There are 2.27 billion people online which is a number that has only doubled in the past five years (scratchmm.com). This means 2.27 billion people have access to any information your brand posts, or information others post about your brand. Using social media is a fast, easy means of widespread communication, but is your brand being portrayed in the way it’s intended to? Social media audits are vital for the success of your brand’s means of effective communication when using popular sites such as Facebook, Twitter, YouTube, Pinterest and Google+.
Regarding social business, two key elements must be under constant evaluation: internal and external communication. Internal meaning what types of social media are already being used and in which ways? What is your brand already doing for digital marketing? What type of brand management strategies are already in place? Then externally meaning, what are others saying about your brand? How is social media being used to voice opinions about you? It is with these two basic segments that a social media audit may begin.
In the same way a brand would observe, reflect and analyze target goals, budgets and employee performance, a brand must do the same for social media. Audits are vital for strategic planning, and growth on the social web. They demonstrate change over time between your brand and allow you to “spy” on competitors as well, creating room for creativity and advancement.
When beginning your social media audit there are 5 key elements to watch out for:
1. Types of social media used: Are the social media sites your brand utilizes best for the intended public? Maybe consider YouTube if you hold exciting events or Instagram if there is a visually appealing product to share. Make sure you are effectively targeting your publics by the most effective channels of social media.
2. Frequency of posts: Do you blog weekly? Facebook daily? Tweet hourly? Use the correct media to send data out to the consumer to create enough content for a consumer to be able to absorb.
3. Content: Is the information in your posts relevant and appropriate to your audience? Does it fit with the style and professionalism of your brand? Content is the most important element, what you say builds your brand’s identity.
4. Engagement: What’s the use of sending information out if you don’t have a consumer to take it in? Creating dialogue is vital to effective social business, and allows your company to strengthen its brand and relationships with your audience.
5. Evaluation: Not just evaluation of how social media was used, but how it is currently used and how it will be used in the future. Evaluation is a constant action that should continue to increase creativity and growth within your brand.
The importance of social media auditing is crucial to the growth and development of your brand. It’s about learning where you have been and where you are going. It allows you to analytically assess previous content and objectives, and thus shape new strategic goals for the development of your brand on the social web.