How to get the most out of your end-of-year audits

It’s that time of year again: Time for end-of-year audits for your content, on your blog and across your social accounts.

We’ve been breaking down different aspects of reviewing your 2017 and planning for 2018 over the past few weeks and we wanted to put everything together in one easy place for you to reference. Bookmark it for the new year or use it to tweak or strategize the end-of-year audit you’re doing now.

And as always, if you’ve got questions, comments or concerns, you can find us on Twitter @UnionMetrics.

Simplify your audit by asking the most important questions

Audits can be overwhelming, so focus on what’s most important to your brand; if you have limited resources narrow your audit down to 1-3 big questions and focus on how to answer them with data.

For example: What were your big goals for 2017? Did your content help meet them? How can you plan your content in 2018 to help meet those goals (more on that in the next section)?

You might also look at specific goals you established for each platform and how close you came to meeting them.

If you don’t know where to start at all, look at your best and worst performing posts on each platform and look for patterns among them. This will help you establish what content your audience is looking for from you in each place, helping you plan better for the coming year.

Find more details and ideas in the resources section below.

Decide how you’ll spend your time

Split the time you have for your audit between understanding 2017 and planning your goals for 2018. Presumably you’ll be meeting with your team to plan the latter, or maybe you already have.

If you’ve already established goals for 2018 (or been handed them) how can you reinforce them from what you’ve learned from your 2017 numbers? Do you need to rethink your goals based on what 2017 tells you?

All the resources you need

Audits aren’t new territory for us, but if they are for you we want to help you make the process as painless as possible. Start with these reads to organize your audit:

Use these for more specifics:

If you don’t have a big budget, here are some free tools you can use to get a recent baseline. While it won’t be comprehensive, it can help you get a more informed starting point for 2018:

If you have a free Union Metrics account (accessible here) you can save reports to reference for later. Start planning now for an easier 2018!

Need more? We offer comprehensive analytics across social platforms, and access to the full Twitter archive. Let us know how we can help.