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Learn how to Run a Social Media Audit (Free Template)

Social media advertising and marketing is all enjoyable and video games till it’s time to measure your outcomes, proper? Haven’t any concern: A social media audit is what you are promoting BFF.

A social media audit will not be as scary because it sounds. Auditing your social media presence helps you perceive what’s occurring throughout all of your platforms and the way each suits into your advertising and marketing objectives. And with a easy template, it’s not a labor attentive or difficult course of.

This submit explains methods to conduct an efficient social media audit from begin to end. We actually have a helpful (and free) social media audit template to make it tremendous simple.

What’s a social media audit?

A social media audit is the method of measuring the success of your social technique throughout accounts and networks. It identifies your strengths, weaknesses, and the subsequent steps wanted to enhance your outcomes going ahead.

A social media audit will depart you with a laser-focused technique for all of your social media channels and the data you might want to optimize your social media advertising and marketing.

You’ll know:

  • Your best platforms,
  • What your viewers desires to see on every community,
  • Who your viewers is (demographics and extra),
  • What’s serving to develop your viewers (and what’s not),
  • How every platform contributes to your objectives,
  • Which new concepts will enable you develop,
  • And the place to focus your consideration subsequent.

Learn how to carry out a social media audit in 7 steps

For those who’re prepared to start out now, obtain the free social media audit template above and observe alongside.

1. Create a listing of all of your social media accounts

Chances are you’ll suppose all of your social accounts off the highest of your head however likelihood is, you’re forgetting one or two. Begin by itemizing all of your social media profiles, together with any inactive ones.

Don’t depend on firm data to uncover all these accounts. What if one other division determined to start out a separate account with out telling anybody? The one technique to know is to do some digging.

The place to seek out this data:

Search every main social community immediately on your model and product names to see in the event you uncover any surprising accounts, like outdated take a look at accounts. Whoops.

Instagram list of Hootsuite social media accounts

Then, make a plan to cope with any troublesome accounts you’ve discovered. Outdated take a look at ones your organization has created in all probability gained’t be too exhausting to eliminate (or change to non-public settings), though it could be a ache to seek out outdated login data.

For imposter accounts or others infringing your copyrighted materials, it’s seemingly the authorized division might be coping with that as an alternative of you. Nonetheless, write down the steps wanted to deal with each. For some it could possibly be so simple as contacting the faux account homeowners, or reporting the account to the social community it’s on.

When you’re positive you’ve tracked down all related accounts, arrange a social media monitoring program to observe for brand new impostors which will pop up sooner or later.

Along with the accounts you’ve gotten, take into consideration those you don’t. Are there social platforms you don’t have a presence on? Must you begin making TikTok dances? (Ought to anybody?) What about Nextdoor? Or Byte?

You don’t have to be on each community, however an audit is an effective time so as to add new concepts to your social technique for the longer term. For those who’re uncertain, on the very least reserve what you are promoting username on new platforms so nobody beats you to it.

2. Examine in in your branding

Look via every profile to make sure they’re all constant together with your present model type pointers. This consists of your profile and banner pictures, hashtags, copy and phrases, model voice, URLs, and extra.

Listed below are the important thing areas to judge for every social account:

Hootsuite Digital 2022 profile and cover images

  • Profile/bio textual content. You’ve gotten restricted area to work with when making a social media bio, so it’s necessary to take advantage of it. Are all fields stuffed in precisely? Does the copy in your “about” part match your tone and voice pointers?
  • Username. Are you utilizing the identical username throughout all social channels? It’s a good suggestion to take action in the event you can. After all, you could have a couple of account per community in the event that they serve totally different functions. (For instance, our Twitter accounts @Hootsuite and @Hootsuite_Help.)
  • Hyperlinks. Does the URL in your profile go to the right web site or touchdown web page?
  • Pinned posts (if relevant). Consider your pinned posts to make sure they’re nonetheless acceptable and up-to-date.
  • Verification. Is your account verified with a blue examine mark badge? If not, do you have to strive? We’ve got guides on precisely methods to get verified on Instagram, Twitter, and Fb if that is one thing you need to pursue.

3. Establish your top-performing social media content material

For every social profile, listing your high 5 posts. Copy the submit hyperlinks into your social media audit template so you may simply evaluate them later.

