Social Media Audit – For Multi-Location Brands
- 2020 saw more than 3.6 billion users of social media worldwide.
- It’s vital that you do a content audit regularly to ensure that your messaging is engaging, relatable, and is producing results.
- Social media comments are a great place to source consumer feedback.
When was the last time you audited your brand’s social media presence? Investments in social media marketing budgets remain at an all-time high for marketers in 2021. As social media continues to be a vital asset to marketing teams everywhere, brands will need to be diligent in evaluating and analyzing their social media strategy. A social media health check will help provide brands with strategic insight into their social media performance and optimization strategies for future growth.
Learn more about how your brand can perform an audit on your social media presence for future social media success.
Step 1 – Revisit Your Social Media Goals & Objectives
Revisiting your social media goals and objectives will help you decide if these goals are still relevant, and if not, what your new goals should be. Here are some good questions to help assess the current state of your social media goals:
- Are your existing social media objectives inline with your current marketing goals as a whole?
- Are you consistently meeting or exceeding your KPI’s?
- How do you stack up to your competitors?
Another important element of your social media business objectives involves thinking about your target audience. Do you know who your target audience is and are you still reaching them? Due to COVID-19, your target audience’s priorities, needs, and pain points have all likely shifted drastically within the last year. Understanding your target audience is the foundation to a successful customer experience that sets you apart from your competition.
Tracking these social KPIs will tell you whether your social campaigns are truly effective in generating ROI for your business. Implement a schedule that allows you to follow up on these metrics regularly so you can develop more refined campaigns in the future. If you find that your brand is consistently meeting or exceeding your goals, make sure to improve your target KPIs to help maximize social media growth. For example, if your team is responding to 50% of all social media comments, consider implementing a new goal for your team to respond to over 75% of all comments.
Step 2 – Conduct a Locational Brand Check
Establishing credible local social media profiles is essential for social media success. If you’re leveraging location managers to run your social local profiles, make sure that each local account has an optimized presence. Alternatively, if you’re controlling local accounts at the corporate level, the content needs to resonate with your local consumer base. Establishing credible local social media profiles is essential for social media success. It’s important that your team is incorporating brand guidelines into your strategy – from brand images to tone, messaging, and more. In these two examples below, you can see that Nike’s official brand account and locational brand account have a consistent brand presence with their profile pictures.
Source: Nike Los Angeles
A credible social media presence also requires accurate and up-to-date information. Make sure your team is regularly updating each business location’s social media profile with the correct information as needed:
- Business name
- Store Hours
- Contact Information
Social media users will be visiting your social profiles to get more information on your business, so it’s integral to keep this information up-to-date. It’s also important to monitor and respond back to all social media comments. When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company. With Chatmeter’s Social Suite, you can easily monitor mentions and customer feedback for Instagram, Facebook, Twitter, and LinkedIn all within our dashboard.
Step 3 – Review Your Content Strategy
Be prepared to re-evaluate your content as new priorities and trends emerge. A regular content audit will help you check whether your messaging is engaging, relates to your audience, and is producing results. Since COVID-19 has created a rapidly changing landscape, your creative content on social media will need to be reflective of the current realities. For example, if your team is posting content with images of large, indoor gatherings that aren’t in line with the normalcy of today – your brand will likely be perceived as offensive or outdated.
Don’t forget to analyze the frequency of how often your team is posting across all channels. Social media content that is high quality and posted daily is a best practice for any brand looking to reach a wide audience. Evaluating these factors will help keep your brand’s presence up-to-date and relevant to your audience.
Analyze the effectiveness of your content with key analytics you’re already tracking, such as audience metrics, social share of voice metrics, impressions, and more. Once you see which content is and isn’t resonating with your audience, share a plan of action with your team on which types of content should and shouldn’t be included in your strategy.
Step 4 – Evaluate the Latest Social Media Trends & Features
2020 saw more than 3.6 billion users of social media worldwide – a number expected to increase to 4.41 billion users by 2025. In response to this increased time spent on social media, major platforms have invested heavily in creating new features over the last year. Here’s a look at some of the biggest features your brand can incorporate into your content strategy:
- LinkedIn Stories – Following in the footsteps of Instagram and Facebook, LinkedIn decided to launch Stories last year. LinkedIn Stories is a great way to get your company’s professional or employee related content on this platform. Most recently, LinkedIn Stories added the capability to add links to your Stories, which is a great way to drive LinkedIn users to take further action.
- Pinterest Stories – Pinterest also followed suit by adding in Story Pins. With Story Pins, you can add multiple images, lists, or videos to a single Pin on Pinterest. You can share guides, add multiple short videos, share recipes, and more.
- Instagram Reels – After the explosive popularity of TikTok, Instagram launched Instagram Reels. Instagram Reels is a feature that allows your business to share short-form video content with music. Brands can take advantage of this feature by sharing tutorials, new products, user-generated content, and more.
Step 5 – Take Action
Now that you have taken the time to conduct a comprehensive social media audit, it’s time to take action. This information you’ve collected can now be used to build out an actionable plan for your team members. Here’s a checklist of what to include in this plan:
- Create new social media goals.
- Build out new target personas for your consumer base.
- Set targets for new KPIs.
- Conduct an audit on local accounts.
- Update or add any missing business information.
- Share new content strategy goals with the team.
- Include which new social media trends and features to leverage.
- Regularly monitor and analyze your social media efforts.
Share out the biggest highlights from your social media audit with your team and include next steps your team will need to take. This will set a good foundation in place to routinely check if you are meeting your goals and if your efforts are working. Your brand can’t have a “set it and forget it” mindset when it comes to social media. Your business needs to be diligent in consistently monitoring and updating your social media strategy as often as needed.
With Chatmeter’s Social Suite, your team can easily build a successful social media strategy from start to finish. Our dashboard allows you to monitor, bulk publish, and analyze all social media accounts easily in one area so you never miss a beat. Schedule a free demo to see how your multi-location brand’s social media strategy can be elevated with Chatmeter.