The term “audit” often has negative connotations, but smart businesses are auditing themselves to tap into new audiences and unlock revenue opportunities. A social media audit provides helpful insights and recommendations that outline steps to better connect with the community and engage potential customers.
Sprout Social offers a clear, succinct explanation of a social media audit:
“A social media audit is a comprehensive review of your brand’s presence across all social networks. It’s like looking under the hood of your social media engine to identify what’s running smoothly and what needs a tune-up.”
The purpose is not to gain followers or accrue more likes. Instead, Sprout Social notes four ways a social media audit can help:
- Gain a clear understanding of your current performance.
- Identify areas where you can improve your strategy.
- Ensure your social efforts are aligned with your business goals.
- Uncover new opportunities for growth.
It’s widely reported that 96% of small businesses use social media as a marketing tool. To rise above a crowded social superhighway, businesses need to be strategic. That’s why a social media audit is so important.
Components of a social media audit
Priority Marketing has initiated social media audits for dozens of clients and partners. Audits primarily consist of four components:
(1) Assessment of current social media profiles: What is the baseline status?
This component starts with reviewing and analyzing all existing social media profiles. Our social media experts will evaluate the consistency of branding, profile completeness and adherence to platform guidelines. It’s also important to assess the frequency and consistency of content posting across all channels.
(2) Content analysis: What is being posted on social media and how is it performing?
This step includes an evaluation of the quality and relevance of posted content. Our experts will analyze key engagement metrics, which include likes, comments, shares and click-through rates. This helps identify top-performing content and patterns for successful engagement.
(3) Audience analysis: Who is – or should be – following the page?
It’s important to understand the demographics and interests of the current audience on social media. Ideally, the social media audience mirrors that of customers shopping in store or online. If the social media audience does not align with the business’ target audience, Priority Marketing can identify areas for potential audience growth.
(4) Recommendations for improvement: What are key takeaways to capitalize on the power of social media?
Priority Marketing provides actionable recommendations to enhance a business’ social media profiles. Suggestions can include content optimization strategies based on the analysis, as well as new tactics to increase engagement and follower growth.
READ MORE: Seven steps to conduct a social media audit
Social media platforms
There are 5.24 billion social media user identities worldwide, according to Digital 2025 Global Overview Report, a research partnership between We Are Social and Meltwater. That’s 63.9% of the world’s entire population.
Priority Marketing supports clients with accounts on six primary social media platforms: Facebook, Instagram, YouTube, LinkedIn, TikTok and X (Twitter). Each platform has a distinct audience. A clothing line trying to reach young adults, for instance, might find success posting short videos on TikTok. Meanwhile, a restaurant might gain a following by posting eye-catching food photos on Instagram.
READ MORE: Influencer marketing brings brands to new audiences
Social media services
Priority Marketing employs a robust social media marketing team that partners with both for-profit businesses and nonprofit organizations. Social media audits are just one service the company offers.
The firm’s range of social media marketing services includes content creation, strategy and distribution, as well as brand awareness, influencer marketing, graphic development, video creation, community management, social listening and live event hosting. The firm also offers social media management training, social media monitoring services and paid social media management.
VIEW: Priority Marketing’s Social Media Services
Next Steps
Interested in learning more about a social media audit? Please give us a call today at 239-267-2638 or send an email to LetsTalk@PriorityMarketing.com.
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