In today’s digital age, the power of social media for businesses cannot be overstated. With close to 40% of professionals in all sectors worldwide saying they engaged with social content multiple times daily in 2022, it has become an indispensable platform for connecting with your B2B audience. Your brand’s online presence on social media is where your customers form opinions, engage with your content, and make vital decisions. But here’s the catch – is your social media strategy truly effective? Is it reaching the right audience, generating engagement, and delivering the desired results? To answer these questions, you will need to conduct an in-depth social media audit for your B2B brand.
What Is a Social Media Audit?
A social media audit is your secret weapon in overcoming these challenges. It’s a systematic review of your brand’s social media presence, analysing everything from content quality and audience engagement to platform choice and competitors’ strategies. This comprehensive evaluation is essential for optimising your social media strategy.
Benefits of a Social Media Audit
So, why invest in a social media audit? Let’s delve into the benefits supported by data and studies:
- Improved Targeting: A well-targeted social media strategy can increase engagement. Research shows that personalised content can result in a 5-8 times higher engagement rate.
- Enhanced Content Strategy: Brands can hone their content strategies through audits, resulting in more compelling and shareable content that resonates with their audience.
- Competitive Advantage: By identifying gaps and opportunities in your strategy, you can outperform competitors.
- Return on Investment (ROI): Data-driven decision-making pays off, and by conducting an in-depth social media audit, you will be able to make an informed decision about what is working and what isn’t, helping you improve your ROI.
- Brand Consistency: Ensuring a consistent brand image is essential. A social media audit can help you identify inconsistencies in your branding so you can avoid them in the future.
Signs Your B2B Brand Needs a Social Media Audit
How do you know it’s time for a social media audit? Look for signs like declining engagement, inconsistent branding, unclear goals, or an inability to keep up with industry trends. Several case studies highlight brands that revitalised their social media presence after recognising these indicators.
For example, take a look at our client Team USA’s case. The official U.S. Olympic & Paralympic Committee noticed that their social media accounts were receiving a lower engagement rate, and they wanted to understand the reason behind it. This is why they approached the team at Marketing Essentials Lab for an in-depth social media audit. You can read more about how we helped them in our case study here.
Engagement is a complex and multi-dimensional construct that extends beyond visible metrics such as likes and comments. It encompasses a variety of modes of interaction that indicate a genuine interest by your audience in your content. For instance, clicks on content serve as a strong indicator of engagement, suggesting that the audience is actively seeking out more information about the brand or message. As such, it is crucial to track and analyse all forms of engagement, including clicks(document clicks, read more clicks, clicks to landing page) and complete video views, to gain a comprehensive understanding of audience behaviour and preferences. By doing so, businesses and organisations can make informed decisions about content creation and distribution, optimise their marketing strategies, and enhance customer experience.
How to Conduct a DIY Social Media Audit
If you’re not ready for a full audit, you can perform a basic self-assessment. Analyse your content quality, engagement metrics, and follower demographics to get a sense of your current standing before diving into the strategy for 2024. Having these insights will greatly help you increase your ROI for the upcoming year.
The Year-End Social Media Audit Opportunity
As the year-end approaches, it’s the perfect time to consider a more in-depth social media audit. This comprehensive analysis provides a holistic view of your brand’s social media presence, setting the stage for a successful year ahead. In 2023, make data-driven decisions and refine your strategy to connect with your audience more effectively.
Ready to take your social media strategy to the next level? Explore our year-end, in-depth social media audit offering. We’ll help you analyse your brand’s social media presence, set data-driven goals, and ensure a successful 2023. Book a call with our team to learn more.