What makes a “top-performing submit?” We propose rating them by engagement price to seek out the content material your viewers resonates with most. Nonetheless, you could need to select a distinct key metric to give attention to, like hyperlink clicks or conversions.

Look via your high posts for patterns. Within the paraphrased phrases of Snoop Dogg, preserve your thoughts in your metric (and your metric in your thoughts) and ask your self:

  • What’s getting you the response you need? Photograph posts? Movies? Feed, Tales, or Reels?
  • What has the very best engagement: Candid, behind the scenes content material or polished and professional posts?
  • Are individuals responding in the identical methods throughout all networks, or does a sure kind of content material carry out higher on one platform than others?
  • Do individuals interact together with your posts in the event you ask a query?
  • Are your high posts aligned together with your present model voice? (If not, they usually’re performing properly, possibly it’s time to re-evaluate that voice.)

Use the notes column of your audit doc to report your ideas. We’ll come again to those notes later within the audit course of to brainstorm new social advertising and marketing methods.

The place to seek out this data:

You should utilize the built-in analytics instruments for every social community to kind and discover your high posts for the important thing metric you’ve chosen. Unsure how? We’ve got full guides to utilizing all of them:

However maintain up: That might take eternally. Make life simpler and use Hootsuite Analytics to seek out the highest posts for all of your social accounts in a single place with only a few clicks.

Hootsuite Analytics delivers useful insights to tell your social technique, each throughout this audit and on a regular basis:

Hootsuite analytics reporting dashboard

Attempt Hootsuite without cost. (You’ll be able to cancel anytime.)

Be taught extra about methods to use Hootsuite Analytics on this 2-minute video.

4. Consider every channel’s efficiency

Now it’s time to take a ten,000ft view of every of your social accounts. This step evaluates how every social channel contributes to your general advertising and marketing objectives.

For those who haven’t already created a mission assertion and some key objectives for every social account, now’s the time.

A number of accounts could have related objectives, reminiscent of driving internet visitors and conversions. Others could also be solely for customer support functions or model consciousness. For instance, our YouTube account is all about product schooling, however our @Hootsuite_Help Twitter account is just for tech help:

Hootsuite Helpers Twitter account homepage

For every channel, listing out its objective(s) and monitor your progress towards them. For measurable objectives like visitors or conversions, write down the precise numbers.

What number of web site visits got here from Instagram? What number of gross sales got here from Fb Web page guests? If the objective is customer support, write down your CSAT rating and see if it’s bettering over time. Be particular.

For objectives with out quantifiable knowledge, report supporting proof. In case your Fb account is for model consciousness, has your following grown? Have you ever elevated your natural or paid attain?

The purpose right here is to grasp the aim of every of your social channels and measure their effectiveness.

The place to seek out this data:

Discovering related info will depend upon the objectives you set for every channel. For customer support or model consciousness objectives, utilizing social listening instruments provides you knowledge from actual prospects.

For visitors or conversion objectives, most of this info is in Google Analytics. You’ll be able to view the visitors breakdown by channel (plus much more info) by going to Acquisition -> Social -> Community Referrals.

Hootsuite Analytics traffic breakdown by channel

Monitoring conversions from social media isn’t an actual science, although it’s simpler on some channels than others. You’ll have to arrange Meta Pixel (previously Fb Pixel) to trace Fb conversion knowledge, for instance, and lots of networks have their very own monitoring codes. Many e-commerce platforms even have built-in social channel monitoring.

As soon as once more, you can also make your life a lot simpler through the use of a social media administration instrument like Hootsuite Analytics for this, too. Right here’s a fast overview of the way it works, together with methods to monitor conversions effectively with repeatable reviews you may run in just a few seconds:

Attempt Hootsuite without cost. (You’ll be able to cancel anytime.)

5. Perceive your viewers on every platform

Now that you understand how every account helps help and develop your model, it’s necessary to grasp who you’re reaching on every platform.

Viewers demographics are place to begin. For instance, Instagram will get a variety of consideration for its ecommerce options, however customers truly spend probably the most cash on TikTok. Fb is the most well-liked platform for individuals 35-44, however YouTube is the place to be for the 18-25 group.

