{"id":1780,"date":"2019-05-11T15:46:47","date_gmt":"2019-05-11T13:46:47","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=1780"},"modified":"2019-05-11T15:46:51","modified_gmt":"2019-05-11T13:46:51","slug":"how-to-perform-a-social-media-audit-free-template-included","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/how-to-perform-a-social-media-audit-free-template-included\/","title":{"rendered":"How to Perform a Social Media Audit (Free Template Included)"},"content":{"rendered":"<div style=\"text-align:center\"><\/div>\n<p>We\u2019ve discussed the importance of creating a&nbsp;<a href=\"https:\/\/sproutsocial.com\/insights\/social-media-marketing-strategy\/\">social media strategy<\/a>before. Having a clear plan for how your business will use channels like Instagram, Facebook and Twitter significantly increases your chances of success.<\/p>\n\n\n\n<p>After you start implementing your strategy, you need a way to follow up and make sure everything is going as planned. The best way to do that is with a social media audit.<\/p>\n\n\n\n<p><strong>Sprout features mentioned in this article:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/sproutsocial.com\/features\/social-media-analytics\">Social media analytics dashboard<\/a><\/li><li><a href=\"https:\/\/sproutsocial.com\/features\/facebook-analytics\">Facebook analytics<\/a><\/li><li><a href=\"https:\/\/sproutsocial.com\/features\/twitter-analytics\">Twitter analytics<\/a><\/li><li><a href=\"https:\/\/sproutsocial.com\/features\/instagram-analytics\">Instagram analytics<\/a><\/li><li><a href=\"https:\/\/sproutsocial.com\/features\/social-media-publishing\">Publishing calendar<\/a><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What Is a Social Media Audit?<\/h2>\n\n\n\n<p>A social media audit is the process of reviewing what\u2019s working, what\u2019s failing and what can be improved upon across your social media channels.<\/p>\n\n\n\n<p>Most people don\u2019t look forward to audits. When\u2019s the last time you were excited to get a letter from the IRS about issues with your tax return? However, not all audits are bad.<\/p>\n\n\n\n\n\n<p>Yes, there are spreadsheets involved. And yes, you will have to get detailed. But it\u2019s nowhere near as bad as you think. And with all the&nbsp;<a href=\"https:\/\/sproutsocial.com\/features\/social-media-analytics\">social media analytics tools<\/a>&nbsp;available to help you, it\u2019s pretty simple. On top of that, you only have to do a social media audit monthly, or even quarterly in some cases. As you start to get into the habit of completing audits, each one will become easier.<\/p>\n\n\n\n<p>Whether you\u2019ve never done a social media audit before or are unsure if you did it right, we\u2019ve got you covered. Here\u2019s everything you need to perform a successful social media audit:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Create a Social Media Audit Template<\/h2>\n\n\n\n<p>As we mentioned earlier, you\u2019re going to need a social media audit spreadsheet to stay organized. No matter how well you can go off your memory, you cannot do a social media audit in your head. Plus, your audits need to be accessible for everyone on your team as well as having data to be able to track and compare down the road.<\/p>\n\n\n\n<p>In order to make your life a little easier, we created a free social media audit template for you to use:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Download our&nbsp;<a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1V7mWtDgLMo19XwkGQhx4uBMIAb7tC4NxEmeavhw-lGQ\/edit#gid=1903901471\" target=\"_blank\" rel=\"noreferrer noopener\">free social media audit template<\/a>&nbsp;and simply click \u201cFile\u201d and \u201cMake a copy\u201d to edit your own version!<\/strong><\/li><\/ul>\n\n\n\n<p>Don\u2019t feel obligated to limit yourself to the columns and rows in the template. Customize it to fit your needs.<\/p>\n\n\n\n<p>If you\u2019d rather make your own template from scratch, here\u2019s a brief overview of the basics you should include in your social media audit checklist:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Profile&nbsp;information (name and URL)<\/li><li>Engagement metrics<\/li><li>Publishing metrics<\/li><li>Audience demographics<\/li><li>Referral traffic<\/li><li>Channel specific metrics<\/li><\/ul>\n\n\n\n<p>For any type of metric, you should include the percentage change from the previous month or year. Tracking year over year metrics is a good idea because it accounts for seasonal changes. For instance, retail stores usually see a big influx in social media activity during November and December, so it can skew the comparison for January of the following year.<\/p>\n\n\n\n<p>Another tip is to create one \u201csummary\u201d tab on your spreadsheet, then a tab for each individual social media channel instead of having them all on one.&nbsp;Not every social media channel has the same metrics, so it\u2019s easier to just break them up. For instance, one of the things you\u2019ll measure for Twitter is your number of Retweets. Pinterest and Facebook don\u2019t have Retweets, so those columns would be pointless.