Social media channels can function as well-oiled machines to boost your business when you’re constantly pumping out content. However, it’s important to take time to analyze whether what you’re doing is making the impact you intended. Social media audits are an easy way to determine what’s working, what’s not, and how to improve your strategy by taking advantage of new insights and opportunities.
Track Goals and Metrics
It’s important to set goals and track metrics monthly for each of your social media channels. Make sure to compare these metrics month to month to ensure growth and even year over year to take seasonality into account when necessary. If there is a change in performance, consider what’s influencing that change and how you can use this information to improve your content strategy.
Analyze Post Performance
Identify which posts your audience engaged with the most and which posts performed poorly. This information can help you determine which content is worth replicating and which content is not resonating with your audience. This insight can also help inspire ideas for new content. For example, if your audience is loving the UGC that you’re posting then you may want to create a campaign encouraging customers to share their photos with you by using a specific hashtag.
Determine Posting Cadence
Determine how often you’re posting and if this has an effect on how your audience interacts with your brand. Is your content consistently relevant to your followers or are you posting about National “fill in the blank” Day just to meet a posting quota? Is your content balanced, providing a way to connect with your audience in addition to driving sales? Or do you need to make additional posts to achieve this balance? Your posting cadence should consistently deliver quality content to your followers. If it’s not, then it’s time to reconsider your strategy.
Check the Competition
Keeping tabs on what your competitors are doing is essential to staying on top of social media trends. Ask questions like:
- How often do they post?
- What channel features are they using and how are they using them?
- Who are they collaborating with?
- What content performs the best for them?
- How do they promote their giveaways?
- What tactics do they use to connect with their customers?
These are all important questions that can influence how you think about your own strategy. This is especially important when determining how to position your brand above the competition.
Choose Your Purpose
Make sure you know exactly what each social media channel is meant to accomplish for your brand. If you no longer have a good reason to use an account or you find that your target market is elsewhere, don’t hesitate to cut ties and focus your efforts where they are better spent.
The average social media user has 8.3 different social accounts.
Do you need help producing quality content for your social media accounts? CLICK HERE for a complimentary 30-minute digital marketing audit.