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Social media audit: how to analyze your social profiles step by step

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Social media audit: how to analyze your social profiles step by step

When something is not working properly, the expected results are not being obtained or you want to make a change in strategy, you have to carefully analyze what is happening.

Audit in social networks: what it is, why audit your social profiles, how to do it step by step and some tips to carry out a good auditCLICK TO TWEET
Because only by analyzing will we know what is being done wrong, what is being done well and what we can do to improve.

Today I want to tell you what an audit on social networks is, why do an audit on your social profiles and how to do it step by step. Also, at the end you will find some tips for a good audit.
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What is a social media audit?
An audit in social networks is a strategic analysis of the social profiles of a brand or company , which will tell us if the strategy that is being implemented is adequate for the established objectives or if changes must be made to obtain results.
This process should always be done before carrying out a social media plan , to assess the actions that are being carried out in each of the social networks and the results that are being obtained with these actions.
And it is also something that every good Community Manager must do before starting to manage a new client’s social accounts .

Why do a social media audit?
The audit of social networks is in charge of shedding light on what is being done well in social networks and what is not , allowing those actions that are not obtaining results to be detected and the strategy to be followed is improved.

But, in addition, the main benefits of doing a social media audit are:

Identify the opportunities that are not being exploited and the threats that exist.
Know which social networks are working best and why.
Know what are the best and worst content .
Find out which are the most shared content .
Know if the objectives established by the brand or company are being achieved .
Analyze what the competition is doing and how our brand is with respect to them.
Optimize the available resources of the company or brand.
How to do a social media audit?
Online presence analysis
The first thing that is analyzed in a social media audit is the presence of the brand or company on the Internet:

What is said about the brand on the Internet? And in social networks?
Do you have a website or blog? Is it up-to-date and optimized?
Do you have updated social links on the website?
Who is your target audience? Is it getting to this one?
Are social media bringing traffic to the web?
Have you had or have a reputation crisis? Was it managed correctly?
Do they have negative comments? Have they been given an answer?
If you are a local business or have a physical store, is the Google My Business listing created?
Are you advertising on Google or on social media?
Do you have an emailĀ  Singapore Phone Number List strategy? Are newsletters being sent with a certain periodicity?
Are objectives being achieved?
Etc.
Once we have an answer to these questions, through an Internet analysis, we proceed to audit the brand’s social networks.

Facebook analysis
If the company has a presence on Facebook, its company page or fan page must be analyzed .

To perform this analysis you can use the social network’s own statistics or my favorite analytics tool, Metricool , with which you can also see some statistics of your competition.
In the Facebook statistics , specifically in the General Information tab , at the bottom, there is a section called Pages under observation , in which you can add the pages of your competition to observe the performance of their Facebook pages.

And what is there to analyze on Facebook? It would be interesting to analyze:

If the company page is optimized and has complete all the data.
The frequency with which content is being shared on Facebook.
The types of content that are being shared.
The tone and copy that is being used.
Whether you are adding calls to action or fostering conversation.
If you reply to comments and messages.
The contents that have had the most interactions, comments or shares.
Metrics such as the number of followers, the average number of interactions received, the engagement the account has, the average number of comments it receives, the average number of shares it has, the number of impressions or reproductions, the average number of clicks on links. .
In addition, you also have to analyze this competitive data to see if the brand or company is above or below them.

Instagram analysis
If your brand has a presence on Instagram, you have to analyze your Instagram business account (if you are using a personal account, the Instagram statistics option will not be activated and many external tools will give almost no information).

To perform this analysis, you can use the statistics of the social network itself or external tools such as Metricool , InstaUp or HypeAuditor .

And what is there to audit on Instagram?

If the profile is optimized.
The frequency with which content is shared in the feed and in stories.
The types of content being shared and the layout of the feed.
The tone that is being used in the texts and what is said in them.
Whether you add calls to action, questions, or encourage conversation in posts.
Whether hashtags and locations are being used properly.
If you add calls to action or stickers in stories to encourage interactions.
If you answer the messages and comments of the publications.
If you have an IGTV channel and are sharing interesting videos for the audience.
Metrics such as the number of followers, the engagement of the account, the average number of interactions, comments, shares and saves, the reach of the publications, the views of the stories, the number of visits to the profile.
In addition, it is also interesting to analyze the accounts of the competition to see how the brand is with respect to them. For this, you can use Metricool .

