Social media audits are a very important part of social media marketing for several reasons. A social media audit is generally an assessment of how well current social media is working for a brand. It is used to make sure that a company is achieving a high ROI*.
Brands should conduct a social media audit as part of their initial planning process, and then annually to make sure they are successful and measuring up. Also, they should conduct a social media audit when they believe they are struggling or when there’s a decrease in ROI.
Brands create social media audits of inventory, employees, budgets, and should also survey the landscape to find out about what customers, influencers, and partners are doing on social media.
Social media audits are such an important part of PR** planning and policy development for a few reasons:
- brand consistency,
- and support.
It is important how a brand looks on social media, therefore it’s beneficial that they try to make themselves look good. Social media gives a brand or a company the opportunity to create an image of themselves; creating a social media audit and managing all their social media accounts gives a company the power to properly position themselves. Also, it allows them to become more connected with consumers, engaging with them; which is why conducting social media audits are so important.
*ROI: Return on Investment
**PR: Public Relations
For more on the importance of social media audits, read: https://www.sundoginteractive.com/blog/social-media-audits-and-why-theyre-important