What is a Social Media Audit, you may ask yourself. Well, a Social Media Audit is a process where a Social Media Manager will go through the company's posts to analyze what has worked in the past and what hasn’t worked for them.
You would go back roughly a month or more and look to see what posts were most successful in the past so you can use those kinds of posts more often.
This process can be done when a new Social Media Manager is hired but mostly it would be done at least once a year.
This process is important to internal policy-making for managing a company’s social media. If someone is posting negative things about a company, there should be a policy on who is the one to respond to the issue. If it’s a minor one, PR should be brought in to see how it should be handled, but if it’s a major issue, the CEO/President of the company should make a statement.
Social Media Audits will also help in potentially scouting out the competition by going back and comparing what posts worked the best for them; then you can attempt to do those same types of posts for yourself. You can also continue doing what you are doing, since it might have received more interactions from your community.
Photo retrieved from Unsplash on Jan 24, 2019 https://unsplash.com/photos/yyMJNPgQ-X8