Whether your social media marketing is in-house or outsourced, it’s often difficult to see where the gaps are between your current successes and where you need to be. Your inbox is full of tips, tools and hacks to “improve” results and it’s exhausting. The best way to remove the guesswork is with a social media audit.
Social media audits have increased in popularity.
Due to the tremendous amount of time, skills, budget and human resources it takes to master social marketing in 2017, more people are opting for a social media audit. They know it’s more crucial than ever to understand where their investment is going so they can assess whether it’s delivering the best return.
A social media audit is a smart step because time and resources are often wasted trying to improve things that don’t need improving, while neglecting the things that really need attention.
Social media audits uncover the gaps.
There are many moving parts to social media today. Moving parts can get overwhelming and this is where many people who don’t have a process realize how tough it is to make social media work.
If you’re new to social media, the need for a social media audit is even greater. It’s easy to buy into what vendors claim is “optimal.” After all, who else can you turn to? Many newbies place trust too quickly in a vendor’s experience and integrity and it often goes awry.
A social media audit puts the power in your hands.
A social media audit will empower you to know which areas to focus your resources to get the best results. Authentic, transparent, objective advice from an established social media guide is ideal to have in your corner. The trusted expert’s allegiance is to you and your business goals, not your vendor’s.
9 benefits from doing a social media audit
A social media audit takes a thorough look at your company’s existing social media presence. The discoveries from the audit provide actionable feedback that helps engage more customers.
1. You want expert feedback about your content with insights into what to modify and why.
Content drives everything on the web. Whether it’s your blog posts, website content, social media or social ads, engagement with your content is the catalyst to converting fans into customers.
Solid strategies get the right message to the right customer at the right time. A social media audit provides valuable feedback from an expert and the knowledge gained is often the difference between getting the lead and losing it.
2. Find out exactly why your social media isn’t converting.
Social media conversions are the metrics that tell you that you succeeded in getting people to do what you wanted them to do.
I’ve witnessed many situations where companies simply don’t expect to convert with social media. I’ve seen other situations where companies are frustrated from lack of conversions.
In both scenarios, a social media audit will pinpoint areas for improvement and help you discover the path to more conversions: reach more people, get higher engagement, and turn fans into customers.
3. Uncover opportunities to generate leads.
Social media is pay-to-play. Facebook ads have certainly been a lightening rod for discussion amongst users but for marketers, there is truly nothing more valuable for improving engagement and driving leads.
If you’re currently running ads, a social media audit will analyze current tactics and provide additional ad strategies to explore.
If you’re not running Facebook ads, then the audit will provide first steps to boost content, increase engagement and drive leads to your site.
4. Learn how you stack up against your competitors.
Competition is a good thing. It helps us do our best. It’s helpful to know why your customers choose you rather than your competitor.
Assessing how your competitors are using social media – and revealing their weaknesses – gives you a distinct advantage. The social media audit will reveal areas to concentrate on to attract more customers.
5. You know you’re losing people in your social sales funnel but can’t seem to figure out why.
One of the coolest things about social media is that every step of the buyer’s journey within the social media ecosystem can be met with helpful content that engages them.
To engage them at each step requires proper strategy and tactics.
- Are you recognizing organic leads via your social channels?
- Do you have a process with which to engage and follow up on those organic leads?
- Are you providing a specific page for in-market customers to learn more?
- Are your prospects clicking on Facebook ads but not completing the lead form?
A social media audit will examine how, where and when you’re losing people in your social sales funnel.
6. You need answers to questions but you don’t have the budget for a deeper dive assessment or reworking of your site.
Bosses tend to assume that their marketing manager “knows it all.” The reality is that many social media managers are self-taught and eventually realize they don’t have all the answers – especially when it comes to achieving business goals and desired outcomes.
Creating a comprehensive social media strategy can cost upwards of $10,000+. A social media audit calls for a fraction of that investment and can provide the answers you need to keep the boss happy and informed…and your goals on track.
7. You’re considering hiring someone to help you with social media and need guidance on your options or scope of work.
It can be very difficult to fill the job of social media manager. Why? Because very often the person making the decision doesn’t exactly know for sure what the social media manager’s duties should be or how to approach accountability.
A comprehensive social media manager job description should be included in a social media audit, along with your manager’s specific monthly goals and reporting.
8. You want to find out for sure what social media success looks like.
Key performance indicators (KPI’s) are integral to social media success. You’ll achieve goals quicker by affirming what they are first.
Don’t depend on a vendor to tell you what success looks like because there’s no guarantee that they know. They don’t know your business goals or what your current operation can handle. Their perception of success is not yours.
Social media ROI is achieved when goals are set and results are measured and tied back to your goals. A social media audit will provide KPI’s to track and measure your results.
9. Learn “Best Practices” for social media from someone who lives and breathes it every day.
There’s a glut of “information” circling around about social media marketing and it’s hard to know what the best practices truly are, considering how often social media changes.
Information is not necessarily knowledge.
A social media audit determines where gaps lie in your tactics. A trusted auditor will provide Best Practices to update your tactics to ensure you reach your goals. No fluff, just good data from which to grow.
You may be working with a social media marketing agency who provides social media for you. You could be disappointed in your vendor’s results and want to know what you can do to fix it. You could also be “flying blind” trying to make it work yourself.
In each of these scenarios, a social media audit will being you peace of mind.
Not every social media consultant or agency is equipped to furnish a social media audit. We’ve been in the social media space for nearly 10 years. To learn more about Kruse Control’s social media audit, click–> here.