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How to Audit Your Social Media Performance - Social Media Audit

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Ashley Segura
Ashley Segura

Learn how to audit your social media to determine what's working, what isn't and how to fix your social strategy by auditing your social media.

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Social Media Audits B y A s h l e y S e g u r a To p H a t R a n k
We Did a Thing… @AshleyMadhatter
We Did a Thing… @AshleyMadhatter
We Did a Thing… @AshleyMadhatter
We Did a Thing… @AshleyMadhatter
!6 Step 1: Define Campaign Goals
Travel to National Parks in the United States and Canada for a year and document the journey via Instagram and YouTube. Our “Cute” Goal… @AshleyMadhatter Our First Attempt at a Goal… #socute
“Cute” Goal A goal that would be great to accomplish, but has little definition of what metrics or measurement needs to be met in order to achieve goal. @AshleyMadhatter Definition of a Cute Goal
Have 10k followers on Instagram and 1k followers on YouTube by the end of our year-long journey (May, 2020). S.M.A.R.T Goal @AshleyMadhatter Definition of a S.M.A.R.T Goal
!10 Step 2: Selling Point
What Defines Us As a Brand? What makes us different from all of the other travel Instagram couples? Selling Point @AshleyMadhatter
What Defines Us As a Brand? What makes us different from all of the other travel Instagram couples? - National Parks - Fulltime RVing - Newlyweds Selling Point @AshleyMadhatter
!13 Step 3: Social Research
Social Research: Where Will We Go? (content) @AshleyMadhatter
Social Research: Where Will We Go? (content) @AshleyMadhatter
Social Research: Are These OUR People? @AshleyMadhatter
Competitor Social Research How often they post What kind of content they post Instagram to YouTube variations @AshleyMadhatter
!18 Step 4: Define the Content Strategy
Excel Doc Time Campground type Date Cost Full hookups Contact Info @AshleyMadhatter
Location —> Content Where we chose to stay determined the backdrop for the content we create. @AshleyMadhatter
Timing —> Posting Schedule Type of content (image vs video) Video schedule Timing around weather Topic ideation @AshleyMadhatter
!22 Step 5: Schedule, Grow & Respond
Schedule the Content Hashtag research Regular engaging Following / unfollowing @AshleyMadhatter
We Haven’t Reached Our Goal Yet… @AshleyMadhatter
So… Repeat Steps Weekly to Respond, Share and Measure @AshleyMadhatter
!26 @TopHatArsen Do you have a similar process for strategizing your company’s social media? Or no process at all..
Whether You’re Building a Fun Brand Experiment @AshleyMadhatter
Or Measuring Your Company’s Social Efforts @AshleyMadhatter
Here’s the 10 Metrics You Need to Measure 
 For Any Social Strategy @AshleyMadhatter
@AshleyMadhatter Email Me ashley@TopHatRank.com
!31 Top Metrics + The Tools to Measure With
!32 Metric 1: Goals
!33 @TopHatArsen Every social media goal needs to have a WHAT and a HOW, not just a what.
Examples of Cute Goals • Increase engagement on Instagram from March to April @AshleyMadhatter
Examples of Realistic Goals • Increase engagement on Instagram from March to April • Receive at least 150 engagements on each Instagram post, posting once a day for 30 days @AshleyMadhatter
Examples of Cute Goals • Facebook be the primary website traffic source in April @AshleyMadhatter
Examples of Realistic Goals • Facebook be the primary website traffic source in April • Increase website traffic from Facebook 25% by posting 2 posts with links a day for the month of April @AshleyMadhatter
@AshleyMadhatter • Social Media: 
 Count 2 posts a day Goal Tools
@AshleyMadhatter • Social Media: 
 Count 2 posts a day • Google Analytics:
 How much traffic Goal Tools
@AshleyMadhatter • Social Media: 
 Count 2 posts a day • Google Analytics:
 How much traffic • Conversion Math:
 Did you receive 25% increase? Goal Tools
!41 Metric 2: Branding
Is Your Brand Consistent on ALL Social? @AshleyMadhatter
@AshleyMadhatter Branding • Consistent profiles • Bios • Links • Cover images / Profile Images • Brand recognition
!44 @TopHatArsen The consistency of a brand will create a certain emotion for users.
@AshleyMadhatter Branding
 Tools • Company branding document includes: • Terminology / Avoid • Company naming • Mission statement • Visual marketing guides • PR
