Do you need a social media audit to reach your goals?

Bravo for you and your organization if you’re using social media. But do you know if it’s working? When was the last time you sat down to review your efforts and your results? Probably a while.

Take a look
Maybe it’s time for a social media audit. This need not be a painful process. It starts with looking at all of your existing social media profiles. Is the profile or bio information complete? Is the social platform actually being used, or is it dormant? Is there an editorial calendar to guide publication? Are you integrating your social media and content marketing activities? Do you know why you chose to be on each particular platform? Are you reaching the right audience there? How is it working for you? Take a look at the analytics offered and spend some time reviewing your results.

Compare and contrast
Have you compared your social media accounts with those of your peers and competitors? I’m not suggesting you copy what they’re doing, but you should know what they are publishing and sharing online.

Strategize and measure
Probably the most important thing you can do is to revisit your goals and objectives – the big picture. NOT your “social media objectives” but your business or organizational objectives. Is your use of social media helping you to reach those objectives? Take a look at every piece of measurable information you have, from Twitter Analytics to Facebook Insights to your Google Analytics and more. The detailed info in your Google Analytics should help you figure out how much of your website traffic is coming from social channels. In addition to output-based measures, you also need to study the outcomes. For example, if you’re trying to get people to buy something, are they?

There’s a lot more to a social media audit, but the first step is to recognize that you need one.