We Like Audits and You Should Too

Blog Post by Sarah Malcolm, Chief Digital Strategist at The News Funnel

Connect with Sarah on LinkedInTwitter or Email


If the word “audit” causes your cheek to twitch and sends your blood pressure through the roof, chill. Social media audits are--dare we say it?-- a fun kind of number-crunching. Why? By the end of a social media audit, you have opportunities for celebration by revealing successes, a more efficient strategy by cutting wasted tactics, and creative inspiration for new campaigns moving forward. Content leaders know social media audits empower a successful content strategy.

Who should be auditing?

Everyone with a content marketing strategy should practice auditing. It doesn't matter if you have a social media manager or not. Nor does the frequency of your posting schedule. Both scattered publishers with a haphazard strategy and frequent content creators super meticulous about updates learn valuable information from a social media audit. For sporadic posters, an audit might provide the guidance you’ve been seeking in your content marketing efforts.

What are you going to learn in an audit?

Digging down into your social media data reveals what's working, what could be improved, and what might need to be ditched. Shine light on what social media channels produce results and what type of continent is getting the best play on each network. By the end of a social media audit, you should know what your return on investment and have a plan to grow those numbers moving forward.

How you do run a social media audit?

To tackle a social media audit, start by establishing a schedule. Every company is different. You may want social media audits monthly or quarterly. Regardless of when you want an update, keep to the schedule to stay accurate and accountable. Don’t skip this important part of your content marketing strategy.

Next you need a spreadsheet so you can customize your data and track all of the metrics you need. Generally, a social media audit spreadsheet includes the brand profile, the posting frequency on each channel, the follower count, the traffic, and other channel metrics. Keep in mind that you may be tracking specific metrics by the social media channel. For instance, on Instagram you cannot track shares, but you can measure shares on Facebook and Twitter.

You will want to compare changes both month-to-month and year-to-year. The reason is you may have conducted a specific campaign in a certain month that will skew the month-to-month results, but when looking year-to-year, you could see performance growth.

Once you have a regular audit schedule and a spreadsheet in place, there are other factors to analyze as part of the process. These should include:

  • Brand consistency on all networks, specifically looking at images and profiles

  • Top-performing posts on all channels and analyzing what made them successful

  • What social media networks are driving traffic to your network. Look at the Google Analytics acquisition report

  • Compare actual demographics to your planned social media user profiles

  • Create new objectives and goals for the upcoming term

  • Compare your accounts to the social accounts of influencers to see what their audience responded well to

Use our social auditing experience

We recently completed our most recent social media audit on our networks. The content team walked away reenergized about our work and armed with a better sense of what content engages our audience. We believe in the value of social media audits so much that we offer our services to help you conduct yours. When The Content Funnel team analyzes your social media, we identify the top-performing channels and social media posts that users engage with. Trust us, a social media audit is painless and the most helpful thing you can do to improve your content marketing efforts.