A social media audit involves reviewing specific metrics to evaluate your current social media strategy and gain a complete understanding of its performance.
Understanding a Social Media Audit
A social media audit is a fundamental process for businesses to understand the effectiveness of their presence on various social platforms. As highlighted, it provides "a full view of how social media is working (or not) for your business." Essentially, it's an evaluation process.
The core of a social media audit is the reviewing certain metrics. This systematic examination helps businesses gauge their current social media strategy against their goals and industry benchmarks. It's not just about collecting data, but using that data to "evaluate your current social media strategy."
Key Metrics Reviewed
During a social media audit, various data points are collected and analyzed. The reference specifically mentions several key metrics that are commonly included in this process:
- Demographics: Understanding the characteristics of your audience (age, gender, interests, etc.) who are engaging with your social media content.
- Engagement: Measuring how users interact with your content (likes, shares, comments, clicks, saves).
- Locations: Identifying where your audience is located geographically.
- Campaign Performance: Assessing the results of specific social media campaigns against their predefined objectives.
- And more: This includes other relevant data points such as follower growth, website traffic driven from social media, competitor activity, and brand mentions.
By reviewing these metrics, businesses can identify what's working, what's not, uncover new opportunities, and make data-driven decisions to refine their social media strategy.
