It’s tax day, which means the word “audit” might not be what you want to hear. But when it comes to your digital presence, like anything else, it requires upkeep and maintenance. To keep your metrics (and engagement) up, it’s important to regularly look back at the content you’re creating and determine whether or not it aligns with your brand’s strategy and identity. Is it time for a social media audit?
What is a Social Media Audit?
A social media audit consists of reviewing your content. That means making sure it’s on-brand, in line with your goals and strategies, and perhaps most importantly, consistent. It’s also a good time to clean up any stale or outdated content. If you still have ads up for your Black Friday sale last year, an audit might be a good time to remove them.
Part of the effort behind a social media audit is not only reviewing your content but how your brand is utilizing each channel. Are you dazzling your audience visually on Instagram? Making connections on Twitter? Starting conversations and providing information on Facebook? Part of effectively leveraging these platforms effectively is taking advantage of the tools they offer.
At the same time, your audit is largely contingent on which platforms your brand utilizes. If you only use Facebook, for example, a social media audit might be less strenuous than auditing several platforms. While there’s no rule of thumb for how many platforms you should use, an audit is a good time to determine whether the expenditure is worth the effort. In other words, an audit is an opportunity to look at your content and figure out whether you need to keep posting on several platforms–or should instead focus on one or two.
Auditing Your Content
When it’s time to actually audit your content, what kinds of things should you be looking for?
Consistency: The most important thing is to make sure your content is consistent. While you don’t have to create identical content across multiple platforms, the general themes and messages behind your content should be consistent. It’s a good idea to develop your content around a set of content pillars. If a post doesn’t correlate to one of your pillars, it might not be worth publishing.
Relevance: Is your content relevant? Are you paying enough attention to the past, present, and future? Does your content provide value to your audience?
Tone: Tone is a great way to show your brand’s identity and values. However, if you go from being lighthearted and easygoing to rough and distant, your audience won’t be figure out who your brand is. That means once you develop the tone for your social media presence, keep it consistent.
Content: A major part of any social media audit involves looking at the actual content itself. That means looking at each platform, how your content is performing on each, and how it represents your brand. Again, an audit is a good time to purge old, outdated, irrelevant content like past sales and promotions or highlights of (now former) employees.
A content audit is also a good time to ask the following questions:
Are you posting too much or too little?
Is your content engaging? Are people sharing it?
Does your content align with specific segments of the buyer’s journey?
Are you creating content or advertisements?
Tips For Best Engagement
Different social media platforms have different purposes. What might work on Facebook may not work on Twitter or Instagram.
Another important part of a social media audit is ensuring your content has applicable calls to action. You never want a piece of content to stand alone. Instead, it should inspire the reader to learn more–and consume more content. With that in mind, make sure each piece of content has a link to relevant, connected content.
Part of auditing your engagement numbers means looking at your ROI. If you’re pouring investment into your social media content but it’s not driving traffic to your site, an audit is a good time to not only look at what’s wrong but analyze whether or not the channel in question is worth the effort. It all comes down to knowing your audience and what they’re looking for.
Time For a Social Media Audit?
How often should you run a social media audit?
In truth, because a social media audit is not a one-off process, it should be done regularly. Plus, looking at how your content is performing regularly can help identify more areas for growth, opportunities for improvement, and reinforcement of what’s working. On that note, a good rule of thumb is to audit your content at least quarterly.
At the same time, however, it’s a good idea to reverse-audit your content. That means rather than audit it after it’s been posted, run it through a checklist before you post it. Make sure it checks off all the important boxes: tone, consistency, value, relevance, etc. The more your content follows structure and guidelines, the more your audience will appreciate it.
Quality content leads to more conversions. Regular social media audits will ensure optimal quality–and quantity–of your content, and keep your brand competitive!