Right from Facebook to Instagram to even Pinterest, you can use your social media accounts to get the word out about your product or service and grow your business. With proper planning, you can do a social media audit in as little as 15 minutes. An easy way to do it is by creating a Facebook audit checklist. Look at some content pieces to see how often and where keywords are being used to see if the content team is doing … My clients often ask me to undertake an audit of their social media accounts so we can benchmark their channels, set some KPIs and develop a social media strategy. Keep it concise. The strategy will describe the situation you want to reach in … Without it, you won’t know where a client is going, let alone what you need to do to get them there. This is different from the overall engagement your content generates. Your content is working and you should continue doing it more. Social media is not a new or strange tool for marketing a business online. You should also analyze and reassess your goals using this same plan. Even though Facebook may not be Google, it is still where many users are searching for relevant businesses. Save my name, email, and website in this browser for the next time I comment. How? Anybody can hit a like to a photo, but it takes someone who is really engaged to actually leave a meaningful comment. I would bring all metrics of their social performance in a single sheet, turn them into info, and provide insights. Analyzing the success and failure of your social media campaign in terms of conversions and finding out what factors are actually affecting the core conversion rate. If you are already active on social networks, you may need to perform a social media audit to define your starting point. Step #1 List Accounts Start your 7-day ReportGarden free trial. The data offered by Facebook Insights is a goldmine which makes it an analytics tool that no social media marketer can afford to ignore. If you follow what I’ve outlined in this article, you can complete yours in as little as 30 minutes. Do they have a Business account with verified website? However, as surprising as it may seem, there are still many online marketers and businesses that are unsure about leveraging social media for maximum results. Keep in mind that as a business, it is not necessary for you to be on every social media platform out there. Are you and your team effectively utilizing all our social media channels? That’s a massive jump in a short period of time. As simple as that term may sound, the answer to how to audit a Facebook page involves craft, skill, and science. Do you want to create a strong social media content strategy? A social media strategy is a summary of everything you plan to do and hope to achieve on social media. There’s more than one way to do so. 5 Key Questions to Ask When Landing Your Next Social Media Client By Nick Usborne. You already have access to every tool you need to conduct an effective social media audit, so why not take the step? If you want to conduct a successful social media audit, you must evaluate your budget and how you spend your money. If you manage social media for clients, a social media audit is an essential first step to take. Or it could be a deeper dive where you go into the strategy of how to get more leads with social media compared to what they are doing now. It helps your followers understand what your business is about and also lets you connect with your brand story. Uncovering opportunities that might have been missed without a social media audit. For the cover photo, you can get creative with a tagline or something that can impress your audience. This can be challenging depending on the depth. Put in the time to analyze it line by line to ensure you’re not skipping any important details. Knowing your position with your competitors so that you can start applying tactics that they are ignoring. Your email address will not be published. Do you have clients that need a social media audit? Or use tools like Skype, Google+ Hangouts or Join.me to do screensharing, recorded audits. Remember, when your profile is complete, it shows you are professional enough to take care of the smallest details. Which will eventually help you generate a positive return on your investment. Of course not. by Andrea Vahl | Mar 24, 2015 | Social Media | 3 comments. (720) 432-4632 –, Facebook Ads and Apple iOS 14 Changes: How to Prepare, Facebook Ads Shut Down: 2 Issues to Watch, Adding the Facebook Pixel to Multiple Sites, Facebook Marketing All-in-One for Dummies, Learning Limited in Facebook Ads: What it Means and How to Respond. The more people are engaging with your posts, the higher is your engagement per follower. The burning question is, how do you as a business get the most out of social media marketing if you are unaware of what’s working and what’s failing? You can then decide if you want to keep all of them, or be less active in some. Even though Facebook may not be Google, it is still where many users are searching for relevant businesses. By completing an audit, that includes an analysis of owned marketing assets, you better understand how content is being created, what content is being effectively repurposed and what is developed specifically for social media only. Do they have a good cover photo? There are many companies that don’t see it as an important step, and end up losing more than they should with their social media marketing activities. For solopreneurs or entrepreneurs with a personal business page, all you need to do is use a high-res picture of your face, that’s all. If you are doing a quick overview in person then that will be the cost of the consulting session. Understanding the execution of your campaign and see where it lacks. A social media audit doesn’t have to be long or tedious. This might be part of a consulting session where you go through their sites one by one and point out things that need to change. Look at your competitors who are getting good results to see what type of content they post and how often. Here is a list of actionable steps you can take to conduct an audit of your current social media activity. Now, if you think doing a Facebook social media audit will be difficult task, think again. There are no exceptions because people have started to use Facebook for