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We’re sure we don’t need to reiterate how important it is for businesses to have a social media presence in 2020. However, just having a Facebook page and posting regularly won’t guarantee success—you need to have an effective strategy.

But how do you tell which strategy is working and which isn’t? Well, that’s where social media audits come in. If you’ve never performed one before, don’t worry. This article will tell you all you need to know to perform a social media audit.

Tracking Your Social Media Accounts

When it comes to tracking your SM accounts, the very first thing you need to do is create an audit spreadsheet. You can do this via either Google Docs, or Excel, or social media audit templates that can be found online.

Whether you choose a template or make your own, make sure there’s space on your spreadsheet for the following information for each social media account:

  • A link to the account/profile
  • The handle
  • The team’s or person’s name who’s managing the account
  • The goals and objectives you aim to achieve with this account (e.g., promoting company culture, providing customer service, etc.)
  • Engagement metrics
  • Audience demographics
  • Other metrics that may be important to you

With the audit spreadsheet in order, you can now start tracking your accounts across all social media channels.

Identify & Assess Your Top Performing Posts

Most social media platforms provide on-site tools to access this information and enter your observations into your audit spreadsheet.

Of course, at this stage, you’ll want to keep the objectives you have with each platform in mind, as this will influence what you’re looking for. Ensure that you track the information that’ll help you attain your goals. For instance, if you’re looking to increase interaction with your audience, you’ll want to keep an eye out for posts that have garnered the most comments and likes. However, if you want to drive traffic to your website, you want to look at the posts that generated the most website visits.

Then, the next step is evaluating these posts. Have they got something in common? Do they vary from your IG account to your Facebook page? These are the types of patterns you’ll have to uncover to see what type of content delivers the best results on which platforms.

Analyze the Audience of Each Social Network

Also, it’s imperative that you do research on which demographics your social media channels attract. For instance, users on LinkedIn tend to have higher income levels, while those on Instagram and Snapchat are statistically younger.

Take the time out to come to grips with the demographics of your audience. There are various tools, like Facebook Audience Insight, that can help you better understand the people that follow you.

MediaForce is a digital marketing agency that specializes in e-commerce marketing, website design, social media marketing, and SEO services. Get in touch if you’re looking for digital marketing solutions in Ottawa.

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