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If you own an online brand be it an e-commerce store, a blog, an article-base or even your company website, a regular social media audit is a must. Having a social profile just for the sake of having it is not the purpose. Rather make your social profile make you money.
Conduct an effective Social Media Audit to understand what’s working within your social network, what’s not and know how you can build things better for future. An effective and successful Social Media Audit would also help you drive quality traffic and a good deal of continuously improved engagement.
Here’s a 5-step Formula to help you learn how you can conduct a successful Social Media Audit.
- Document Your Social Profiles
Make a list of all your social profiles – active & inactive, number of followers and like counts of each, last update date, the types of content and their engagement rate etc. Make sure you’ve shut down all duplicate profiles that have been set up in your name by your social media managers or maybe your followers.
A Google spreadsheet would come in handy documenting your social media profiles and all the above-mentioned entries.
Be sure that all your social profiles are saying the same word about your brand even if they are dissimilar in terms of look.
- Understand Your Niche
Here comes the all important part of your social media audit – understand your niche, the market you are operating on or the network you are active in. Take both your competitors and customers into account while studying your market.
What you did that brought more notable results than your competitors? And, what are the areas where your competitors are overshadowing you. You may not be able to collect everything about your competitors, but do your best to keep with you as much about your top-5 competitors as you can. Understanding your niche would surely boost your own social marketing procedure.
- Analyze Your Customers’ Behaviors
Another important part of the analysis process is analyzing and understanding your customers. What they like about you is what you would make more interesting and entertaining over time, and what they don’t like about you or your posts needs modification. Easier said than done, but it’s essentially true and it’s worth the effort if you are serious about your online business.
You may perform a small survey of your customers, their age, gender, likes, dislikes and their overall behavior on your profile page that can really be of great value to you.
- Evaluate Important Target Metrics
Now that you have your analysis over, it’s time for implementation. But before you can actually implement the stuff you should first evaluate certain key metrics that you would keep targeting now and in future.
Some of those important metrics are:
- Website traffic (referral specifically)
- Blog engagement
- Brand awareness
- Brand mentions
- Follower engagement (likes, shares, comments, retweets, pins etc)
- New followers added
- New Leads generated (or converted)
Although you may not be able to track all of the above (or more) target metrics in the initial days of your social media audit, you can easily track the progress of a couple by finding suitable tools.
- Set Goals and Move Forward
For a successful achievement, thoughtful goal-setting is the key. Discard impossibles and limit your goals to what you can easily achieve. Success rate might be slow at the beginning, but it’s absolutely fine as long as the strategies are delivering results.
For example, you cannot expect a 200% increase in your referral traffic within a month especially when you are beginning. A 20% increase can be okay to start with.
Therefore, set achievable goals based on your Past Performance, your Competitors’ Performance and your ROI (if you are spending on paid social ads).
Do audit regularly – most likely once every quarter that means three to four times a year. By the time you complete the 5th step make sure you are ready with the schedule for the next audit.
Another thing to keep in mind – Never believe that all your social channels will get you sparkling engagement or awesome traffic as sometimes you could accidentally be neglecting the ones that are productive and working hard on unfruitful channels.
A common example could be: “you are a professional photographer and you have thousands of tweets, but have not been active on Pinterest yet”.
Therefore, if certain channels are not really working, better close them down and focus on those that are bringing you results.
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