Social media audits can be in-depth and complex, which can make them sound intimidating. For example, some audits might require looking at the number of Likes and comments on every post, or analyzing the trends in your follower count. This can result in helpful and important information, but it can also take a great deal of time.
To try to help you narrow down what can help you most in a social media audit, here are a few of the questions you might ask or things you might look for to get you started and get the most out of your analyzation.
What posts were most successful?
Success can mean a lot of different things on social media, so first, define what success looks like for you–is it Likes, comments, or something else? Then, take a look at which posts matched that metric the best, and which posts didn’t. Maybe a post where your caption was several paragraphs long didn’t get as many Likes as a shorter post, or maybe a video post gathered way more thoughtful comments than a post with a photo. Write down these takeaways, as they can help direct your social media strategy moving forward–if you found a style of post was particularly successful, try copying that style more often.
What posting times were most successful?
It’s something that you might not think about, but the day and time that you upload your post to social media can have an impact on its overall success. For example, if you upload your post at 1:00 p.m. but most of your followers don’t get online until 5:00 p.m., your post could get pushed down under the influx of four additional hours worth of content. Try taking note of when you post, and if it seems too consistent, try switching it up to see if your future posts see more or less success. From there, you can establish what some of your prime posting times might be.
Did I repeat content?
If you have limited content, such as only a certain number of product photos, chances are your content will repeat at a certain point. And that’s okay–as long as you aren’t posting the same photo or caption every week, or every other week. Use this audit to go back through at least a year’s worth of posts and see how often you repeated content. If you didn’t, great! You can probably start reusing photos or rephrasing written content if you need an easy post. If you find that you were repeating yourself a lot, it might be time to brainstorm new caption ideas, or invest in more photos of your business or organization.
What do I want to emphasize going forward?
Sometimes, you don’t realize what great information you included in a post until later. If going back through your posts has you impressed with your captions or loving a specific way information was presented, write that down for later. Or, maybe you realize that you often lacked emphasis on a key product or service–now you know that going forward, you can balance that out by emphasizing it more.
What are your must-ask questions during a social media audit? Let us know in the comments!
Wreath Writing & Marketing Services 