Easy methods to Run an Straightforward Social Media Audit (Free Template Included)

Social media 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 your small business BFF.

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

This publish explains easy 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 straightforward.

What is a social media audit?

A social media audit is an inventory of your current social accounts that measures the progress of your marketing goals. It identifies your strengths, weaknesses, and the next steps needed to improve your results going forward.

A social media audit will leave you with a comprehensive strategy for all your social channels and the information you need to optimize your social media 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 allow you to develop,
  • And the place to focus your consideration subsequent.

Easy methods to carry out a social media audit

Should you’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 assume you recognize all of your social accounts off the highest of your head however chances are high, 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 approach to know is to do some digging.

The place to seek out this information:

  • Search every social community. Search every main social community immediately on your model and product names to see in the event you uncover any sudden accounts, like outdated check accounts. Whoops.

Then, make a plan to cope with any troublesome accounts you’ve discovered. Previous check ones your organization has created in all probability gained’t be too laborious to eliminate (or change to personal settings), though it could be a ache to seek out outdated login information.

For imposter accounts or others infringing your copyrighted materials, it’s seemingly the authorized division can be coping with that as an alternative of you. Nonetheless, write down the steps wanted to sort out every one. For some it may very well be so simple as contacting the faux account house owners, or reporting the account to the social community it’s on.

When you’re certain you’ve tracked down all related accounts, set up a social media monitoring program to look at for brand spanking new impostors that will pop up sooner or later.

Along with the accounts you may have, 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 must 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. Should you’re not sure, on the very least reserve your small business username on new platforms so nobody beats you to it.

2. Consider every account for model integrity

Look by every profile to make sure they’re all constant along with your present brand style guidelines. This contains your profile and banner photographs, hashtags, copy and phrases, model voice, URLs, and extra.

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

Hootsuite Digital 2022 profile and cover images

  • Profile/bio textual content. You will have restricted house to work with when creating a social media bio, so it’s essential to benefit from it. Are all fields stuffed in precisely? Does the copy in your “about” part match your tone and voice tips?
  • Username. Are you utilizing the identical username throughout all social channels? It’s a good suggestion to take action in the event you can. In fact, you’ll have a couple of account per community in the event that they serve completely different functions. (For instance, our Twitter accounts @Hootsuite and @Hootsuite_Help.)
  • Hyperlinks. Does the URL in your profile go to the proper 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 test mark badge? If not, do you have to attempt? We’ve guides on precisely how to get verified on Instagram, Twitter, and Facebook if that is one thing you wish to pursue.

3. Establish your top-performing social media content material

For every social profile, record your prime 5 posts. Copy the publish hyperlinks into your social media audit template so you possibly can simply evaluation them later.

What makes a “top-performing publish?” We recommend rating them by engagement fee to seek out the content material your viewers resonates with most. Nevertheless, chances are you’ll wish to select a distinct key metric to give attention to, like hyperlink clicks or conversions.

Look by your prime posts for patterns. Within the paraphrased phrases of Snoop Dogg, maintain your thoughts in your metric (and your metric in your thoughts) and ask your self:

  • What’s getting you the response you need? Picture posts? Movies? Feed, Stories, or Reels?
  • What has the very best engagement: Candid, behind the scenes content material or polished and professional posts?
  • Are folks responding in the identical methods throughout all networks, or is a sure kind of content material more practical on one platform than others?
  • Do folks interact along with your posts in the event you ask a query?
  • Are your prime posts aligned along with your present brand voice? (If not, and so they’re performing properly, perhaps it’s time to re-evaluate that voice.)

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

The place to seek out this information:

You should utilize the built-in analytics instruments for every social community to type and discover your prime posts for the important thing metric you’ve chosen. Unsure how? We’ve 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 helpful insights to tell your social technique, each throughout this audit and on a regular basis:

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 total advertising objectives.

Should you haven’t already created a mission assertion and some key goals for each social account, now’s the time.

A number of accounts might have comparable objectives, similar to 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, record out its aim(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 aim is customer support, write down your CSAT score and see if it’s bettering over time. Be particular.

For objectives with out quantifiable information, file supporting proof. In case your Fb account is for model consciousness, has your following grown? Have you ever elevated your organic or paid reach?

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 information:

Discovering related info will rely on the objectives you set for every channel. For customer support or model consciousness objectives, utilizing social listening instruments offers you information from actual prospects.

