A social media audit is all about examining what is or isn’t working for your business, what needs tweaking, and what strategies need to be updated in order to achieve or maintain success. After completing one, you will be better able to grow your audience, engagement, and essentially, ROI.
However, many companies make the mistake of not conducting an audit on a regular basis—often only doing one yearly. And the most important part of performing an audit is doing it often so that you can pinpoint what needs to change.
Here are a few reasons why you should conduct routine social media audits.
Assess Your Presence
It’s not uncommon for businesses to create profiles on social media networks, and then for one reason or another, not maintain consistent activity on them. Inactive profiles can have a negative impression among potential customers seeking to learn more about your company via social media. Performing regular social media audits can help you identify idle profiles and determine whether they should be deleted or reinvigorated if they happen to fit with a current or future marketing initiative.
Maintain Brand Consistency
If you are considering a rebrand, updating your messaging, or implementing a new marketing strategy, conducting a social media audit is imperative. Maintaining brand consistency across the Internet, particularly on social media, is essential in today’s digital-first world. Make sure all of your social profiles are consistent so that there is no confusion about your brand when your audience views you across different platforms.
Here are few tips for ensuring that you maintain brand consistency across all of your social profiles:
The look of your profiles: Your profile image should be the same across platforms—typically, businesses use their logos. And your header image should adhere to a similar aesthetic. Some companies use the exact same header image across all their social profiles, while others change a few things up (like photos) to suit a specific platform. For example, a company’s Twitter header might be a promotional graphic, while its header image on LinkedIn might showcase its team members.
Bio: Make sure that your messaging is consistent across all platforms.
Links: Businesses normally link to the home page of their websites. However, you might change your social media links for a promo or campaign, and it’s important to remember to change it back to once they’re over. Performing regular audits will help to ensure that your links are always relevant.
Keep Tabs on Your Competition
Performing a social media audit is not about just examining your own accounts—it is also about looking at the social media accounts of your competition. A social media audit can help you assess how your competitors use social media and discover areas in which you can focus more on in order to attract new leads.
Do they have impressive engagement on their created content, like blogs and videos? Does their tone make them more approachable? Are people actively reaching out to them in replies to their posts to request more information on their products or services?
By conducting routine social media audits to compare your brand with competitors’ brands, you will be able to keep tabs on what they are doing to effectively connect with leads. Social media audits can also help you remain in-tune with the changing needs and demands of your customers.
Being active on social media is a major part of any company’s marketing initiative. But, unless you’re conducting regular social media audits, it’s difficult to determine whether or not your efforts are bearing fruit. Whether weekly, monthly, or quarterly, routine social media audits can help you ensure that you are not leaving any impressions of being idle due to inactive profiles, maintaining consistent branding across all platforms, and keeping a close eye on your competitors.
If you’re looking for a marketing partner to assist you with implementing winning social media initiatives, the team at IoT Marketing is here to help! To learn more about how we can help you grow your business through social media, as well as through other marketing and PR services, contact us to schedule a consultation.