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Is it time for a social media audit?

1. Create a list of all your social media accounts

You might be surprised to know how many organizations forget a platform. Typically, organizations were eager to be everywhere, but over time forgot or neglected YouTube or others. Take stock of ALL the channels your
organization has out there.

2. Check in on your branding

Has your brand had a recent update or refresh? And was that update then applied to your social channels? Look at each profile to ensure they fit your current brand standards. Check on your profile and banner images, hashtags, copy and phrases, brand voice, URLs, and more.

3. Identify your top-performing social media content

For each social profile, list your top five posts.

  • What type of content is getting you the response you want? Photo
  • What has the highest engagement metrics: Candid,
    behind-the-scenes content or polished and pro posts?
  • Are people responding in the same ways across all networks? Does specific content perform better on one platform than others?

4. Evaluate each channel’s performance

Now, it’s time to evaluate how each social channel contributes to your overall marketing goals. Several accounts may have similar goals, like driving traffic to your website and increasing conversions. Others may be exclusively for customer service purposes or brand awareness. Are your goals still relevant?

5. Understand your audience on each platform

Now that you know how each account is helping support and grow your brand, it’s time to dig deeper to understand who you’re reaching on each platform. Audience demographics are a good starting point. For example, Instagram gets a lot of attention for its e-commerce features, but consumers actually
spend the most money on TikTok. Likewise, Facebook is the most popular platform for people 35-44, but YouTube is the place to be for the 18-25 group.

Learn the demographics of your unique audience on each platform and use that, along with the types of posts they prefer, to create buyer personas – and content for those personas.

6. Evaluate (and update) your social media marketing strategy

Successful marketing depends on testing and experimenting to find what works for your audience. Here are a few questions to ask your team:

  • Which platforms are driving the most results?
  • Are there any new social media platforms you should be using, based on your audience and your goals?
  • Are you neglecting any platforms? Do you even need them, or would it be better to ditch them and focus on your higher-performing ones?
  • What content types are working best right now? How can you make more of this?
  • Is your content resonating with your expected audience
    demographics, or has a new potential persona emerged?

Based on how you answer these questions, you may need to address your social media goals. And remember, you’re part of a larger team. Social media should be part of a larger, marketing/communication landscape, and the goals for social should support and promote the goals of the larger organization.

Success metrics are great, but if they are not contributing to organizational ROI, it’s not worth the time, effort, and organizational resources.

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