Social Media Audit
This playbook describes the steps to perform an audit on existing social media accounts to evaluate their current performance and identify areas for improvement.
Step 1: Inventory
Create a comprehensive list of all existing social media accounts associated with the brand, including all platforms.
Step 2: Access
Ensure access to each social media account and any associated analytical tools or dashboards.
Step 3: Review Goals
Revisit the original goals or set new goals for each social media account to provide a benchmark for the audit.
Step 4: Analyze Performance
Review the performance metrics of each account against the set goals. Focus on metrics like engagement, reach, follower growth, and conversion rates.
Step 5: Content Analysis
Examine the content posted on each account for quality and consistency. Note the content types, frequency, and reception by the audience.
Step 6: Compare Competitors
Identify main competitors and compare their social media presence and performance against your accounts.
Step 7: Audience Insights
Gather insights into the audience demographics, interests, and behaviors across social media platforms.
Step 8: SWOT Analysis
Conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to assess the current social media strategy.
Step 9: Report Findings
Compile the collected data and analyses into a comprehensive report. Highlight the strengths, weaknesses, and areas for improvement.
Step 10: Action Plan
Develop an action plan based on the audit findings to enhance performance. Include specific steps and measurable targets.
General Notes
Team Collaboration
Make sure to involve relevant team members in the audit for a more comprehensive review and action plan.
Regular Schedule
Schedule regular audits (e.g., quarterly, bi-annually) to keep social media strategies aligned with business goals and industry trends.