how to perform a social media audit facebook, twitter, pinterest, instagram

The number of worldwide social media consumers will surpass 3 billion by 2021.

That’s more than a third of the Earth’s population!

That develops an incredible opportunity to reach online consumers, and you shouldn’t pass it up.

However , not every stage exertions the same for every business. That’s why it’s important to review what’s working and what isn’t.

Otherwise, you gamble wasting experience, intensity, and money on flawed campaigns.

Don’t worry. That’s where social media audits can help.

In this affix, I’ll show you how to perform a social media review in precisely 30 minutes.

The result will tell you if you’re on track to hit it big or if you’re at risk of flushing more dollars down the drain.

Before we get to that, let’s talk about preparing your audit.

How to Prepare Your Social Media Audit

“Auditing” can clang intimidating.

I’ve worked with agencies that charge tens of thousands of dollars and make months to complete a single audit.

In this case, though, yours will be pretty simple. We’ll take a look at each pulpit and mark a few cases critical KPI benchmarks to measure progress.

How often should you perform an review?

Ultimately, you can do them as often as you’d like to. I recommend at least once a year, but every quarter is ideal.

The point is that you do it routinely and in a way that works for you.

I recommend creating a spreadsheet to maintain all of the information you’ll be recording. Google Drive is a great place to do so since it’s free. Here’s how to do a simple one.

Pull up Google Drive and create a brand-new Google Sheet.

I like using Google Drive because you can share them with your team, collaborators, and other vendors.

Next, you’ll want to label the columns.

These will be categories that schedule account information materials and key performance indicators.

What exactly should your lines contain? Here are some minds 😛 TAGEND

The username and URL for each scaffold that you’ll auditThe number of followers for each accountEngagement metricsDemographic informationPopular content

These create a nice base to work off of. Here’s what my spreadsheet looks like now.

Social media audit spreadsheet

It seems a bit empty, huh? Let’s deposit that by record our account information.

Account URLs add to social media audit

I’d suggest that you date your examinations or contribute monthly divisions to them. This helps track monthly changes when you review again in the future.

Since every pulpit is unique, you could also supplemented pillars for network-specific metrics.

With this basic template, you’re ready to use your auditing spreadsheet. Now, it’s time to get to work.

I’ll walk you through analyzing Facebook, Pinterest, Instagram, and Twitter. If you are using TikTok or other niche social media platforms, supplement those to your spreadsheet as well.

Social Media Audit: Facebook

Facebook collects tons of useful data about your Pages and unionizes it in one place. You can access it by calling the Facebook Business Suite.

On that sheet, Facebook provides valuable penetrations into both your ad details and the business Page itself.

Since we’re focusing on general social media today, let’s firstly take a glance at the overview.

Business page Facebook social media audit

Right away, Facebook displays information about your Page likes, reach, and the action you’ve accumulated. You can filter the results for today, yesterday, the last seven days, or the last 28 days.

Next, click the arrow to the left of your Page to see a failure of your best-performing posts.

recent posts on social media audit facebook

This will tell you what type of content is delivering the most engagement and reach. With this information, let’s go back to our spreadsheet and complete it in.

It should look similar to this 😛 TAGEND

Updated spreadsheet social media audit

As you can see, I’ve penetrated how many brand-new partisans I’ve gained, how much my involvement has improved, and what content play-act the best.

What about demographics?

For that, you will need to visit the penetrations tab. Click on This will give you a report on all of the Pages you run.

social media audit facebook insights audiences

Select the Page you’re auditing and it will take you to an overview.

You can also click” outcomes’ to see how many parties you reach( this will too testify you Instagram contact if you’ve connected that note .)

You’ll too investigate:

The ratio of men versus wives that are consistent with you. The percentage of users in each age group. Which countries and metropolis your partisans are from. What other sheets they like.

You have to market differently to every target demographic. Take note of which gender, age group, and locatings make up the majority of your fans.

You can use this data later for tailoring material. But first, let’s input some of this data into our spreadsheet.