Banner Metricool

Twitter analysis
If the company or brand has a profile on Twitter, it must be analyzed.To do this, you can use the social network’s own statistics or external tools such as Metricool .And what is there to analyze on Twitter?

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If the profile is optimized.
The frequency with which tweets are shared.
The types of content that are being shared and if images or videos are being included in the tweets.
The tone that is being used in the tweets and what is said in them.
If you are using the proper hashtags.
If you answer the messages and comments of the publications.
Metrics such as the number of followers, the engagement of the account, the average number of likes, comments and retweets, the average number of mentions, the reach of the tweets, the number of clicks on the links.
To monitor the Twitter profiles of the competition you can use Metricool .

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LinkedIn analysis
If the brand or company has a LinkedIn page, it is necessary to analyze its statistics.

To do this, you can use the statistics of the social network itself .

And what is there to audit on LinkedIn?

If the profile is optimized.
The frequency with which content is shared.
The types of content that are being shared.
The tone that is being used in the texts and what is said in them.
Whether you add calls to action, questions, or encourage conversation in posts.
If you answer the messages and comments of the publications.
Metrics such as the number of followers, the average number of recommendations, comments or shares, the number of views of the publications.
YouTube analysis
If the brand or company has a YouTube channel , it must be analyzed.

To do this, you can use the channel’s own statistics or external tools such as Metricool , SocialBlade or VidIQ .

And what is there to analyze on YouTube?

If the channel information is optimized.
The frequency with which videos are shared.
The themes of the videos that are being shared and if they are arranged in playlists.
The descriptions of the videos.
If you add calls to action or encourage subscribers, like or leave comments.
If you answer the comments of the videos.
If they use the community tab.
Metrics such as the number of subscribers, the average number of likes, dislikes and comments, the views of the videos, the number of videos that are well positioned on YouTube.
To see some data on your competition , I recommend that you use Metricool or SocialBlade .

Analysis of other social networks
If the company has a presence in other social networks, it will also be necessary to analyze its presence in these and the most important metrics in them.

Analysis of advertising on social networks
If the brand or company is advertising on social networks, you have to analyze:

The announcements that are being made (visual content, text and call to action).
The audience you are addressing.
The results that are being obtained.
The budget that is being invested.
The cost per click, lead, acquisition or sale.
The CTR.
ROAS and ROI.
To analyze your competition’s advertising, you can use tools such as Facebook Library (for Facebook and Instagram) or enter their web pages so that the ads will then appear on the different social networks.

Tips for your social media audit
Choose the most relevant metrics for your social media goals
Collecting data from all the metrics that social media gives us is time consuming and can be exhausting. You should choose those metrics that are most relevant to the goals you have defined for social networks, to focus on those.

This does not mean that you should not pay attention to the rest , but it does mean that the ones that will interest you the most and those that will tell you if you are getting closer to your goals or should make a change in your strategy.

Monitor the results regularly
You must define a periodicity to collect the data of the results obtained and maintain it over time . Ideally, you should create a document with all the social networks of your brand and the metrics that will be monitored , to periodically add the results and be able to compare them with the previous period.

How often you do it depends on the time you have for it and the weekly posts that are made. You can do it weekly, biweekly or monthly, but I do not recommend extending it any longer.

Spend time analyzing all the metrics well
Analyzing takes time, and while it may seem like a waste of time to some people, it is not. Take the time to analyze all the metrics that you have chosen as the most relevant and write down the data in your document to be able to compare the results with the previous period.

Define which are your main social networks
Even if you have a presence on several social networks, there will be social networks that will be main because your ideal client has more presence in them or because you have created a good community interested in your products or services.

Focus your efforts, your resources and your budget on these , but without leaving the rest completely abandoned (they could give a bad image because they are deserted or not updated, so, if you are not going to use them, delete the profile).

Take into account external agents
Sometimes we have a period of time with very good or very bad results, keep in mind if it is internal (we have changed strategy, changed the person who manages social networks, etc.) or external.

For example, with the quarantine for the Coronavirus, users have spent much more time on social networks, but more content has also been created on these , so it is possible that you have very different results from other periods for something that you do not you can control.

Conclusions
Although this process seems expensive (and it is), it is what you should do if you want to start defining your strategy for social networks or if you are implementing a strategy, but you are not achieving the expected results.

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