billion users use social networks every day. And 75% of them believe that social networks play a decisive role in their purchasing thinking.
Why are some brands so successful?
They have the right strategy for development in social networks. And the strategy begins with an SMM audit of the current business situation on social platforms. Thus, there will be new opportunities to change the strategy, which will lead to the best results of the presence in the social space.
1. What is a social media audit?
An SMM audit (social media audit) is an analysis of a business’s presence in social networks in order to improve it.
A social media audit evaluates the performance of social media profiles. You determine your strengths and weaknesses, find new opportunities for development. Next, optimize the profiles on the platforms and see the effect.
What information does the specialist analyze during the audit:
number of followers for each social network account;
engagement indicators;
audience demographics and interests;
location and URL/username for each platform;
content relevant to users.
Add other metrics you care about here.
Metrics that can be calculated (ER engagement rate, number of followers, etc.) need to be compared to another period (month, quarter, year). The number depends on how often changes are made.
SMM audit can be done manually, or you can use automatic services such as Google Analytics, Facebook and Instagram Insights.
2. Why conduct an SMM audit?
Why analyze your presence in social networks? To understand whether it is effective.
In addition, a social media audit:
allows you to be aware of what users are saying about you and your competitors;
provides information about the current state of affairs in social networks;
define new user audiences and new markets.
If you track your competitors at the same time, you know what and how they engage their followers in the life of their profile. And these working tools of theirs should be tested in their work.
3. Audit stage of social networks
Let’s go through the stages of an SMM audit step by step. So we will better understand in which direction to move further and what to emphasize in the development of profiles in social space.
3.1 Social networks and branding
We start by listing all social networks where the brand has an account. Including those in which the brand is no longer active.
It’s easy to do: open each of the social networks and enter your brand in the search.
LinkedIn social network auditAudit of Instagram social networksAudit of Facebook social networksLinkedIn social network auditAudit of Instagram social networks
Rice. 1 – Presence in social networks
What we look at in each profile: Instagram profile header , Facebook , TikTok , LinkedIn :
Username (nick).
Do you have the same nickname on all social networks? For different departments, there may be variations with the addition of hr, support, smm, etc. to the end of the account.
Profile avatar and cover.
Check whether you have the same logo or not. For example, we still have the old company logo on LinkedIn. Do the covers meet the stated requirements and dimensions of the social network.
Bio/description
The description tells users what areas of your business are relevant, what products and services are offered, and a meaningful CTA (call to action) that convinces them to subscribe to the page. Also, the description should be optimized for search, because social network profiles are shown in the output.
LinkedIn profile descriptionInstagram profile descriptionFacebook profile descriptionLinkedIn profile descriptionInstagram profile description
Rice. 2 – Description in profiles
Link to the site. Is the URL in the description correct?
For example, in one social network you attract customers to the main version of the site for the corresponding geo (for example, ua ), and another social network is aimed at the foreign market, and the link there is different – eu .
Pinned posts (relevant for Instagram, Facebook). Check if they are up to date.
Pinned post Instagram looks like
Rice. 3 – Pinned post on Instagram (photo with pin)
A single tone-of-voice is an excellent solution for all social networks, but only if your audience is the same everywhere: users have roughly the same interests, age, and expectations from your profile.
Typically, LinkedIn and Instagram audiences are different. Therefore, each social network needs its own brand voice and content plan.
3.2 Objectives of presence in social channels
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Each channel in the social network has its purpose of presence.
Goals of brand presence in social networks:
attraction of traffic and conversions;
increasing brand recognition;
training the audience (mainly suitable for the YouTube channel, but today they also teach through Instagram with the help of closed pages, live broadcasts, and educational content in general);
technical support for users (including Telegram chatbot ).
What can be the results of presence in social networks, depending on the goal:
if the goal is lead generation , then the result is the sale of the product;
to increase brand awareness, the result will be an increase in subscribers;
the goal of increasing engagement involves building community.
For each social channel, list goals and track your progress toward them. If the goal can be measured numerically, write down the desired one.
How many visitors switched from Instagram? How many sales did Facebook convert? And how many new followers appeared in FB? How many people clicked on the link in the story? Answers to these and other questions will help to understand whether there is a result and what it is from the presence of the brand in social media.
Google Analytics will help answer some questions . We go to Traffic sources — Social networks — Transitions from networks and look at the numbers.
Transitions from social networks Analytics
Rice. 4 – Analytics data on transitions from social networks
For example, our Analytics show that most visitors come to us from Facebook. LinkedIn users view more pages per visit. Also, the Diskus platform gives a good result of visiting the site pages. We conclude that it is more effective to lead visitors to the site from LinkedIn.
To see which post performed better, assign a utm electronic commerce as a field of activity tag to each post you share on social media so you can track conversions. Go to Traffic sources — Campaigns — All campaigns .
Transitions from advertising
Rice. 5 – Analytics data on transitions by utm labels
Here you can see all transitions by posts with a label. We analyze them and draw a conclusion about the effectiveness of the user attraction channel.
3.3 Content in social networks
Now you need to determine the posts that are more effective. This can be estimated by the number of likes, comments, reposts and saved posts. This is how aleart news we learn about the type of content that our audience is interested in. The more reposts we find, the more authentic our content is.
We highlight the 5 most popular posts in each network.
Let’s look at the photo and text.
We determine the engagement factor .
The most effective post will be the one with the highest ER.
If we analyze the stories, then clicks on the link will be relevant metrics here, for example, you lead users to your site to bring traffic to a new case on the blog.
