Social media audits can be a daunting task, especially if you’re inexperienced with them. It’s easy to keep putting them off in favor of smaller or higher priority projects, but audits are important because they can inform those other projects and make them more successful.
With that in mind, here are our best tips to make your social audit as painless as possible.
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Schedule your audits
We suggest doing a social media audit once a year at the very least, but try to get them on your calendar quarterly if you can. Having them scheduled ahead of time can help fit them into your upcoming schedule of projects. It’s harder to put them off completely when you get a reminder that it’s time to check in on your social performance; this gives you the ability to reschedule if something truly pressing has come up, so your audit doesn’t just fade into the background after you finish that particular project.
Audits are an investment
While they can be time consuming if you’re going in-depth into your metrics (and especially if you’re unorganized and unsure what exactly you’re measuring), social audits are an investment in your future. They tell you clearly what is and isn’t working so you know what to plan for the upcoming week, month, quarter and beyond. They tell you where you have room to experiment and improve.
Audits also tell you when and where you can best reach your audience and what kinds of content your audience likes to get from you. While it might seem like an audit is eating into other important projects in the present, it’s really a gift to future you who will be working with much more informed content and strategy in the coming weeks and months.
In short: Audits are tedious, but worth it.
Have a plan
Audits are most difficult when you’re not clear on what you should be measuring or how you should be measuring it. While ideally you have those goals in place before you start posting, it’s better late than never if you don’t!
Start by looking at the platforms that are most important to your brand first. Expect performance to fluctuate some week-to-week and month-to-month; what’s more important are general trends quarter-to-quarter and year-over-year. You want to hopefully see a general upward trend in followers, in engagement with those followers, and in your brand’s reach.
If you don’t have that much data yet, just be sure you’re organizing and storing what you’re collecting now in a way that will be easy to reference in the future.
Build for the future
Speaking of the future, you want to design a sustainable measuring system that’s easy to update and to learn. This will benefit not only your future self, but also any future team members you need to train or give access to the data— as well as anyone who might take over your role in the future.
If you need help streamlining your day-to-day social to-dos, check out our ebook with clear and concise checklists that can help you focus on your most important social tasks in just 10, 30 or 60 minutes a day.
Don’t make it more complicated than you need to
Most importantly, you don’t want to make this harder on yourself than you need to. Collect your data, do some smart comparisons and write up insights you and your team can take action on. Show wins and losses to your boss(es) and also your plans for how to improve going forward.
The social landscape is complicated and noisy so you shouldn’t expect to be knocking it all out of the park, especially if you’re just starting out. Having clear measurement of your performance you can work from going forward is the most important thing.
And if you have no idea where to start with that or aren’t happy with what you have now? We can help. Get started by clicking on the button below.