Updated spreadsheet 2 social media audit for facebook

With that simple Facebook audit, you should now have a good thought of who your target audience is and what content they enjoy the most.

When you decide to audit your Page again, you can compare these metrics to the updated ones to see how your content performs.

Social Media Audit: Pinterest

Pinterest is a goldmine for marketers.

It’s a scaffold that heavily honors caliber infographics and visual material. It also offers an stunning analytics sheet to boot.

Once you’ve upgraded to the free business chronicle, you can select “Analytics” and “Overview” from the top-left corner.

Pinterest analytics social media audit

The overview will tell you your median daily intuitions, average daily sees, and most popular content. These first two metrics are convenient for weighing your account’s growth.

social media audit pinterest pins

As we read with Facebook, understanding what content performs best will help you furnish more of it in the future. This can further increase your engagement and pins.

What kind of content do you notice accomplishes well for your page?

social media audit pintrest pins

To dig into the demographics of your Pinterest follower, you can click the arrow beside “People you reach.”

You will find information about their location, gender, and language.

Clicking the “Interests” tab indicates lists that your adherents are most likely to be interested in.

Record these in your spreadsheet. In the future, you could publish more content in these categories to see if your admirers enjoy them.

You’ll also see your thoughts, saves, and sounds on the “Profile” page.

Saves and sounds are arguably “the worlds largest” metrics here.

Seeing which poles consumers save the most will tell you which material to focus on and which to dial back.

It likewise exposes which types of pins are driving the most traffic to your website.

Selecting the “All-time” tab shows you which pins received the most shares and ranked the highest level of searches.

Do you notice any similarities between the pins that are receiving the best feedback? Note this in your spreadsheet.

Record any important data in your spreadsheet. By now, your spreadsheet should be filling out quite nicely.

Social Media Audit: Instagram

Instagram is the go-to social media stage for pattern, allure, and health brands.

Instagram already has over a billion useds. Plus, more than 200 million transactions are using it to reach patrons, too.

If you upgrade to a business account( and have 100 partisans) you gain access to Instagram Insights. This is their native analytics implement to aid you in measuring performance.

It won’t give you insights into content that you posted before you upgraded, but it will give you information about your affixes from then on. It can only be accessed from your telephone.

Start by tapping the “hamburger” menu in the upper right-hand corner( the three routes .)

access instagram insights social media audit

Then tap Insights.

If you visit the Insights homepage, it will give you a general overview of your Instagram account. It firstly content outline, including posts and Stories.

There are also three tabs: content, task, and public. The audience invoice will show you who your partisans are and demographics.

Follower demographics social media audit

If you want to find out even more about your admirers, click “See More” at the top-right corner. That will pull up two graphs.

One will show you the hours when your followers are most active.

Followers hours social media audit

The other will disclose which daytimes they are most active.

You can use this to find the most optimal day and hour to post.

Review Instagram Posts

Next, it’s wise to analyze how your photos are performing. You can do this in one of two ways.

The first option is to select an individual post and click “View Insights.”

Likes, mentions, shares, and saves will appear at the top. Instagram also tells you how many profile tours the upright resulted in and your reaching.

Since hashtags are a huge part of marketing on Instagram, take the time to see which ones enticed the most users.

Consider adding that to your spreadsheet as well if you’d like.

Over time, you will be able to weed out the lesser-performing hashtags and replace them with better ones.

The second coming is to navigate to the posts domain of the Insights homepage.

Click “Content” and Instagram will expose every post from the past year and their thoughts.

Insta insights social media audit

You can further filter it by experience, type of content, and measurements such as comments or likes.

There are numerous modes that you can take advantage of this.

For example, you can filter by material to discover whether your audience likes photos, videos, or carousel poles the most.

Refine it down to comments and you may notice which captions or questions get the most responses.

Examine Instagram Stories

Have you ever affixed an Instagram Story?

For enterprises, it’s a fun nature to show partisans behind-the-scenes action.

With the Insights tool, you can dive into how your Stories are performing. Simply open a Story and sounds the spectators on the bottom-left area of the screen.

