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Boost your brand in 2022 with a social media audit
December 1, 2021
So, whether you are a start-up or an established business looking to revive your brand after the pandemic, you’ve decided that 2022 is the year to shift your business into fifth gear.
The power of social media is inescapable – and as relevant for the business side of things as the personal. Not only is it an effective way to reach new audiences and generate potential leads – 81% of people look to social media first for recommendations before making purchasing decisions – but it also helps build trust, authority and helps show your brand personality.
According to Hootsuite’s Global State of Digital Report for 2021, there are 4.2 billion active social media users worldwide – a 13% increase from the previous year – proving that social media is as powerful as ever. And whether you’re a fan or not, a strong social media presence is – and will continue to be – key if you want to stay in the game.
So how do you know that what you’re doing on social media is working, and how can you make sure that you are prepared for the new year?
Understand the starting point
First, identify all your social media accounts across all platforms – even those that may not currently be active – and analyse their appearance and how they represent your brand.
Once you’ve analysed the current state of your accounts, plan how you want to be perceived on social media, what your brand personality is, and how you want this to be reflected on your channels.
Identify key metrics
But looks aren’t everything. Now you have decided what your social media accounts look like, determine how they are performing. Identify the key metrics for your brand across all channels and then evaluate the performance against these.
For brands whose main goal is to raise awareness and build a social following, key metrics will be follower count and post likes. These give a clear indication of how many people know about your brand and how they feel about your content.
However, if you care more about getting a return on your investment and turning your followers into potential new clients, website traffic and conversions will be the key metrics.
Analyse content
Once you have decided on the key metrics to track, you can analyse how the current posts are performing against these.
Look at how many people interact with your content, what their sentiment is and whether they follow any call to actions. Depending on the key metrics, you should identify the posts that perform the best against these and try to create a formula to replicate these posts (without simply copying and pasting) to improve your performance.
Check connections
Now that you have analysed your channels, identified your key metrics and understood your content formula, look at your surroundings.
Who are you following, and more importantly who is following you? Do you have any industry connections on social media who have big followings and are willing to re-share your content? Do they regularly comment and engage with your posts?
While this research and analysis requires a substantial time investment the pay-off can be significant.
And if you want help with this, to receive an impartial analysis of your social media channels, Pumpkin offers social media audits that will help supercharge your social media strategy for the coming year.
By Samantha Rogers