!46 Metric 3: Audience
Who is engaging with you most? Is it the right people? @AshleyMadhatter
@AshleyMadhatter Audience
 Tools • Social media insights • Followerwonk • Friends+Me • Tailwind 
 (Instagram + Pinterest) • GA -> Audience Report
!49 @TopHatArsen Your social media audience needs to match the people who visit and convert on your website.
2 Any Alignment? Google Analytics: Demographics > Gender + Location Social Media:
 Audience insights > Gender + Location @AshleyMadhatter
!51 Metric 4: Content
Measure What Content Types You Share @AshleyMadhatter
See Which Posts Types Receive Engagement @AshleyMadhatter
@AshleyMadhatter Content 
 Tools • Insights • Visual: Social profiles • Buzzsumo • Agorapulse
!55 Metric 5: Timing
Are You Consistently Posting? @AshleyMadhatter
@AshleyMadhatter Timing 
 Tools • Manual count • Audience page insights • Industry studies for days / times —> https://sproutsocial.com/insights/best-times-to-post-on-social-media/
!58 Metric 6: Listening
@AshleyMadhatter Listening • What is being said? • Positive? • Negative? • Neutral?
@AshleyMadhatter Listening • Respond-worthy??
@AshleyMadhatter • Mention • SEMrush • Tweetdeck • Brandwatch Listening Tools
!62 Metric 7: Competitors
@AshleyMadhatter Competitor
 Tools • Likealyzer • Buzzsumo • Phlanx (Instagram) • SEMrush
!64 Metric 8: Engagement
The Social Engagement Metrics Overtime @AshleyMadhatter
@AshleyMadhatter Numbers
 Tools • SEMrush • Hootsuite • TweetReach • Google Analytics
!67 Metric 9: SEO
How is Social Helping Your Site? @AshleyMadhatter
@AshleyMadhatter Website 
 Tools • Social media pixels • Google Analytics • SEMrush • Ahrefs
!70 Metric 10: Management
@AshleyMadhatter Management Review • Do you have 24/7 response? • How often is reporting done? • How many ppl on the team?
!72 Reporting
The Social Media Audit Report @AshleyMadhatter Sales
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
@AshleyMadhatter Sales The Social Media Audit Report
!93 Warnings: Things to Watch For During 
 a Social Audit
#Pubcon | @AshleyMadhatter DON’T PROCRASTINATE… AUDIT YOU SOCIAL MEDIA QUARTERLY @AshleyMadhatter
#Pubcon | @AshleyMadhatter DON’T ASSUME ANYTHING… ALWAYS LOOK UP THE EXACT METRICS AND DATA @AshleyMadhatter
#Pubcon | @AshleyMadhatter DON’T FORGET SOCIAL MEDIA POLICIES… RULES CHANGE AND CAN AFFECT ENGAGEMENT @AshleyMadhatter
#Pubcon | @AshleyMadhatter DON’T FORGET YOUR GOAL… MATCH THE AUDIT W/ YOUR OG GOALS @AshleyMadhatter
!98 Key Takeaways: All the Top Secret Goodies
Create Goals in GA: Analytics > Social > Conversions @AshleyMadhatter hootsuite.com/tracking-social-media-in-google-analytics/
But, Keep an Eye on Social + Bounce Rate @AshleyMadhatter
Let Everyone In on the Data Helps make better business decisions and new campaign ideas with the WHOLE team. Share Audit Findings w/ALL Teams @AshleyMadhatter Social Content SEOProduct Sales Client
How Often Are You Blocked? - G-PG Rated posts - Sweepstakes following sweepstake rules - Blocked from making actions - how often? - Special industry rules: firearms, marijuana, gambling, etc. Audit How Your Following the Rules @AshleyMadhatter Social Content Product Sales Client
Is the Network Still Effective? Stop putting efforts on social networks that don’t bring you results. Audit How Effective the Social Network Is @AshleyMadhatter Social Content Product Sales Client
Don’t Just Talk About You… Share content varieties that are earned, owned, and influenced. What’s Your Content Like? @AshleyMadhatter Product Sales Client Earned:
 testimonials, reviews, guest posts Shared:
 industry content,
 publications Owned:
 original created content Influencer:
 audience and influencer
Follow Them, Watch Them Just because they received 500 more likes than you did doesn’t mean more in sales. Audit your competition to see which metrics are actually helping them reach their goals. Audit Your Competitors - Regularly @AshleyMadhatter Sales
The ROI on Social Media @AshleyMadhatter Sales Avinash Kaushik • Conversion Rate:
 # of Audience Comments (or Replies) Per Post • Amplification Rate:
 Average # of shares/retweets per post • Applause Rate:
 # of Likes • Economic Value:
 Sum of short and long term revenue and cost savings
E - M A I L W E B S I T E CONTACT US ashley@tophatrank.com www.TopHatRank.com @AshleyMadhatter

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