<\/p>\n\n\n\n<p>The good part is, if you\u2019re using our free template, all of this is already done for you. You just have to enter in your brand\u2019s data.<\/p>\n\n\n\n<p>Now that you have the base of your template ready, let\u2019s dive into the nitty gritty.<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">Find All Your Existing Social Media Profiles<\/h2>\n\n\n\n<p>The first step of your social media audit is to do a complete review of every social media profile you have, not just the big four (Facebook, Twitter, Instagram and LinkedIn). Did you create a Tumblr five years ago that you forgot about? Is there an old YouTube channel floating around with 15 subscribers?<\/p>\n\n\n\n<p>You can use a tool like&nbsp;<a href=\"https:\/\/namechk.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Namechk<\/a>&nbsp;or&nbsp;<a href=\"http:\/\/knowem.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Knowem<\/a>&nbsp;to find existing social media profiles. This is also a good time to claim your brand\u2019s name on other platforms, just in case you want to use them in the future.<\/p>\n\n\n\n\n\n<p>Our social media audit template has tabs for all the major networks, but it\u2019s simple to add a new tab for any additional platforms you use. We also included a section in the summary tab to list all of your brand\u2019s social profiles, so you have them in one location for reference.<\/p>\n\n\n\n\n\n<p>Once you have all your current social profiles listed, the next step is deciding which platforms you want to focus on. This will depend on your brand, and you likely have a good idea of where you want to be active.<\/p>\n\n\n\n<p>The profiles you choose will be the foundation of your audit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Analyze Each Social Media Profile<\/h2>\n\n\n\n<p>Now that you know which profiles you\u2019re auditing, the next step is to dig into the data and see how each is performing. This will be the bulk of your social media audit because it shows you what\u2019s working, what needs to be improved and your biggest opportunities.<\/p>\n\n\n\n<p>In our template, we outline some good metrics to look at to identify how your profiles are performing such as engagement, link clicks, shares, referral traffic, impressions and more. A majority of the metrics can be found in&nbsp;<a href=\"https:\/\/sproutsocial.com\/features\/social-media-analytics\">Sprout\u2019s analytics tools<\/a>.<\/p>\n\n\n\n\n\n<p>Don\u2019t worry about struggling to figure out where to find each metric. We included notes in the spreadsheet that tell you exactly where to find each metric. So filling out all the data is simple.<\/p>\n\n\n\n\n\n<p>Once you start entering in the data, it should be pretty obvious which channels are outperforming others, especially if you\u2019ve been&nbsp;<a href=\"https:\/\/sproutsocial.com\/insights\/social-media-measurement\/\">measuring your efforts<\/a>&nbsp;for a while.<\/p>\n\n\n\n<p>In addition to seeing your best performing platforms and profiles, you\u2019ll also see areas of opportunity and the channels that require more time and effort.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Identify Top Performing Social Media Posts<\/h2>\n\n\n\n<p>This step will improve your social media content strategy. If your posts aren\u2019t engaging and resonating with your followers, you won\u2019t succeed. Use your audit to review the content you\u2019ve shared and identify which posts had the biggest impact.<\/p>\n\n\n\n<p>For platforms like Facebook, Twitter, Instagram and other popular networks, you can use&nbsp;<a href=\"https:\/\/sproutsocial.com\/\">Sprout Social<\/a>&nbsp;to quickly figure out which posts received the most engagement.<\/p>\n\n\n\n\n\n<p>For others like Snapchat or YouTube, there are alternative options to track your content\u2019s performance. For instance, with Snapchat you can&nbsp;<a href=\"https:\/\/sproutsocial.com\/insights\/engagement-on-snapchat\/\">track engagement manually<\/a>&nbsp;with a spreadsheet or&nbsp;<a href=\"https:\/\/sproutsocial.com\/insights\/social-media-analytics-tools\/\">other analytics tools<\/a>.<\/p>\n\n\n\n<p>Our template has sections to measure the performance of your publishing overall, as well as your individual top posts.<\/p>\n\n\n\n\n\n<p>If you want to go a bit more in-depth, you can categorize your top posts:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Videos<\/li><li>Promotional<\/li><li>Educational\/information<\/li><li>Entertainment<\/li><li>Rich media (images and gifs)<\/li><\/ul>\n\n\n\n<p>This will give you a clear picture of exactly which type of content is working on each channel. From there it\u2019s just a matter of fitting more of that type of successful content into next month\u2019s&nbsp;<a href=\"https:\/\/sproutsocial.com\/insights\/social-media-editorial-calendar\/\">social media calendar<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Identify Your Site\u2019s Most Shared Content<\/h2>\n\n\n\n<p>Now it\u2019s time to look at the content on your website. If you do content audits, then you can probably pull this information from there. All we need to know is which posts are getting the most social shares, and break it down per network.