Social Media Audit Basics for Small Business
Has your business online presence lost its sizzle? Have customers disengaged on your social channels? Are you nowhere to be found in a Google search? It may be time to do a wee bit of Social Spring Cleaning to get rid of the fizzle and bring back the sizzle.
Social Media audits run from the complex (for medium or large businesses) to simple basic questions (small business). The intent of both is the same: to answer questions that will assist you in assessing your online presence and drive customers to your social channels.
Pinpoint Your Social Media Goals
Before beginning a Social Media audit, ask the following question, “What are my social media goals?” The answers may vary from business to business, but the end goal is to pinpoint the social media objectives that align with your overall business strategy like:
• Increase customer engagement
• Increase website traffic
• Increase leads and conversions
• Increase promotional events
• Increase reviews and ratings from location based services
Next, review your social platforms to determine if they are addressing each of your goals.
Performing An Audit
Begin by assembling a list of each channel/platform where your business has an online presence. A basic social media audit may be as simple as one document with basic questions or multiple documents for each channel with more detailed questions.
Here’s a simple checklist to help get your social media audit off and running.
• Profiles: Review each profile for relevancy, accuracy, branding. Does each profile have the most up-to-date information? Do the colors reflect your brand? Does each bio describe what your brand does and for what your target audience?
• Website: Is your website current and easy to navigate? Are your links up-to-date and error free? Does your website have a mobile friendly design, i.e. can it be viewed from mobile devices without the users having to scroll around to see your entire site? Is your business phone number on each page of your site?
• Social Media: Are you using your Facebook, Twitter and Google+ platforms in a way that meets your social strategy? For example, if your goal is to increase promotional events, are you using posts and tweets to promote your events? Is your goal to increase engagement? Are you consistently posting and interacting with your customers?
• Directories: Are your social directory profiles filled out completely. Is your website link included?
• Blogging: Does your business have a blog? If this is part of your social strategy, are you posting content that ties in with your brand strategy? Is the content posted regularly? Are you answering your readers’ questions and replying to comments?
• Graphics: Check your images and logos. Are they up to date? Do they reflect your brand’s image?
• SEO (Search Engine Optimization): Check consistency across social channels for SEO compatibility. Does each channel include the keywords that represent your brand? If your keywords are no longer relevant, use a tool like Google Adwords to check relevancy and generate new keyword ideas. Make sure all your channels reflect any changes.
• Tracking and Analysis: Using tracking and measuring tools will help you identify areas for improvement and areas of strength. Use and understand Facebook’s Insight tool if it is your primary social channel. How many people are engaging on your Page, sharing and commenting on your content?
A Social Media audit may sound like an overwhelming task for a small business owner, but gathering answers to a few key questions will provide a more objective view of the state of your social media and will help guide your strategy down the road ahead.
Over to you! As a small business owner, do you regularly perform social media audits? What lessons have you learned that other small business owners might find helpful?
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