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How to Conduct a Social Media Audit

How To Conduct A Social Media Audit And Why It Is Essential

First, let’s define what a social media audit is exactly.

Sprout Social describes a social media audit as:

“the process of reviewing your business’ metrics to assess growth, opportunities, and what can be done to improve your social presence.”

And that’s a decent definition! But what does that really mean?

Well, the main reasons we conduct a social media audit are to learn the following 3 things:

  1. How many followers am I gaining each month?
  2. Are my followers engaging with my content?
  3. Am I gaining or losing money from my social media strategy?

Why Are These Social Media Metrics Important?

Well, the first two metrics (your follower growth and engagement rate) will tell you if the content you are producing is valuable to your audience or not.

Depending on the nature of your business, “value” will mean different things.

This is because it depends on what your target audience thinks is valuable to receive from you.

For example, value to your audience could mean…

  • free sample size products
  • free trials on your service
  • helpful advice or information that enables your audience to accomplish something
  • or something as simple as entertainment, like is your content funny?

Determining which social media posts have the most engagement (likes and comments), will tell you what your audience likes seeing from you the most.

Understanding this kind of information is beneficial for you to know and apply across the board, not just in your social media marketing campaign.

All of your content and ads should be created with your target audience in mind.

Now, the last metric we talked about, “am I gaining or losing money from my social media strategy?” probably doesn’t need an explanation as to why it’s essential.

But, you’d be surprised at how many people fail to actually measure this!

If you’re investing money or time into a digital marketing strategy, you want to know that it’s paying off.

So, now the question is how can you tell?

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