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A guide to social media auditing

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Digital Audits & Social Channels

If you want to find out how your social media channels are performing  (such as Twitter, Facebook, Instagram) running a digital audit of your platforms is the answer. This will tell you what is working, what isn’t, as well as allowing you to identify how you can improve what you do to grow your followers, and in turn engage your audience. In this blog I will give you an introductory guide on how to run a social media audit effectively for any market from start to finish.

 

Step 1. Choose your social media pages

This may seem obvious for some, but it is important to know which social media channels you want to audit and to have them picked out.

 

Step 2. Choose your social channel competitors

Then it is very important that you decide which competitor channels you want to compare against. This will allow you to benchmark the success of each page against that rest of the industry and offer perspective.

 

Step 3. Choose your digital audit tool

The vast majority of social channels have posted thousands of times since their creation. To accurately and efficiently analyse this much information quickly, it is necessary to use a digital tool. Plugging in your channels and competitors to these tools will allow you to launch your audit within minutes and begin the analysis stage. There are many tools out there and if you need any help deciding upon which is the right one for your company and audit then do get in touch.

 

Step 4. Know your performance metrics & timeframe

When you have launched your audit and can begin analysis it is important to know what metrics you want to compare and in what timeframe (3 month, 6 month, 1 year). This will depend upon what your ultimate business objectives are and how frequently you report back on the health of your marketing efforts. For example, if you work for a gaming company and your business goal is to encourage people to visit a website landing page to download the app, then you will probably want to measure CTRs and engagements as well as many other indicators.

 

Step 5. Report Building

Ok, so you have your analysis, you’ve chosen your timeframe and you have your performance metrics, what do you do now? Now it is finally the moment to build your report. Make sure that the design of your report is informative, easy to understand and well designed. Many digital audit tools also offer some fully customisable auto-reporting features so make sure to check which ones do before you buy.

 

I do hope that this blog has been informative for those of you that are interested in how to run a digital audit. If you have any questions or if you’d prefer us to run an audit for you, then please do get in touch.

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