(Updated on 8/25/2015: Check out this awesome social media audit checklist & template from Hootsuite)
The above sounds so easy, no? Well, it can be but only if you do it all the time. If the only thing you are doing while managing a, or several, social media account(s) for your business is posting or tweeting and failing to constantly be keeping an eye on metrics and the competition then you might be in for a rude awakening when your web traffic doesn’t grow, or you’re not getting as many conversions, or the conversation stops.
So what do you need to do? I’m in the camp of constant monitoring of everything. Ask anyone I have recently worked with and they’d say if someone mentioned metrics or being able to show an ROI for a marketing related activity then “I knew Linda would be happy.” But it’s true! It’s so difficult to prove the point of marketing. It’s a lot of gobeldygook and “awareness” and “impressions.” But luckily, in this day and age you can even measure PR!
So what should you be doing?
Here are my 5 easy steps (also check out my Social Media sections, particularly the post titled The Statistics That Matter)
1. Create not only a monthly posting calendar but also a plan – what are you hoping to achieve this month? Set some goals and drive towards them.
2. What’s trending? What are people in your universe talking about? Make sure to weigh in on the topic, if applicable of course.
3. Measure, measure, measure. Take the end of each week to assess progress and see what you’re doing well and what needs a bit of love.
4. Be flexible. Don’t be so ridged in your planning that you don’t allow for spur of the moment changes.
5. Keep an eye on the competition. What are they doing that could be interesting to look into? What can you do better? How can you stand out?
Now, when looking at a full on audit, here is some expert advice that I’ll be sure to use: