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To have a excellent management of social networks and media you have to have one first good training and a good basewhich is obtained with the previous study.
These bases will allow the community manager develop the right analysis skills subsequently perform correctly in their work environment.
That is why we invite you to stay with us in this entry, where in addition to laying the foundations for what in the future can become a powerful digital marketing strategywe will also be teaching you with some practical examples small tips to keep in mind.
What is a social media audit and what is its importance?
The first thing to take into account to be able to enter the matter, is that the social media plan is a conglomerate of communication media These include blogs, fan pages, web pages and of course social networks. Understanding the above We say then that an audit of social media type is a previous and necessary step to any social media plan or marketing strategy in general.
In this step the auditor and the applicant are allowed to know how the project or company is performing in the digital world. If the company were to have deficiencies in some aspects with respect to competitors, in said audit they should be reflected in broad strokes and then in detail each one of them. The audit is a process that throws all the information needed to build the starting point to carry out a effective digital marketing strategy.
Therefore, start a growth strategy for social media without this vital process, would be equivalent to going to the market tied up and blindfolded. Understanding this we can say that the social media audit is of vital importance for there to be organic growth of followers, views, interactions, in each of the networks and media of a brand. All this at the end of the day translates into higher quality of public and higher sales.
What are the objectives of doing a social media audit of my company?
Let us now get to know what are the main objectives when carrying out this process in our company or project.
Social media audits are mainly used to do 3 things:
See the state of the communication media of the company or project. At this point it should take into account various factorsstarting with the company’s website, should review the organic flow of visitors and evaluate the level of conversion obtained, as well as interactions to the content. At this point you should also review all the numbers in each of the company’s social networks.
As well as the emails and messaging accounts such as Telegram for business and WhatsApp Business. Note-taking regarding the type of marketing strategy used so far in each social profile. It is also very important to study the advertising campaigns paid in advance. At the same time you have to evaluate if the expected result was really obtained in the positioning of the company name.
See how you find the company with respect to the competition. Once the information of the company has been obtained and from that starting point, it is of vital importance identify those brands that are as close as possible to our position either above or below in statistics. What is sought with this strategy is identify what mistakes competitors are making below our mark and make a note of them to correct or avoid them in the future.
At the same time they must identify the strengths of strategies used by peer brands that are above our company in positioning, all this in order to take note of their strategy to adapt it to our project in the future. The parameters to be evaluated must be the same as those that were evaluated in the project itself, that is, the website, social media and paid advertising strategies.
According to the results, see what can be taken advantage of and exploit new opportunities. When we as auditors we have already achieved the two previous objectivesthen it’s time to go look for the goal final. For this you can use what is known in administration as SWOT analysis.
This is nothing more than the study of strengths, weaknesses and threats in this case of communication environment of the audited brand. In order to identify the opportunities that are being wasted in the strategy, exploit them to the maximum, to achieve growth in sales and a rise in position relative to the competition.
Learn step by step how to perform a social media audit for your company
Now if we will see in greater depth How can we develop a social media audit? for your company or project.
Go for it:
analyze website
At first sight when loading a company website, there is one element that should immediately shine and that is the project logo. With this, the identity is created immediately, so it must be easy to identify and therefore it must be placed in a good position.
Which brings us to next pointthe page must have a responsive design. This means that regardless of the screen size of the device from which it is accessed, all the elements, images and paragraphs should look good provided including the brand logo.
Then the home of the site must provide enough information so that the user who arrives for the first time can quickly identify what the brand is about. and you can know what you will find if you browse the web a little more. Besides, the contact information must be accessible to the user in order to convert him into a client. After quickly assess these visual factorsWe can now move on to a deeper analysis.
Content and its purpose
The content of a site is the one that will define if it will be a blog with quality issues and interest for readers, if instead it will be defined as an online store, or even simply a company website. Based on this, the content must have a clear direction, to increase user conversions. This opens the way to the next point and that is that the information must be very well structured following a previously established hierarchical line. If this is not so, at the time of do the audit, we will already know that it is one of the errors to be corrected.
Search Engine Optimization
This point is better known as SEO for its acronym in English and it is the one that is most convenient to have up to date if it is about uploading numbers. Since, as the title says, it includes a complete improvement of the site so that it is easy to find in search engines organically. The first point to note regarding the SEO Are the content keywords place.
Keywords are understood as one or multiple terms combined, these are used to find relevant information in web search engines. When a website has an article with a good combination of keywords for “breed dogs”. It is more likely that that article is positioned when a user types something related in the Google search bar.
A simple way to optimize an article for the topic “breed dogs” can be using this phrase in the title of the article and perhaps in some subtitles and within the text. But in order not to saturate the entry with a keyword, it is also recommended use synonyms or even play with the position of words. Examples “breed canines”, “breeds of canines”. A keyword is usually the term most used by users when looking for solutions to their problems.
Therefore, the easiest way to find keywords is with the google auto fill. It is also possible to use the related searches of Google located at the bottom of the browser. Instead, if you want to get the search volume, the CPA, or even the percentage of use of the competition then you can pay a small subscription to use those services.
Another factor that will help you score points against the Google ranking algorithm is he internal linking. That is, that from your articles there are links to other articles that answer other user questions as long as the relationship stays on topic. The final factors that will also be decisive in the issue of SEO, is the page speed and accessibility.
For these two factors to exist, several things must be taken into account:
- No repeat information
- use images light
- Structure the place neatly
Since https://tools.pingdom.com you may measure the speed of your website.
