How can you match your social media audit with your objectives?

1 Define your objectives

Before you start your audit, you need to have a clear idea of what you want to achieve with your social media strategy. Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase your brand awareness, generate more leads, or improve your customer service. Write down your objectives and how you will measure them using key performance indicators (KPIs) such as reach, engagement, conversions, or satisfaction.

2 Assess your current situation

Next, you need to evaluate your current social media situation. This involves collecting and analyzing data from your social media platforms, tools, and analytics. You should look at metrics such as followers, impressions, clicks, shares, comments, reviews, mentions, and sentiment. You should also compare your performance with your competitors and industry benchmarks. This will help you understand your strengths, weaknesses, opportunities, and threats (SWOT) on social media.

3 Identify gaps and opportunities

Based on your data analysis, you should be able to identify gaps and opportunities for improvement. For example, you might find that you have a low engagement rate, a high bounce rate, or a negative reputation. You should also look for ways to leverage your strengths and take advantage of new trends or platforms. For example, you might have a loyal fan base, a unique value proposition, or a creative content strategy. You should prioritize the most impactful and feasible actions that will help you reach your objectives.

5 Implement and monitor

Finally, you need to implement your tactics and monitor your results. You should use tools and dashboards to track your progress and performance on each platform and KPI. You should also test and optimize your tactics based on your data and feedback. You should review your results regularly and adjust your strategy accordingly. You should also document your learnings and best practices for future reference.

6 Repeat and refine

A social media audit is not a one-time activity, but a continuous process. You should repeat and refine your audit periodically to keep up with the changing social media landscape and customer expectations. You should also celebrate your achievements and reward your team for their efforts. By matching your social media audit with your objectives, you can improve your social media strategy and achieve your business goals.