Dive into the Data

The next step in conducting an audit is diving into the data.

This is where you analyze all of the data and metrics you have access to. If there are specific metrics tied to company goals or initiatives, look at how they are performing and what has changed throughout your audit period. What contributing factors do you need to consider that might have contributed to performance? Since there is a lot of data that can be gathered, it is important to not get overwhelmed and focus only on the data that will inform the scope of your current decision-making.

Watch the 15-minute video on diving into the data before moving on to the next lesson.

Course Overview

A social media audit is the process of reviewing your business’ social media activity to assess growth and engagement opportunities - and what can be done to improve your overall presence.

It’s an important activity which you should be doing annually at a minimum to keep up with the latest platform trends and algorithm changes. In this workshop, you will learn how to go about conducting an audit of your social media marketing. You will learn about how to review and optimize your social media profiles, how to assess your content strategy, and how to analyze your growth tactics. We will also review whether you are generating enough conversions on your landing pages and discuss social media click-though journeys. During the workshop, you will be provided with a checklist of questions to run through which can also be applied to both your own, and competitor brands. This will provide you with fresh inspiration and opportunities to benchmark your own engagement metrics against theirs. This workshop is for mid-level marketing generalists and social media managers who want to fine-tune their social media output. Key Takeaways
  1. Learn how to audit your social media setup
  2. Understand how to audit and evaluate your social media content including imagery, tone of voice and consistency
  3. Learn how to analyze content performance to seek new opportunities
  4. Discover how to audit competitor brands (and how to decide which “competitors” are worth spending time and effort reviewing)
  5. Understand how to optimize your social media marketing based on your audit findings