Let’s get right down to business: A social media audit is the process of evaluating your brand’s performance across all of your social platforms. This includes reviewing your profile completeness, assessing engagement metrics, and analyzing how well your content resonates with your target audience. The goal is to identify what’s working, what’s not, and what you can improve.
A social media audit provides insight into:
It’s simple. If you want your social media strategy to grow with your business, you need to understand the effectiveness of your current efforts. Performing routine audits allows you to adjust quickly, saving time and resources, all while maximizing return on investment (ROI).
Don’t know where to start? That’s what we’re here for. Here’s how to perform a social media audit for your brand.
Before you dive into your audit, take a moment to reflect on your social media goals. Are you looking to increase brand awareness, drive traffic to your website, or generate more sales? Each goal will dictate the key metrics to focus on during your audit.
RANDOM Tip: Align your audit with SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). For example, “Increase Instagram followers by 15% in 6 months” is specific and measurable.
The next step in your social media audit is to review your social media profiles across all platforms. Make sure each profile is fully optimized and consistent with your branding. Use this checklist as a guide:
RANDOM Tip: Consistency is key. All your profiles should reflect your brand identity (colors, fonts, logo). Check for outdated information and update your contact details, location, and other essential sections.
Now, it’s time to examine content performance more closely. Start by reviewing the types of posts you’ve shared and comparing engagement metrics like likes, comments, shares, and click-through rates.
This part of your social media audit focuses on audience engagement and growth. Are you consistently gaining followers? Is your engagement rate improving?
Don’t forget to check out the competition. Analyzing how your competitors perform on social media can give you valuable insights into industry trends and potential areas for improvement.
RANDOM Tip: Don’t copy—learn. Note successful campaigns, unique content styles, and engagement tactics, and figure out how to improve upon them. But at the end of the day, stay true to your brand!
Next, it’s time to dig into the numbers. Key performance indicators (KPIs) and metrics will tell you how well your social media efforts are paying off. Depending on your goals, this could include:
Lastly, a social media audit isn’t just about assessing what’s working. It’s also about finding areas for improvement and growth. Based on your findings, identify what’s lacking and how you can build on it.
RANDOM Tip: Use social listening tools to stay informed about trends in your niche. Adjust your content strategy to align with what your audience is actively talking about.
A social media audit is a crucial step in fine-tuning your strategy. You can make informed decisions that drive better results by reviewing your content, engagement, and competition.
Whether you’re a seasoned pro or just starting out, a regular audit will ensure you stay on top of the ever-changing social landscape.
Want to get results and insights without performing the audit?
At RANDOM, we specialize in social media management, digital strategy, and social media audits. Let’s collaborate to analyze your social presence and drive results!
