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. 🔐
To help you get started on your own audit, today's blog is a high-level overview of the key questions you need to consider. For a more in-depth view and the full list of steps we recommend, as well as a full audit template - download our Complete Guide to Performing a Social Media Audit! 🔥
What is a social media audit?
A social media audit is the process of evaluating what’s working well, what’s not working, and identifying what can be improved across each of your social media accounts to maximise opportunities. 🔍
This might sound like a pretty daunting task, especially if you have a lot of social media accounts. But don’t be fooled, it’s not as difficult as it seems and the insights you’ll learn are invaluable!
1. Where will you store your audit findings?
To get started on your audit, you’ll need a template to work to and store results in.
You can build your own template or for speed and efficiency use our tried and tested template that you can download for free here. ✨
Depending on whether you also use this template to keep a record of the login details for your social media accounts, make sure that this document is saved in an appropriate location and only accessible by authorised team members. 👀
2. How many social media accounts does your organisation own?
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. 🕵️♀️
Top Tip - to prevent more social media accounts being set up without permission, make sure you reference this in your social media policy, or employee policy!
3. 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 our template or in a password management tool as you go to make sure you have a full record of each account! ✍️
Top Tip - Once you've gained access to all social media accounts, you can safely manage ongoing access by providing your colleagues with their own individual logins and passwords to a tool like CrowdControlHQ that provides gated access to your social media accounts.
4. 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! 👀
4. Is the branding of your social profiles consistent and are they set up correctly?
It’s now time to turn your attention to each social media profile 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 and cover photo (check sizes for each network here)
- Consistent naming convention across all accounts
- Up-to-date bio that has some consistency across all channels and optimised for SEO
- Up-to-date contact details
- Accurate location tagging
- Edit or add call to action buttons
- Check that your profiles are tagged correctly
You can find more detail on each of these areas in our Complete Guide to Performing a Social Media Audit - click here to download it! 🔥
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!
5. How is each social media profile performing?
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.
6. What are the audience demographics of each profile?
To further understand the role that each of your social media accounts plays it's 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 different social media networks? 👥
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.
7. 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:
- How you can improve the quality and impact of your social media content and profiles
- 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'd love to know how you got on and your tips for getting the most out of an audit – get in touch @CrowdControlHQ or drop us an email to firstname.lastname@example.org! 👋