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Auditing Your Social Content: Are You Missing What Your Audience Wants TODAY?

It’s Monday morning. Part of my regular Monday morning routine is reading through different social media news sites to see if anything happened in the space that I need to know about, and learn if there’s anything I need to adjust on our content calendar this week.

Every now and then, I come across a “fringe” story. Something that makes me think “would our readers want to hear our take on this?”

Now, I’ve been with Simply Measured for almost two years, so I have a nasty habit of thinking I know exactly who our readers are and what they want to see, but I also have a nasty habit of being wrong that my wife would be happy to tell you about.

Our audience — like yours —  is constantly shifting and growing. Organizations are changing every day, interests and focuses are realigning along with priorities, and the level of consumer-sophistication is growing. So how do you keep up?

Luckily, most of the decisions I make as a marketer are driven by data, so I pull a series of reports every Monday to help make these decisions easier.

5 Ways to Run a Weekly Content Audit

Analyze Your Interactions

Your followers on Twitter interact with your brand around the topics they’re interested in. Pay close attention to what those topics are by analyzing the keywords within those Tweets. Each week, I take a look at what topics they were most interested in last week.

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In this case, there were several “social media” terms that don’t provide a lot of actionable insight, but several that I can leverage:

  • Facebook: As one of the top-used keywords in follower Tweets, this gives me a solid direction for ad hoc content this week, and possible longterm focus. Instead of gearing content towards Twitter or Instagram strategy, I might have my team focus more on Facebook tactics.
  • Brands: This is a keyword I love to see. Taking a look at some of the individual Tweets, this tells me that our social audience is interested in what other brands and companies are doing, giving us the opportunity to highlight and showcase top performers across different industry segments.
  • Guide & Analyze: This tells me that our Twitter followers are looking to us for education and tips that can help inform their strategies.

While you most definitely are not a social media marketing company that’s marketing to social media marketers about social media marketing, the basic principles of this audit hold true. Take a look at the interactions your followers and fans have had with your accounts recently, and take your cues from their own words. What can you do to cater your content to the topics they’re interested in right now? This space is constantly changing, and it’s your job to stay flexible and on top of the trends.

I do this by using Simply Measured’s Twitter Account or Facebook Fan Page reports. They give me a great view of what’s going on with my social audience.

Know Your Most Visited NEW Content

GA1Google Analytics is an incredibly powerful tool, and can teach you a lot about the content that is performing well. One of the best ways to do this is with the content drilldown feature.

From here, you can look closely and critically at the new content you’ve created. Your older, well-performing content can inform overall themes and strategies, but the newer, more topical content that you’ve developed with current themes and trends in mind can inform some of your ad hoc decisions in the coming week.

First, make sure your date range is set for last week, then navigate to your /blog/ content, chose your current month, and look at the content that drove the most visitors, PPVs and conversions. This should drive a large portion of your content strategy.


Know Which Content Was Shared the Most

Obviously, increasing the number of visitors to your site is a crucial goal for any blog, and a great metric to focus on, but social sharing plays a gigantic part in that strategy, and the posts that your audience is willing to put their stamp of approval on can tell you a lot about what they’re looking for. While a visit to a post could mean you simply had a great headline (see: Buzzfeed’s “Top 10 Headlines that Will Blow Your Mind About Kittens and You Won’t Believe What Happens Next” which probably isn’t a real headline, but very well could be), a social share is a person validating your content, and saying to their audience — one you might not have direct access to — that it’s worth reading.

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For this, I like to use the Simply Measured Blog Performance Report. It ties directly in with Google Analytics so instead of just seeing which brand Tweets drove social shares, it pulls in all social shares of links to your site, and gives you a clear representation of what was shared the most over your set date range.

Analyze Your Top Tweets

Now that we know what our audience is saying, sharing, and viewing, we can look at what we’re doing as marketers to drive that. Analyze your own brand promotion on social to identify opportunities and lessons each week.

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The Simply Measured Twitter Account Report will show you your top performing Tweets, and give you a full table of which Tweets drove clicks, Retweets, favorites, and Replies.

These quick snapshots can help prepare you for your week, keep you on top of trends, and make the adjustments and tweaks necessary to stay relevant for your audience.

This type of audit is great on a weekly basis, but sometimes you need to look at the big picture. Check out our full Cross-Channel Social Performance Report, or for a full template for conducting your own social media audit, click the link below!

Download the full social media audit

Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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