How To Do A Social Media Audit (Free Template Updated For 2020)
Many businesses complain about one typical problem / challenge regarding lack of powerful presence on social media and having lots of duplicate accounts and profiles on social media. If not this, then the major challenge is to have that easy starting point to check where things stand, where it can be improved or changed. Have you executed a social media audit? If not, then Here’s how to do it – plus — a FREE social media audit template to get you started.
Performing a social media audit is not as painful as it sounds. An audit is a great way to quickly evaluate your current activities and update and develop your social media presence in line with your overall marketing strategy.
What is a Social Media Audit ?
A social media audit is a process of checking and verifying the current status of the social media accounts. It helps you identify new opportunities, make note of duplicate accounts, and determine which profiles are in need of improvement.
Don’t get put off by the term. No one likes an audit (except, maybe, auditors). Think of it, instead, as a bit of Diwali Cleaning. It’s a chance for you to keep what’s working (maybe freshen things up), throw out the old (any elements that aren’t working), and make space for the new.
As you gather information, add it to your audit spreadsheet (use our free social media audit template below). This will definitely help you build a clear picture of your overall current social media presence. More importantly, you’ll be able to reassess your goals for each profile and determine whether or not your social media marketing strategy needs attention.
Ultimately, the completed social media audit converts to a useful document containing information on all your social media accounts in a single place for quick and easy reference, based on which you can plan the future plan of actions. If you have a huge team, then you’ll know who’s responsible for what, as well as each profile’s login details, and the goals you’ve set. All in one place. Isn’t it Great!
DOWNLOAD THE FREE SOCIAL MEDIA CHEATSHEET and get started with levelling up your social media game. But before that, let’s understand the major steps involved in carrying out the social media audit.
How to Perform Your Own Social Media Audit [+Template!]
So let’s get started with a step by step approach to carry out a social media audit. You can perform these steps using the audit sheet that’s absolutely free to download.
Check whether your business has multiple accounts on the same platform or not. For e.g. Try searching your business name on Facebook by typing the name in the Facebook search bar and check how many profiles or pages does the search shows.
- Use the audit sheet and segregate the accounts as – owned profiles and unowned profiles/pages
Write all the URLs/Links to Profile on the audit sheet. This will help you monitor and refer the pages whenever you wish.
Channel Owner – who’s responsible for that profile – an individual or team. This will help you decide on whom to reach out for deletion of duplicate profiles/pages. It will also help in deciding team / individuals roles and responsibilities.
Mission Statement – Describe in the audit sheet about the channel’s intended use and business outcomes. It is going to help stay consistent on the social media activities.
Profile Image – Does the page has a proper profile image? Is it branded ? is the logo of the brand visible properly? These audits help you to be consistent on all business social media pages.
Banner Image – Does the social media account – whether Facebook or Twitter or Youtube – has a branded cover image that reflects the correct messaging and design?
Bio – Does the pages include links to your website and other relevant accounts? Does the accounts has a impressive Bio headlines and content ? These check points will help the brand stay meaningful and powerful on social media channels.
Password Centralised – The audit sheet should mention the information about where are the passwords for each account stored and who has access? This will be a ready reference for the business owner incase of emergencies and crisis.
Write down all the ‘Additional Notes’ required in order to have a complete information about each social media platform.
NEXT, you need to collate the complete information for your business’s social media activities. Check the following KPI’s:
- Monthly posts done
- Monthly reach
- Monthly engagement
- Month on month change
Fill this up in the audit sheet and keep recording it every month for a greater impact.
With all these in place, next, you need to collate the information for your competitor’s social media accounts, so that you can compare your standings and stay competitive.
Collate the information about the most important part of your business – your consumers. They are the reason why you are present on social media platforms at the first place. So fill up the answers to the questions asked in the audit sheet.