Goal: Examining the social media profiles, tactics, and performance of both you and your rivals.
Ideal Result: You will learn more about what your social media profiles are doing well and what they aren’t doing so well. Later on, you will have the same insight regarding the social media profiles of your rivals, which will assist you enhance your own online presence.
A minimum of one social media account (such as Twitter, Facebook, Instagram, etc.) with at least one month of activity is necessary.
Why it’s significant: Running a thorough audit is imperative if you want to get the most out of your social media presence because social media is a key component of your digital marketing plan.
Where? You may do this on your web browser, on various profiles, on Buzzsumo, and in a spreadsheet, among other places.
When finished: Prior to developing your social media plan.
Who? You, your social media manager, or a digital marketing company you’ve engaged perform this.
Environmental setup for social media audit
Make a copy by using our Audit Worksheet. As you proceed with the process, refer to your copy.
Make a report on your audit.
You should open the aforementioned worksheet .
Visit “Social Media Audit Report.”
For every social media account you have for your company, repeat the instructions below.
Fill in the worksheet’s “Basic Information” area as follows:
Account URL- Copy and paste the URL of your account, which is self-explanatory (for our Twitter account, we pasted “https://twitter.com/clickminded“).
Handle/Name/Title. Self-explanatory once more – copy and paste your account handle (for Twitter) or name or title of your account (for other social media channels).
Description.
You should copy and paste your profile’s bio or summary . On Twitter, Facebook, and other platforms, it may be found directly beneath the handle in the “About” section.
Listing URL:
You have a link to this website in your social media accounts. Enter the spreadsheet with a copy and paste.
Profile Picture:
Save your profile picture to your computer, then enter it in this cell of the spreadsheet.
Cover Photo. Observe the same guidelines provided for the “Profile image” cell. Since Instagram, for example, lacks a cover image feature, you will only need to complete this step when it is necessary. Not all social networking platforms have this feature.
B. Complete the worksheet’s “Audience” section. Keep in mind that you must update this every month!
Following- Indicate how many accounts you are currently following.
Followers- Mention how many accounts have followed your page.
Monthly Growth in Followers- Enter the total number of new followers that have joined your list in the last month. Keep the previous month’s growth on file for future reference and merely keep adding new rows to the cell.
C. Fill in the worksheet’s “Content/ Engagement” section as follows:
Objective. Enter the main goal of your social media page here. Is your product being mentioned in the broadcasts? Does it amuse and engage the devoted following? Consider adding it in this cell in a few words
Final Post. Put the most recent posting date here.
Posting Regularity. Enter the number of posts per week for this channel (Rare, Often, Very Often, etc.). Be sure to browse down and consider earlier posts as well!
Post engagement on average. Enter the average number of Likes, Retweets, Shares, and Comments per post after looking at the postings. For these figures, you don’t need to get out your calculator; just jot down an approximation.
Message Notes. Enter the feeling you have after looking at this channel generally. Is it a good one—do people like the posts, share them, and leave kind comments? Is it a bad one—are people constantly emailing you with complaints and customer service inquiries that aren’t necessarily related to those specific tweets?
D. Complete the worksheet’s “Performance/ Value” section (extract this data from Google Analytics.)
Traffic from Organic Social Media Referrals:
Enter how many visitors each social media channel’s organic content brought to your website.
Pay-Per-Click Traffic: Enter the number of people who visited your website as a result of paid advertising on each specific social media platform.
Natural Conversions: Please indicate how many conversions came from organic traffic. How many visitors who arrived at your website from natural links ultimately made a purchase?
Conversion Rate Organic: Enter the ratio of organic conversions to organic referral traffic.
Paid Conversions: Enter the number of conversions your purchased social media traffic has resulted in. How many of the visitors who arrived at your website through paid advertisements really bought your product(s)?
Rate of Paid Conversion. Enter the ratio of paid conversions to paid referral traffic.
Cost of Conversion. Are your conversions actually providing you with value? You may have other “triggers” as well, such as brand-new sign-ups, in addition to dollar value. Enter the rough estimate (for instance, the earnings you receive from this social media account, if that’s the value you’re drawing from it).
Notes. Add here any additional tangential notes you want to be recorded.
Identify the competition.
It’s crucial to evaluate your own social media platforms, but it’s also crucial to assess what your rivals are doing. You can strengthen your own strategies and increase your engagement on the social networks you have chosen to represent your company on by understanding what they are doing well and what they are missing.
A social media audit worksheet should be opened
Click “Competitive Analysis” on the spreadsheet.
Analyze the pages of your rivals as you proceed through each cell as you did with your own social media channels. Pick the competitors that are most relevant to you, the ones that provide products that are very similar to yours. You don’t need to analyze more than five rivals.
Similarly, you are not required to search for your rivals on every social networking platform. Visit their website to find the channels they have linked to (at the bottom of the homepage, usually).
Since you don’t have access to your competitors’ Google Analytics, you’ll notice the “Performance/ Value” section is missing from this spreadsheet.
In the spreadsheet’s “Activity/Content” section, you’ll also see a column labelled “Most Popular Content on Social Media.” We suggest using BuzzSumo to determine which of your rivals’ posts are the most well-liked:
Visit BuzzSumo.com now. When used for free, this programme has few features but can be improved. However, you won’t necessarily need to upgrade to its commercial services for the purposes of this blog.
The URL of your rival is copied and pasted into the search bar.
Open the content that has received the most engagement/shares on the social media channel you are currently using by looking at the column for that platform.
The link to this article should be copied and pasted into your spreadsheet.
You’re finished! Take your time when filling out the worksheet we’ve supplied and give it some thought because doing so can help you make better decisions about your social media strategy, enhance engagement, and ultimately increase your conversion rates as well. It’s all in your favour!
