Social Media Blogs by Aliza Sherman
|Aliza Sherman is a news media entrepreneur, author, women's issues activist, and international speaker. Sherman has received recognition for her role as an entrepreneur focused on women's issues, particularly women's role in the news media industry and their participation on the Internet.|
8 Steps to Your Social Media Audit
Social media marketing is constantly changing, and regularly taking stock of what you’re doing and how you’re doing with your online marketing efforts is a good business practice. A social media audit can help you do a more thorough review of your strategy and tactics. Here are eight steps to take to perform a social media audit.
1. Check your branding
Take a look at the images that you are able to modify on your social networks including the header and profile images for your accounts. That includes Facebook, Twitter and LinkedIn. Think of ways you can freshen up the look. Be creative. Make sure your logo is properly positioned and crisp. If you aren’t a graphic designer, invest in well-designed images sized specifically for each social network for the highest impact.
2. Refine your description
In addition to the visuals you’re using to brand your social networks, the words you use in your descriptions can help people understand more about your company and convince them to connect with you. Check to make sure your tag line is current and the description is concise and clear. Mention other social networks in each bio, for example, add a link to your Facebook page or Instagram account on Twitter. Include your favorite hashtags, either popular ones you tend to use in social media or ones you’ve created for your company. Stay within the character limit for each description.
3. Revisit your destinations
Each social network lets you link to at least one website and the tendency is to put your website’s home page as the main destination. Rethink sending people to your home page, particularly if they will then have multiple places to go on your site from there. Instead, replace the main URL with a specific page or destination so people can take immediate action. For example, you could send them to a page to sign up for your newsletter or straight to your online catalog or a specific product page or even a page where they can enter a giveaway. Use that clickable link in conjunction with promotions, changing it as needed to drive more focused traffic.
4. Find your best content
Use different insights and analytics to identify your top posts on each social network then analyze why they might be popular. Did they contain photos of a person or a product? Were they short, funny videos? Also look at your least popular posts. Then come up with a plan to post more content that your followers like and respond to in order to get more engagement.
5. Identify your most effective ads
In the same way you want to pinpoint what makes great, engaging content, do a similar analysis of what ads worked well for you and which ones failed. Establish guidelines for crafting new ads that will give you better results.
There are many ways to measure social media success and to determine which social networks and apps are working well for you. The key is to be careful not to put all your faith in just the numbers you see on the surface such as number of likes or comments. Here are a few numbers that you should focus on that mean more than a simple “like.”
6. Number of shares
Most analytics give you a combination of likes, comments and shares what they consider “engagements” - but really pay attention to the posts that get more shares. You get more exposure that carries more weight with others when your followers share your content with their friends.
7. Number of click-throughs
Pay attention, not just to where you are linking in your posts but build in ways to measure the number of clicks on those links. Some analytics such as Twitter’s, will measure clicks on links. You can also measure on the other end looking at your website analytics or add other ways to measure such using pixels in Facebook ads. You want to know when your social media content compels people to click through to another site.
8. Number of transactions
Count all transactions driven by social media marketing, not just the monetary ones. Any time someone gives you their contact information and permission to email them, call them or mail them something is a valuable transaction that can ultimately lead to a sale.
When it comes to a social media audit, look at a mix of what you need to update or refresh as well as what you should completely change in order to try to improve outcomes. Social media marketing isn’t an exact science, but you can learn over time what works and what doesn’t and improve your tactics.
Read other social media blogs by Aliza Sherman