Social Media Auditing entails evaluating a brand’s activities
on their Social Media platform(s) taking note of what they are doing right at
the same time also noting what they can improve/introduce to make them more
relevant. Social Media Auditing can also include auditing of the brands website
as it also plays a role on social media especially driving traffic i.e. E-commerce ‘customer(s) views an Ad on
Facebook/Instagram/ Twitter then theirs’s a link from the post that directs
them to the website.’
The auditing can be carried out either by an individual or a
team whom can be the in-house Social Media Marketing team of the brand or an
outsourced Social Media Marketing team. As a Social Media Marketing team the
mandate is creating a Social Media strategy, execute it and eventually be able
to show results based on the marketing goals set.
Once all stages of social Media Marketing are carried out
it’s important to analyze how people have engaged with your brand’s content.
The analysis can be done daily/weekly/monthly depending on the team. However,
it’s also good to reconvene after 3 or 6 months after implementation of
strategy to;
- Distinguish if the set goals are being achieved. Some set goals can include; brand awareness, increase conversions. They can be measured through no. of followers, no. of users that sign up for newsletter, sales that result from online.
- Identify which of the content shared is most engaging.
- Identify which Social Media platforms are resulting into conversions for the business.
- In case of any new techniques in the market that can be incorporated onto the Social Media strategy.
- Brain storm and share other new ideas that can help position the brand even better on Social Media.
Social Media is changing by the day; some techniques being
used today will probably be redundant in the next few years. Once you notice
your brand isn’t achieving it’s set goals then it’s a sign that an evaluation
is necessary.
Thank you for taking the time to read.
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