Social media marketing is the core of most of the marketing strategies that hundreds of companies are currently using. Most of the social channels have proved to be masterstroke marketing channels for most of the companies where they have already produced huge returns on investments. However, most of the companies do not audit their social channels to find areas of improvement through the social media auditing process.
What is a Social Media Audit?
In social media marketing, social media audit is the process of conducting a comprehensive analysis on the social media channels to find what is working, what is not working, and to see the areas of further improvement where the company can consider. This is an essential strategy that every company should consider incorporating so that it can enhance its social media marketing activities to create significant impacts on business marketing.
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How to Conduct Social Media Auditing?
Although conducting social auditing is an important business consideration, most of the companies do not do it because they lack the necessary skills and experience. If you have not been engaging in media auditing in your company, here is a simple social media audit template that you should use in your social auditing activities.
- Profile Information
In your social auditing process, you need to make sure that you have your profile information collected so that you can have a clear understanding of your social media channels. Most of the companies make the mistake of having different profile information for each of the social media channels the company is using. The key should be to focus on consistency and ensuring that the company has achieved consistency in all the social channels that the company is using.
- Engagement Metrics
Another critical factor that you should consider when you are conducting an audit of your social media is the metric engagement aspect. This is one of the most vital data that informs you of how well your marketing messages have been performing in different social media channels. You must note the social channels that you have received most engagements because they form the core of your marketing strategies. You should optimize on such channels to have a significant impact on your marketing activities.
- Channel Specific Metrics
Channel specific metrics focus on analyzing particular metrics that occur in each of the marketing platforms you have been using to market your products and services. Analyzing the parameters you have been receiving on all the social channels is essential, but you must understand what each channel brings to the table. Information on each channel can be used to make serious decisions on what the company should focus on the decision-making process and where more work needs to be done.
- Referral Traffic
In social media marketing, referral traffic is of great importance because it shows how your influencers have been directing traffic to your marketing channels. Most of the social media marketers pay considerable attention to referral traffic because it shows the level of interest and influences their marketing platform has in the industry. Very little referral traffic means that the company needs to up its game in social media marketing. On the other hand, increased referral traffic is a clear indication that social media marketing is delivering as expected.
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Social media auditing is not a simple analysis. Even with a template, some information may not make sense to an average social media marketer. Therefore, it is always necessary to work with professional social analytical companies who use proprietary social media tools, such as NetBase for a professional media audit and analysis of the information received for appropriate action.