Social media marketing is never a set and forget marketing channel. If you’ve created a Facebook page, Twitter account or Instagram profile, you still need to regularly review how each channel is performing and make tweaks or changes to your activity.
One huge lesson we all got from the major changes to Facebook’s newsfeed algorithm is that you can no longer rely on doing the same activity over and over again and expect to always get the same results.
Here are seven things you can do to review how your social media channels are performing:
- Is the channel still relevant to your business? If you can’t answer this question, head over to ‘Social Media Channel Plan’ and work through the questions.
- When was the last time you updated your branding? Do your profile pictures or cover images need refreshing? And is your branding consistent across all of your channels and aligned with your website?
- Are all of your profiles fully completed and optimised fully? Do you have completed bios for Twitter and a proper ‘About’ section for Facebook? Make sure these are consistent with your branding and align with your website.
- See how your awareness is performing. If you’re using social media to increase awareness of your brand, then you will want to examine metrics like reach and impressions, as well as clicks (especially those that drive traffic to your website).
- Have a look at your engagement metrics. Each channel will have insights data that you can have a look at. Spend a little time looking at your engagement (likes, shares, comments) month on month for about 6 months. Do you see the engagement trending upwards? Are you getting better engagement in some channels?
- Are you posting content at the right time of the day for your audience?
- Do you have the right followers to match your desired target audience? For example, on Facebook, you can see in your insights tab, data that shows audiences data such as location, gender and age.
And if you need help with a social media audit, we can help you.