Regardless of whether you’re just starting out on your organisation’s social media strategy or several years into delivering it, performing a social media audit is a fantastic way to take stock of your social assets.
As social media permeates more of your organisation, we know its easy to lose track of what accounts you own, who has access to them and how they’re performing. That’s why taking the time to do a social media audit at least once a year is so crucial to stay on top of your most public brand assets. 🔐
There’s no one right or wrong way to do a social media audit and the process will largely depend on your priorities and objectives. But for today we’ve listed some of the questions we recommend you start asking!
How many social media accounts represent your organisation?
Firstly, let’s start with social media accounts – in larger organisations its easy to end up with lots of different social media accounts representing your brand. Some of those you’ll be aware of and some you might not know exist because they’ve been set up by different people across your organisation.
Before you can go any further you need to know exactly how many channels are associated with your organisation and a simple search on Twitter, Facebook, LinkedIn and Instagram will soon answer this question.
Who has access to these accounts? 🔑
Once you’ve got a list of the social media accounts, its time to investigate who has access to these accounts and is managing them. Again, you might be able to tell this from interactions on the page, or you might have to ask colleagues to get hold of passwords and logins.
In some circumstances, the owner of an account may have left your organisation and so the only way to gain access to them would be to contact Facebook or Twitter directly.
Be sure to log all this information in one document as you go to make sure you have a full record of each account!
Which accounts and users are set up in your social media management platform?
If you’re using a social media management platform like CrowdControlHQ, this is a good point at which to cross reference your list with which users and social media accounts you already have in your platform.
It’s natural to find that some social media accounts aren’t plugged into your management platform and the same goes with users. Take the opportunity to have a clean up of your account to ensure that when the time comes, you can turn off direct access to your organisation’s social media accounts. Instead providing your social media champions with access to your social media management platform with individual usernames and passwords, allowing you to monitor and control your social assets! 👀
Is the branding of your social profiles consistent?
It’s now time to turn your attention to each social media account and check the basics are in order to ensure your pages look professional and the information is accurate. Here’s our checklist:
- Suitable and high-quality profile picture
- Appropriate and high-quality cover photo
- Consistent naming convention across all accounts
- Up-to-date bio that has some consistency across all channels
- Up-to-date contact details
- Accurate location tagging
Greenwood Academies Trust Twitter accounts are a fantastic example of consistent and cohesive branding that brings all their pages together while showing off the strengths of each individual academy.
How much activity is there on each social media channel?
With the range of skills and experience on social media, its likely that some of your social media accounts have less content posted out from them than others. Check when the last time content was posted from each account as the longer its been and the smaller the audience, the more it might be worth considering closing the account down.
Of course, the opposite is true for very active accounts and if anything, it’s worth thinking about how you can share that best practice and enthusiasm with the rest of your social media champions.
Don’t forget to consider inbound content too – are your audiences still posting questions and concerns on your pages? Or do you receive direct messages to that account asking about your products or services? If this is the case, you may need to think about how best to resource the channel and who to involve to deliver excellent social customer service.
TOP TIP – use the reporting and analytics tools within CrowdControlHQ to help you to quickly identify social media accounts with the best performing content and highest levels of engagement, while providing insight into your current response times on social customer queries.
What are the demographics of each audience?
To further understand the role that each of your social media accounts plays its important to analyse the audience or following that your channels have. Which social media accounts are attracting which customers, suppliers, partners, or other stakeholders and why? How does this differ across Facebook and Twitter?
With an accurate understanding of your followers’ interests and demographics, you can more easily make decisions about how valuable each account is and how you might use them to achieve your objectives.
What actions do I need to take with this information?
Finally, it’s time to take action with all the information you have collected and use it to inform decision making. The following are all potential actions to get you started:
- Decide which social media accounts to remove based on performance and audience
- Decide which social media accounts you might need to create to fill any gaps
- Establish who no longer requires access to your social media accounts
- Who needs to be added to your social media management platform
- How and when you will switch off direct access to your social media accounts
- What updates you may need to make to your social media policy to prevent further unauthorised accounts from being set up
- What social media training you might need to provide for colleagues across your organisation
- How this insight changes your social media strategy and content plans
Have you performed a social media audit recently? We want to know your tips for getting the most out of your audit – get in touch @CrowdControlHQ