November 26, 2018 Heather James

Communications Audits Explained: Part 1- Social Media

By TVG Staff

When people unaware of your company look you up, one of the first things they’ll find are your social media profiles. With that in mind, it’s important to make sure that your social media is up-to-date and accurately represents your company’s goals and culture.

To make the most of social media platforms, many companies choose to do a social media audit that examines all current social channels and their performance. Although it sounds like an intimidating task, a social media audit can be broken down into a few simple steps.

 Identifying Social Media Channels

First, make sure you know where your company has profiles on social media. It’s entirely possible that there’s a profile somewhere that’s been forgotten about, so gather all your information in one place.

Once you’ve done that, pull the numbers on your social channels. Look at Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest, and Snapchat. How many followers does each have? What’s the average number of likes or shares of your content?

From there you can answer a few questions. Which profiles get the best engagement? Take note of what your most successful social media moments have been.

Looking at Content

Once you’ve identified your most popular posts, it’s time to examine what makes them unique. Do they have attractive graphics, or an interesting story, attached? Is there something that you’re doing in one channel that you aren’t doing elsewhere?

Look at the interactions that followers have with your content, and think about how and why they’re engaging. If there is a “call to action” in the post—some statement urging followers to comment or share—then that may be what has prompted them to engage. Do you have other posts that could be altered to be more interactive?

Social Media Strategy

Getting a holistic idea of your content will allow you to think about how your social media strategy might change going forward. What methods and techniques have worked in the past, and how can you expand that going forward?

Write a set of guidelines for your social media in terms of what sort of content you want to focus on, and how frequently you want to post. This will help keep your ultimate goal in mind—communicating effectively with your audiences—with each post you make on social media. Finally, ask yourself some questions: How are you making your social media channels distinctive and how are they uniquely representing you?

Social media is a powerful tool that can greatly benefit a company if used correctly and to maximize the benefit for the time invested. If you are interested in improving your social media channels but don’t have the capability to do your own social media audit, get in touch with us—we’ll do all the hard work for you, and present you with a set of social media guidelines to help your company’s profiles become stronger.

Want to learn more about communications audits and how TVG can help your company maximize its exposure via social channels? Call us at (314)991-4641 for more information. We would love to hear from you!

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