How to spring clean your social media
09 March 2017
Posted by: Olivia Palmer
Give your social media accounts a spring clean
In the third article in our Social Media Strategy series we turn to social media audits. A simple, regular audit is all that’s needed to monitor your social media presence, check you are targeting the right audiences, projecting your brand accurately, in control of IT security and taking advantage of any new social media channels.
A social media audit is really an official inspection: a useful checking procedure that can be carried out by associations efficiently using lists and spreadsheets.
Step One - Google your organisation
The first thing to do is to find all your online profiles, every instance of your online presence, no matter how old or little used.
Using a spreadsheet list all your social networks. The most common are Facebook, Twitter, LinkedIn and Google Plus, but make sure you also check out You Tube, Instagram and Pinterest, for example.
Also, do a Google search of your brand identity and find all unofficial accounts especially ones set up by spammers. Make a separate list and delete or report them.
What are your objectives?
Evaluate what you want from all your social media profiles and list the objectives.
“Ask yourself why you are using Facebook, for example,” says Lynsey Sweales Director at Digital Marketing Agency, Socialb. “Your objective might be to use Facebook because your target audience use this channel and it allows you to provide a support network for your students.”
If Twitter’s your main platform your objectives will be to increase brand awareness, get instant feedback on your products and services and to promote your blog and videos etc. and drive traffic to your website. Also, look at what your competitors are doing and if you can learn anything from them.
An audit is a bit a like a ‘spring clean’ – a chance to check that your brand identity is up to date. Are your photos good quality images? Make sure you check that the text included on profiles and biographies is accurate and current and that all the contact details are correct: web address, email and mobile number.
You’ll also need to ensure that your IT security is fit for purpose and your social media passwords are safe. The advice from experts is to centralise password ownership to reduce your risk profile and keep your data safe.
Planning for the future
Looking ahead, what plans do you have for increasing your online presence with new channels? You will need a process for approving requests to launch new social media channels and will have to establish criteria such as target audience, posting content and responding to content.
“This is a really useful planning technique and worth reviewing the whole social media audit on this,” says Lynsey. “Plus, it’s also important to review existing social media accounts and work out the best times and days of the week to post for each one. Also make sure you look at what traffic to the website each channel is generating using Google analytics.”
In summary, Lynsey concludes: “Taking the time out every three months to audit/review the social media work you are doing is always invaluable. Things change quickly online, even more so on social media and with all the hours and hard work you have been putting in to these channels to create and manage content it’s important to ensure everything you are doing is being done for maximum opportunity.”
There is lots of online information and good advice on social media strategy audits. See for example the hootsuite.com website.