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7 Major Components to Consider in a Social Media Audit

Aside from promoting content and interacting with fans on social networks, marketers have to conduct social media audits to see if they’re generating positive results from their social campaigns. Here are 7 major aspects marketers need to consider when conducting a social media audit:


  1. If they are reaching influencers

    Influencers are generally defined as individuals who have a large followership on social media – whether they’re on Twitter, Instagram, or YouTube. By reaching these influencers, marketers can promote their content, events, or product releases cost-effectively to their target audience; a quick retweet or share from these individuals could help brands reach thousands of prospective customers. Hence, it’s important for businesses to see if they’ve built relationships with influencers. (Read related article: Brand Reputation Audit: 3 Effective Tactics You Should Use). 
  2. If they are generating sales

    Just like newspaper ads or TV commercials, social media is an advertising channel companies use to promote their products or services. Brands such as Lululemon have done extraordinary jobs in using Facebook to advertise their popular items such as bomber jackets and yoga pants. To determine the effectiveness of their sales-driven social media campaigns, these businesses have to see if they’re actually generating sales from their promotions. By using multi-attribution sales funnels in web analytics tools, companies can determine if their social platforms have contributed to the final sale. This allows companies to examine the profitability of their social campaigns and identify areas of improvements.
  3. If they have proper on-page social media buttons

    On-page social media buttons plays an integral role in expanding a company’s social media community. By placing social media buttons prominently on their websites, organizations can encourage their web visitors to join their social networks – an easy and economical way to boost their social presence. Large organizations such as YYoga have their on-page social media buttons shown clearly on the right-hand side of the page so that visitors can find see them and follow the companies easily on Twitter, Facebook, or Instagram. If an organization doesn’t have their social buttons displayed clearly on their website, they’ll lose out on a large amount of potential social media fans. So make sure you conduct a proper website audit
  4. If they have a social media policy

    Social media policies allow companies to govern their social media activities. The policies permit and prohibit certain languages company members can use on their professional and personal pages as the wrong use of words can damage a company’s brand. The policies also determine who’s responsible for all social media activities so that when there’s an emergency, everyone knows who’s in responsible for handling it.
  5. If their brand image is consistent across all channels

    A company’s logo, language, slogan, and other marketing content should be consistent across all social channels. For instance, if a brand uses one logo in their Facebook page, they should also use that same logo in other channels as well. This assures the audience recognizes the brand every time they see the it.
  6. If they are doing cross-platform promotions

    To build a strong social media ecosystem, companies have to promote their social platforms on each network. For instance, a company should promote its Instagram, YouTube, Vine, and Twitter pages on its Facebook page so that it can get more followers on other networks as well. This helps companies expand its reach and target different consumer groups. For instance, by inducing a Facebook fan to follow them on Instagram, a company can interact with these fans and encourage them to promote its brand to users who are on Instagram but aren’t on Facebook. This will allow companies to develop a more comprehensive marketing program.
  7. If they are using the right social platforms

    Various consumer groups use different social platforms. For instance, teenagers and young adults are slowly shifting away from Facebook and moving towards other platforms such as Instagram and Snapchat. Simultaneously, most adults still use Facebook today. By acknowledging the differences in usage, companies can select the right channel for their consumers. After all, if a company isn’t able to identify their consumers’ digital lifestyles, they won’t be able to deliver its messages effectively.
    Social media audit is a vital component of social media marketing. By auditing its social media performance, companies can identify areas of improvements and generate greater returns from their social media programs. By using the advice above, marketers can a better glimpse of the different areas they need to consider when performing an audit. 
    If you need additional help, Smartt offers professional website audits and digita marketing audits performed by experienced digital marketing stratgists.