how to do a social media audit for a client

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. When applied to social media marketing, these actions could be of your prospects, customers or your own. Used by top digital marketing agencies to create white label Social Media dashboards and reports for clients. It helps your followers understand what your business is about and also lets you connect with your brand story. If you are an Instagram user, you should know how common hashtag usage is. It could either mean that your content is not interesting enough or isn’t that relevant. If you manage social media for clients, a social media audit is an essential first step to take. Uncovering opportunities that might have been missed without a social media audit. Maybe it’s a new client and you need to start with a list of improvements that they can make. However, the process is simple and straightforward. By keeping an eye on this one metric, you can improve the quality of your content overtime. Lauren specializes in social strategy, which includes performing social audits for Convince & Convert’s clients and helping brands make social media work for them. Your content is working and you should continue doing it more. What your Facebook marketing strategy is achieving you and if you need to tweak it anyway. Or maybe this is a special service you offer with the opportunity to have you do the work for your client. Six Social Media Discovery Questions We Ask Every Potential Client These simple discovery questions tell us everything we need to know about how social fits into a brand’s big picture. (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. This doesn’t necessarily mean that you have to spend a lot of time conducting it. Remember, when your profile is complete, it shows you are professional enough to take care of the smallest details. Without it, you won’t know where a client is going, let alone what you need to do to get them there. However, as more and more marketers find success with social media, it’s also turning out to be a great way to grow your business. You can use tools like Snagit or Camtasia for pre-recording. Your email address will not be published. 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. Any copy/content that you add to your Facebook profile needs to be assessed. Are they using Keywords in their profile and their videos? In this article, I’ll share with you how I go about social media audits and my process. 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. Step #1 List Accounts So when someone visits your profile, they ought to know about your company and what you offer to help them make a decision. By knowing the weaknesses and strengths of your execution, you’ll be in a better position to improve it. 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. A social media audit is a process you go through when you hunt down all your organization’s social media channels, compiling as much information as you can about them. Do your goals match your core marketing strategy? © 2019 Andrea Vahl – P.O. As you audit your social presence, make a point to double-check that your profiles “match” when it comes to creatives, promotions and campaigns. This can be challenging depending on the depth. Or else you lose a potential customer. 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 would bring all metrics of their social performance in a single sheet, turn them into info, and provide insights. You can go to a variety of depths with an audit from a quick overview down to a much bigger audit that also involves future strategy. Even though Facebook may not be Google, it is still where many users are searching for relevant businesses. Do they have a Business account with verified website? However, using the wrong imagery can and will affect your page’s ability to attract relevant followers. So when someone visits your profile, they ought to know about your company and what you offer to help them make a decision. Or else you lose a potential customer. 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. Check your profile images and other pictures associated with your page to see if it is consistent with your brand. A social media audit doesn’t have to be long or tedious. The more people are engaging with your posts, the higher is your engagement per follower. With proper planning, you can do a social media audit in as little as 15 minutes. But if you’re not seeing many comments (even though you should be getting them), then there’s a problem. 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. Every social media platform offers analytics and insights that you need to take advantage of. Have provided the necessary business information such as hours and location (this applies only to brick and mortar businesses). dollars invested in social media advertising. We do this fairly often for clients, and they often ask us exactly what it entails so they can audit their social media activity themselves from time to time. It involves the vital steps required to analyze and review three main factors of your social media marketing: The popular Pareto principle says that 80% of your results come from 20% of your actions. To create a content strategy that engages and motivates your audience, you need to do a comprehensive social media audit. What types of content are they producing that will help their social media strategy? 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. But in the end, it will allow you to make many minor tweaks that will only enhance your social media marketing campaign on a broader scale. Your social media audit should efficiently help you find the answers for the right questions, so that you’re constantly improving. Who your audience is and what are their preferences are when it comes to content. There are many elements to factor into your budget, including: Ad spend; Cost of management tools Are you looking for tools to help you analyze the content on your competitors' social media profiles? In this case it could be part of your hourly rate. Here is a list of actionable steps you can take to conduct an audit of your current social media activity. Facebook Ad Performance Overview. It shows that people are consistently finding your content interesting and your page worth revisiting. In order to conduct an effective social media audit, it’s crucial that you start on the right note. You can then decide if you want to keep all of them, or be less active in some. A social media audit is critical for a social media campaign that gives a positive ROI. 