How to audit your social media with success?
Updated: Dec 28, 2021
We use social media every day, to develop our network, promote our products or services and improve awareness of our company. But what is the result? How can we see how far we have come and how far we have to go? This is where the numbers come into play. Carrying out regular audits of your social media gives you a global picture of their impact. Where to start and how to do your audit?
For each network used to promote a business, analyzing the data offered by each of them allows you to understand at a moment T where you are. Some networks allow data to be extracted such as #Facebook, #LinkedIn (for the company page) or #Twitter. However, others do not allow it, such as #Instagram, it will be necessary to collect them manually throughout the year. First and foremost, the first step is to define the objective of each of your networks: increase visits to your website (i.e. acquisition), develop your notoriety, accelerate the engagement of your audience to assess the performance of your publications, etc. These objectives are then translated into key indicators that will have to be calculated and monitored regularly (every month, every week or every day, it's up to you). This way, you will know what data to extract pollution of useless information. This will save you from wasting precious time.
The data is listed, your indicators defined now in order to be able to learn from them and place alerts you must format them, the dashboard, manual or not, is the best way to see the evolution. By adding graphic visuals, you can better discern the impact of your networks and actions. Is this enough? No, apart from the data specific to each network, it is essential to add the data of your website; Google Analytics is a very useful source of data, especially since it allows you to obtain reports on the visit to your site, the conversion rates but also on your networks. At the same time, I advise you to keep track of all your publications and campaigns, because by crossing them with the data extracted it allows you to obtain a precise vision of your results.
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The quantified analysis is built, all that remains is to perform the network audit. A good audit must analyze and output findings on the dashboard, but not only. It will be complete if we ask the following questions:
Are the profiles and information displayed complete?
Do the visuals comply with the graphic charter?
Are the quantified objectives achieved?
Is the audience in line with the company's target customers?
Are the posts published at the right time?
Is my editorial plan optimized to meet business goals?
By answering these questions you can identify at what level your strategy can be # optimized ; through a new campaign, a new type of article, new visuals or even by modifying publication schedules. The #audit of your social networks should be carried out regularly, once a year for example. Finally, to be even more efficient, at the same time, the monitoring of your social networks must be carried out more often (every month) using your dashboard.