An audit of a company’s social media presence can shed light on how productive that presence really is. Brand activity and sales will increase as this tool is used to pinpoint and fix any accounts that are underperforming, fine-tune promotional efforts, and reach the most relevant demographic possible.
Methods for conducting a social media audit

Write down all the sites you frequent.

Create a directory of all the social media platforms your company is present on. Facebook, Twitter, LinkedIn, and Instagram are all places you probably already spend time online. Have you considered promoting your business in other places? What about, say, on the video-sharing website Youtube?

Ask yourself if you really need all these pages, and if you have a presence wherever your target audience congregates.

Check that your profile is complete, accurate, and up-to-date.

This is a major consideration. It is easy for even the most seasoned SMM manager to miss something crucial. Examine every section of your social media profiles and compile a list of what needs to be updated. Take care with the visuals, covers, images, descriptions, and website links.

Your brand’s consistency across all pages is essential. The only caveat is that the ambiance of each platform may be different.

Determining Who You Want to Reach

Knowing one’s demographic and social media fan base is essential for any successful brand.

Understanding your subscribers’ demographics (such as age and location) will help you develop a customer personal, divide your target audience into segments based on their interests, and serve them content that is more likely to pique their interest.

Because young men and women of similar ages tend to have different interests, and because young and old people have very different perspectives and requirements, this is crucial.

Analysis of user engagement

The number of likes, comments, and shares on a post is an indication of how well the account’s content resonates with its audience.

The “return” from each post can be measured in terms of the total number of subscribers or over a given time period, making the engagement rate a useful metric.

Fifth, analyse the visual content

We can learn in a split second what would take a minute to read about in text. Even on social media, this rule must be followed. As the majority of Instagram’s content is visual, this feature helps it stand out, attracts new users, and keeps existing ones interested.

Analyzing the text’s content

It’s important to keep in mind that images create a positive first impression of a brand on social media, but words are what really make an impact.

Examine the brand’s tone of voice to see if there is a consistent approach to messaging. That is, what is the brand’s voice, and how is information presented to the target audience?

Take care with the written content:

• That the blog entries are so simple to read.
• Whether or not the data is helpful to the viewer.
• If people know what the brand is good for and if they can get it.
• Examine the titles and subheadings to see which ones attract the most readers. The “pain” of the audience is what the content must ultimately address.

Analysis of the audience’s responses

Step two of a social media audit involves looking at how your brand interacts with its followers and how it handles comments and questions. Getting a quick response from a brand makes customers feel appreciated and encourages them to interact with the business further. Subscriber questions about, say, the price range or availability of a certain product are often answered in ways that are informative for other readers.

Analyzing the User Experience

Ensure that the brand’s social media pages are simple to use.

Information overload and disorganisation can make it more convenient for the reader to turn your page than to try to find what they need. However, there is no universally accepted template for brand page layout, so each account must be evaluated independently based on its own unique set of circumstances, including business objectives and industry.

Strengths, Weaknesses, Opportunities, and Threats

Conducting a SWOT analysis of brand accounts is the last step in a social media audit. By following these instructions, you will be able to assess the current state of your social media accounts.

Consider the following factors in a SWOT analysis.

S. The company’s social media profiles’ strongest points.
Where and how does your account fall short compared to the competition?
O. Potentials: Prioritizing What? To this end, you might, for instance, pay attention to boosting user participation or refreshing the overall visual concept.
T. Dangers: potential sources of disruption to the company’s social media channels that originate from outside the organisation.

In conclusion

By analysing the performance of the accounts, a social media audit can help ensure that the same errors are not made in the SMM strategy and the business strategy as a whole.

The audit’s final product will be a detailed report on the financial status of the business and an analysis of where improvements can be made. Companies often use specialised tools to help them see what works and what doesn’t because it is difficult to conduct a deep analysis on your own.