How to Perform a Social Media Audit

How to Perform a Social Media Audit

What is it?

Although it may sound daunting, a social media audit isn’t as intensive as it sounds, it is basically performing a health-check for your various social media platforms. The audit will help you set realistic goals for your accounts and how to achieve them by analysing what is and isn’t working well. It will ultimately make your social media strategy more efficient and effective.

 

Why Would You Want to Perform a Social Media Audit?

A social media audit will help you understand your audience and where you are performing best. It can narrow in on areas that you are performing weakly, so you can make changes to your strategy and turn your followers into customers. Ideally, an audit should be performed every three months to help you keep in line with your goals.

Conduct a Social Media Audit in Seven Steps:

    1. Make a list of all your social media accounts and identify where the analytics are, if you are not already familiar. It is a good idea to keep track of analytics on a weekly basis to understand how well your posts are performing and when your audience is most likely to be online.
    2. Perform some basic admin by ensuring that all logos are the same across your platforms to make it easier for your audience to recognise and follow your various accounts. You may have a different style of writing and vary posts between platforms, but it is important to ensure that your brand identity is strong and consistent.
    3. Check out each page’s engagement metrics and make a note of how your account is performing. If you are trying to grow your followers, assess your total follower count and how many followers have increased over the three month period. On the other hand, you may be focussing on increasing audience interaction with the account, so you can examine the engagement data to see the figures for this period.
    4. Assess where and what you are performing best at and then plan to do more of it. If you are really good at making reels or videos and your engagement is highest with these kinds of posts, then focus more attention here to grow your page. At the same time, look at which type of posts aren’t performing well and assess why. It could be the type of content, or it might not be right for that particular platform.
    5. Take a look at other platforms and see how you could use your strengths to build up an audience where you might not have considered before. If you are great at writing humorous captions on Instagram, you might be able to find some success on Twitter too.
      It may be that you excel at getting clicks on your posts or stories, leading customers to your website or elsewhere. If you are, you may want to look at Pinterest and see how you can adapt your content for that platform.
    6. Check out similar social media accounts that are performing well and evaluate how often they post, what types of posts perform well and which platforms they have grown best on. Make a list of 5-10 accounts that are within your industry and use them as an inspiration. For example, if they are posting a lot of reels with high engagement rates or using their stories to update their customers, this is something that you can use as inspiration for your own account.
    7. Set realistic goals based on what you have discovered from your audit so you can measure the success of these in three months time. The information that you have gathered from the audit will give you direction for the accounts on different platforms and the areas that need improvement.

Conclusion

A social media audit is essential for all businesses and influencers, no matter what size. By adding an audit into your schedule, you are more likely to grow your social media following and increase the engagement rate. The analytics are there to give you information about your account and your followers, so you might as well use it to make your account the best it can be.

 

 

Brand Ambition and All in. Leeds

Brand Ambition and All in. Leeds

On Thursday 9 September, our Managing Director Sam and I went, in person, to a real life networking event! 

After plenty of time spent networking but all via Zoom, Teams etc due to the pandemic, the we headed to The Box in Leeds City Centre to spend the evening at the All in. Leeds reboot. 

The event was a bit of a refresher and restart from the group that was originally formed as a steering group and a way of bringing the agency world in Leeds together in a bid to encourage Channel 4 to move up t’ north (said with a strong Yorkshire accent) when the broadcaster was looking for a place to locate its new HQ outside of London. 

It was a coming together of agencies unlike anything ever seen in the city, with companies putting aside ego and competition for the good of the city to show just how much support there was for the move and just the sheer range of talent available in Leeds. 

With the group’s origins being based around bringing Channel 4 to Leeds, it felt quite appropriate that the first in-person networking event took place on the week that the new HQ for the channel was officially opened. 

Since the announcement of Channel 4 coming to the city, the group has moved on to focus on a whole range of other topics and issues for the agency landscape in Leeds, and they have some pretty lofty ambitions going forward. 

After listening to a number of the people behind the group talk during the evening – whether it was James Hickman welcoming us at the start of the evening – or just general conversations throughout the night, we left in no doubt that All in. Leeds will be achieving those goals. 

