How to Use a Social Media Audit to Increase Traffic and Followers
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The webinar on August 20, 2015, covers the importance of conducting a social media audit to enhance traffic and followers. Key topics include analyzing the effectiveness of current social media strategies, optimizing content for audience engagement, and providing actionable insights through a structured audit process. Participants are offered a 25% discount for the Inbound 2015 event and access to additional resources for aligning social strategies with business objectives.
![Thursday, August 20th, 2015
#SocialMediaAudit
[Webinar]
How to Use a Social Media Audit
to Increase Traffic & Followers](https://image.slidesharecdn.com/howtouseasocialmediaaudittoincreasetrafficandfollowers-150820191026-lva1-app6891/85/How-to-Use-a-Social-Media-Audit-to-Increase-Traffic-and-Followers-1-320.jpg)
How to Use a Social Media Audit to Increase Traffic and Followers
- 1. Thursday, August 20th, 2015 #SocialMediaAudit [Webinar] How to Use a Social Media Audit to Increase Traffic & Followers
- 2. Housekeeping • This webinar is being recorded • You’ll get an email within 24 hours with the slides and the recording • Stay tuned for Q&A: 25% discount code to INBOUND 2015 • Ask questions on Twitter using #SocialMediaAudit
- 3. Presenters Erica Moss Community Manager, Bitly @ericajmoss Brittany Leaning Content Strategist, HubSpot @bleaning
- 4. Webinar Agenda Defining a Social Media Audit Method: Frequency, Timing Audience: Content, Messaging, Engagement Appearance: Format, Style Analytics: Driving Leads and Traffic
- 5. As Defined by Graphique Creative: Social Media Audit is an essential step before diving into the social media waters. It's a "social playbook"; a detailed how-to founded on research and insights gathered both internally and externally about your brand. From the evaluation of your existing initiatives to a comprehensive competitive analysis and detailed online brand representation report, a Social Media Audit accomplishes the Research and Discovery phase of any long-term strategic plan, but without a heavier financial commitment.
- 6. Get a pulse check on what’s working & what’s not Brand perception Optimize your posts based on your audiences & goals …. Basically:
- 7. Templates
- 9. In what timeframes are you posting things? How often are you posting things? Does higher posting = higher engagement? Questions to Consider
- 10. Company Size-Specific, Most Interactions Per Post Source: HubSpot Social Media Benchmarks Report
- 11. Industry-Specific, Most Interactions Per Post Source: HubSpot Social Media Benchmarks Report
- 12. Best Time to Post on Facebook Source: QuickSprout
- 13. Best Time to Post on Twitter Source: QuickSprout
- 15. Best Time to Post on LinkedIn Source: QuickSprout
- 16. Best Time to Post on Pinterest Source: QuickSprout
- 17. Best Time to Post on Instagram Source: QuickSprout
- 18. Best Time to Post on Google+ Source: QuickSprout
- 20. Don’t forget to include images! Source: SocialMediaExaminer
- 21. Don’t forget to include images! Source: Buffer & B2B Marketing Mentor
- 22. Appearance: Format & Style
- 23. Are the cover photos and profile pictures current? Are the images being shared an optimal size? Are you using stock photos? How do you interact with other brands? What things are “liked” by and on your page? Questions to Consider
- 24. Use proper image dimensions Test post frequency for your company size/industry benchmark Integrate Social with your other marketing channels (email, landing pages, etc.) Add social sharing images and follow buttons in emails and thank-you pages to offers Optimizing Social Channels
- 25. Consistency
- 29. Is your About copy updated? Are you taking advantage of the real estate? What types of comments are common? What is the brand sentiment? How quickly do you respond? Are you posting content based on different customer personas? Questions to Consider
- 33. Analytics: Driving leads and followers
- 34. Create an Editorial Calendar
- 35. Once you know the best frequency, schedule your posts:
- 36. Analyze Your Posts: What are people clicking, when, and why? Record your findings.
