Firstly what do you mean by a Social Media Audit? We have been listening to these terms like SEO Audit, GA Audit, Social Media Audit a lot since Digital Marketing came into limelight.
Social Media Audit in simple terms means taking a look at your social media platforms and analyzing where you can make adjustments and changes so that you can get a better return on your investment and plan on your social media strategy accordingly. This is something your brand should do every quarter (if not more) to check what is working for your brand and what is not.
The first thing on the social media audit checklist is to take a look at all your social media profile pages. Make sure that the written descriptions, captions, your Open graph (OG) tags are still relevant and accurate. If it has been a while since you have looked at your profile pages, you must leave everything aside and give it a look. Every social media platform is so dynamic these days that they have something or the other to offer and you want to make sure you are utilizing all of the features as much as you can.
Next, your focus should be on the type or format of content you should be uploading on your social media pages. Not all forms of content work for all kinds of brand and that is why you need to keep a hard look at the type of content that works for your brand and what does not. Recently there has been a rise in video content because of social media platforms like Facebook enabling video creators to monetize their content and that is the reason algorithms these days tend to favor videos more.
You also would like to take a look at your post frequency and your post schedule times. You might find that some posts during certain times of the day are performing better than others. If you look at your insights, you will be able to know when your audiences are online more often. These criteria change over time as your audience changes; their behaviors change, so you need to make sure that you are up to date and posting at the right times of the day. Posting at the right time gets you better engagement, helps your brand’s visibility and helps you engage better and also make sure to have a proper call-to-action button across all social media platforms.
Auditing your social media channels is not just a one-time thing; it is a continuous process of checking whether your strategies are working or not.