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Do You Know Social Media Audit Can Increase Web Traffic By 300%?

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What is social media audit?

The word audit associates with still-cold atmosphere; we reluctantly remember the chill that went through our spines! This is because most of us are not very comfortable with numbers or taxes and gets intimidated just by the sights of the never-ending forms and formalities.

Social media audit on the other hand is little different. It means to get an idea of how your own social media strategies are doing; whether or not you are able to optimize your posts based on the requirements of your brands and its followers. If you are looking for means that will help you increase web traffic, conducting a social media audit is one of them which can increase traffic by 300%. Whether you are about to jump in to the world of social media or you want to make your presence felt more than before, a social media audit of your social landscape will help you understand where you stand and how you need to move forward.

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Steps

There are some basic, apparently simple but painstakingly difficult steps to start with. Audit and analytics are complex task; there is no easy way out!

#1: Locate and Document Your Presence

Sometimes we create pages and profiles on a whim when a new happening social network emerges and then forgets all about it after a while. Locating and documenting all of your social media profile and pages includes all of these as well as the profiles on the Big Fours, namely, Facebook, Twitter, LinkedIn and Google+. All of us have profiles on networks like Instagram, Pinterest, YouTube or Tumbler whether we need them or not!

After locating all the profile, one has to document them, may be by using spreadsheets.

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You have won half the battle once these two above steps are done! Then comes the part of edit off the pages and profiles that are no longer generating more followers, reach or engagement required for your brand. You need to determine if the purpose and nature of the brand is getting fulfilled by the aspects of the social media that you are using. To be able to leave aside something once dear but not relevant anymore is the most important lesson one needs to learn to survive in social media.

#2: Complete Remaining Social Profile

Having a complete detailed profile is the first step to make your social presence look professional and relevant. Once you are done with the above step of zeroing down on the profiles that you require make sure to fill up all the details that are to be fulfilled. A consistent theme or branding so to say (background, color scheme, font style, your bios and taglines: small things that matters the most!) throughout all social media.

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While a consistent profiling strategy is needed, it is also important to understand the aspects of each social network and make little changes as per its requirements. For example, LinkedIn gives a much more serious impression whereas Twitter or Facebook are much “cool”. You have to have a balance between consistency and environment.

#3: Understand and Identify the Competition

As the old saying goes “Keep your friend close and enemy closer” (!), you have to be aware of what your competitors are doing, starting from who they are to what their social media strategies are. On a more positive note, this is great way to learn; the more you explore social media, the more you learn; actually, there is no “enemy” in social media! Your competitors are your best resource.

Once you zero down to your list of fellow brands, you can go through their social media pages to have an idea about their branding, the strategies they follow to create that branding etc. You might want to know about their posts, how the posts vary from one network to other etc or may be the engagement that they are having. All these information would help you to understand the overall market of the product that your brand is providing as well as what kind of strategy you have to build in order to stand out among your competitors.

SEMRush-List-Of-Competitors

Of course, there are tools or companies (like SEMrush or Traackr) which helps getting a list of companies or brands that are similar to you.

#4: Follow Up on Goals, Metrics and KPIs

This is important to have an idea of how much you have grown. Metrics may vary depending up on the past goal, the social media on which your brand is and on the nature of the brand you are trying to promote. However, there are some KPIs (Key Performance Indicator) which are always good to check. For Facebook they might be the ‘Page Like Growth’, ‘Engagement’ or ‘Reach’ while for Twitter they might be the ‘Frequency’ or ‘Content Type’.

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Facebook: Net Likes

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Twitter: Followers

For Google+ the KPI you might want to know is the ‘Post Engagement Rate’ or ‘+1s, Comments or Shares’.

social-media-KPIs-googleplus-4Google+: Post Engagement Rate

Tools like Rival IQ, Google Analytics, KISSmetrics or Facebook Insights are there to help you out with your measurements of KPIs.

#5: Set up Goal

Well, you are well equipped with all the required knowledge and insights; now is the time for setting up your own goal, based on which you will create your social media strategy.

Goals can be set considering various factors; based on your competitor’s performance and/ or based on your own past achievements or based on the ROI (Return of Investment).

One might want to achieve a better follower growth or to increase engagement or both altogether along with many other metrics, getting more referral traffic from social being one of the significant one.

#6: Conduct Social Media Audit at Regular Interval

Social media is always getting updated; the contents have very short life span, thus the strategies, they also enjoy success within seconds. To be at par with this never-stopping phenomena, one has to conduct their social media audit at regular interval.

Conclusion

Social-Media-Traffic-Referrals-Report-2011-2014-graph

As per Shareaholic’s ‘Social Media Traffic Report’ popular social media networks like Facebook, Twitter, Google+ including other social networks managed to get 31.24% of overall traffic in December 2011, with Facebook being on the top of the list. Conducting detailed in-depth social media audit was one of the reasons behind their success.

Image Credits: semrush, socialmediatoday, blog.bufferapp, adamdince

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