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How to Perform a Social Media
Audit Before 2019
#FalconEd
Jessica Crilley Adolfsen
Customer Success Manager
Your Presenters.
#FalconEd
Anne Schlichting
Enterprise Customer Success Manager
Today’s Agenda.
How to conduct a social media audit.
Tips on competitor benchmarking.
Things to think about for 2019.
Q&A
#FalconEd
HOW TO CONDUCT A
SOCIAL MEDIA AUDIT
Step by Step.
#FalconEd
What is a Social Media Audit
and why should you do it?
• An audit should be a key part of your effective social
media strategy.
• Once a year you should asked yourself: what’s working
and what’s not?
• An audit allows you to determine next steps based on a
numbers driven approach.
• You can either conduct an audit once or twice a year or
reactively after something important happened (i.e. a
product or campaign launch).
What to consider before
you start.
• Find a format which can be easily continued
throughout the next year(s).
• Choose your KPIs wisely.
• Don’t over-engineer your report.
• Make a plan or list on topics you want to audit and
follow through until the bitter end.
• Block yourself some time to do it!
What should an audit
contain?
A solid game plan!
Time to clean up your channels!
Channel
performance
Post & campaign
performance
Audience analysis
Competitor
benchmarking
Next year’s plan…
Block
yourself
enough
time!
Always
challenge
the “so
what!”
Tip
CLEAN THINGS UP!
• This is big. Take some time and clean up all your
channels:
1. Check if every channel is actively in use
(especially if you operate in multiple regions,
etc.)
2. Check if all channels are visually on brand.
3. Check if descriptions and bios are up to date.
4. Check for broken links (especially in “about us”
sections).
• Evaluate if channels with a low follower amounts
should be either reactivated or switched off.
YEAH, IF
YOU COULD
CLEAN UP
AFTER
YOURSELF
THAT´D BE
GREAT
Which content KPIs
should I choose?
• It’s important that you choose KPIs that will (hopefully) still
be there next year, and which can be found throughout the
majority of networks you want to compare
• At Falcon.io we usually consider the following:
1. Channels KPIs: follow, fans, reach, page views, total page
interactions
2. Engagement KPIs: link clicks, shares, likes, comments,
impressions
3. Post level: high engagement or high reach, best
performing post per network/per year (or at least from
the past 6 month)
Some of my posts did really
great - so what?
• Constantly asked yourself: if a posting did well, for
example on engagement, why is that or what have you
done differently this time?
• Can we learn something from the content/topic we
published?
• Can we draw certain conclusions from the network and
could we transfer these findings into other networks?
• Make a list with successful campaigns and example posts -
this could help you with your next year’s strategy.
Who am I talking to?
(and who’s talking to me?)
• Always check your audience insights.
• This could include insights, such as:
1. Gender & Age
2. Location (Country, City)
3. Language
4. Specific Interest
• Check if you want to expand your reach to specific
groups, or if you will reach everyone you intended
to based on your 2018 strategy.
What's cooking for next
year?
• Review your results and create an action plan for
2019.
• Use the time to look into “exotic” networks or just
networks you haven’t looked into yet (but maybe
your competitors have).
• Stop planning campaigns on topics which haven’t
performed in 2018.
• Start to plan more engaging content and try to
push yourself with undiscovered content
opportunities.
The
Other
Guys
TIPS ON
COMPETITOR
BENCHMARKING
Be one step ahead of the others.
#FalconEd
Know Your
Space.
Choose the right competitors.
Keep the focus on
content and people.
Don’t try to play a direct numbers game.
Benchmark
Competitor Content
1. Follow your competitors (from personal or
dummy accounts).
2. Take into account how often your
competitors are posting.
3. What type of content are they posting?
4. Check out Facebook’s ads option (view
competitor ads).
Know their your
potential fans.
1. Track direct public engagement (@mentions,
comments, etc.).
2. Amount of channels and tone of voice.
3. Pay attention to SOV (share of voice) and
response times.
Use-Case.
Track your competitors’
sentiment through social
listening.
Set the Right
Goals.
Use and revise your
SMART goals.
DEFINING YOUR
2019 GOALS
Look ahead.
#FalconEd
1. Be critical when evaluating trendy content:
•Videos, Facebook Live, Stories, etc.
2. Social media is no longer for marketing
purposes only.
3. Use paid insights to drive your organic
content strategy.
Coming Soon:
Social Media Trends to Put Into
Practice in 2019
January 24th
#FalconEd
Questions?