Whereas your viewers could differ from the norm, we’ve compiled all the highest demographic knowledge for every social community to get you began:

Be taught the demographics of your distinctive viewers on every platform and use that, together with the varieties of posts they like, to create purchaser personas. Don’t fear, we’ve acquired a free purchaser persona template to make that simple for you, too.

The place to seek out this data:

Like the opposite metrics we’ve talked about, yow will discover demographic info inside every platform’s reporting, or way more simply with the all-in-one viewers reporting in Hootsuite Insights.

6. Take motion: Replace your social media advertising and marketing technique

Now that your objectives and present efficiency for every platform, take into consideration methods to enhance. Revisit your notes from earlier steps as you intend the subsequent month or quarter forward.

A number of inquiries to ask your self:

  • Which platforms are driving probably the most outcomes?
  • Are there any new social media platforms you have to be utilizing?
  • Are you neglecting any platforms? Do you even want them, or would it not be a greater use of your time to ditch them and focus in your higher-performing ones?
  • What content material varieties are working greatest proper now? How will you make extra of this?

Take into consideration new content material and marketing campaign concepts, constructing off what you realized out of your high content material in step three. If video is an enormous hit, write down a selected technique to work extra of it into your advertising and marketing. That could possibly be, “Put up 3 new Instagram Reels per week,” or, “Repurpose present longform video into quick, 15-second clips for social media.”

These choices don’t should be eternally. Profitable advertising and marketing is dependent upon working checks and experiments to seek out what works on your viewers. Don’t be afraid to take dangers. Your common social media audits will let in the event you’re heading in the right direction or have to go a distinct path.

For every new technique and thought, write it down in your advertising and marketing plan. (Don’t have one but? We gotcha with one more superior template: this free social media advertising and marketing plan doc.) Your advertising and marketing technique is a residing doc: Maintain it present.

The place to seek out this data:

Your mind! Use all the info you’ve collected up to now to generate new concepts. Have your objectives for every platform in entrance of you to be able to join your up to date advertising and marketing plan to them. Keep in mind to let others know once you’ve up to date the advertising and marketing plan so everyone seems to be on the identical web page.

When you’re finished together with your audit… plan the subsequent one! Follow an everyday schedule. Quarterly works properly for many corporations, though in the event you run a variety of campaigns or channels, you could need to examine in month-to-month.

Common audits join your group’s day-to-day advertising and marketing work together with your firm objectives. Over time, you’ll refine your social technique and learn to greatest join together with your viewers.

Free social media audit template

The easiest way to maintain monitor of your social media audit info (and all the pieces in life) is to make use of a spreadsheet.

social media audit Excel template

We’ve created a ready-to-use social media audit template for you. Obtain it above, or make your individual with the next fields:

Account particulars:

  • your username
  • hyperlink to your profile
  • about/bio textual content for the account
  • any hashtags that seem in your bio or that you just’ll often use
  • URL to make use of in your bio
  • whether or not your account is verified or not
  • inside particular person or group chargeable for managing the account (often known as the “proprietor”—for instance, the social advertising and marketing group)
  • mission assertion for the account (for instance: “To advertise firm tradition utilizing worker pictures,” or, “To supply customer support.”)
  • particulars of the present pinned submit (if relevant)
  • date of the newest submit (that can assist you determine underused/deserted accounts)

Efficiency particulars:

  • complete variety of posts printed
  • complete engagement numbers: Engagement price, click-through price, views, feedback, shares, and so forth
  • change in engagement price vs. your final audit
  • the highest 5 posts for every platform by engagement price (or the important thing metric you’ve chosen)
  • your marketing campaign ROI (non-compulsory, in the event you run paid advertisements)

Viewers particulars:

  • demographics and purchaser personas
  • follower rely (and alter +/- vs. your final audit)


  • 2-3 S.M.A.R.T. objectives you need to obtain by your subsequent audit
  • whether or not you met the objectives you set for this audit, or modified course (and why)

Now all the pieces you might want to conduct your individual social media audit. Go forth and analyze!

Save time by managing all of your accounts in a single place with Hootsuite. Plan content material and campaigns, schedule posts, handle conversations, and see all of your analytics and ROI knowledge with fast, automated reviews. Energy up your social advertising and marketing right this moment.

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All of your social media analytics in a single place. Use Hootsuite to see what’s working and the place to enhance efficiency.



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