In marketing, a social media audit refers to a technique involving a series of steps that a company takes to evaluate as well as optimize the social media profile and marketing strategies. Social media audit can assist e-commerce businesses to gain a significant online presence. Social media audit is also referred to as the process of assessing and reviewing what’s working against what’s failing. It also entails the process of analyzing and implementing what can be done to improve brand presence.
A Look at What Social Auditing may contain
Profile information including name as well as URL
Publishing metrics
Channel-specific metrics
Audience Demographics
Engagement metrics
Referral traffic
When a company completes an audit, the marketing team will be in a position to answer several questions regarding the relationship between a brand and the web audience. Some of the questions that can be answered include:
Does the brand’s online presence bring in new consumers?
Is the social media page retaining old consumers?
The audit can realign old profiles that should be disposed of.
The audit helps a company to determine the right marketing strategies and techniques for the business. It may also enable the firm to assess the objectives that need to be re-evaluated.
The Auditing Process
Locating all Available Profiles
Specific profiles may be easy to find especially if the social media is properly disintegrated into the brand’s marketing strategy. Some profiles may also be low-key. Such profiles can have an insignificant online presence. Apart from the big names such as Facebook in addition to Twitter, a marketing campaign team needs to check Yelp and Instagram too. Be sure to go through various employment websites including Monster as well as Indeed to assess profiles. The unofficial ones should be pointed out by the internet.
Claiming Your Brand on the Profiles
A company should claim all its brands on other social media platforms because they could be required in the future. Make sure that the branding name matches the name that’s been used on the social media platform.
Recording Information
The brand manager can create a spreadsheet to have a recording of every profile’s platform, URL, including who has gained access to the profile. They should also list their roles and the number of followers. It’s vital to track the frequency within which every profile is updated as well as how often viewers respond to the brand’s content online. The company should establish if viewer engagement has risen with frequency. Viewer engagement can be recorded manually or via social media metrics. The part of the social media audit can give tons of insights.
Checking Profile Completion
The marketing manager should assess every profile to ensure that each section of the input option is correctly filled. Various social media sites vary when it comes to the information filled in the business segment. This helps to ensure that a brand has developed its online presence through every social media account. Some profiles may also vary depending on the device that’s been used to view.
Assessing Deviations and Consistency
Profile names and logos need to be the same on every profile. Colors should also be consistent with branding requirements. Videos should be familiar and relate to each profile. However, the distinctive aspects of the platforms should also be utilized.
NetBase: Company Profile
NetBase gives its clients real-time Social Media Analytics services that assist companies to grow. The company’s advanced language processing system technology can understand complex language and classify it into an understandable language that can help a business in decision making. NetBase has experienced extensive growth over the years. Its customers include high-profile marketing agencies as well as the largest brands in various verticals such as AMC, Khol’s, and Forrester.