For the actual night itself, the vibe was that of celebration. After 18+ months of not being able to see so many people face to face, the chance to chat, laugh and drink with like minded people from across agencies in Leeds felt like something of a gift. It was probably also helped by the free food and beer, kindly provided by the sponsors of the event. 

It was brilliant being able to catch up with former colleagues, speak to a supplier of ours in person and learn more about other agencies and what is going on across the city. Hearing some of the great work that is being done, alongside some of the opportunities available, was a real motivator for both Sam and I. 

Another highlight of the night was the shuffleboard tournament. The Box benefits from having two, full length shuffleboard tables and both were put to good use during the evening. A bottle of Moet was on offer to the winning team and despite an almost Cinderella-like run to the semi-finals, we were unfortunate to not make it to the final. 

All in all, All in. Leeds Reboot was a great night and something we were proud to be a part of. We can’t wait for the next one.

Influencer Marketing is Dead. Long Live Influencer Marketing.

Influencer Marketing is Dead. Long Live Influencer Marketing.

The rise of influencers across the marketing and communications world has been a rapid one. In 2021, it’s safe to say that most consumer-facing brands and sectors have seen their impact.  

From Mrs Hinch and the world of cleaning, beauty and fashion, to sport and fitness and gaming  and so many more, it’s hard to think of an industry that hasn’t been touched by the rise of influencers. In a slightly meta moment, even the marketing industry has its own influencers, who advise on, well, influencers. 

It seemed for a time that there would be little to stop the popularity of influencers and their use within campaigns. However 2021 and lockdown 3.0 seemed to have other ideas. 

In early January we were back into lockdown and most of us were looking towards another extended period of time spent at home, lucky to even head to the supermarket or for a takeaway coffee, whilst we enjoy a socially distanced walk. 

(In a side note, I started working for Brand Ambition in mid-January and still haven’t seen Sam our MD or Robin our Creative Director face to face yet, let alone any of our clients).  

Whilst people around the country came to terms with the fact that holidays were a long way away, there were however some that jetted off to various parts of the world including Dubai, Spain and more all doing work as ‘influencers’. 

With a lot more time on our hands, the Instagram posts, Snapchat stories, TikToks, and pictures of (generally) pretty young-things with drinks in-hand on a rooftop bar, lounging around the pool or on the beach, the vast majority of which featured a distinct lack of masks and social distancing seemed to erk us all. 

Rewind 12 months as we wouldn’t have thought twice, but given the year we’ve all had, the apparent disregard for lockdowns and the sacrifices made, not to mention the strain on the NHS and the heroic work done by key workers, it all hit a collective nerve. Let’s be honest though, an interview like this and it’s hard not to be annoyed. 

The following days and weeks brought about arguments and opinion pieces that the age of the influencers was over and that marketing managers, agencies and brands would have to look for another way of engaging with audiences. 

However, I’d disagree with that sentiment. I’d argue that now more than ever, influencers should be a key part of appropriate marketing strategies. 

Why? Because there are plenty of good ones out there. I can’t say I’ve ever watched a series of Love Island, but it’s hard not to be impressed with what Alex George (or Dr Alex if you prefer) has done. 

Instead of jetting off around the world and basking in the post-Love Island glow, he’s been back at work with the NHS, whilst encouraging people to look after their mental health. Plenty of people, including the Government have taken notice, as evidenced with his recent appointment. 

It’s not even those that are doing fantastic work for the NHS like Dr Alex. It’s those that are staying at home, doing the right thing and listening to the directions from the government and NHS and playing their part. 

What the whole incident in January did flag, was that more than ever vanity stats and numbers such as followers, likes and comments shouldn’t be a way of choosing if an influencer is right for your brand or for the company that you’re advising on their engagement strategy. 

Questions need to be asked. Things like: “Is this person a good fit?” “Do they have the right morals?” “Would we be surprised by a post from them in a couple of weeks time?” “Are they someone that we’d be proud to have representing our brand?” “Are they generally not a bit of an arse?”

Depending on the answers to the above, then it really doesn’t matter what their social following is like. Take a hard pass and look a little harder. Do a bit more research. The person you’re looking for is out there, and the chances are, they won’t cause you a headache in six months time. 

The age of influencers is over? Not a chance. But our advice? Maybe think twice before you work with someone.