A social media audit is when we take a look at your current social media channels (Facebook, LinkedIn, Twitter, YouTube, Instagram etc.) and review your overall current online presence to get a handle on where you’re at. There are two basic components of a social media audit: small data and big data. By reviewing this information, you can get an understanding of what’s working or not, and where you can optimize your social media program and improve.
Small Data is information like reviews, comments, feedback – they’re still valuable pieces of information but are difficult to put a specific number value toward. The information isn’t easy to analyze nor as straightforward as the number of leads that come through your website.
Big Data is considered large volumes of unstructured and semi-structured data. For example, every time you take a picture with your camera phone, data is created. However, to download that data is almost meaningless due to the lack of structure. There are three factors that characterize big data: velocity (speed of data flowing that makes id challenging to analyze), variety (range and type of data) and volume (too much data to handle easily.)
Key Aspects Of A Social Media Audit:
Google Your Business. Take note of the information that comes up in search such as reviews, mentions, news etc.
Which Social Channels Are Have You Set Up? Make a list of all the social media channels that your business or organization has set up – even if you are not active. It’s important to stay current with your digital footprint and update your social legacy docs!
Which social media channels are you most active on? Create a baseline document that includes the social media channels you are most active on and include key information about current fan/follower counts, number of posts per week, and other information that will help you identify trends and opportunities down the road.
What does your audience look like? Think about who you want to get in front of (key demographic traits like age, gender, location, interests) and then look at who you’re actually reaching via the available data (e.g.: Facebook insights, Google Analytics.)
What Kind Of Social Media Engagement Do They Participate In? Do they comment on posts? Videos? Images? Do they click through links? Are they engaged? Are they sharing, commenting, liking or taking action on the social channel?
What Is Your Content Performance Look Like? Are people clicking through your content? Are they sharing with their networks? Are they tagging you? Do you know if you’re sharing the right content?
What Are Your Competitors Doing via Competitor Analysis?Take a look and compare your presence to your industry, as well as your top three (3) competitors. By taking this step, you may be able to identify gaps and areas of opportunity.