Social Media Audit Process and Metrics

Contents

Social Media Audit

Social Media Audit: First thing to do is, audit the company website – What products and services they’re offering. What the company or website is all about. Company website audit is done to figure out what the target market, audience and business objectives is.

This Social media audit includes getting answers to the following key questions:

What is the company trying to achieve through social media marketing?
How good is the company in achieving its business objectives through social media?
Who is their target audience and why?
How good is the company in targeting customers?
How good is the company in building positive influence among customers?
How good is the company in engaging with the target audience?

Locate and audit all social media profiles URLs available on company’s website. Do they have a blog link or not.

Audit all social media ‘Meta tags’ integrated on Company’s website:

Open Graph
Twitter Cards
Pinterest Rich Pins
Google Structured Data

Audit the social media profile:

Audit Basic business info: on social media profile page
Social media profile of a company should be well placed in one of these categories where they belong to.

Facebook: Basic information on page

About – 155 characters to describe your Facebook page. This description appears prominently near the top of your Facebook page on both desktop and mobile. Be as descriptive and helpful as possible.

URL – The web address for your store, company, or brand.

Profile page username: Audit whether the profile username is similar to what the company/brand have on all their social media platforms. Example:

Facebook.com/CompanyBrandAAA

Twitter.com/CompanyBrandAAA

Instagram.com/CompanyBrandAAA

Here, CompanyBrandAAA* should be similar to what you have to your domain name: CompanyBrandAAA.com

*This will result in the better presence of that brand/company on WorldWideWeb / google/search engines.

social media audit - Facebook page design — Facebook Page Design

Evaluate Profile Cover page design: How it is designed and what message it has, does it match to the company/website texture. If there is any message on the cover page that text cannot exceed 20% of the cover image area (as per Facebook advertising condition should be matched).

Evaluate Profile Image: Profile image is used whenever you post and it is the first thing users see when glancing through posts in their news feed, so it is important to see if the profile image is well placed as per Facebook guidelines that are at least 180×180 pixel image size and the rendered image is well designed/logo.

Call to Action button: Audit if the call to action button is there and it is well considered according to the services they are offering. Currently this ‘ call to action buttons’ offered by Facebook.

Book Now
Contact Us
Use App
Play Game
Shop Now
Sign Up
Watch Video

Social media audit: basic information

Address
Business Hours
Start Date
Website Address
About (155 character limit)
Impressum (2000 characters limit) an optional field. In certain countries, such as Austria, Germany and Switzerland, businesses may be required by law to include a statement of ownership on their web presence.
Privacy Policy Link
Story
Page profile tabs: Audit if any customised tab is there. E.g. twitter tab, Pinterest tab, contest tab, services tab, or any static tab.

After auditing profile’s basic information. Now the main part of social media audit is to audit the post activity, post engagement, type of post and frequency of post.

Social Media Metrics:

Analysis of Metrics that show Page reach:

Number of Page Likes
Number of page Followers
Number of Video Views
% of Men
% of Women
Age Group
Country
City
Language

Analysis of Metrics that show post engagement:

Number of Post Likes
Posts per day
Post time (frequency)
Number of Post Shares
Number of Comments on Post

Analysis of Metrics that show revenue:

Leads, opportunities, and closed sales
Service opportunities that retain customers

Social Media ROI Key Metrics

Facebook Key Metrics

Likes
Engaged users
Reach
Impressions

Twitter Key Metrics

Followers
Mentions
Retweets

Google+ Key Metrics

Views
Followers
Shares

LinkedIn Key Metrics

Followers
Page Views
Unique Visits

Instagram Key Metrics

Followers
Likes
Comments

Pinterest Key Metrics

Followers
Impressions
Reach
Clicks

Analysis of page, user engagement and reach is done to audit whether the social media page is targeting the right audience (country, language, age group, interest, etc.)

Social Media Audit through Facebook Insight Report or we can use third-party social media Analytics Tools, just for an example: For Social media audit analysis, I have extracted analysis report of Bollywood Hot Post facebook page.

Following social media, the audit report is generated through Simply Measured Tool. All are organic report since no paid campaign has been done on this page.