searching products and services. By having a social media audit, you will be able to find out which of these social media platforms works for your brand, and the ones that don’t. However, now that you’re doing your Facebook social media audit, you should pay your profile the attention it deserves. Consider implementing on our social media management services. Besides making your page look professional, these details also help your social media profile rank high in the search engines. Landing a new social media gig can put a smile on your face for months. As you do more of these, you will then get a better feel for how long they take. Is your content focused in the right direction and can it do better? You may argue that the look and feel of your Facebook page isn’t that important. Compare how engaged they are for each network and try looking for indicators as to why. In order to conduct an effective social media audit, it’s crucial that you start on the right note. Even though filling out your business profile is a step that you cannot ignore, you’ll find the social media landscape littered with profiles that are incomplete. What matters is you are not ignoring the details. Year after year, the social media ad spend is increasing, and will continue to grow as more businesses jump on the bandwagon. Initially, your social media audit will take some time. This doesn’t necessarily mean that you have to spend a lot of time conducting it. It’s also worth noting that the United States happens to be the leading market with more than 14.8 billion US. (including retweeting and tweeting others). Hashtags are used by everyone, right from individual users to big brands. So by measuring the engagement your hashtags are generating, you’ll know which ones to use and which ones to avoid. Right from the engagement rate to number of Likes received to the audience demographics — by understanding Facebook Insights, you will know: It doesn’t matter how big or small your Facebook Page is. Want to try the social media audit template yourself? In order to conduct an effective social media audit, it’s crucial that you start on the right note. SEO audits are a huge undertaking, but you can get a general idea of how you’re doing by searching for relevant keywords to see where you’re ranking. Here’s a social media audit checklist that can help you get started: 1. In this video i (Tom Spencer) show you how i create social media marketing audits for businesses. Either way, you want to make sure you look through everything before offering your services to make sure you’re up for the task! Do you want to give out that image? If you are an Instagram user, you should know how common hashtag usage is. Questions such as…. Have double-checked the links that go out to your company website and other social profiles. The best and the most effective way to analyze and understand how your social media activities are faring is to conduct a proper social media audit. A more formal report can have different levels, too. On the surface, social media networks work towards connecting people with their family, friends and colleagues. How Do I Conduct a Facebook Social Media Audit? If you find an increase in this metric, it means that you are doing it right. As you audit your social presence, make a point to double-check that your profiles “match” when it comes to creatives, promotions and campaigns. Simple: conducting an effective social media audit helps you find out what actions make the crucial 20%. By keeping an eye on this one metric, you can improve the quality of your content overtime. Not the DIY type of business owner? At then end, they have a list of action steps that they need to complete to improve their social sites . Do you have clients that need a social media audit? Make a list of every social media profile or page operated by your brand or by yourself as an individual. Which is why analyzing the aesthetics of your Facebook page is a critical part of your social media audit. You need to revise your marketing strategy time and again and that involves your social media audits too. You’ll look at metrics like engagement, referral traffic, publishing frequency, and click-through rate. So when someone visits your profile, they ought to know about your company and what you offer to help them make a decision. Maybe it’s a new client and you need to start with a list of improvements that they can make. Work on the following elements to ensure you have an attractive and engaging Facebook page: A high resolution image of your logo paired with a simple cover photo can sometimes be enough to draw the attention of your target audience. See if these profiles/pages have been filled out with the right details and convey your main message. This obviously makes a huge impact on your overall social media campaign. Used by top digital marketing agencies to create white label Social Media dashboards and reports for clients. LYFE Marketing, Copyright All Rights Reserved © 2020, This is exactly why social media marketing is slowly but steadily becoming one the most powerful forms of Internet marketing. Running a social media audit isn’t something that needs to be done weekly, monthly, or even quarterly. Contact us to learn more about our package options today. Once again, remember, a complete profile with optimized information lets people discover you through the big G. Today, for many internet users, Facebook is where it all starts. Are your competitors using similar tactics or are they doing something better? There are many amazing Social Media monitoring tools that are designed to help you understand what your clients want and need, so that you can adjust to … Keep a tab on your progress by following up on each of your goals and comparing them to your overall performance over a period of 1-3 years. Do your goals match your core marketing strategy? Or else you lose a potential customer. Any copy/content that you add to your Facebook profile needs to be assessed. When you are looking at someone’s social media sites, you are typically looking at 3 main things: Then you want to look at more specific things: I usually use my social media checklists to help give structure to the audit and I will give links to each checklist but also provide highlights to watch for on each platform. Observe how competitors and