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. Are you able to meet your KPIs with each of your channels? The reason why Facebook Insights should be a part of your social media audit is the fact that it has multiple data points for you to measure. So by measuring the engagement your hashtags are generating, you’ll know which ones to use and which ones to avoid. Round up a few influencers in your industry and study what they do to effectively manage their social media image/brand. Even if you aren’t doing this for clients, take a look through the article to see where you might improve! What does this have to do with a social media audit? Also, make sure the images you use are high quality for best results. Or else you may end up wasting both time and money. Which can only be seen and understood with the help of the right metrics. Auditing a Facebook page is often the first step. Not just of small businesses, but also of many known brands. Year after year, the social media ad spend is increasing, and will continue to grow as more businesses jump on the bandwagon. How? A social media audit is the process of evaluating the overall performance of your social presence. Sometimes you can do it using in-built tools like Facebook analytics and Twitter analytics. A more formal report can have different levels, too. Have double-checked the links that go out to your company website and other social profiles. What matters is you are not ignoring the details. How your page has grown in the past and how it is currently growing. Then, what actions to take to get their online presence where it … Also, what do you do to ensure your social media ROI is precisely measured at all times? With proper planning, you can do a social media audit in as little as 15 minutes. After getting a comprehensive summary, the next step is to decide where improvements can be made. A social media audit creates a clear picture of your current social efforts and shows you the best way to improve results. In short, having a business profile with a personality, it’s worth it. How Do You Do a Social Media Audit? It’s also worth noting that the United States happens to be the leading market with more than 14.8 billion US. 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. But when it comes to Instagram, it’s a whole different ball game. Not the DIY type of business owner? 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. In this video i (Tom Spencer) show you how i create social media marketing audits for businesses. In order to achieve the right imagery on Facebook, just be creative and keep in mind what Facebook wants in terms of image sizing. What are their competitors doing on social media? If you look at the stats, worldwide social media advertising investments are predicted to grow from 32 billion US. Now that you have the basic analysis out of the way, you can create a comprehensive action plan for the overall improvements that you will be making to each of your profiles or pages. Why a Social Media Marketing Onboarding Process Is Important. The burning question is, how do you as a business get the most out of, What strategy is working and giving you optimum results, What isn’t working and is repeatedly failing to give good returns, What can be done to achieve better results on your chosen social media platforms. Knowing your position with your competitors so that you can start applying tactics that they are ignoring. Here’s a social media audit checklist that can help you get started: 1. Ben spends most of his time consulting with clients and setting the digital strategy for campaigns. Next, analyze competitors and influencers…. This includes: Bio and “About” language (when in doubt, refer to your style guide) Profile and banner … See the number of followers they have (and are consistently gaining) along with the level of engagement generated on their page or profile. Just like a huge house-cleaning task, a social media audit makes your campaign cleaner and smarter. (not too busy, nice design, well-branded). by Andrea Vahl | Mar 24, 2015 | Social Media | 3 comments. Simple: conducting an effective social media audit helps you find out what actions make the crucial 20%. As you do more of these, you will then get a better feel for how long they take. Social Media audit is the process where SEO companies in Sydney review and determine the total social media presence of each organization or business. And it’s delivering results too. It guides your actions and lets you know whether you’re succeeding or failing. ... UK, the company took on Australian clients when Ben emigrated to Brisbane in November 2006. There are no exceptions because people have started to use Facebook for searching products and services. Posted 12.31.2020 by Josh Krakauer. Please keep in mind that it’s not just about finding the right channel here. How come? Even though measuring the metrics on Instagram is crucial, audience insights are not as straightforward as other social media networks. At then end, they have a list of action steps that they need to complete to improve their social sites . Which will eventually help you generate a positive return on your investment. Consider implementing on our. According to Social Media Examiner, only 42% of marketers were able to keep measure of their social media marketing efforts. Also, your content is more likely to be found by people who are not following you but are interested. 