Start 2021 right! Conducting a Social Media Audit in Four Easy Steps

Editor's Notes

• #2: Hi everyone Welcome to todays masterclass where we will look at how to create your 2021 audit in four easy steps. My aim today is that you will be well prepared to create your own audit after this session so you can get even better at running your social media channels.
• #3: Before we jump right in, a few sentences about myself so you actually know who I am and why I am telling you all these things My name is Wiebke, I am a strategist – well a strategist can be anything and nothing. So what is is it I am doing? Bascially I am a Social Media consultant. I am helping our customers with their social activities. That means writing global social media strategies, playbooks, creating reportings, campaign analysis, educational workshops and also audits on a quarterly or yearly base. And all of this I am doing for Falcon, a Social Media Management Platform.
• #4: And who is Falcon? Since it is a Software Sumit I will tell you a few sentences about Falcon aswell. As I said before Falcon is a social media management platform that allows you to manage all your networks in one place. That means you are for example connecting your Facebook, Instagram and Twitter channels to Falcon and you can manage all these channels then through the software. For those of you that are focusing on Community Management you will get all your messages in the platform and can answer them directly from there. You can set service goals and make sure that your customer service is getting faster and better by measuring answering time or pre-writing templates for your top Q&A’s. If you are publishing a lot of content there is a content calendar in place that allows you to plan campaigns or scheduling content and collaboration across team. There are many more use cases but I think we should get started – if you would like to find out more about falcon you can come to our virtual booth. We will look closer into Data crunching,which is my favorite part. So let’s dive into the audit:
• #5: I divided the presentation in 4 parts so we can make sure that First of all – the audit you are creating is connected to your goals and KPIs Secondly you learn how to crunch the data And then of course also how to read the data And to ensure that all of this will be actually used, I will show you how I am usually writing quick and easy recommendations for my customers Last but not least we will of course also answer your questions,. I am sure there will be some along the way
• #6: The first step is to revisit the Goals we set for the year. What did you want to acchieve in 2020? And don’t drop off if you haven’ clearly definde them at the beginning of the year. Then you simply need to take a step back and look at the general marketing or company goals and translate your Social Goals from there. Which is a great exercise because you will directly learn how to define goals that are relevant for your business and you can already learn how to set new goals for 2021. Quick example – a company goal is to grow the brand, we on social can contribute to this by increasing awareness – voila, first goal defined. For those of you that have their Social Media goals already defined. What did you want to acchieve with your 2020 activities? Did you want to increase awareness of your brand or website traffic? Is customer relationship and loyalty maybe top of your list? I usually recommend 2-4 goals. After we revisited our goals, we need to define how we measure them Now we need to define how we measure these goals. Every goal should be connected to a set of measurable KPIs Let’s take increasing awareness as a goal. I guess this is one of the most common goal companies have. It can mean increasing awareness for your products, your brand or your company as an employeer. Increasing Awareness can be measured by Reach and Impressions. Now you only need to create your own averages from the past year which we will look into in the next step.
• #7: Preparing the data. Probably not the most fun part but if we prepare the data properly it will make our work much easier. If you have a Social Media platform you will be probably pretty fast since you can download all networks at once. If you are working natively you will need to go into every network and download the data sets manually. Once you have done that drop the data in a sheet. I ususally have a sheet for page data (Fans, Page Impressions and so on) and Content Data that has every piece of content that has been published as well es breaking it down by networks. And now the Filtering and Calculations can begin. A few tips from me when you do this: Filter out posts that had a Reach below 500, they usually screw out data and don’t really tell us much. But, notice how many of these posts you have and why you do so. I mean we want to reach people properly right? After that Create Totals and Averages. What is your Average Engagement per Post, average Impressions, Total Reach? Break this down by formats. Which formats works for you. And remember to also look into the KPIs you defined in the first step. If you for example have the goal of driving website traffic, don’t forget about looking at Reach. In my sheet I have labels – easy for campaign analysis (bonus) If you really want to be a pro you now start doing the same process for 2019 so you actually have data to compare with.
• #8: I usually work with a table like this to have my important data in one place. This is now a very basic overview but on the left side you basically just fill in your KPIs The table can contain whatever you defined in the Goals and KPI part. This is a great overview for your manager aswell – often this is one of the first slides I present. Also it allows us to see the development over the year. The image you can see on the right side is something I use for companies that have more than one brand. Let’s take Unilever – they would have different brands to analyze so this slide allows to judge the overall brand performance. You can of course do this for whatever KPIs. Engagement, Video Views, Link Clicks, Click through Rate, Cost per Click – whatever you need to look at.
• #9: Now we already prepared the data so we need to start reading it. That is probablty the trickiest part and needs some practice. Since you will be reading your data yourself – there is one thing you really need to watch out for – going into the data thinking you know what is coming. Keep and open mind. Some examples how I would break down the data are for example here: Top and low perfromer per brand – per network ; can you see content themes? As I said before, a deep dive into the different formats aswell – which formats work for you and which don’t?
• #10: After you looked at the big picture and broke it down on content level and format level – an idea could be also to look into campaign levels. Compare your seasonal campaigns Compare the budget Look into paid versus organic - and then the last step is also a very important one and a critical part How did the content published support your Goals? Did you actually push out publish that raises awareness?
• #11: The final step is to formalize all you findings. This is the slide that will bring you through the whole year. Let‘s start with the good things – what should you continue – what worked well (slide) Improve – what is already nice but needs to be improved? And what should you stop? Example reading out
• #12: If you have time left – do some network and channel hygene - Are the names of your channels clear Are the profile pictures right? Links and handles correct?
• #14: Lisa