influencers use imagery on their profiles and how it is helping them with their branding efforts. Required fields are marked *. Almost all of the time, I relied on social media audits. You might try doing an sample of one of their sites as a way to gauge what to quote. What are their competitors doing on social media? Is their website listed in their profile? Your email address will not be published. In this article, I’ll share with you how I go about social media audits and my process. Are they using some form of lead capture? A social media audit is the process of evaluating the overall performance of your social presence. Please keep in mind that it’s not just about finding the right channel here. Ensure that the … And it’s delivering results too. In this case it could be part of your hourly rate. But when it comes to Instagram, it’s a whole different ball game. But if you’re not seeing many comments (even though you should be getting them), then there’s a problem. Then, what actions to take to get their online presence where it … And one of the most effective ways to do that is to measure engagements per follower. Are they using good keywords in Board titles? With proper planning, you can do a social media audit in as little as 15 minutes. Which means you’ll be ahead of your competition of you take care if your profile. The number one reason hashtags are so popular on Instagram is because they help people find new content and also share it with others. Please note that if you are running a local business and have a real, physical location, you have to complete your profile at all costs. Round up a few influencers in your industry and study what they do to effectively manage their social media image/brand. Learn how a social media audit is like a health and wellness check up for your brand's marketing results. You can also see my post on how to price your social media services to get some ideas on pricing. Should You Run Facebook Ads During a Crisis? According to Social Media Examiner, only 42% of marketers were able to keep measure of their social media marketing efforts. It’s meant as an inventory and organization tool, not a way to track your social growth or engagement. Who your audience is and what are their preferences are when it comes to content. Are they using Keywords in their profile and their videos? The idea is to focus on the basics first and then move forward to dig deeper — depending on how far you want to improve your social media marketing. Let’s start with the qualitative factors : the hard facts, via Facebook Audience Insights , Instagram analytics , Twitter metrics, and other social analytics. What types of content are they producing that will help their social media strategy? This part of the template is for a quick glance at overall performance. Do they have goals in place for what they want out of social media? Look at detailed demographics’ data, including countries, occupations and interests, check the gender split of your audience and discuss with your team what they think has moved their audience the most over the past few months. Next, analyze competitors and influencers…. The basis of a social media audit is to compile the client’s social media assets for an accurate assessment of their online presence. How can you do a social media audit? Where can they improve? The end result will be a stronger social media presence fueled by great content. In order to achieve the right imagery on Facebook, just be creative and keep in mind what Facebook wants in terms of image sizing. There are no exceptions because people have started to use Facebook for searching products and services. To start off, you need to begin by focusing on the most crucial elements of your Facebook page. dollars in the coming year. Facebook Ad Performance Overview. You can analyze the following to make sure you’re doing a proper social media audit for your Instagram account: When you create content for your Instagram account, you want to ensure that it is working. Your social media marketing is incomplete without a complete business profile. dollars invested in social media advertising. Lauren specializes in social strategy, which includes performing social audits for Convince & Convert’s clients and helping brands make social media work for them. Or maybe this is a special service you offer with the opportunity to have you do the work for your client. Maybe it’s a new client and you need to start with a list of improvements that they can make. Conducting a social media audit is a key part of your campaign strategy. Every social media platform offers analytics and insights that you need to take advantage of. Please note that if you are running a local business and have a real, physical location, you have to complete your profile at all costs. You’ll become a master at all of them with enough practice. Why a Social Media Marketing Onboarding Process Is Important. Do they have a good Professional headline? It’s also about finding the right balance between channels to make your social media strategy successful. An optimized profile and cover picture that is of the right size, Imagery that is not only Facebook-friendly but is also professional, Verification check mark to show your business is authentic and real. There are many elements to factor into your budget, including: Ad spend; Cost of management tools Conducting a social media audit will help you refine your social media strategy. What does this have to do with a social media audit? The number one reason, Not the DIY type of business owner? eMarketer found out in a study that 6 out of 10 small businesses find it difficult to track the return on investment from their social media marketing efforts. dollars to a whopping 48 billion US. How Do You Do a Social Media Audit? Do they have a complete About Section with website listed? If you’ve done any Facebook marketing you should know that finding success with this huge social media platform is all about knowing your numbers. So when someone visits your profile, they ought to know about your company and what you offer to help them make a decision. And it’s. If you are an Instagram user, you should know how common hashtag usage is. How come? Hashtags are used by everyone, right from individual users to big brands. It guides your actions and lets you know whether you’re succeeding or failing. A recorded video tour can be helpful so they don’t have to take notes while you give pointers. By knowing the weaknesses and strengths of your execution, you’ll be in a better position to improve it. Or you can simply use a minimalist-looking logo along with a high quality, animated cover picture to draw in the attention of your target audience. Because social media management is ongoing, it represents recurring income for you as a business owner. (not too busy, nice design, well-branded). This is an essential step in a social media audit (as well as a core part of your social media audit report) that many marketers forget. While some inexperienced social media managers may choose to charge hourly, this quickly becomes a problem. 