For visitors or conversion objectives, most of this info is in Google Analytics. You possibly can 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 a precise science, although it’s simpler on some channels than others. You’ll must set up Meta Pixel (previously Fb Pixel) to trace Fb conversion information, for instance, and plenty 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 may make your life a lot simpler by utilizing Hootsuite Analytics for this, too. Right here’s a fast overview of the way it works, together with easy methods to monitor conversions effectively with repeatable studies you possibly can run in a number of seconds:

5. Monitor your social media audit outcomes over time

Doing this audit is nice, however you recognize what’s going to make it tremendous efficient? Finishing social media audits at common intervals and evaluating the outcomes over time.

Consistency ain’t fancy, however it works.

Resolve how usually you’ll full an audit: Month-to-month? Quarterly? Persist with it and every time you do one, evaluate your social media metrics and insights to the earlier time interval. Over time, this lets you reduce off what’s not working, double down on what’s, and spot uncommon variations or points rapidly.

You should definitely embody your return on funding metrics, too. This can be a easy determine that compares what you’ve put into your social media advertising (cash, time, tears) to what you’ve gotten out of it (followers, conversions, gross sales, and so on). We’ve a free ROI calculator to make that math straightforward.

The place to seek out this information:

Maintain it easy by storing all of your social media audit paperwork in a single place so you possibly can simply evaluation historic data.

Or—and you recognize what I’m gonna say right here proper?—make it even simpler by utilizing a software to measure efficiency throughout social media channels from a single dashboard. View per-platform or total efficiency for any time interval and get personalised best times to post primarily based in your objectives with Hootsuite Analytics and Impression.

Hootsuite Analytics mixed overview dashboard

Plus, you possibly can calculate the ROI of your natural and paid content material throughout all platforms in a single place. With Hootsuite Social Advertising, you possibly can arrange and run Fb, Instagram, and LinkedIn advert campaigns inside Hootsuite, in addition to perceive the complete impression of your marketing campaign by measuring each natural and paid outcomes collectively. Actual-time ROI information means you may make higher selections to optimize present campaigns, and study what to repeat subsequent time.

6. Perceive your viewers on every platform

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

Viewers demographics are an excellent start line. For instance, Instagram will get loads of consideration for its ecommerce options, however shoppers really spend the most money on TikTok. Fb is the preferred platform for people 35-44, however YouTube is the place to be for the 18-25 group.

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

Study the demographics of your distinctive viewers on every platform and use that, together with the varieties of content material they like, to create purchaser personas. Don’t fear, we’ve bought a free buyer persona template to make that straightforward for you, too.

The place to seek out this information:

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

7. Take motion: Replace your social media advertising technique

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

A number of inquiries to ask your self:

  • Which platforms are driving essentially the most outcomes?
  • Are there any new social media platforms you need 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 finest proper now? How will you make extra of this?

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

These selections don’t need to be eternally. Profitable advertising is dependent upon operating assessments and experiments to seek out what works on your viewers. Don’t be afraid to take dangers. Your common social media audits will let you recognize in the event you’re heading in the right direction or must go a distinct route.

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

The place to seek out this information:

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

8. Centralize account possession

Final however not least on your social media audit, select an “proprietor” for every social platform.

This may very well be an individual or workforce inside your organization. Their job is to make sure that account stays on model and up-to-date in between social media audits. They’ll even be the particular person so as to add new contributors to the account and handle any passwords or app connections wanted.

Or, centrally account entry with a social media administration software like Hootsuite. You gained’t have to present out passwords to everybody (or reset 400 forgotten ones per day), and Hootsuite ensures your accounts keep safe with solely the proper folks having entry.

9. Schedule your subsequent audit (and the following one, and the…)

Schedule your social media audits prematurely so that they get accomplished. Persist with an everyday schedule. Quarterly works properly for many firms, though in the event you run loads of campaigns or channels, chances are you’ll wish to test in month-to-month.

Common audits join your workforce’s day-to-day advertising work along with your firm objectives. Over time, you’ll refine your social strategy and discover ways to finest join along with your viewers.

Free social media audit template

The best way to keep track of your social media audit information (and everything in life) is to use 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 personal 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 simply’ll recurrently use
  • URL to make use of in your bio
  • whether or not your account is verified or not
  • inner particular person or workforce chargeable for managing the account (also referred to as the “proprietor”—for instance, the social advertising workforce)
  • mission assertion for the account (for instance: “To advertise firm tradition utilizing worker photographs,” or, “To offer customer support.”)
  • particulars of the present pinned publish (if relevant)
  • date of the latest publish (that will help you determine underused/deserted accounts)

Efficiency particulars:

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

Viewers particulars:

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


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

Now you recognize all the things you could conduct your personal 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 information with fast, automated studies. Energy up your social advertising as we speak.

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