Unlocking the Power of Social Media Audits: A Step-by-Step Guide

By Camila Fontes

social media audit

In the dynamic realm of digital marketing, staying ahead of the curve is absolutely essential. As someone deeply entrenched in a leading social media platform, I swiftly came to the realization that my conventional 9-to-5 skills couldn’t single-handedly resolve the challenges I faced with my social media endeavors. This revelation led me to uncover the game-changing potential of a social media audit – an indispensable tool for unlocking growth and prosperity in the realm of business management. In this article, we’ll delve into the intricacies of a social media audit, its pivotal significance, and the systematic approach to conducting one with precision.

What Exactly is a Social Media Audit?

A social media audit constitutes a comprehensive annual exploration of your social media profiles and strategies. It involves a deep and meticulous evaluation of the performance and efficacy of your social media initiatives. Think of it as a diagnostic check-up for your digital presence. Regularly conducting these audits empowers you to make well-informed decisions, fine-tune your strategies, and ultimately enhance your online footprint.

Why Dedicate Time to a Social Media Audit?
  1. Assess Performance: Ascertain whether your current strategies are yielding favorable results. A social media audit provides invaluable insights into the effectiveness of your efforts.

  2. Customize Your Tactics: Scrutinizing your existing tactics enables you to discern what’s working seamlessly for your specific business and what requires refinement. This knowledge empowers you to optimize your approach for superior outcomes.

  3. Seize Unexplored Opportunities: Audits often unveil untapped opportunities that you may have overlooked. These insights can serve as a roadmap for harnessing new growth avenues.

  4. Elevate Branding: A meticulously executed audit can contribute significantly to enhancing your personal or business brand. It facilitates the alignment of your messaging and content with the preferences of your target audience.

Now, let’s navigate through the six essential steps to conduct a highly effective social media audit.

Step 1: Prepare Your Spreadsheet

To embark on your audit journey, start by creating a spreadsheet, preferably using Excel or a similar tool. If you’re not well-versed in spreadsheet creation, fret not; a plethora of social media audit templates are readily available through a simple online search. Additionally, HootSuite offers a complimentary template that can prove immensely helpful.

Step 2: Consolidate Your Results

Gather and compile all the pertinent social media metrics to evaluate your performance. Pay close attention to the following categories:

  • Profile Information (name/URL)
  • Engagement Metrics (likes, shares, follows, comments, clicks)
  • Audience Demographics
  • Referral Traffic
  • Channel-Specific Metrics

You can obtain these metrics in two primary ways. First, you can utilize third-party social analytics tools to generate comprehensive reports. However, it’s worth noting that some of these platforms charge a fee for personal use. Here are a few reputable options:

If you’re not particularly tech-savvy, you can rely on the native analytics tools provided by your social media platforms. These tools can often yield sufficient data to conduct a meaningful audit.

Step 3: Interpret the Data: Facebook

For Facebook, initiate your analysis by navigating to the drop-down menu located in the upper right corner of your Facebook page. Choose the page you wish to scrutinize under Business Manager. Once on the page, access the top toolbar and click on “Insights.” In the left toolbar, you can filter data by day, week, or month. Below, you’ll discover your top-performing posts and other relevant content information crucial to your audit. The “people” tab will offer invaluable insights into the demographics of your audience, shedding light on the type of content they find most appealing.

Step 4: Deciphering Twitter Analytics

To explore Twitter analytics, click on your profile image in the upper right corner, situated next to “Tweet.” From the ensuing drop-down menu, select “Analytics.” On the homepage, you’ll find an overview of your top-performing content. The top menu provides access to data on your tweets, including frequency, engagement, clicks, and the content that resonates most with your audience. Delve into “Audience” to gain a deeper understanding of the demographics of your Twitter followers.

Step 5: Navigating Pinterest Insights

Pinterest’s engagement data can often be gleaned directly from individual pins. However, for a more comprehensive and in-depth perspective, consider utilizing Pinterest analytics. To access these insights, you’ll need to upgrade to a free business account. Once done, select “Analytics” in the top left corner. Here, you’ll uncover information on your impressions, viewers, and the most popular content. For deeper demographic insights, click on the arrow adjacent to “people you reach,” and explore “interests” to gain a better understanding of the content topics that resonate with your followers.

Step 6: Instagram Insights

Auditing your Instagram account is predominantly a mobile endeavor, as desktop access to certain data is limited. On your general Instagram page, you can readily access key statistics, such as your follower count and post likes. To delve deeper into your Instagram insights, it’s essential to upgrade to a business account, which provides access to a wealth of data. This includes information on impressions, reach, profile views, and the demographics of your followers.

Step 7: Exploring LinkedIn Analytics

To access your LinkedIn analytics, begin by clicking on your profile image in the upper right corner. Proceed to the “Manage” section. Here, you can select the page for which you wish to view analytics. Utilize the top navigation bar to locate the specific statistics you require. Explore recent content and interactions, with analytics offering insights into visitors, updates, followers, and notifications, encompassing shares, likes, comments, and mentions.

Wrap-Up: Harness the Power of Your Audit

In conclusion, a social media audit is the key to unlocking the full potential of your online presence. Armed with the knowledge of who your audience is and how your strategies are performing, you can make data-driven decisions and steer your social media efforts toward success. Remember, your audit results should guide not only your choice of platforms but also your content creation, ensuring a consistent brand image and messaging across all channels. Finally, always review your alignment with your goals and budget to ensure a strong return on investment. Embark on your audit journey today and pave the way for a more streamlined, efficient, and effective social media strategy. I’m currently investing my time in conducting an audit – it’s your turn to do the same!