A social media audit is the process of reviewing what’s working, what’s failing and what can be improved upon across your social media channels. Before you start developing more content to share on social, you need to figure out what your audience actually likes. A fantastic way to do that is to look at the metrics for past social media posts to see which were most successful.

Metrics are data or statistics used to measure the effectiveness of your social media posts. Make sure you are monitoring your post performance by the metric that is most important to you. This may include shares, comments, and mentions or worded another way clicks, responses, and total reach.

Take for example a small business that is already planning monthly posts on two or more social channels. A vital metric often overlooked and can be easily identified through an audit is the time of day a post receives the most engagement. The amount of video plays is another metric that could be used to sell to advertisers and generate revenue for your business.

You can find most of these metrics for free directly from the social media networks: Facebook Insights, Twitter Analytics, Pinterest Analytics, and Instagram Insights. There are so many tools out there to help track your social media metrics. See what works best for your business goals. Google Analytics is always the first to come out of our toolbelt at Timbr Technologies.

How healthy are your brands marketing efforts?

How to get started:

  1. Pick your metric
  2. See which post got the best rate of return on that metric (develop an “algorithm” to plug in different post types & get answers)
  3. Once you see which post work best, develop calendar around those post type
  4. ***Develop a variable algorithm to use for the experimental post in the future, one that shows you post which work well with a different metrics or shows post that gets returns of interest, etc*** — This may be where you want to call the team at Timbr Technologies.

For those who prefer an extra hand at staying on top of their social channels, Timbr Technologies provides a suite of tools and resources that can streamline your social media marketing.

You can also use this time too:

  • Look at the overall tone and voice of your content marketing. Who are you?
  • Better convey in your content. Figure out if your messaging is aligned across all platforms.
  • Examine the average (or minimum/maximum) engagement of content developed.
  • Check your Branding Guidelines. How do you refer to the company, product lines, individuals, etc.?
  • Posting parameters for in which to experiment with future posting.

It can all sound like a lot, but a social media audit is a worthwhile investment. By doing a social media audit, you can get a clear vision on which social networks are bringing you the most value. Social media audits ensure you’re not wasting time, energy, and money on activities that don’t further your business goals.

Let’s start small with this first step: find a few posts that performed well. For instance, consider top videos, images, links or website referrals. Try to effectively repackage them for a repurposed post in the coming months.

A DIY social media audit, not your thing? Get in touch with our team at Timbr Technologies to learn more about our social media management services.