As a marketing professional, it’s easy to be too close to what you are doing, to lose sight of the forest for the trees.
Social media is no different – especially for an agency.
Whether you handle a clients’ social media or not, it is your responsibility to occasionally audit your clients’ social presence to ensure they are following best practices.
If the client is NOT a retainer client, it is a fantastic opportunity to provide value, remind clients that you offer services OTHER than what they currently use, and even upsell a new service or project. If you already maintain their social media presence, then an audit just makes you look that much more ON TOP OF YOUR GAME. It helps you view the client with fresh eyes, re-evaluate your social and content strategy, and rejuvenate activity.
A social media audit can be done one of two ways:
As far as timing goes, it can be attached to major company milestones, such as before a product or advertising campaign launch, after an acquisition, or when someone new joins the marketing team – to see if tactics need to change – or it can be done on a calendar basis. Please don’t make it an annual process, though; do it more often.
What is a social media audit?
An audit reviews all social media assets, compares them to company goals and metrics, then determines if changes need to be made. On a simpler level, it can simply be a review to ensure the client is following best practices. If you Google the term, you’ll find all kinds of great resources.
A few things to consider include:
Sometimes a frog is just a frog – and
. Think of a social media audit as a kiss… either a kiss of death bringing issues to light, so you can transform it into something princely… or a kiss of affirmation that you are doing everything right. Either way, it only helps.
Top blunders your clients are probably making
Most companies (and even agencies) are consistently making blunders in these specific areas. So if you aren’t sure where to start with your audit, start here.
Success with social media comes down to understanding your strategy, understanding your audience, and creating something that fits both while accomplishing your end goal. Regular audits should measure against all of these things, and help you drive change.
Don’t be afraid to make major changes, if what you are doing doesn’t work for you. CHANGE IS GOOD.