Marketing: Social Media Strategy - Step 1: Social Media Audit (Part 1)

Part 1 - Intro to the Social Media Audit and the Social Media Platform Assessment

The first step in the Social Media Strategy is the Social Media Audit.

A Social Media Audit provides an understanding of your competitors, your social media platforms, your audience, and any trends you need to know moving forward.

Is this important for everyone? I wouldn't say this is important for individuals who are just starting out, such as startups or small businesses.

However, everyone needs to complete the Competitor Assessment. You need to understand what your competitors are doing on social media.

For everyone else who has been utilizing social media for a while, you will need to do all the assessments.

The first assessment (out of four) is the Social Media Platform Assessment.

First, list out all the social media platforms you have, and then, under each platform, write down four things:

1. For easy access, write down the urls

   1. You can include usernames and passwords

   2. Make sure they are kept in a safe area

2. Write down each platform's follower count

3. Determine the "Weekly Activity"

   1. Look back, three to six months, at your postings

   2. How much are you posting on a weekly bases?

4. Determine the "Average Engagement Rate"

   1. Look back, three to six months, at your postings

   2. Average Engagement Rate = # of interactions/reach

Reference:

Advanced social media strategy course (2021). Hootsuite Academy. (n.d.). Retrieved September 9, 2022, from https://education.hootsuite.com/courses/asms3-0