You will find which useds examined the Story, total impress, and reach. It also documents wars like replies and clicks.

Use this to determine which content followers respond to the most positively with Instagram Stories.

Social Media Audit: Twitter

Twitter advertising is one of my favorite the methods for speedily gaining attention because it’s so simple.

If you visit the Ads Manager, you will gain access to your account’s analytics.

Let’s start by selecting the “Analytics” drop-down menu and clicking “tweet activity.” This will let you view tweet engagement, intuitions, and more.

Tweet impressions social media audit

First, Twitter is nice enough to give you a convenient graph of your notions over the last 28 -day period. You can change this to the last seven days or a patronage list as well.

Click the “Top Tweets” tab to see which of your tweets in a selected period are the most popular. Twitter specifies this based on engagement and impressions.

Top tweets social media audit

Do you notice any directions?

Are specific calls-to-action or styles of tweets doing better than others?

These are questions you should ask yourself to further complete the audit.

Do you know who your adherents are?

Well, you can figure that out by visiting “Audience insights” under the “Analytics” tab on top again.

Make sure that you modify the selection to your followers.

Your followers social media audit

At first glance, you’ll assure an overview with various tabs.

On this first sheet, you can see information about your adherents, such as their 😛 TAGEND

InterestsConsumer buying stylesHousehold income categoriesWireless carrierGender

If you sounds the “Demographics” tab, you’ll see the following 😛 TAGEND

Twitter demographics social media audit

It’s safe to say that Twitter has a seriously superb analytics system. It’s convenient, too.

From accurate neighborhoods to home importance, there’s nothing you won’t know about your followers.

Moving along to the “Lifestyle tab, ” you’ll get a better idea of what interests them. This is great information to use for tailoring your content.

If you know what they like, you can integrate that into what you post.

They will feel much more connected to your symbol when they know that you understand them on a deeper level.

For those of you who are involved in e-commerce, you’ll find a special benefit to the next invoice, which is the “Consumer Behavior” tab.

Buying styles twitter social media audit

Twitter shows us what kind of consumer buying wording our followers fell within and what kind of consumer goods they enjoy purchasing.

This is a goldmine if you sell commodities online.

It’s literally telling you how they prefer to shop and what they’re looking for.

Finally, the “Mobile Footprint” tab tells you which carrier and machines your followers primarily use.

What Should You Do With Your Social Media Audit When It’s Done?

You’re sitting back and marveling at your in-depth spreadsheet. Now what?

It’s time to get marketing.

You now hold a great deal of data that you can use to improve your social canals and your business as a whole.

You should start with content.

What type of content does your audience like the most? Try producing more of this and measure the research results next week or next month.

For example, you may find that your Facebook followers wish videos over idols. As simple as it hubbubs, delivering more videos could be the easiest way to increase shares and engagement.

I recently posted this video on Facebook 😛 TAGEND

neil example social media audit

It was a direct result of a simple social media examination like this.

I’m investing a ton into video marketing because I’ve seen that it raises very good decisions across almost every platform.

I generally don’t talk about “finding your passion” and that type of stuff. I generally like to stick to nerdy marketing ideas.

However, I’ve noticed that more personal topics like this get an awesome reaction.

Guess what?

I’m adding more topics like this to my material calendar.

The whole reason for producing this content is to gain awareness and increase engagement.

The purpose is not to try and sell anything.

Instead, you want to mix content types and topics to drive the most interest possible.

Then, you can run retargeting campaigns with custom publics to eventually sell to everyone who’s watching, commenting, and stumbling the Like button.

Target a More Defined Audience

With all of the research you’ve performed, you also now know a lot more about the demographics of your fans.

Things like age, gender, and point are much more concrete.

In the beginning, you probably had a rough idea of what your ideal user was like. Now, you know for sure.

I’d recommend searching for market reports based on your target demographics. These will give you further ideas on how to serve them better.

Even infographics like this one from Goldman Sachs on millennials can contain rich pieces of a better understanding of your audience.

