Consumers are now generating 25 per cent of content that appears in web searches for specific brand names.
But how can you keep track of what people are saying? And what can you do to influence the conversation? This is where a social media audit comes in.
The Harvard Business Review defines a social media audit as “systematic examination of social data to help marketers discover, categorise, and evaluate all the social talk about a brand.”
Using the Five W’s, here’s what you need to look for:
Who is doing the most talking about your brand? Is it yourself, consumers or a competitor? Are you happy with that? If not, find ways you can increase the conversation from consumers or quieten your competitors voices.
Where is your content going? Have a look at the social media platforms you are using and whether these are getting the right results. If you’re finding your LinkedIn page isn’t getting much engagement but your Facebook followers are increasing, focus your content where you can see a result.
What type of content are you using? Ensure you are using a variety of content including video, photos and articles, but for the right platforms. For example, you wouldn’t share an article on Instagram as this platform is visual and graphic. Likewise, you wouldn’t share a filtered, artistic photographic on LinkedIn.
Another thing to look at is the sentiment of your posts. Are they often negative or neutral? Be sure to set the right tone for your brand and message.
You need to look not only at when you are posting, but when your engagement peaks. Use analytics to find out when your followers are online and active on your pages. This will help you to post when followers are more likely to see it.
Why are you posting, what is its purpose? Be aware of what you want to gain from each post and each platform.
When you have had a good look through your social media platforms and activities, identify the positives and negatives to make sure you maintain a strategic and consistent tone on social media.
As a Newcastle social media agency, we can help with all your needs, including conducting a social media audit, developing a social media strategy and managing your social media accounts. Throw us a bone on 01325 486666 or firstname.lastname@example.org
Related links: Why you should respond to every type of review