2-6-23

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How (and Why) to Run a Social Media AuditIt's easy to get caught up in the 'we need to be everywhere' land on social. That's not necessarily true. While a multi-channel approach is important, the juice needs to be worth the squeeze. If not, you'll find yourself wasting a ton of time and resources with little to show for it.So, what should you do?A social media audit.Social media audits are crucial as they allow brands to identify their strengths and weaknesses in terms of performance.A lot of businesses avoid these audits and continue to post content that doesn't move the needle.Here are 7 quick steps on how to do your first social media audit...  Gather your profiles: Create a simple spreadsheet and drop all of your active and inactive social profiles.  Ensure consistency: Display all of your profiles and ensure consistent branding across the board. Focus on -Cover images, Username, Hashtags and Posts. The content doesn't need to the same, but the look does.  Measure engagement: Depending on the social media platform, you can measure several KPIs like active followers, shares, likes, comments, brand mentions, and profile visits. Drop these metrics in your spreadsheet.  Content audit: Is the top-performing post an image, a GIF, or video? Is it informational or entertaining content? What type of attention is it getting (positive or negative)?When was it posted? Drop links from your top performing content into your spreadsheet.  Shut down unnecessary profiles: If your audit reveals that a platform isn't worth the effort and/or it's getting zero attention, consider shutting it down completely.  Redefine goals: At this point, you should have a pretty good sense as to what's working and what's not. Now it's time to re-establish goals. Focus on your best-performing posts and do more of them. Some important KPIs include conversion rate, cost per lead, traffic per lead, social mentions, brand recall, etc. Each channel should have its own goal.Dive deeper here.

Today's Challenge

Get your social media audit on ASAP.

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