If you have been doing social media marketing, you may want to take a step back and start thinking about your strategy and your return on investment. It is time to do a social media audit! A social media audit will help you determine whether or not you are on the right track and what you can do to improve your performance on social media.
First, take stock of all the data. Start looking at performance metrics, such as reach and engagement. Look at the demographics of the people you are reaching and think about whether they are your target audience. In short, look at all the data the social media platforms provide you. You can also use third party tools to help you sort and figure out the data.
Next, figure out your goals. What are you trying to do on social media? Are you succeeding? Are you getting the amount of exposure you want to? Are you getting your desired ROI from your advertising campaigns? If you know your performance metrics, this is not hard to figure out.
Once you have figured out your goals, you can start focusing on what you need to do to improve. Think about which changes you can make and how they may affect your performance. You should always test out a few different changes and compare their individual effects. This is the only way to know what will work and what will not. It is known as split testing.