While the word “audit” may not bring the warmest notions to mind, the results of such an exercise –
process, efficiency, and ROI – will help land your marketing strategy squarely in the best-practices category. Throughout the year, we’ve highlighted key “Management by Menu” concepts, from food and labor costs to trends and operational efficiencies to make your business more profitable. As the year draws to an end, now is the time for a careful review and realignment of your digital marketing efforts.
Why Perform a Social Media Audit?
An annual social media audit provides an opportunity to step back
and analyze the results of your branding and marketing efforts. It’s also
a pragmatic approach for reviewing customer engagement data that should be used to determine your marketing decisions and brand efforts moving forward.
A simple Google search of “Social Media Audit” or “Digital Marketing Audit” will provide you with numerous useful templates, guides, and tips to help you customize for your individual goals and needs. The amount of time and resources allocated to an audit is entirely your decision, but the most important step is the first: simply undertaking the process. A basic, high-level audit is better than no audit and often acts as a catalyst for a deeper dive into the efficiency of your marketing.
Let’s take a brief look at some of the benefits of conducting a social media audit:
1. Documentation and control.
A startling number of businesses do not document their social media accounts, nor do they track who has access to them. Trackability and process is key to protecting your brand and holding the right people accountable for marketing outcomes.
2. Locating unauthorized accounts.
Your audit should include a search of platforms to locate any pages that may not be on your radar. It’s not uncommon to see a manager or employee (even with the best of intentions) open up a social media account that is not aligned with the goals of ownership. In other
instances, a page may have been opened by a customer, imposter, or auto populated by a bot and is not in any way representative of your brand.
3. Consistency of brand.
As accounts are documented and reviewed, basic information like summary statements and contact information can be verified as current and accurate. These simple oversights, like an old phone number or hours, can cost you customer traffic.
4. Enhancing ROI.
With all of the high-level data and documentation in place, a deeper search into follower and engagement data will help you build on your success and move away from messaging that doesn’t work. Look carefully for trends in this data – the type of post (photo, video, poll, etc.), the demographics of the engaged audience, and how that translates to sales and traffic for your business. When you see a correlation between sales data and web traffic, repeat the theme to establish true causation.
5. Increasing efficiency.
As long as the message is on-brand, trust the data to enhance your efficiency (even if it contradicts your personal opinions). An audit provides the opportunity to focus on the methods and messages that resonate with customers – it also equips you to make more educated decisions when testing new messaging. Save your business unnecessary expenses and resource expenditures on messaging or platforms that
don’t achieve your goals.
Ultimately, marketing is intended to bring customers through the door and grow your profitability. An audit allows you to work towards those goals with clear directives in mind and both eyes open.