As we prep for Q2 of 2019, brands should consider performing a social media audit – especially if they haven’t done one recently. Here are five tactics you must take stock of to stay on track over the long term.
Overall Tool Efficacy
Before we get to the list – be sure to note: The social analytics tools that got the job done in 2010 would only give you a fraction of the data intelligence brands rely on now. But have you kept up as well as you think you have with social analytics innovations?
What brands need now are tools that provide real-time insights, contextualized by nuanced sentiment analysis – and not just for text. Image analytics are now part of the equation, and if your tools can’t provide this, you’re leaving a lot of data on the table.
Meanwhile, it takes a lot to power this kind of data in the volume social churns out. Next Gen AI is the way to ensure you’re covering all bases accurately, and transparently. Because if you can’t explore what’s behind the data, what good is it?
And now, the five!
1. Influencer Relevance and Impact
Once you have the right tools in place, you can apply them to specific tasks that should be part of your overall social strategy. Chief among those is influencer analysis. Over the past quarter, half-year, or year, how have influencers impacted your brand?
Of particular note is whether you lost ground with Instagram’s API change in Q4 of 2018 – if Instagram is an important channel for you. This comes back to tools, again, and how ready your social analytics platform vendor was to transition you through the change.
Additionally, you want to be sure you’ve got the right influencers for your brand – and ensure they’ve accomplished whatever goals you set for them. If they’re not living up to your expectations, move on. There are plenty of others to choose from – just be sure you’re using your social analytics tools to assess their value to your brand.
2. Competitor Analysis
One way to find new influencers is through competitor analysis – something that should be ongoing to assess a number of metrics. Everything from content, channels, products, customer service, and more should be looked at with respect to competitors – and then used to inform your own brand’s actions.
For the purposes of a social media audit, look back at your last competitor analysis and how you’ve gained or lost ground over the period you’re analyzing. What do you need to do differently? Keep watching your competitors’ audience as you make decisions.
3. Social Listening for Campaign Success
Whether you’re running a campaign purely on social, or simply measuring social impact to a broader marketing effort, social campaign success or failure is a crucial benchmark. There’s a lot to learn from the engagement that comes from campaigns built around new product releases, seasonal trends, and holidays.
But also look at social conversations and engagement in between campaigns – because that could be what inspires a social campaign that levels up everything you’ve done in the past.
Sure, response to whatever you’re putting out is important – especially since that messaging should always be based on what your audience wants. But it’s also important to listen to what consumers say on their own – and let that lead you to a great idea you wouldn’t otherwise have had.
4. Geographic Opportunities/Concerns
It’s easy to paint in broad strokes – especially when you’re a national or global brand. Your products and services are what they are, and your mission statement doesn’t change from location to location, right?
Maybe, maybe not. Using geofencing to understand specifics in varying markets can be illuminating. It might also reveal a problem that’s limited to a single city or state – allowing you to understand and solve it.
Look at geography insights during your social media audit, and make any changes that are necessary going forward.
5. Customer Service/Customer Experience Results
A huge part of brand health is customer service management. Making this part of your social media audit is key to recognizing patterns worth exploring, as well as growth in this area.
The best case scenario is consumers praising you for taking care of them, even when things go wrong. Anything less needs to be part of your next quarter’s action items. Remember, what happens after the purchase is part of your overall customer experience. And social media is a major channel for consumer complaints.
You can’t drop the ball here – or you may see brand issues going viral. That’s not the publicity or engagement you want.
Connecting the Dots Beyond Social
Though a social media audit focuses on social analytics data, and its progress over time, that data doesn’t exist in a vacuum.
Be sure you assess how the big picture looks against social details, and how it all ties into your brand goals. Should your goals or trajectory shift based on your audit data? What other data can you bring into the picture for a more comprehensive understanding of what your social analytics are telling you?
A social media audit is about understanding the social components, but those tie in to other areas of brand operations – be sure you understand how. Then let inform how you proceed going forward. Until the next social media audit.
Want us to walk you through a social media audit of your brand? Get in touch for a tour of our social analytics tools!