By: Olivia Gabriel & Hayley Williamson
In class on Wednesday of week six, we continued our conversation about social media audits and how to “take your social media temperature”. That all came down to how you measure engagement on different social media platforms. We were given a simple formula to measure engagement:
Additionally, many platforms offer programs on their site or app to help measure an accounts engagement. This gives users a breakdown of their data and how people are interacting with it. Twitter and Facebook do a good job of allowing their users to easily measure their reach.
In order to audit social media accounts, the content already posted should be grouped into themes. Group the analytics based on the content in each theme on each platform. The data collected from these analytics should be put into a spreadsheet in order to interpret the results and see how each platform is performing and what recommendations can be made. Dividing and grouping the content into themes helps to drive and determine the content for each platform to optimal performance.
The data from each theme also translates and helps develop a content calendar for each social media platform. Each set of data gives different insights into what the best practices for each platform might be.
Additionally, we spent class time reviewing a social media audit Kelli has done for one of her clients. This gave us an example of how this can be applied and helped us to form an idea of what we will need to do for our final project.
Overall, social media audits help people learn how to maximize the benefit of their social media use to raise awareness and have optimal engagement on their platforms. The data gathered is turned into insights and from there, into actionable recommendations of what content to post, how frequently and so on. Monitoring your brand’s social media is key for successful use of any platform.