A social media audit is a set of techniques for evaluating and enhancing a company’s social media profiles and tactics. E-commerce businesses that want to keep track of their online presence may benefit from a social media audit.

Why is a social media audit so important?

A social media audit can assist your company in refocusing its social media marketing efforts on its goals. An audit will show you how well you’re doing, what needs to be changed, what your future priorities should be, and how well your personnel are qualified (or not) to use social media efficiently.

Let me put it this way: we maintain our cars so that we don’t have any problems later on. Consider a social media audit.

The Important of a Social Media Audit

You can assess the consistency of your profiles

You may track data across your social media profiles with a social media audit. Because all of your profiles must communicate with one another, completing an audit allows you to assess the consistency of your different profiles across all platforms. Maintaining consistency is vital so your audience does not become confused about your brand and messaging. Consistency does not imply that all your profiles must look the same, but they should all express the same vibe and information.

Use an online social media audit template to help you better understand your social media data and finish the audit faster. You’ll receive a client-ready report with in-depth insights in no time.

To put it another way, we have our cars serviced so that we don’t have any problems later on. Consider a social media audit in the same way.

Metrics show you how well you’re performing on social networking

Using social media auditing tools, you may obtain precise data on your company’s online performance across all your social media channels. Consider the following parameters:

People use social media to share, remark, like, view, and mention

1. The number of followers you have.

2. Important segments of the audience.

3. People with clout.

Metrics Can Help You Improve Your Social Media Performance

Put the data from the metrics above from all of your social media profiles into a spreadsheet or an online auditing template so you can compare them. With data in hand, you can decide if you met, missed, or exceeded the goals you set for your organization. You can see if your actions or inactions impact the outcome of each goal. For example, the interaction with your material may have exceeded expectations. You can determine why this is the case using social media auditing tools.

Perhaps you haven’t posted enough or have posted too much. Alternatively, your content may have been too commercial and impersonal to pique the interest of your intended audience. Use sentiment analysis techniques on social media.

You may check how your online business compares to the competitors

Every company faces competition. This isn’t always a bad thing. You can uncover why customers choose your company over another by doing a brand audit and comparing your brand to competitors’ brands. A social media audit investigates how your competitors use social media to obtain new customers and highlights areas where you should focus more to attract new customers.

Examining your online presence

Identify all of the profiles. Certain profiles will be easier to find if social media is well-integrated into a company’s marketing plan. Even so, it’s probable that a few have been overlooked. These are mostly profiles from lesser-known networks or platforms that were once popular but have since fallen out of favour. Businesses should look into Google Plus, LinkedIn, Yelp, Tumblr, Instagram, Snapchat, Vine, Periscope, and other social media sites besides the obvious suspects (Facebook and Twitter). Additionally, watch for job advertisements on websites such as Indeed.com and Monster.com. An Internet search will assist you in locating elusive profiles and identifying those that are not official.

Keep a journal of what you discover

Create a spreadsheet to track each profile’s platform, URL, who has access to it (including their positions, if applicable), and the number of followers it has. Keep track of how frequently each profile is updated and how frequently viewers, both followers and unfollowers, respond to and post comments. Is regular updating more appealing to viewers, or do they prefer a limited number of updates? Viewer involvement can be tracked manually or with a provider of social media stats.

Double-check that each profile is complete

Examine each profile to check that all input options are filled out. The amount of information a business can post on social media varies (for example, Instagram allows for a website, biography, and profile image, but Yelp adds options for hours, location, and much more). This ensures that a company gets the most out of its social media profiles. Some profiles alter based on the platform used to view them; for example, Tumblr’s mobile version features a header and colour options that the desktop version does not.

Check for any discrepancies or deviations

 All profiles should have the same logos and names, and any colours used should be consistent with the branding.

Images, videos, and other material should be comparable enough to be related to each profile, but the unique aspects of each platform can be utilized.

 Certain types of information perform better on different social media sites, and having some unique content encourages people to follow all of a company’s profiles. Examine the content of each profile to ensure that it is consistent with the overall marketing strategy. Communication should be constant unless the message is platform-specific, such as a drawing only for Twitter users.

Think about the market

Certain markets gravitate towards specific platforms; for example, Pinterest is dominated by women, but men dominate Google Plus. E-commerce executives should investigate the market that each profile attracts and assess whether or not this market is compatible with a brand’s goals and techniques. Examining the interaction between visitors and the posted content is also a component. Is one profile more interesting than the other, and why? What are the most effective marketing strategies?

In the same way, examine the tone of consumer feedback. Are they complementary, or are customers unsatisfied with the available product? Customer service should be extended online, and complaints should be resolved as soon as possible.

Define your goals

Now that the profiles have been built and reviewed, it is time to look ahead. Determine what is most important in the coming months and what may be improved. Establish explicit goals, such as increasing the number of followers, comments, or reactions by a certain percentage. Once the audit is completed, save the results for future reference.

Remove any no longer required profiles

At times, a profile may underperform. The number of followers or interactions may be small, or the platform may be unfamiliar. In this case, close the profile and redirect your marketing efforts elsewhere.

Identify any non-authorized profiles

 Unfortunately, a firm may come across false profiles made in its name. Making a note of these profiles and taking action to remove them. Sending a message to the creator may suffice; if not, read the terms of service, FAQ, or help section to discover what else is available.

Social media audits, while time-consuming, ensure that branding is consistent and online marketing is effective.