Let’s Get Social: Understanding & Analyzing the Data (Part One)

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Social Media: What started as a way for people to connect with friends has turned into a one stop shop for virtually everything. From news to events to marketplaces to buying and selling items, the top social media platforms have become the go-to destinations for consumers, including your customers and clients. As a result, it’s important to occasionally take a step back to determine what’s working and what could be improved on in your social media strategy. And the best way to do so is through a social media audit.

When you conduct a social media audit, you collect and analyze detailed information from your social media accounts. Depending on your goals and objectives, some data to analyze may include: audience, engagement, video views, post reach, number of followers, ad spend, and more. A social audit can give you a clear understanding on if your social media efforts are working in achieving those said goals and objectives. 

For instance, with an in-depth audit, you may discover that you’re investing too much money or time on a platform that isn’t delivering the results you were expecting. Alternatively, you may discover that a certain type of content you’re posting (videos, for example), is producing a high amount engagement compared to other posts.

The first step is to complete a “first glance audit” of all of your social media accounts. This includes a quick run through of your platforms. For instance, does your Facebook Business Profile or Instagram page have all of the updated information about your business, including phone number, email address, description, address, and hours? Be sure to update your pages with the most current contact information.

Is your branding consistent across all platforms? Ensure that each account has the same logo, cover photo, colors, About Me section, and bio for brand fluidity. To stand out from the crowd and competition, you should have a consistent brand message and look. Posting consistently recognizable images with a specific color scheme will increase brand recognition and credibility. 

How often are you posting and sharing content? Sprout Social has a helpful breakdown of the best days, times, and types of posts for each of the major social media platforms. Are your profiles matching current best practices, such as the preferred image sizes? Shutterstock has a useful list of the best image sizes for each platform as well. 

Once you’ve done an initial sweep of your social platforms, then it’s recommended to dive a little deeper through data and analytics to ensure that you’re posting the most effective content for your audiences. Check out Part Two of this blog series to learn more!