Social media has revolutionized how companies communicate with their customers. Many people, however, can get confused when their posts don’t get as much attention as competitors on social media. It’s even more confusing when engagement and reach are inconsistent. Thankfully, social media audits can help. In simple terms, a social media audit is just an assessment of how a social media account has previously performed over a certain period. By considering the number of likes, comments, follows, shares and more that a company has received through its social channels, companies can change their social media strategy to accomplish their goals. Here are three ways a social media audit can help do this:
1. Helps Choose Which Images and Graphics to Use
When doing a social media audit, note what types of images get the most attention on social media. Is it photos of people or places, graphics, or even nothing if the account is on Twitter, Facebook or LinkedIn? By figuring out what the account’s audience wants to see, you can change your social media strategy to favor those visuals. This way, your posts are customized to your audience.
2. Helps Differentiate Types of Content for Social Media Accounts
Look at each of your platforms. Are there certain topics many retweets on Twitter but hardly get any shares on Instagram, for example? Conducting a social media audit can uncover which types of content you should be posting on each platform. Every company has several different audiences, and not all of them are on the same platforms. If a company is a bookstore, for example, moms who love cookbooks might follow the bookstore on Facebook, while teens who are interested in young adult fiction might follow the bookstore on Instagram. By looking at which topics do well on each platform, you can make sure each audience is only seeing content that is relevant to them.
3. Helps Find the Best Day and Time to Post
Although there are many articles online that talk about the best times to post social media content, the truth is that these times are almost always specific to your particular audience, so looking at your company’s social media data is the best way to come to the best days and times to post for your social media accounts. If your company uses a social media scheduling platform like Hootsuite or SproutSocial to disseminate social media content, take a look at what days and times you’ve posted your most popular social media content. Making a note of these times can give you a blueprint as to when your audience is most active. These times are often different depending on the platform as well.
Hopefully, these points helped show how you can use a social media audit to practically transform your social media strategy. Send a message if you have any questions or want to learn about a specific topic.
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