but do you really? Chances are, you might have forgotten some old test accounts you made that have since gone inactive … or just ones you made that you swore you’d keep updated and never have.
Go through all of the major social networks and search for your brand, product, services you provide, or old names you might have used previously. Trust us: You might uncover some accounts you didn’t realize were there.
Once you identify all of your accounts, get rid of and transfer the data of the old accounts you might have discovered. If you’ve found any accounts that are imposters or using your own materials, report them so they can get taken down.
You can now start tracking all of your accounts in one central place (hey, Flick can help you there!), so you can see all of your social in one spot to see if there is anything missing in your social strategy. For example: Are you on every single social platform? Are you on too many? You don’t have to be on every single platform out there—it might not be where your audience is at. So running an audit of all social platforms you have and how well they are performing is essential. Put all of this information in a spreadsheet and separate out your spreadsheet with:
The social network
The URL
Your profile name
Number of followers
Amount of content
If you posted all of your social media branding a long time ago and haven’t gone back to it, you definitely want to do that—especially if your branding looks different on each platform.
Like we said above, consistency is key so making sure that all of your social media channels are streamlined and on a consistent brand is important to your overall strategy.
When working on your audit, go through and make sure all of your profiles match, like:
This will help set your brand apart and make people recognize your brand more easily.
If you don’t know who your audience is, you’re doing it wrong. Dig through your demographics (if you need help doing that, click here!) to discover who you’re talking to when it comes to your social media accounts.
And don’t think one of your account’s demographics is how your demographics will look across the board because social media isn’t one-size-fits-all. Each account will require something a bit different from yours based on the demographics of that platform. For example: You wouldn’t approach TikTok the same way you would approach Facebook because the demographics on both are vastly different. In the spreadsheet you’ve created, write down the details of each of your audiences. Gender, age, location, and more. This will help you come up with a plan for how you approach each platform.
Define your specific goals for each social network
It’s all well and good that you have social media accounts and are active … but what exactly do you want your social media accounts to help you with? This is something that is crucial when it comes to doing your social media audit.
What exactly are your goals? They could be anywhere from:
You can’t do any of those things if you don’t know your exact goals when it comes to your social media strategy. Set specific, measurable, and achievable goals and objectives for your social media accounts. Use these goals to guide your social media strategy and track your progress.
Evaluate Your Brand Voice
This is one of our favorite ones around here! Figuring out your brand voice and perfecting it is one of the most important things you need to hone in on when you start auditing your social media accounts. Say it with me again: consistency is so important. Evaluate your brand voice across all the channels, including the tone and language you use in your posts.
If you need help with fine-tuning your brand voice,
click here to read about how to find yours.
We know, we know. This one is a major “duh” moment but it’s important to check your social media metrics, including engagement rate, reach, and impressions. How else are you going to know if your content has done well or is doing well if you’re not looking at the data?
Go to your social media pages and look up the insights on each. Figure out what your
average engagement rate is, the average amount of likes you get, how many clicks you get through the link in your bio, etc. Keep track of that information to help you identify what types of posts do well for you so you can craft an incredible social media strategy in the future.
💡 Flick’s tip: Try Flick free for 7 days to get all the insights into your account! We’ll help you identify which post did the best, which ones could use some work, how you stack up against your competition, and more.