- 39. Facebook
- 40. Twitter
- 41. LinkedIn
- 43. Bitly
- 44. 9 Key Takeaways 1. Use a Social Media Audit to create custom goals per channel 2. Cross-Promote Your Social Presence 3. Share Useful, Valuable Content (i.e. quality > quantity when posting) 4. Post More Pictures and Videos 5. Have Great Avatars & Cover Photos 6. Automate & Tweet on the Fly (a good mix of both, but mostly schedule at optimal times) 7. Find, Follow, & Build Relationships with People in Your Industry 8. Offer Incentives to Fans/Followers (contests, etc.) 9. Be consistent
- 45. 25% DISCOUNT CODE FOR WEBINAR ATTENDEES, EXPIRES AUGUST 31: BITLY15 Learn how to match social strategy to business goals in this ebook: http://bitly.is/smStrategy
Editor's Notes
- #2: Christine
- #3: Christine
- #5: Erica
- #6: ERICA
- #7: ERICA
- #8: Erica What to cover: record the social channel or network, the url, the profile name, primary owner of that channel if it’s not you, the # of fans/subscribers/followers, post frequencies, and about/descriptions. You can customize a social media audit report to your company’s liking, i.e.campaigns you are promoting on certain channels, etc. but it’s essential to have a framework of what’s going on and the theme of your brand’s social media presence.
- #9: BRITTANY
- #10: BRITTANY
- #11: Brittany “HIGHER POSTING DOES NOT EQUAL HIGHER ENGAGEMENT” == this slide and the next prove that In the above graph, you'll see there is no clear correlation between posts published per week (blue) and interactions per post (orange). If there were a correlation, those dotted blue and orange lines would follow a similar pattern. In order to compare yourself to a company size benchmark, the following saw the most engagement from the amount of social posts/week: <1 post/week: company size 201+, 1-3 posts/week: company size 11-50, and 50-200 3-10 posts/week: no company size saw the most engagement from posts 3-10x a week 10+: company size 1-10
- #12: Brittany In order to compare yourself to an industry benchmark, the following industries saw the most engagement from the amount of social posts/week: <1 post/week: Real estate, software/tech, hardware, business/finance 1-3 posts/week: nonprofit/education, healthcare 3-10 posts/week: manufacturing, marketing services 10+: consumer/retail/ecommerce
- #13: Brittany
- #14: Brittany
- #15: Brittany
- #16: Brittany Best days are TUES WED THURS. You get the most clicks and shares on Tuesdays, 10am-11am and the best times to post are 7am-8am and 5pm-6pm. Worst times to post are Monday and Friday for US based time zones. 93% of B2B marketers rate LinkedIn as the top B2B social media lead generation source. (LinkedIn is primary B2B audience so that makes sense)
- #17: Brittany
- #18: Brittany During work hours, an average of 22.5 per 1,000 instagram followers interacted with videos posted by Fortune 500 companies. During off hours, 33.4 per 1,000 followers interacted with the content.
- #19: Brittany During work hours, an average of 22.5 per 1,000 instagram followers interacted with videos posted by Fortune 500 companies. During off hours, 33.4 per 1,000 followers interacted with the content.
- #20: Brittany (recap of last section)
- #21: Brittany (talk about stats in these charts)
- #22: Brittany (talk about stats in these charts)
- #23: ERICA
- #24: ERICA
- #25: ERICA
- #26: ERICA
- #27: ERICA
- #28: Erica
- #29: Erica
- #30: Erica
- #31: Erica
- #33: Erica
- #34: measuring social success engagement brand
- #36: Brittany
- #37: Brittany HubSpot social tool, Simply Measured, etc.
- #38: Erica or Brittany measuring social success engagement brand
- #39: Erica or Brittany
- #40: Erica or Brittany
- #41: Erica or Brittany
- #42: Erica or Brittany
- #43: ERICA
- #44: ERICA
- #45: Brittany
- #46: Erica