#FalconEd
@falconIOfalcon.io welcome@falcon.io

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How to Perform a Social Media Audit Before 2019 and Benchmark Competitors

  • 1. How to Perform a Social Media Audit Before 2019 #FalconEd
  • 2. Jessica Crilley Adolfsen Customer Success Manager Your Presenters. #FalconEd Anne Schlichting Enterprise Customer Success Manager
  • 3. Today’s Agenda. How to conduct a social media audit. Tips on competitor benchmarking. Things to think about for 2019. Q&A #FalconEd
  • 4.
  • 5. HOW TO CONDUCT A SOCIAL MEDIA AUDIT Step by Step. #FalconEd
  • 6. What is a Social Media Audit and why should you do it? • An audit should be a key part of your effective social media strategy. • Once a year you should asked yourself: what’s working and what’s not? • An audit allows you to determine next steps based on a numbers driven approach. • You can either conduct an audit once or twice a year or reactively after something important happened (i.e. a product or campaign launch).
  • 7. What to consider before you start. • Find a format which can be easily continued throughout the next year(s). • Choose your KPIs wisely. • Don’t over-engineer your report. • Make a plan or list on topics you want to audit and follow through until the bitter end. • Block yourself some time to do it!
  • 8. What should an audit contain? A solid game plan! Time to clean up your channels! Channel performance Post & campaign performance Audience analysis Competitor benchmarking Next year’s plan… Block yourself enough time! Always challenge the “so what!” Tip
  • 9. CLEAN THINGS UP! • This is big. Take some time and clean up all your channels: 1. Check if every channel is actively in use (especially if you operate in multiple regions, etc.) 2. Check if all channels are visually on brand. 3. Check if descriptions and bios are up to date. 4. Check for broken links (especially in “about us” sections). • Evaluate if channels with a low follower amounts should be either reactivated or switched off. YEAH, IF YOU COULD CLEAN UP AFTER YOURSELF THAT´D BE GREAT
  • 10. Which content KPIs should I choose? • It’s important that you choose KPIs that will (hopefully) still be there next year, and which can be found throughout the majority of networks you want to compare • At Falcon.io we usually consider the following: 1. Channels KPIs: follow, fans, reach, page views, total page interactions 2. Engagement KPIs: link clicks, shares, likes, comments, impressions 3. Post level: high engagement or high reach, best performing post per network/per year (or at least from the past 6 month)
  • 11. Some of my posts did really great - so what? • Constantly asked yourself: if a posting did well, for example on engagement, why is that or what have you done differently this time? • Can we learn something from the content/topic we published? • Can we draw certain conclusions from the network and could we transfer these findings into other networks? • Make a list with successful campaigns and example posts - this could help you with your next year’s strategy.
  • 12. Who am I talking to? (and who’s talking to me?) • Always check your audience insights. • This could include insights, such as: 1. Gender & Age 2. Location (Country, City) 3. Language 4. Specific Interest • Check if you want to expand your reach to specific groups, or if you will reach everyone you intended to based on your 2018 strategy.
  • 13. What's cooking for next year? • Review your results and create an action plan for 2019. • Use the time to look into “exotic” networks or just networks you haven’t looked into yet (but maybe your competitors have). • Stop planning campaigns on topics which haven’t performed in 2018. • Start to plan more engaging content and try to push yourself with undiscovered content opportunities.
  • 14. The Other Guys TIPS ON COMPETITOR BENCHMARKING Be one step ahead of the others. #FalconEd
  • 15. Know Your Space. Choose the right competitors.
  • 16. Keep the focus on content and people. Don’t try to play a direct numbers game.
  • 18. 1. Follow your competitors (from personal or dummy accounts). 2. Take into account how often your competitors are posting. 3. What type of content are they posting? 4. Check out Facebook’s ads option (view competitor ads).
  • 19.
  • 20.
  • 22. 1. Track direct public engagement (@mentions, comments, etc.). 2. Amount of channels and tone of voice. 3. Pay attention to SOV (share of voice) and response times.
  • 24. Set the Right Goals. Use and revise your SMART goals.
  • 25. DEFINING YOUR 2019 GOALS Look ahead. #FalconEd
  • 26. 1. Be critical when evaluating trendy content: •Videos, Facebook Live, Stories, etc. 2. Social media is no longer for marketing purposes only. 3. Use paid insights to drive your organic content strategy.
  • 27.
  • 28. Coming Soon: Social Media Trends to Put Into Practice in 2019 January 24th #FalconEd