How to Conduct a Social Media Audit

If you want to improve your social media marketing, you need to conduct a social media audit. Social media audit is important because it can help you figure out what is and isn’t working on your company’s social networks.

This article will show you how to create an effective and comprehensive audit that will allow you to take actionable steps towards improving your business’s online presence.


Define Your Social Media Goals

The first step is to define your social media goals. This will allow you to identify exactly what you want to achieve with your audit and give you a better idea of where to focus on improvement efforts.

To be effective, these goals need to be both broad and actionable. For example, instead of saying “increase followers” as a goal, think about how this would translate on each platform.


Define the Metrics you will be Using to Measure Success

The next step is to define the metrics you will be using to measure your success. These should align with your goals and provide specific data about how well each social media platform is helping you achieve them.


If one of your overall goals was to “increase traffic,” then metrics might include the number of web visitors from Facebook, Twitter, or Pinterest and mentions in newspaper articles, etc. Once these are defined for every metric used during the audit process, it’s time to start gathering this information.


Gather Data

To gather the information needed to conduct your social media audit, you will need to use a variety of methods which include:



It can provide an excellent snapshot of your overall online presence and give more detailed breakdowns by traffic source or platform. This is vital for identifying any areas that are underperforming relative to others.


Search Engines

A Google search can show you what people are saying about your brand online. This is especially helpful when gathering data on customer sentiments or complaints.


Social Media Network Chats

Participating in chats and discussions related to your business provides excellent feedback from potential customers who may be feeling frustrated with certain aspects of your social media efforts. It’s also important to pay attention here for insights into where competitors are succeeding which you could emulate yourself.


Followers Feedback

Your social media followers and fans can provide both qualitative and quantitative feedback on your efforts. This is especially helpful if you’ve built good relationships with them.


Getting direct input from followers via surveys, polls, etc., gives you insight into how they’re using each platform as well as their willingness to recommend your business. This is particularly helpful if you’re trying to assess each platform’s potential value or considering whether or not they should remain a part of your online presence moving forward.


Customer Service Feedback

How satisfied are your customers with their experiences on social media? Are they having problems finding information about products or services via social media platforms? If so, then these platforms may not be supporting conversion goals as effectively as others. By gathering customer feedback through different channels, including email surveys, you’ll better understand what aspects of your social media presence could be improved.


Analyze the Results

Analyze what you found and identify areas for improvement. Having clearly defined goals will allow you to better assess whether or not each platform is helping achieve them.


If one of your goals was to build brand awareness, which platforms are best at showcasing the personality of your business in a way that resonates with potential customers? By asking yourself these types of questions based on each social media metric identified during the gathering phase, you’ll be able to pinpoint where you’re performing well and identify areas that can use improvement.


About NetbaseQuid

NetbaseQuid is a social analytics company. It guides organizations on how to undertake a social media audit. Working with NetbaseQuid will help you have effective social media platforms.


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