<\/p>\n\n\n\n<p>An easy way to get this data is using a tool like&nbsp;<a href=\"http:\/\/buzzsumo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">BuzzSumo<\/a>.<\/p>\n\n\n\n<p>In the Content Research tab, enter your domain name. Make sure you filter the results to only show the last 30 days (if you\u2019re doing this on a monthly basis).<\/p>\n\n\n\n\n\n<p>Then you can click the column of each social channel to see the most shared content on each network.<\/p>\n\n\n\n\n\n<p>Copy the top 5-10 posts (depending on how often you publish new content) into your spreadsheet. There\u2019s a section for this in the \u201cSummary Tab.\u201d<\/p>\n\n\n\n\n\n<p>You\u2019ll also want to find out which social networks drive the most traffic to your website. You can find this in Google Analytics under Acquisition.<\/p>\n\n\n\n\n\n<p>This data will help you understand what type of content your audience shares and visits the most, so you can create more of it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Check Your Branding<\/h2>\n\n\n\n<p>Your brand should be immediately recognizable across all of your social media profiles. When there\u2019s a disconnect between your Facebook, Twitter and Instagram profiles, it\u2019s difficult for customers and followers to determine which profiles are official, or if they\u2019re even following the right company.<\/p>\n\n\n\n<p>Consistency is crucial.<\/p>\n\n\n\n\n\n\n\n<p>There\u2019s a section in our social media audit template for branding. Here\u2019s a brief overview of what\u2019s included:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Bio:<\/strong>&nbsp;Enter in the bio for each profile<\/li><li><strong>URL in bio:<\/strong>&nbsp;If you have a URL in your bio, add the link here.<\/li><li><strong>Verified:<\/strong>&nbsp;Is the account verified?<\/li><li><strong>Matches style guidelines:<\/strong>&nbsp;If your brand has style guidelines in place, make sure all your social profiles follow them. From your cover photos to profile image and any other visuals associated with your profile, check it all.<\/li><\/ul>\n\n\n\n<p>If you notice your social media graphics are inconsistent, you can use&nbsp;<a href=\"https:\/\/sproutsocial.com\/landscape\">Landscape<\/a>&nbsp;to create profile and cover photos for all your accounts using a single image.<\/p>\n\n\n\n<p>Next, look through your bios and URLs. Every bio doesn\u2019t have to be identical, but they should have consistent messaging.<\/p>\n\n\n\n<p>For example, BellyCard has a different bio for every social network, but they all push the same message. A rewards card for consumers\u2019 favorite businesses.<\/p>\n\n\n\n\n\n\n\n<p>Lastly, take a look at the URL you\u2019re using for each profile. It may seem pointless, but small details like this are easy to overlook. For instance, you may have changed the URL in your Instagram bio to promote a special campaign or promotion at some point. After that campaign is over, you need to change the URL again so people don\u2019t get confused or think you\u2019re still running an old contest or promotion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Define Your Audience<\/h2>\n\n\n\n<p>When you first created your&nbsp;<a href=\"https:\/\/sproutsocial.com\/insights\/social-media-marketing-strategy\/\">social media marketing strategy<\/a>, you probably had an idea of who you wanted to target. However, sometimes the people that end up following and engaging with you will be completely different than what you expected. So for this step, you want to audit your followers.<\/p>\n\n\n\n<p>You can get this data a variety of ways. Some networks such as Twitter and Facebook give you information about your audience.<\/p>\n\n\n\n\n\n<p>You can also use&nbsp;<a href=\"https:\/\/sproutsocial.com\/features\/twitter-analytics\">Sprout\u2019s Audience Demographic<\/a>&nbsp;report for a high-level view of your audience by age and gender.<\/p>\n\n\n\n\n\n<p>Enter this info into your spreadsheet.<\/p>\n\n\n\n\n\n<p>It\u2019s a good idea to compare your audiences across all your platforms. Hopefully they\u2019re somewhat consistent. If not, check your messaging and the type of content you share on each network to see if there\u2019s a disconnect.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Explore New Social Media Platforms<\/h2>\n\n\n\n<p>New social media channels pop up all the time. You shouldn\u2019t jump on every new app you hear about, but you need to at least be aware of what\u2019s out there. Occasionally you\u2019ll find a golden opportunity to become an early adopter and get a head start on the competition.