10 Tips for Auditing Your Social Media Programs
Where, oh where, has 2012 gone? We’re over half way through the year, and another #smday is almost upon us!
Now is a great time to take a step back and audit your social presence to evaluate progress and identify changes needed to hit your 2012 goals.
We have identified the following 10 tips for analyzing the performance of your brand’s social channels and initiatives.
1. Measure Audience Growth
How are you pacing against established growth metrics? What activities and content are making the biggest impact? How can you capitalize on those? What does attrition look like?
2. Analyze Audience Engagement
How well are you engaging with your audience? Is your content resonating well? Are you building an interactive community, or a passive audience?
3. Gauge Amplification
How far does your message reach? Is it where you expect it to be? What are the driving factors behind the reach? What changes do you need to make to amplify your brand’s voice even further?
4. Evaluate Content Performance
How frequently are you posting content and which types drive the most engagement? What can you learn from top-performing content and how do you integrate that into your plans going forward? What pieces of content, or types of content aren’t living up to expectations? Can you reshape them and try again? What insights do they give about things to avoid in the future?
5. Measure Campaign Performance
Are your campaigns and hashtags hitting their goals? Which ones are driving engagement and reach and which ones are not? Are your campaigns reaching your target demographic? Do influencers engage with your campaigns? Are there any downstream affects on your audience growth or engagement?
6. Evaluate Cross-Channel Performance
How do your various channels compare? Do you need to focus more or less attention in certain areas to capitalize on any opportunities? Does performance on each channel align with your priorities and goals?
7. Analyze Customer Service Metrics
Are you thinking about social media from the perspective of customer support? If no, does it make sense for your brand to set goals and start thinking in this way? If yes, are you hitting your customer service goals? Do you need to decrease response times or increase your business hours to meet consumer demands?
8. Run a Competitive Content Analysis
How does your content compare to the competition? Are there adjustments you need to make to your content strategy or goals based on what you find?
9. Evaluate Market Share
How does your share of audience compare to others in your industry? Do they have any tactics or strategies that your brand needs to counter or replicate?
10. Understand Outside Influences
What else is happening in the broader industry that might be affecting your efforts? Are there major news events to capitalize on? Or perhaps new social opportunities to explore? Any changes in the competitive landscape that might influence you to shift your approach?
Keep Coming Back!
Whether it is monthly, quarterly or twice a year, taking the time to audit your social media presence will give greater insight into your progress. It ensures you are up to speed on what is happening and enables you to proactively make improvements over the course of the year.
Check out all the free reports available in the Simply Measured Marketplace to start your social media audit.
*Please Note: All goals called out / included in this post are purely hypothetical.
Adam is the Co-Founder and VP of Strategy at Simply Measured. In 2010 (aka the dark ages of social marketing), Adam joined Damon Cortesi and Aviel Ginzburg to found "Untitled Startup, Inc" with the goal of helping marketers and analysts use social data to do their best work. The company quickly evolved to become Simply Measured and the trusted leader in social analytics. Outside of Simply Measured, Adam is a golfer, breakfast enthusiast, and long-time data geek.