If you manage social media marketing for clients, one of the best ways to kick off the client relationship is by performing a thorough social media audit.
Similar to an SEO site audit, the goal of a social media audit is to identify the current standing of the client’s social presence, including what’s working and what needs improvement.
For agencies, a comprehensive social media audit not only demonstrates your expertise but also helps prioritize key marketing tasks, goals, and metrics to measure success for the client relationship. In turn, this prioritization of social media marketing and client communication can ultimately help retain clients longer.
In this guide, we’ll discuss how you can perform a social media audit in 10 steps with the help of our prebuilt social media dashboard template. Also, keep in mind that social media audits can be a powerful tool in landing new clients for the agency. In particular, we’ll discuss:
What is a Social Media Audit?
Step-by-Step: How to Perform a Social Media Audit in 10 Steps
Let's get started.
What is a Social Media Audit?
A social media audit is a systematic process of analyzing a company’s current social media presence. But more importantly, what does it mean for your clients?
We’ve gathered some of the top questions most businesses and social media experts had when they wanted to know what an audit should look like.
The goal of a social media audit is to take an inventory of each social media platform the company is on to answer several questions, such as:
Is each profile on-brand, both visually and in terms of messaging?
What type of content is performing the best?
What is the current traffic and ROI from social?
Which social media channels are best for each of your clients?
What works, what should be improved, how do you compare to your competitors, and is there any undiscovered growth potential?
By answering these questions, a social media audit allows marketers to identify what’s working, what needs improvement and use this information to create a marketing plan going forward.
Ultimately, social media audits allow marketers to prioritize their marketing tasks in order to see short-term improvements, for example, ensuring each profile is on-brand and sets them up for long-term success. In addition, analyzing the current state of a company’s social presence helps determine which KPIs and social media analytics will be most important to measure the success of the campaign.
At the end of the day, starting off with a social media audit aligns both the agency and the brand on the most important work to be completed and how they are going to measure the success of the campaign.
How Often Should You Conduct Social Media Audits
You should do frequent audits of your client's social media accounts to verify that everything is on track and on-brand, and you should keep an eye out for changes in how your accounts are operating.
Some social media agencies prefer to do smaller audits on a weekly rather than larger audits on a monthly basis. In many cases, it depends on how active each social media channel is.
You'll want to have enough information from this audit to figure out what worked and what didn't. Doing so more regularly allows you to notice not just minor changes, but also to catch them early on, allowing you to make an urgent change in approach. Social media is all about relevancy and following trends. It doesn't help if you look back in 6 months and realize you missed an opportunity. Audit often and adapt quickly.
With the help of a social media template, this audit should take no more than 10 minutes to create.
What Should a Social Media Audit Include?
We’ll look at metrics across several social media platforms, although the overall process will look the same regardless of the platforms being analyzed.
Essentially, you want to review each platform's past results, including your clients’ followers, engagement, audience demographics, and the best performing content.
As you go through the steps below, be sure to take notes on each platform as a key outcome of the audit will be a personalized commentary about their social presence as a whole.
How to Do a Social Media Audit for a Client in 10 Steps
Below we’ll look at how you can use our social media dashboard template to efficiently conduct social media audits.
1. Create a Campaign in AgencyAnalytics
The first step is to create a new campaign for the client. In AgencyAnalytics, a campaign refers to a single website so in most cases each client will have their own campaign.
2. Connect Integrations & Create a Social Media Dashboard
After creating a campaign, you'll then be directed to connect each of your clients’ social integrations. You can connect as many social media profiles as needed to run a complete audit, including integrations for Facebook, Instagram, LinkedIn, Pinterest, Twitter, Vimeo, and YouTube.
After connecting each integration, the next step is to add a new dashboard that will display all their social data in a single, unified social media reporting tool. In this case, use our prebuilt social media dashboard as it contains the data visualization widgets needed for a social media audit.
3. Review Followers Over Time
After creating a social dashboard, the next step is to review each account's current followers. In this step, it’s important to go beyond simply the total follower count at that point in time, and instead focus on the follower growth rate, and whether it has been primarily from organic growth, paid acquisition, or a combination of the two.
For example, with our Facebook integration you can see both audience growth over time, and if they’re attributable to organic or paid acquisition:
Similarly, you can see each social platform's followers can easily be displayed over time with a bar chart to determine how follower growth rate is distributed across platforms:
4. Analyze Engagement Metrics
After making note of each account’s follower growth rate, the next step is to analyze engagement over time. With our Facebook integration, for example, there’s a dedicated tab for engagement that displays audience engagement over time, including total likes, shares, and comments for the time period:
5. Review Reach Metrics
Another key metric to make note of in a social media audit is each account’s reach, which is defined as the total number of people who see the account's content. With our Instagram metrics, for example, there are time-based line charts for both reach and impressions to see how quickly the account reaching new people:
6. Review Top Performing Posts & Posting Frequency
After making note of the key metrics mentioned above, it’s important to take a more qualitative look at the account’s posts. In this step, the goal is to make sure all the content is on-brand and to determine if a particular type of post performs better than others.
This is a great opportunity to take note if different types of content are performing better or worse on each social platform. After all, all social media channels are not created equally. You may find that particular types of posts do better on LinkedIn than they do on Facebook, which will allow your agency to craft dedicated social strategies for each channel based on data.
Similarly, you should make a note of the posting frequency on each channel. With our Instagram dashboard, there are tabs for both Posts and Stories that allow you to quickly review each post and its associated reach and engagement:
7. Analyze Audience Demographics
Next, a social media audit should always make a note of the existing audience demographics, including the most prevalent age range, location, gender, and device used.
Understanding the audience makes it easier to craft messaging that is more relevant to them. It will also help your agency raise a red flag if the audience your client's social content is reaching does not align with their target market.
Below you can see an example of the Demographics tab in our YouTube integration that automatically provides this information:
8. Referral Traffic from Social
Now that we’ve reviewed each individual social account and made a note of the key metrics, it’s important to determine how much traffic is visiting your client's website from all social channels.
This can be done by connecting Google Analytics and going to the Acquisition -> Social tab.
From there, you can find traffic metrics from social such as Sessions, Users, and more:
9. Determine Social Media ROI
While in the Google Analytics tab, it’s also important to make note of any existing ROI that can be attributed to social. This can include making note of metrics such as Conversions, Transaction, and Event Count from social. Below you can see how Transaction, Total Revenue is broken up into the amount from each social account in a bar chart:
10. Add Personalized Commentary
Finally, the most important part of a social media audit is your personalized commentary. Many clients will want to read your insights from the audit, and this is the place where you can provide your unique understanding of their data. Your commentary is where you should include your insights from the analysis above, for example:
Evaluating each channels’ performance, including the best opportunities for growth
Highlighting successes (e.g. what to do more of) and challenges (e.g. what to do less of)
Providing suggestions for what to focus on in the next 90 days, for example, the type of posts, frequency, channel, and so on
Setting realistic goals for follower growth, traffic from social, and the ROI from social media marketing
Creating a timeline and roadmap to achieve these goals
The personalized commentary will typically be included right on the homepage of the social dashboard:
Summary: How to Conduct a Social Media Audit
Social media marketing has become a key part of any client's business. As you land new clients for your agency, conducting a social media audit is key to analyzing the brand's current social presence and growth rates, setting goals for each account, and determining the most impactful tasks you can take to achieve those goals.
By starting off the client relationship with a social media audit, you can quickly and easily prioritize your internal tasks and create a framework to measure the success of the campaign. With the help of our social media dashboard, you have all the necessary data visualization widgets to efficiently conduct a social media audit that will set up your client relationships for success.