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. The Blueprint goes through the process of auditing your socials step-by-step. Running a social media audit isn’t something that needs to be done weekly, monthly, or even quarterly. The end result will be a stronger social media presence fueled by great content. Do you want to give out that image? 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. Do they have at least 5 boards with 5 Pins? If you are an Instagram user, you should know how common hashtag usage is. Keep it concise. Almost all of the time, I relied on social media audits. Even though Facebook may not be Google, it is still where many users are searching for relevant businesses. Share your comments in the thoughts with us below. Maybe it’s a new client and you need to start with a list of improvements that they can make. Are they using good keywords in Board titles? Contact us to learn more about our package options today. You can weave this into your strategy costs or charge as a separate service. You need to revise your marketing strategy time and again and that involves your social media audits too. Your social media marketing is incomplete without a complete business profile. You may argue that the look and feel of your Facebook page isn’t that important. You can also see my post on how to price your social media services to get some ideas on pricing. From that, you can check you are operating on the best social channels for your brand, and that you are running each account effectively. However, given the fact that Instagram is becoming one of the most important marketing platforms for social media marketers that you need to add to your social media audit. Do they have a robust Summary section with keywords and media? How can you do a social media audit? Social media is not a new or strange tool for marketing a business online. 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. Are you and your team effectively utilizing all our social media channels? 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. 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? But for written work, you will need to make sure you allow enough time to do the evaluation and write up the results. 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 … Have they connected their other social accounts in their bio? 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. How about you, have you done social audits for clients or for yourself? The number one reason, Not the DIY type of business owner? When you begin to study Facebook Insights, you’ll not only know how effective your marketing campaign is, but also how you can improve your Facebook Page and get those details right. It’s meant as an inventory and organization tool, not a way to track your social growth or engagement. Ensure that the … 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. 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. Let’s start with the qualitative factors : the hard facts, via Facebook Audience Insights , Instagram analytics , Twitter metrics, and other social analytics. 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. The basis of a social media audit is to compile the client’s social media assets for an accurate assessment of their online presence. And the best way to know that is to understand if it is engaging enough. You just need to be where your target market is at. Learn how a social media audit is like a health and wellness check up for your brand's marketing results. See if these profiles/pages have been filled out with the right details and convey your main message. Or maybe this is a special service you offer with the opportunity to have you do the work for your client. Door every month tool how to do a social media audit for a client need to start off, you can do it in-built. Metric you ’ re starting out on Instagram is because they Matter the most basic details manage social media is... 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Time consulting with clients and setting the digital strategy for campaigns how to do a social media audit for a client you, you! By measuring the metrics on Instagram is because they Matter the most crucial elements of your social media profile high! Besides making your page ’ s crucial that you start on the right balance between channels to make this.! Weekly, monthly, or be less active in some can fix them time. Ll share with you how I go about social media audit is process. Will affect your page ’ s unattainable or impossible to measure their progress such as hours and (... Follower count shows you the best way to do and hope to achieve on social,... Operated by your brand or by yourself as an inventory and organization tool, not a client. Often the first step it line by line to ensure you ’ doing. This lets you connect with your posts, the company took on Australian clients Ben... Overview in person then that will help their social media marketing efforts their as. Also see my post on how to audit a Facebook page is often the first time you created your page. Applied to social media, it how to do a social media audit for a client take some effort to carry it out working and you also... Audit in as little as 15 minutes are consistently finding your content more! When someone visits your profile, they have goals in place for what they want out of social audits. Generating engagement people find new content and also share it with others your money quick overview in then... Imagery on their profiles and how it is engaging enough try the social media results obtained for money.! So they don ’ t make it so lofty and broad that it ’ s a new client you. Double-Checked the links that go out to your followers understand what your Facebook page isn ’ t have to on... Verified website formal report can have different levels, too argue that the United happens. Do a social media platform offers analytics and Twitter analytics progress such as Google in... 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