And these are the names of the plugins that together will help you reduce the weight of the images on your WordPress website without ruining the quality:
Analyze the target and buyer person
Before each purchase, the customer usually goes through a process comprised of 4 phases:
- The The first is to realize that you have a needthis is followed by second stage of the investigation in which the client begins to investigate everything related to his problem and the possible solutions.
- The third phase allows the customer to make the decision to do something about his problem, and finally in the action phase the customer proceeds to purchase a product or service, or at least some free trial.
- Therefore, it is our duty to guide the customer even from the first phase, that is to say, we have to make him see that he has a problem and that he will find the solution with us. This can only be achieved having the Target and the Buyer Persona well defined.
A good target is a group of people who, according to their:
- Location
- Gender
- Age
- Marital status
- Values and beliefs
They fit the sociocultural profile of people who would be interested in our product. And our entire marketing campaign should be directed at them. That is why in order to define This we must know perfectly the need of the client. Secondly, a good Buyer Persona is that ideal retail group derived from our target and that meets all the characteristics to be a buyer of our product.
A Buyer Persona is an idealized construction according to the digital and sociocultural profile of our Target, a Buyer has very specific characteristics that make him an assured buyer. If we see it through the lens of statistics, we would say that the Target is our population and that our Buyer is the sample. Therefore, as in the statistics to build the profile of a good Buyer Persona we need to conduct surveys of our current customerspotential customers and also all our target.
What should be collected is:
- Who?
- What drives it?
- What do you need?
If he target and the buyer weren’t built this way we’ll know what correct for the next marketing campaign.
Analyze social media marketing
Analyze social media marketing It boils down to knowing the flow of followers obtained over time. That is why the first step for this analysis is to know the exact number of followers in each network of our social media. Next thing we need is to know how many followers have been gained in each month of the campaign for this we can use the analytics that they provide us Facebook, Twitter, YouTube, Instagram.
This will help us being able to see which publications and in which months had the best results. But the work does not end here, for the analysis to have greater validity it is necessary know the behavior of users regarding each publication. To do this, we must first know the number of impressions, that is, the number of times that our publication came out to different users.
Next we must analyze which posts had the most likes, comments, retweets either shared, and a very important fact clicks, since this last data gives us a group of users even more interested in our products or services. There is a very important point also of great weight in the networks and they are the mentions of our brand by usersthat is why the latter must also be analyzed from each publication.
Let’s look at a quick example of Facebook Analytics:
In the part high dashboard we found the general information about our site, number of users, new users per month, and weekly metrics. But the most interesting thing we find going down a little bit, we have cards with user activity over time, another impressive factor is how Facebook manages to collect for us from which other networks users come.
And finally, a very conclusive piece of information for our analysis, which is a top of the post what:
- generated more income
- generated more clicks
- they had more comments
- were more shared
If we keep going down we will surely find data on the sex and place of residence of the users who see us the mostwhat we It will allow optimizing the previous step regarding the target and the buyer person. It should be noted that Facebook Analytics is totally free Like the most common social media analytics, LinkedIn, Twitter, Pinterest, Instagram. On the other hand, if you want to try some external software to the networks you can try with Hoot Suite Analytics.
Analyze profiles on social networks
At this point in our audit we will already have in our possession enough information to know if we are really doing things right as far as content is concerned. Even so, there is a small list of factors that we have not taken into account so far in each profile of our networks and it is time to do so.
It is important to analyze:
- The frequency with which share post.
- The type of content of the post (images, videos, audios, text).
- The design template of the posts and specifically in Instagram the design of the feed.
- hashtags.
- calls to action in the posts.
- Comments and doubts are being answered of users and response time.
- How many negative comments have been receivedand how the situation has been handled.
- Publications with dislike
All these factors may seem insignificant next to the abovebut they will allow us as auditors to have a greater notion about what type of profile we are assuming in the various networks and how to improve.
Study the Ads campaigns carried out
Campaigns are one of the last steps in creating a marketing strategy Well, first the target audience must be established and of course the entire environment must be prepared to achieve conversion. So this is also one of the steps end of a social media audit though that doesn’t make it any less important.
since this will allow us to check that really everything else is running smoothly. What is advised to know that a campaign is well Google either Facebook it’s working, it’s compare the investment that was made with the number of clicks received on each advertising banner and on each purchase received by an ad.
The good thing is that both in Facebook for Business and in Google Adwords and Google Ads we can easily visualize that informationand from there it is up to us as auditors.
Do company egosurfing
The egosurfing It is a practice to which some celebrities and public entities are addicted, because as the name says is to search for oneself in Google to know what is said about us. But unlike the ego of the artists to the auditors of companies and digital projects if it is beneficial for them to carry out this practice.
This is because if it were the case that the company is being defamed on the networks or on pages, the auditor can be aware. There are two easy ways to do egosurfing the first is just type the company name into Google. And the next way is by accessing a section of Google called Google Alerts. Must log in and type company name which we want to track, and click on the button “Create alert”.
This It will send us an email notification with the article or page in which the audited company is being mentioned. The important thing about this tool is that has virtually no limit and therefore receives any mention regardless of the social network.
Monitor brand positioning
Obtain the position of the audited brand is one of the longest tasks in this process of hearing Y analysis. Start with doing a little search for the brand name on major networks and search engines. With the purpose of see the position we have in each of themthen you should take note of the closest competition.
Now what we have to do is start with each of these companies a kind of mini-review with all the points of this post. The auditor must try to be precise but without going into too much detail, also because by not having access to the official accounts of the competition we will not have access to all the metrics. Any statistical information that can be collected about the networks and websites of the competition will allow the auditor to have a greater notion of the position of the audited company compared to the others.
Social networks