Social Media Audit

26 February 2021

Social networks have become the best allies for a good digital marketing strategy. They allow us to reach a larger and larger audience and achieve our business goals. However, the world of social media is not as easy as it may seem. Before making decisions and starting to publish as if there were no tomorrow, we must analyze what is happening on our social networks and those of our competition with social media audit.

What is a social media audit?

It is the collection of information about your social networks and those of your competition. This way, you can determine in what exact situation your company is on social platforms and compare it with your competitors.

Thanks to these analyses of your social profiles, you will be able to determine if you are developing your strategy correctly. You will have the opportunity to make the correct decisions and be supported by a lot of information.

A social media audit consists of:

  • Checking if you are present in the appropriate social channels
  • Analyzing whether the content posted is working well or not
  • Ensuring that the visual identity of the brand is displayed

It is advisable to conduct a social media audit when preparing to launch a social media marketing plan or change your strategy. However, it is also advisable to do it every so often to know that you are on track with your work.

How to conduct a social media audit

You may have got the impression that conducting an audit is a complex and laborious process. Still, there is no reason to get overwhelmed. You will learn how to run your own social media audit efficiently with this step-by-step guide.

#1. Check all the social networks associated with your brand

Often, when we decide to launch into the world of social networks, we do it in a big way, opening profiles on all available platforms. And this is not always the right move.

If you have all the time in the world to focus on your social media channels to keep them always impeccable, that would be fantastic. However, if we are realistic, this is not usually the case. We don’t have that time, and the truth is that not all platforms bring us the same results. We should analyze and map our situation on each social platform.


▶️ ️ Analyze on which social media platforms you are present.

▶️ ️ Ask yourself if you want to keep them all open. If your answer is no, discard those profiles that are not working as expected.

#2. Analyze your social profiles

Analyze the performance of each social network to identify the ones that work best for you.

#3. Identify the publications with the best results

This is a critical step that will make you see your strategy differently.

Carry out an exhaustive analysis of how your posts on each social network are performing to determine:

  • The types of posts that work well within your strategy
  • What your audience likes and doesn’t

#4. Control your brand image

Your company or personal brand has to be quickly recognizable through social networks.

You cannot allow users to stop following your account for fear that it is not the official one or for thinking that it is a fraud.

▶️️ Having a visual and verbal identity on social networks helps convey trust to users.

Make sure that:

  • You have your logo on all social networks
  • You use the same language on each profile
  • Your bios perfectly describe what you do and how you can help users.

This way, you will guarantee consistency among all your social profiles.

#5. Analyze the market situation

Knowing the performance of your competition on social networks is vital.

Analyze the current market, the strategies carried out by your competitors, and how they are progressing. Then, compare yourself with them to know where you are and adjust your social media marketing strategy accordingly.

By monitoring the market, you will find out about trends and news on social networks and within your sector. It will help you adapt your strategy according to the current situation.

#6. New goals

You have already analyzed the data and know where you have a presence on social networks. So, it is time to set the fundamental objectives of what you want to achieve and design the strategy to do it.

✅ What do you want to achieve, and when?

After conducting an audit, you have all the information you need to make the right decisions.

How to analyze the data for your social media audit

Perfect. You already know how to run an audit successfully and how this process will help you improve your strategy and presence on social networks.

But there is a critical point: How do we measure all that data?

I’m going to give you two solutions:

✅ Using the analysis tools available on each social network

Each social network offers a section where you can check your account’s performance and the impact of your content among users. 

By taking the metrics that seem relevant to your analysis and importing the information to a word or excel document, you can have your social media audit done.

✅ Using Metricool

Probably, you want to avoid wasting time transferring data from each social network to an external document. In this case, Metricool can come in handy to run your social media audit. 

▶️ Register to Metricool and create a free account to connect the social networks that interest you the most and check out their performance ◀️

You can analyze your strategy, the impact of your posts, and that of your competitors. You will have everything in the same place. 

These are the most important factors to take into account to conduct a thorough social media audit. 

However, remember that this is only a small part of a social media strategy. There are multiple actions and factors that you must consider to succeed. If you are interested in learning more about how to design an excellent strategic plan, check out this post:

Do you have any questions? Let us know! 👇🏻

Sara Martín Sara Martín , 26 February 2021
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