Goldman Sachs infographic example how to do a social media audit

Going off of this precedent, we might experiment by offering free ship, rebates, or other availability as studies and research suggest.

Once you’ve compiled all of the previous data on your consumers, it’s simple to find out what works for them.

Reports and same booklets will detail trends and opportunities to take advantage of.

New auctions channels and promising promotional strategies are some things to expect.

Overall, you know what your ideal user responds to the best, so you can tailor more content toward that.

Work Smarter, Not Harder

You now are aware of the fact which programmes are delivering the biggest results.

You can use this information to implement what we call the “8 0/20 rule.”

It involves redoubling down on the social networks that work the best for you.

Perhaps Instagram and Facebook drive the most traffic. If that’s the bag, then centres your attention on those platforms.

Putting more vigour into merely got a couple of networks may create more upshots than diversifying.

This rule also applies to content and circulars. The data is telling you what works the best, so consider altering your focus to merely a few key areas.

At the same time, you can take this opportunity to test out different programmes. At the end, you’ll never know until you try.

Maybe another social network would perform incredibly well, but you just haven’t experimented it.

You can test a couple on a smaller scale and look at the results before you invest too much time into it.

You should also now be adjusting points for your social chronicles, including 😛 TAGEND

Follower countEngagement multitudes such as likes or commentsTraffic that you drive to your website

When you accomplish another audit, you should be able to do it faster. You’ll be much more familiar with the process, which will help you modernize the process.

When you play-act your next examine, you can track reforms by likening your figures to your previous audits.

Over time, you will have a vivid picture of how your social histories are developing.

Calculate Social Media Ad Budget And ROI

Do you include ads in your social media marketing strategy?

If so, you’ll want to form them a component of your audit.

Ad programmes on Facebook and Pinterest, for example, will record the implementation of its, expenditure, and other metrics for the ads you run.

Analyze which ad types and artistics are drawing you very good upshots. You could invest more of your budget into these while dialing back others.

This way, you can bypassed spend money on advertisements that don’t deliver the most value.

Even big experiments with paying campaigns can help you better calibrate your organic efforts.

I integrate SEO and PPC for this very same reason.

I run a immediate PPC campaign to find the keywords that convert best within an industry. Then, I’ll start building out content and SEO expeditions around this new data.

how to use data from a social media audit

The same to be applied in social. Run paid safaruss to speedily identify top content, publics, and so on. Then, adapt your organic efforts around what already works.

Social Media Audit: Frequently Asked Questions

Why are social media audits important?

To understand what is working or what is not in your social media strategy.

How often should I do a social media review?

Any time you are considering changing your strategy or at least once a year.

Do I need tools to do a social media review?

No. While they can be helpful, the internal implements on social media can be used in your scrutiny.

What do I do with a social media review?

Social media reviews help you find concentrations, inadequacies, and opportunities in your social media strategy. Use it to target a more defined audience, improve your social media strategy, and worked very hard to not smarter.

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To understand what is working or what is not in your social media strategy.


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Any time you are considering changing your policy or at least once a year.


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No. While they can be helpful, the internal implements on social media are supported in your inspection.


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Social media reviews help you find fortitudes, fragilities, and opportunities in your social media strategy. Use it to target a more defined audience, improve your social media strategy, and work harder not smarter.


Social Media Audit Conclusion

A social media audit doesn’t have to be long or tedious.

If you follow what I’ve outlined in this article, you can complete yours in as little 30 minutes.

Every social media platform offers analytics and insights that you need to improve your social media marketing strategy and speak to your audience in their language.

Preparation and making are essential to a successful audit. That’s why a simple spreadsheet is so handy.

You’ll want to keep a record of how these numbers increase or abridge over go. That highway, you can draw conclusions about what’s working and what’s not.

Set a schedule to perform your examines, more. You could do them on a weekly, monthly, or quarterly basis.

Don’t be afraid to experiment by trying out new social media structures. You can add these to your next audit.

Set aims based on the collected data, and you’ll be consistently proliferating your social notes over time.

What do you think is the most important part of a social media examination?

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