<\/p>\n\n\n\n<p>In your social media audit spreadsheet, highlight new platforms you want to explore. If you\u2019re using our template, there\u2019s a section for this in the \u201cSummary\u201d tab. And just in case you feel attached to the classics like Facebook, Twitter and Instagram, here\u2019s a look at some of the most popular social networks ranked by monthly active users. How many does your brand use?<\/p>\n\n\n\n\n\n<p>Keep in mind that this isn\u2019t a necessity. If you\u2019re already focused on a few networks or don\u2019t find any new platforms that interest you at the moment, don\u2019t force it. But it\u2019s always a good idea to stay on top of&nbsp;<a href=\"https:\/\/sproutsocial.com\/insights\/social-media-trends\/\">new and emerging social media trends<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Calculate Your Monthly ROI<\/h2>\n\n\n\n<p>We\u2019ve talked about social media ROI in several different articles. The reason this is so important is because&nbsp;<a href=\"http:\/\/get.simplymeasured.com\/rs\/simplymeasured2\/images\/2015StateOfSocialMedia.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">60% of brands struggle<\/a>&nbsp;to measure social ROI. As a result, they end up spending time and money on activities that aren\u2019t delivering any value, and probably never will. Additionally, several businesses have pretty strict&nbsp;<a href=\"https:\/\/sproutsocial.com\/insights\/social-media-budget\/\">budgets for social media<\/a>.<\/p>\n\n\n\n<p>So monitoring and improving your ROI should be a priority. Here\u2019s the basic formula for calculating social ROI:<\/p>\n\n\n\n<p><strong>(Earnings \u2013 Costs) x 100 \/ Costs<\/strong><\/p>\n\n\n\n<p>But earnings and cost look different from brand to brand. For instance, some brands associate a value to every new visitor they get from social or each lead earned. That\u2019s why we excluded ROI from our template. But we created a separate&nbsp;<a href=\"https:\/\/sproutsocial.com\/insights\/social-media-roi-guide\/\">social media ROI guide<\/a>&nbsp;that walks you through how how to measure your brand\u2019s return on social.<\/p>\n\n\n\n<p>Related Articles<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/sproutsocial.com\/insights\/social-media-metrics-that-matter\/\">All of the Social Media Metrics That Matter<\/a><\/li><li><a href=\"https:\/\/sproutsocial.com\/insights\/guides\/social-media-listening\/\">Social media listening: Your launchpad to success on social<\/a><\/li><li><a href=\"https:\/\/sproutsocial.com\/insights\/best-times-to-post-on-social-media\/\">Best times to post on social media for 2019<\/a><\/li><li><a href=\"https:\/\/sproutsocial.com\/insights\/social-media-marketing-strategy\/\">How to build your social media marketing strategy for 2019<\/a><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Create New Objectives<\/h2>\n\n\n\n<p>With all of this data in front of you, the next question is how do you put it to use?<\/p>\n\n\n\n<p>The purpose of a social media audit is to give you a better understanding of where you are currently and to make plans for the future.<\/p>\n\n\n\n<p>Use all the information you gather to create new objectives and goals for the month. Whether it\u2019s growing your followers on a certain channel, getting more engagement or broadening your audience, you have all the data you need to make informed decisions on how to reach your new goals with the right&nbsp;<a href=\"https:\/\/sproutsocial.com\/features\/social-media-analytics\">social media analytics tools<\/a>.<\/p>\n\n\n\n<p>In order to help make your social media assessment more actionable, we included a SWOT analysis section for each network in the template. You can use this area to add some high level analysis based on all the data you collect from your audit.<\/p>\n\n\n\n<p>Source:  <br><a href=\"https:\/\/sproutsocial.com\/insights\/social-media-audit\/\">https:\/\/sproutsocial.com\/insights\/social-media-audit\/<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ve discussed the importance of creating a&nbsp;social media strategybefore. Having a clear plan for how your business will use channels like Instagram, Facebook and Twitter significantly increases your chances of success. After you start implementing your strategy, you need a way to follow up and make sure everything is going as planned. The best way [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":-1,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[3],"tags":[31,6,11],"class_list":["post-1780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-business","tag-social-media","tag-startup"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dazzlepop | How to Perform a Social Media Audit (Free Template Included)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dazzlepop.net\/site\/how-to-perform-a-social-media-audit-free-template-included\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dazzlepop | How to Perform a Social Media Audit (Free Template Included)\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve discussed the importance of creating a&nbsp;social media strategybefore. 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