10 Creative Graphic Design Tips for Social Media, 15 Engaging Types of Online Advertising for Businesses to Increase Traffic, 7 Ways to Increase Facebook Engagement – Algorithm Hacks That Really Work, How Much Do Facebook Ads Cost in 2021: How Much to Spend on Facebook Ads, How to Get Free Instagram Followers: 8 Methods to Use in 2021. Even if you aren’t doing this for clients, take a look through the article to see where you might improve! What your Facebook marketing strategy is achieving you and if you need to tweak it anyway. Are you looking for tools to help you analyze the content on your competitors' social media profiles? These elements make the biggest of the difference because they matter the most to your followers and as well as Facebook. Do they have at least 5 boards with 5 Pins? The first time you created your Facebook page, you may not have thought of the importance of adding even the most basic details. It has come a long way from being a way to socialize on the web and entertain yourself. Or else you may end up wasting both time and money. What makes a social media audit work is the fact that when it is done right, it can help you find the smallest of the issues. However, using the wrong imagery can and will affect your page’s ability to attract relevant followers. It goes beyond that. If you’re getting more comments for your posts, it clearly shows that people are liking your content and you are in the process of building a loyal followership. You don’t have to make this complicated. Have they connected their other social accounts in their bio? But for written work, you will need to make sure you allow enough time to do the evaluation and write up the results. How to Do a Social Media Audit for Clients. Do they have a robust Summary section with keywords and media? This includes: Bio and “About” language (when in doubt, refer to your style guide) Profile and banner … You simply cannot afford to shoot in the dark and hit your aims. How is your performance and what you can do to improve it? ... You can run audits for your client websites, add results to client portals, online dashboards and show your progress in automated reports. If you look at the stats, worldwide social media advertising investments are predicted to grow from 32 billion US. Using a social media questionnaire for your clients will help you be a more efficient social media marketer, as you’ll start planning your strategy with all the information you need. I co-authored the book Facebook Marketing All-in-One for Dummies and  I was the Community Manager for Social Media Examiner for over two years. Which means, you can fix them on time. Today, you’ll find that every major social media network has matured into a powerful marketing medium to promote products, build audiences and increase sales. Box 270755, Louisville CO 80027 – ph. In short, having a business profile with a personality, it’s worth it. To create a content strategy that engages and motivates your audience, you need to do a comprehensive social media audit. And the best way to know that is to understand if it is engaging enough. Automated Social Media reports for Agencies and Freelancer. I also double as, Grandma Mary – Social Media Edutainer, but more about her later. Portraying your brand in a positive light in front of your prospects and customers. A social media audit is an examination of your business’ social media presence to determine whether the work you are putting in is worth the return on investment. Auditing a Facebook page is often the first step. Have claimed your Facebook page URL name that reflects your brand (example: Facebook.com/brandname). Years even. A social media audit creates a clear picture of your current social efforts and shows you the best way to improve results. With that said, here are some helpful demographic statistics in the US according to Pew Research: If you have never conducted a social media audit before, you may find it a little difficult or even intimidating to get started on it. From that, you can check you are operating on the best social channels for your brand, and that you are running each account effectively. Ben spends most of his time consulting with clients and setting the digital strategy for campaigns. However, as you move forward, you need to see how your content is performing. So the more updated your Facebook business page is, the more authentic you look to your professional customers. This doesn’t necessarily mean that you have to spend a lot of time conducting it. What did you find? The meat of a social media audit comes down to digging deep: using analytics to evaluate the job already done, and uncover ways to do better. Use Social Media Monitoring Tools . The more specific your plan is, the more effective it will be. Variety of content – images, links, videos, promotional content. Posted 12.31.2020 by Josh Krakauer. Share your comments in the thoughts with us below. Also, make sure the images you use are high quality for best results. After getting a comprehensive summary, the next step is to decide where improvements can be made. Because your target audience and followers will simply see you as a brand that is not serious about its social media presence. Social media sites like Facebook and Twitter will offer you the needed access to analytics data so that you can improve your social media marketing campaign. Because when you’re hired to do social media work for a company or organization, they’ll need your help on an ongoing basis. 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