Social media is a powerful tool for any business, but it’s not always easy to figure out how to use it effectively. If you want to improve your existing strategy, performing a social media audit can help you make the most out of your social media presence. Read 8 Figure Firm’s blog to learn more about how to perform a social media audit.
What is a Social Media Audit?
A social media audit is a process that involves analyzing the performance of various aspects of your social media presence. This can include evaluating your existing content, audience size, engagement rate, and the strength of your brand.
A good audit will include a combination of qualitative and quantitative analysis, as well as a review of the performance metrics that matter most to you. An audit identifies your strengths, weaknesses, and the next steps needed to improve.
Why You Should Perform One
A social media audit is an important part of any marketing campaign. It can help you understand the current state of your social media presence, find gaps in your strategy, and identify opportunities to optimize your efforts.
Performing a social media audit can help your businesses stay on top of its online presence. Completing an audit answers several questions about the relationship your business has with its online audience. After completing an audit, you’ll be equipped with the tools you need to optimize your social media marketing strategy.
How to Perform an Audit
Conducting a social media audit allows you to determine which marketing techniques are the most effective and which ones need to be revised. The results can be used to help you and your firm in planning future campaigns and completing future audits. Whether this is your first audit or you’re a social media pro, there are steps that you can follow to make the process easier.
Step 1: Establish your goals
Before you can begin your audit, it’s important to define your goals. What are you trying to accomplish? This step is valuable because it keeps the process focused on what’s important, and helps prevent tunnel vision.
Setting goals helps keep you from getting overwhelmed and pinpoint what you would like to accomplish for each social media account. Goal-setting will help guide your audit and inform you of which metrics to track for each platform. This step is about identifying what will work best for you and your business.
Step 2: Make a list of all your social media accounts
Locate all existing social media accounts for your business, including the inactive ones that you may have abandoned or created as test accounts in the past. Document the profiles in a spreadsheet or document that can be easily accessed and updated when necessary. For the profiles that you use regularly, write down who has access to them and who will be managing each profile respectively. Try to get any inactive accounts removed if possible.
Once you’ve found and documented your social media profiles, it’s time to take a deeper dive into each one with the next steps.
Step 3: Assess your brand consistency
Brand consistency is important across all your social media profiles. Try looking at them through the lens of a potential or current customer and make changes accordingly. Profile images and names should be the same where possible so that people can easily identify your profiles on various social media networks.
Go through each profile to check that they are complete and fill in any missing information. You’ll also want to check the content of each profile and make sure it is consistent with the overall marketing strategy. Look over your bios and ensure that they are up-to-date and accurately reflect your brand messaging and vision statement.
Step 4: Use your analytics to determine top-performing posts
Once you’ve updated your profiles with the necessary information and logos, it’s time to dive into your analytics. Social media analytics provide you with various metrics about your content and will help you determine your top-performing posts. Choose a metric that you want to measure based on your social media goals and use the information to list your top 5 posts on each platform.
It’s essential to understand what posts work for your target audiences on each platform. Closely examining individual posts can highlight which types of content you should be creating and how frequently you should be posting on the different platforms.
Step 5: Analyze your audience
The next step is to analyze your audience. Knowing who views and engages with your content can help you determine your online target audience so that you can create content suitable for them. You don’t want to find yourself working hard on designing content that does not resonate with your target audience because this can drive them away.
Analyzing your audience paints a picture of where you may want to place call-to-actions within your content. The way your target audience interacts with your posts will steer you in the right direction for future content.
Step 6: Update your social media marketing strategy
Now that you have found all your profiles, updated them with the relevant branding collateral, and analyzed your posts and audience, it’s time to take action. The above steps should have provided you with guidelines on how to improve your social media marketing strategy in line with your goals. Start by updating how frequently you will be posting on each social network and then decide on what changes you will make to the type of content you currently post. The data from your analytics and audience analysis will make this step easier to complete.
Speak to the Experts
Social media is a great way to get your content in front of people. Performing a social media audit can help you optimize your online presence to create value for your target audience and your business.
Using social media for your law firm can help you tap into a larger market. At 8 Figure Firm, we understand the importance of having an effective marketing strategy that is inclusive of social media. Our Marketing.ONE program is designed to take your marketing to the top.
If you’re ready to take your law firm to the next level, register for Marketing.ONE today. We’ll help you turn your law firm into a law business.