Is It Time to Audit Your Social Media Profile?

When was the last time you took a critical look at your social media profiles? The nature of business is that it always changes, which means your social media profile and content strategy also need constant refinement to upkeep your business’ goals and offerings. Failing to keep your profiles up-to-date can result in missed opportunities, a decline in engagement, and an inconsistent brand presence that no longer resonates with your audience. Here’s how to identify when it’s time for an audit and how to DIY one yourself.

Signs It’s Time

Our rule of thumb is to conduct an audit every 12 weeks. That way, we can review our progress quarterly and identify what’s working and what’s not working, then tweak things accordingly. Here are some more pointers that can help you identify when it’s time for an audit. 

1. You’re Not Meeting Your Goals
   Whether it’s driving traffic, boosting sales, or growing your audience, if you’re not hitting your targets, it’s time to reassess.

2. You’ve Seen a Drop in Engagement
   A dip in engagement is a clear indicator that it’s time for an audit. Auditing your overall content strategy can help pinpoint the cause and provide a path to get back on track.

3. Your Brand or Business Has Evolved
   Significant changes like a rebrand, new product launch, or updated business goals should always prompt a social media audit. This ensures your profiles reflect your latest brand identity and offerings, maintaining consistency across all touchpoints.

4. Competitors Are Outperforming You
   Understanding what your rivals are doing differently can offer valuable insights to adapt and innovate your strategy.

5. New Features and Trends Have Emerged
   Keeping up with algorithm updates & new features these changes through regular audits can help you leverage these updates to stay ahead of the curve and maximize your reach.

6. You’ve Experienced a Crisis or Negative Feedback
   If your brand has faced recent criticism, a crisis, or a surge in negative comments, it’s essential to conduct an audit. This will help you reassess your communication strategy, improve your approach to customer interactions, and rebuild your brand’s reputation online.

How To DIY Your Social Media Audit

We always recommend that you seek professional guidance and help when auditing your profile. Getting someone from the outside looking in can always help uncover any blind spots and inconsistencies in your social media strategy. If you really need to DIY it, here are the steps you can take:

1. Define Your Goals: Before diving into the audit, clearly define what you want to achieve through your social media presence. Are you looking to increase brand awareness, drive traffic to your website, or improve customer engagement? Setting specific goals will guide your audit process.

2. Evaluate Your Profile Information: Check your profile details across all platforms, including:

   • Profile Picture: Ensure it’s high-quality and reflects your brand identity.

   • Bio/Description: Update your bio to include relevant keywords, brand messaging, and current offerings. It should be engaging and clearly articulate what your brand is about.

   • Links: Verify that all links lead to the correct pages (website, shop, latest campaign) and are up-to-date.

3. Evaluate Your Branding Consistency: Ensure your branding is consistent across all platforms. This includes:

   • Visual Elements: Colors, fonts, and imagery should align with your brand identity.

   • Voice and Tone: Your messaging should be consistent in terms of tone and personality.

4. Review Your Content Performance: Use platform analytics to identify which posts are driving the most engagement and which are falling flat.

   • Engagement: Likes, shares, comments, and saves. Which type of content is generating the most engagement?

   • Reach and Impressions: How many users saw your content. Which type of content is generating the most reach?

   • Traffic Sources: Identify which platforms drive the most traffic to your website.

   • Overall Top-Performing Content: Identify what content is top-performing and why.

5. Analyze Your Audience: Assess your current audience.

   • Location: Identify what regions are viewing your content.

   • Age Group: Identify what age groups are viewing your content.

   • Lastly, make sure that your current audience is your target audience, that you intend to reach. If not, assess how you can begin to reach your audience.

6. Identify Gaps and Opportunities: Look for gaps in your content strategy or areas where you could improve. Consider:

   • Content Variety: Are you using a mix of content types (images, videos, stories, polls)?

   • Content Pillars: Are you using content pillars? Which ones? Are they working?

   • Frequency of Posting: Are you posting consistently? Determine if you need to adjust your posting schedule.

7. Conduct a Competitive Analysis: Research your competitors to understand their social media strategies:

   • Content Types: What types of content are they posting?

   • Engagement Strategies: How are they interacting with their audience?

   • Brand Positioning: What unique selling propositions are they highlighting?

8. Create New Content Pillars & Ideas: Based on the above findings and gaps you identified, you can now create a new strategy that better resonates with the brand positioning you intend!

Last Step: Execute!

Now it’s time to execute your new strategy, then rinse and repeat this process in 12 weeks time. There might be times when this process is more tedious and lengthy, and there might be times when it’s a breeze - it all depends on where you are now, and where you want to be. With this framework, you can run through the process no matter what starting point you’re at! 

Need a professional eye to look at your profile & content for you? We’ve got you. Here’s what Isra said after booking our IG & TikTok Audit. Book yours today to go though the above framework in even more depth than you can imagine!

“Miriam, who did the social media audit for us, is absolutely wonderful! She went above and beyond to not just provide a service, but a solution to the problem I came to her with. Not only did she bring incredible energy and innovative ideas to the table, but she also took the time to explain the strategies behind her suggestions, which I found so helpful. Can’t recommend Digital Influence enough!”

— Isra, Sukkar & Spice

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