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How To Conduct A Social Media Audit?

There is no doubt that social media marketing has become a part of every serious online marketing strategy for business in any part of the world. With the help of social media marketing, companies can target different categories of people, engage with them and improve their products and services through various social media websites like Facebook, LinkedIn, Twitter, Google + etc. This is especially useful for small business owners who are trying to promote their products and services in the marketplace.

This is why it is important for every business to conduct social media audits (monthly, annually). Just like any other type of audit, social media audits can help business owners/management identify weaknesses, enhance credibility and reliability and finally improve their presence on the market. In other words, a good social media audit delivers information about the performance of your existing social media strategy (or lack of one).

Now that we know how important social media audit is, let’s see how we can conduct one.

Find out who your competitors are

This is the first step when you are building a good social media strategy. You can easily find lists of your competitors by using the major search engines. There are numerous directories and business lists that allow users to search for companies based on their location or the field they work in. Once you find who your competitors are, check their social media profiles. You should pay special attention to those who are very active on these sites.

Take care of your profiles

If you haven’t been very active on  your social media profiles you should consider checking all the info published on them to ensure its up to date, relevant and reflects the image you’re trying to create for your brand. Check the images that you have used, are they the right size/quality?  Is the information about your business, such as your bio/business description accurate and complete? Are you making the most of links and hashtags (are they in working order)?  Are your profiles across the various platforms sending a consistent message? Not all social sites are the same, nor do they appeal to the same demographics, therefore each require different approaches. Some are focused on content while others are image based, some appeal more to younger generations, others to older – are you on the right platform to get the attention of your ideal customers? Are you in the right place?Are you active on all of your pages? If not think about consolidating your accounts and focusing your energy on a couple of pertinent channels (doing one or two well is far more valuable than doing 5 badly).

Use the analytics tool

Facebook, Twitter and other social media sites have their own analytics tools that can be very useful when conducting a social media audit. Thanks to these tools you can check which posts caused more interest, which images or announcements were most shared or liked and how your page is performing overall. Tools like these give you insight into your customers likes and dislikes enabling you to create appealing content tailored to their needs. Its free so why not  take advantage of the tools at your disposal.

Set objectives

The audit is useless if you don’t set objectives for the future. You can consider several things that you may want to improve, such as the number of followers/fans (although don’t get too caught up in the popularity contest- quality followers are more valuable than thousands of fakes). Engagement may be another aspect you want to focus on increasing, which will mean assessing the type of content you share and what works best with your target audience or perhaps your objective is to enhance customer service response time. Knowing why you are using your pages and what you hope to achieve is paramount, otherwise your wasting energy that could be spent elsewhere. Set clear objectives that are specific, measurable, achievable and time bound (both short and long term). Review these goals on a  monthly/quarterly/yearly basis so that you know your on the right path.


An audit may sound a little daunting but with a little organisation and planning it becomes a simple tool for ensuring your business is sending a clear and consistent message and appeals to your audience.