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January 18

How to Conduct a Social Media Audit

By Kris Kozamchak

January 18, 2022

When was the last time you conducted a social media audit for your company? You’ve been posting on LinkedIn, Twitter and YouTube but do you know if your investments are paying off? 

If you’re interested in a detailed discussion about “How to Audit Your Social Media Channels,” join our free webinar on January 27th, 11:00 am Central. Register here.

What is a social media audit?

As a B2B marketer, it’s easy to get overwhelmed by social media networks. You need to choose the right social media channels for your business. But, before that, you also need to know which channels are working for you. That’s where social media audit comes into play.

A social media audit is the process of reviewing your social media performance to see how it aligns with your company’s business goals and KPIs. 

Are you optimizing your social presence to heighten brand awareness, build relationships with your customers, generate leads? How are you doing compared to your competitors? Are there pockets of opportunities that you can capitalize on?

social media audit process

What are the steps in a social media audit process?

Before you start diving into metrics, it is important to have a roadmap to make sure you cover all the bases. Here are the steps we follow in our social media audit:

  1. Understand your company’s goals and KPIs
  2. Conduct social media audit
  3. Benchmark your competitors
  4. Develop guidance
  5. Implement adjustments
  6. Review success
  7. Repeat

How can I conduct a comprehensive social media audit?

There are several ways to conduct a social media audit. Some social media scheduling tools like Hootsuite even offer free social media audit templates.

Here at Forward Vision Marketing, we like to reference the PESO model when conducting our social media audit. 

What is the PESO model? PESO stands for Paid, Earned, Shared and Owned media. We find that using the PESO model lens as we examine our social media metrics allows us to have a more integrated approach to optimizing the benefits B2B companies get from social media.

social media audit PESO Model

What are examples of Paid media?

  • Social media ads
  • Boosted Content
  • Fan acquisition
  • Lead generation
  • Sponsored content
  • Paid publishing

What are examples of Earned media?

  • Media relations
  • Influencer relations
  • Investor relations
  • Blogger relations
  • Link building
  • Word-of-mouth

What are examples of Shared media?

  • Organic social
  • Reviews
  • Social forums
  • Social monitoring
  • Private social
  • Media sharing sites

What are examples of Owned media?

  • Blogs
  • Videos
  • Webinars
  • Podcasts
  • Employee stories
  • Customer stories

We’ll be showing examples of the PESO model in action during our upcoming free webinar on How to Audit Your Social Media Channels.” We’ll be focusing on the social media channels that many B2B companies use in their marketing. This includes LinkedIn, Twitter and YouTube.

Here are some things you might be surprised to learn during your social media audit:

  • How often your competitors post on social  
  • How most are not using hashtags properly (an opportunity for you)
  • How the number of social media followers does not necessarily equal engagement
  • How to engage influencers and thought leaders in your industry
  • How popular talking-head videos are
  • How long should your YouTube videos be
  • How long to keep your videos on your YouTube channel and when it’s time to archive 

All the above and more would be covered during our “How to Audit Your Social Media Channels” free webinar. Register here. See you there! #WeSpeakTech


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