You must be using different social networks to reach out to customers and increase your sales. But have you performed an audit on your social media strategies? Remember that social media marketing is an ever-changing area, and you need to revise your plans timely.
For example, the attitudes of people have greatly changed in the wake of the coronavirus outbreak. So you have to perform a marketing audit to save your brand’s reputation and survive during the pandemic. In this post, you’ll learn how to audit your social media marketing strategies to reduce your financial loss during the COVID-19 pandemic.
What is a social media marketing strategy?
Advertising through social networking websites/apps is now the most common way to find potential customers or keep in touch with previous ones.
Making money on social media platforms has become the priority of many brands and even individuals. In fact, you can’t find a faster and more cost-effective method for brand awareness, advertisement, and sales. So almost all large, medium and small companies are using top social networks like Facebook and Instagram to grow their businesses.
Of course, it’s really hard to win this competition. Getting more followers on social media and convert them into customers is a time-sucking process. Not all business social media account is successful in marketing these days. Remember that building a strong marketing strategy for social media is essential if you want to reach success.
Social media marketing strategists usually define a strong strategy’s components as follows:
- Conducting competition research
- Setting goals
- Defining the target audience
- Choosing the right social platforms
- Generating compelling content
- Scheduling your social media posts
- Engaging with your followers
- Analyzing your performance
Why social media audit?
As mentioned earlier, social media marketing is constantly changing, and you can’t rely solely on a single strategy. For example, TikTok is one of the newest social platforms and is the fastest-growing network in the world. So you can’t ignore it in your marketing strategy. That’s why you need to revise your plans from time to time.
Also, the world’s economic circumstance is continually changing. So the behavior of people and social users will shift gradually. For example, the coronavirus outbreak has greatly changed the sales patterns in the world. Many brands have lost their assets, and some others have taken advantage of the new normal. So you can’t be indifferent in such conditions.
You need to keep tracking the new trends and revise each component of your marketing strategy. Fortunately, social media marketing is playing a positive role during the pandemic, and with a good revision, you can save your brand in the market.
So if you’ve built and implemented a social media marketing strategy before the pandemic, it’s time to audit it. An efficient social media audit can greatly help you revise your plans and adapt them to the newest requirements.
A step-by-step guide to audit your social media marketing strategy
You need a smart way to track and analyze your social media marketing results and figure out the weaknesses and strengths. In fact, the audit is the process of recognizing what can help during the pandemic, what should change, and what new techniques should be utilized.
It’s necessary to perform your audit based on a systematic approach to avoid missing any item. Remember that every mistake can lead to significant losses. So you have to define the audit process before embarking on it. Here is a step-by-step guide to audit your social media marketing strategy:
Put all your social media profiles in a spreadsheet
First, you need to know what you have and what you have to do. This is important to perform a systematic audit, and many resources like Social Tradia recommend paying enough attention to all the details of your social media professional accounts. To do so, make a spreadsheet, including all the information on your social accounts. You can prioritize your social profiles to be able to focus on the top platforms that the majority of your audiences are active.
Make sure all your social profiles have the same handles. This is of paramount importance in social media marketing to have a consistent presence on all channels. You can define new colors, themes, hashtags, tone of voice, etc. for the current situation and use them simultaneously in all your social media posts.
Revise your objectives based on the new circumstances
Now you need to check if your previous objectives and plans work best for the current crisis.
Try to list your objectives and consider them one by one. This will help you focus on the most important and achievable goal. Remember that you might be forced to ignore some of your previous goals because of the economic crisis.
One key to revising your goals is your budget. You can’t spend as much as you used to in the past. So try to be realistic in this stage.
Rewrite your bio
Bio also plays a significant role in broadcasting your message. When you want to audit your social media strategy, you have to rewrite your bio based on the new circumstance. It would be useful to include a message related to the pandemic into your bio. For example, #stay_at_home can be suitable and make your visitors feel you care about their health, and it’s good for your brand’s reputation, based on ReviewSide.
Also, let your audience know you’ve taken new measures like new selling conditions, discounts, etc. for the pandemic.
Use social media analytics tools to find the best/worst-performing posts.
Content is King! You must have heard this sentence. So when you perform a social media audit, you have to analyze your previous content. All top social media platforms have analytics to give you insightful data about your posts’ performance. Google Trends for SEO purposes can also be greatly useful in this regard.
You have to find your best and worst content in terms of engagement rates. Then, you can recognize your strengths and weaknesses to optimize your future posts accordingly.
Figure out the best times to post in the new condition
Another important factor you need to consider is the time for posting on each social platform. Remember that peak hours vary by industry, platform, and circumstances like the current pandemic. The best times to post on social media have changed because of the lockdowns and other limitations.
Try to update your posting schedule to get maximum exposure during the COVID-19 pandemic.
Use social media A/B testing
A useful technique to find out if your changes are of interest to your followers is by using social media A/B tests.
You have to change one item in a social media post and wait for the interactions. Then, you can figure out what is the best choice. For example, you can define two different sets of hashtags for your Instagram post and see which one gets more engagement rates.
Use social media polls
Another way is by asking your audiences directly. By using social media poll features, you can ask them if they are interested in the new changes or not.
Finally, when you finish the job, try to document all the changes so that you can use them in the future. Remember that you might need to review your audit after a while and update some factors according to the situation.
Nas Biachi is an online marketer with more than 4 years of experience in this digital industry. He is also collaborating with some well-known blogs to share his ideas with niche experts.