A social media audit includes an analysis of activity including clicks and engagement, referral traffic, audience, and financial investments across all your relevant social media accounts. Those figures are compared to your already established goals.
And social media account or action that is not effectively meeting those goals should then be reconsidered.
Social media audits should also include an analysis of the tone associated with any client engagement activity. That is, is the engagement positive or negative? Are responses made to client comments and requests in a timely and customer friendly manner? Do those interactions adequately maintain an effective rapport with the clients?
- Social media audits look at activity, results, audience, and financial investments. An audit also helps clean up old social media for businesses and projects that are long gone.
- Some important aspects that are frequently overlooked include response rates and times, sentiment and engagement from users, and referral traffic to the main site.
- Number of followers, likes, shares, comments, clicks, video views, post reach, and number of mentions on Twitter are all social media metrics.
“You need to audit every aspect of your social media marketing to get a complete picture. Examine traditional metrics such as engagement and clicks, and also look at frequently overlooked factors”