Social Media Audit for Clients
As a social media consultant, you need to perform a social media audit for clients, This guide will teach you how to understand their goals, identify their accounts, and decide how to present your findings.
Auditing client’s current social media content will help you identify their strengths, weaknesses, and opportunities while also providing a road map for your future success.
How to conduct the social media audit for clients
It’s crucial that you understand how to conduct a social media audit for a client if you own a social media marketing agency. Reassessing a client’s social media strategy begins with a thorough social media audit. Finding out what’s working and what isn’t through an audit will help you decide how to get better results.
Since social media is continuously changing, your social media strategy must do the same. A fantastic place to start when developing a social media plan for a client is with a social media audit.
Offering free social media audits to prospective clients might be beneficial, especially if you are just starting out, even though this is normally a paid service or done as part of strategy-building. It provides a chance for you to demonstrate your expertise, which in theory makes the potential client want to hire you.
We cover all you need to know in this guide to help you audit your client’s social media accounts effectively. To assist you, we even offer a free social media audit template and platform-specific checklist.
What is a social media audit?
In order to build a comprehensive picture of a client’s social media efforts, a social media audit entails gathering and evaluating important data from their social platforms. When you’re done, you’ll have a single strategy paper to submit to the client and it will show you how to increase performance the best.
Although data analysis and number crunching aren’t often the most glamorous aspects of social media marketing, they are a crucial ability to have when it comes to providing your clients with critical insights. Your findings can be quite beneficial to their enterprise.
In order to discover how to do a social media audit for a client, keep reading for a brief summary of some of the factors you’ll be considering:
- Review of channel performance and brand
- Performance and analysis of the content
- Target market research
- Review of suggestions and best practises
An audit spreadsheet and data from the client’s social media outlets are helpful to have at first.
How to conduct a social media audit for online coach
The online coaches objectives for the social media assessment:
Set up a consultation call with your customer before you start a social media audit for them to clarify expectations and learn what they want to get out of it. Are they observing a decline in followers and unsure of the cause? They must be investing a lot of time and effort on their content if there isn’t much engagement.
Once you have a clear understanding of what their biggest challenge is, you can ensure that your audit particularly addresses this issue. If the client’s following is declining, for instance, you can look at their posting frequency, the diversity of content they provide, and the accounts that are following or unfollowing them. The results can be utilised to later create objectives for the client’s social media.
Additionally, it’s a good idea to mention the % change from the prior month or year for any metric you consider. Put things into perspective if a client’s following decreased from the previous month yet increased overall over the course of the year.
Setting objectives for upcoming audits is also a good idea at this time. To make sure you’re assessing the success of the client’s content and giving them time to adopt any changes you suggest, we advise doing an audit weekly or quarterly.
Plan how you will educate your client on how to implement strategies
The level of detail for social media audits varies. You can browse through their social media networks as part of a consultation session and identify general areas for development. This is a more informal audit. The client receives a list of practical steps they must take at the end of the process. This can be factored into your hourly or monthly fee.
You can provide that as a stand-alone service if a client requests a more formal report with a clearer picture of the data. You might also share a screen with your client during a consultation call for better presentation.
Determine every social media account owned by the client.
Start your audit by searching the internet for the brand or product names of your client. Both accounts that are associated with the business and those that are not should be noted. This will make it easier to locate them online and see where they are active. What you discover may surprise you. Businesses frequently have accounts linked to their names that they were unaware of.
Make sure the social media profiles of your clients are optimized for success.
Once you have a list of all of your clients’ accounts, you need to check that their social media profiles appropriately represent the brand and are well optimized for success. Make sure they follow these key starting points:
- Branded cover and profile pictures across all platforms
- consistent usernames or handles
- Clear, concise, and complete bios
- Links to their landing page, website, or other valuable offer
- Each platform’s content is formatted correctly.
- What types of content have they created recently?
- Using hashtags appropriately and including them.
Make a note in your template of any profiles or content items that don’t match the client’s branding. This is a wonderful chance for you to pitch your offering or services if any of their profiles appear inactive or inconsistent.
Choose the appropriate social media metrics and data.
When you recommend some changes, keep them backed with clear proofs and data so your client trusts you. Explain the need and show them how you help them to achieve their goal. By doing this, your clients are most likely to accept your offer and finalized social media strategy.
For each platform, try to locate data and analytics on the following, if they are available:
- Growth rate of your audience
- Demographics of audience
- Performance of content (which post types work best and which are absent from your client’s social media)
It’s time to brainstorm some new content ideas or social media strategies that will better fit their industry or niche.
It’s important to consider whether your client’s target audience is using the same social platform.
By looking at audience insights and demographics, you can get a better idea of who their social audience is. For example, you can check the gender split, age range, location, and interests of their followers. Additionally, you can see what times of day they’re most active, which can help inform the client’s posting schedule.
Do your research to ensure your client is using the most effective channels to reach their target audience.
If they’re trying to reach millennials, for example, Instagram or Twitter may be the best bet. Some companies feel the need to be present on every social media platform possible, but this can often be more costly in terms of time and money than it’s worth. Ask if your client is putting too much effort into channels that aren’t yielding results, and help them focus their energy on more productive areas.
Look about whether your client should be on any channels they aren’t already, and how they can create content for those channels.
Analyze whether the client is creating content effectively.
>> Does the client create content that is evergreen and adaptable to new social media campaigns?
>> Do they create fresh stuff or do they only frequently share other people’s content?
Sharing other people’s content can be a good way to increase ER (engagement rate), but it doesn’t give your client any authority or influence in their field. In that case, if you are struggling with creating engaging content, you need to hire a content marketing strategist who can create results-driven content.
My best way is to find out if the client has resources that can be turned into content. For example, he or she might have a podcast or a recorded webinar. For his social media pages, longer form content can be split up and turned into original branded content, such as videos into reels or carousels. There are many original ways to express yourself without your client having to invest extra time and resources into creating content specifically for each channel.
Set SMART goals for your client’s once you have done their social media audit.
Make sure your goals are SMART.
For example, I want to lose 10 kg in 30 days. I want to land my first client in the next 30 days. If clients have not completed their current goals yet, give them 4-5 tips that will help them reach their goals.
Also, you can offer your complete social media strategy package, if the client finds your suggestions helpful.
Pro and Cons Of Social Media Audit
• Helps you to understand what content is most popular with your audience and followers
• Helps you to understand what times of day are most popular for your posts• Gives you insights into how often you should be posting
• Helps you to analyze your social media performance over time
• Helps you to understand which social media platforms are most popular with your audience
• Can be time-consuming to complete
• Requires access to social media analytics
• May require some knowledge of social media marketing
A social media audit is an important step for any business that wants to create or improve its presence on social media. By carefully analyzing your current social media strategy, you can identify areas that need improvement and make changes that will help you reach your goals. Whether you’re starting from scratch or already have an established social media presence, a social media audit can help you take your strategy to the next level.