Social Media Audit Q&A with Meg Coffey
August 15, 2016 10:06 pm
The word “audit” gets a bad rap, but not all audits are bad!
Case in point: the social media audit.
We sat down with our Managing Director Meg Coffey to discuss exactly what goes into a social media audit.
Q: But what is it, exactly?
A: A social media audit is the process of reviewing what’s working, what’s failing and what can be improved in your engagement across all social channels.
Audits are a useful tool no matter the scale of your social media operation and can vary in depth and complexity from a quick ‘review and reset’ style analysis, through to more comprehensive, multi-level evaluation involving long term strategy.
Q: Why do I need a social media audit?
A: Simply put: to ensure the highest return on investment!
Social media profiles can quickly and quietly fall out of sync with your broader marketing plan, so an audit is one way you can make sure your accounts are working for you.
An audit presents a great opportunity to refresh your research, re-familiarise yourself with your market, see what your competitors and influencers are doing, and get across the latest trends.
It is also great way for marketers to see their brands from the consumer’s perspective and reset their engagement accordingly.
Q: What does it involve?
A: First and foremost, we take stock of your ‘social assets’ (ie accounts) and how they are being used to ensure you’re investing your time, energy and money in the right places. There are a lot of platforms out there, but that doesn’t mean they all work equally well for your business!
- How you are performing in your channels
- Whether you’re using the platform(s) properly and to greatest advantage
- Are you digitally discoverable?
- Content production and management
- Does your social activity align with marketing/social strategy?
- Is your management team working collaboratively and efficiently?
- How is your brand being talked about?
- What are your competitors doing, and how well are they doing it?
Q: How often should I do one?
A: There are some things that can (and should) be done on a weekly basis as part of a broader social media management/maintenance plan, however, a full audit should be semi-regularly for bench-marking purposes.
Monthly audits are useful for keeping on track, particularly where significant changes to strategy or management are involved; but ultimately, one major, in-depth annual audit is perfect for ensuring your social media aligns with business objectives.
Coffey & Tea just happens to be expert at this! We recently conducted a ‘lite’ audit for Oz West Fencing & Gates – effectively a social media tune up. The audit revealed some key areas for improvement around page structure, management and discoverability: relatively easy fixes that would have high impact on their social performance.