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Thursday, August 20th, 2015
#SocialMediaAudit
[Webinar]
How to Use a Social Media Audit
to Increase Traffic & Followers
Housekeeping
• This webinar is being recorded
• You’ll get an email within 24 hours with the slides and the
recording
• St...
Presenters
Erica Moss
Community Manager, Bitly
@ericajmoss
Brittany Leaning
Content Strategist, HubSpot
@bleaning
Webinar Agenda
Defining a Social Media Audit
Method: Frequency, Timing
Audience: Content, Messaging, Engagement
Appearance...
As Defined by Graphique Creative:
Social Media Audit is an essential step before diving into the social media waters. It's...
Get a pulse check on what’s working
& what’s not
Brand perception
Optimize your posts based on your
audiences & goals
…. B...
Templates
Method:
Frequency & Timing
In what timeframes are
you posting things?
How often are you
posting things?
Does higher posting =
higher engagement?
Ques...
Company Size-Specific, Most Interactions Per
Post
Source: HubSpot Social Media Benchmarks Report
Industry-Specific, Most Interactions Per
Post
Source: HubSpot Social Media Benchmarks Report
Best Time to Post on Facebook
Source: QuickSprout
Best Time to Post on Twitter
Source: QuickSprout
Twitter Tip
Source: QuickSprout
Best Time to Post on LinkedIn
Source: QuickSprout
Best Time to Post on Pinterest
Source: QuickSprout
Best Time to Post on Instagram
Source: QuickSprout
Best Time to Post on Google+
Source: QuickSprout
Quality > Quantity
Don’t forget to include images!
Source: SocialMediaExaminer
Don’t forget to include images!
Source: Buffer & B2B Marketing Mentor
Appearance: Format & Style
Are the cover photos and profile pictures current?
Are the images being shared an optimal size?
Are you using stock photos...
Use proper image dimensions
Test post frequency for your company
size/industry benchmark
Integrate Social with your other ...
Consistency
Audience:
Content, Messaging
& Engagement
Is your About copy updated? Are you taking
advantage of the real estate?
What types of comments are common? What is the
br...
Analytics: Driving leads and followers
Create an Editorial Calendar
Once you know the best frequency,
schedule your posts:
Analyze Your Posts: What are people
clicking, when, and why? Record your
findings.
Facebook
Twitter
LinkedIn
True Social Metrics
Bitly
9 Key Takeaways
1. Use a Social Media Audit to create custom goals per channel
2. Cross-Promote Your Social Presence
3. Sh...
25% DISCOUNT CODE FOR WEBINAR
ATTENDEES, EXPIRES AUGUST 31:
BITLY15
Learn how to match social strategy to business goals
i...
How to Use a Social Media Audit to Increase Traffic and Followers
How to Use a Social Media Audit to Increase Traffic and Followers
How to Use a Social Media Audit to Increase Traffic and Followers
How to Use a Social Media Audit to Increase Traffic and Followers
How to Use a Social Media Audit to Increase Traffic and Followers
How to Use a Social Media Audit to Increase Traffic and Followers
How to Use a Social Media Audit to Increase Traffic and Followers
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How to Use a Social Media Audit to Increase Traffic and Followers

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Original webinar: http://offers.hubspot.com/social-media-audit

In this webinar, HubSpot and Bitly teamed up to teach you about Social Media Audits.

Don't let the word "audit" scare you -- conducting social media audits are actually easy and painless if you do them right. They can clean up and super charge your brand for lead gen -- think: spring cleaning for your social media profiles.

Never conducted an audit before? We've got you covered. Join Bitly's Erica Moss and HubSpot's Brittany Leaning in this live webinar as they walk you through how to conduct and use a social media audit to increase traffic and followers.

What you'll learn:

How to conduct a social media audit
How to optimize for lead-gen from an audit
Strategies for increasing followers from an audit

Published in: Marketing
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How to Use a Social Media Audit to Increase Traffic and Followers

  1. 1. Thursday, August 20th, 2015 #SocialMediaAudit [Webinar] How to Use a Social Media Audit to Increase Traffic & Followers
  2. 2. Housekeeping • This webinar is being recorded • You’ll get an email within 24 hours with the slides and the recording • Stay tuned for Q&A: 25% discount code to INBOUND 2015 • Ask questions on Twitter using #SocialMediaAudit
  3. 3. Presenters Erica Moss Community Manager, Bitly @ericajmoss Brittany Leaning Content Strategist, HubSpot @bleaning
  4. 4. Webinar Agenda Defining a Social Media Audit Method: Frequency, Timing Audience: Content, Messaging, Engagement Appearance: Format, Style Analytics: Driving Leads and Traffic
  5. 5. As Defined by Graphique Creative: Social Media Audit is an essential step before diving into the social media waters. It's a "social playbook"; a detailed how-to founded on research and insights gathered both internally and externally about your brand. From the evaluation of your existing initiatives to a comprehensive competitive analysis and detailed online brand representation report, a Social Media Audit accomplishes the Research and Discovery phase of any long-term strategic plan, but without a heavier financial commitment.
  6. 6. Get a pulse check on what’s working & what’s not Brand perception Optimize your posts based on your audiences & goals …. Basically:
  7. 7. Templates
  8. 8. Method: Frequency & Timing
  9. 9. In what timeframes are you posting things? How often are you posting things? Does higher posting = higher engagement? Questions to Consider
  10. 10. Company Size-Specific, Most Interactions Per Post Source: HubSpot Social Media Benchmarks Report
  11. 11. Industry-Specific, Most Interactions Per Post Source: HubSpot Social Media Benchmarks Report
  12. 12. Best Time to Post on Facebook Source: QuickSprout
  13. 13. Best Time to Post on Twitter Source: QuickSprout
  14. 14. Twitter Tip Source: QuickSprout
  15. 15. Best Time to Post on LinkedIn Source: QuickSprout
  16. 16. Best Time to Post on Pinterest Source: QuickSprout
  17. 17. Best Time to Post on Instagram Source: QuickSprout
  18. 18. Best Time to Post on Google+ Source: QuickSprout
  19. 19. Quality > Quantity
  20. 20. Don’t forget to include images! Source: SocialMediaExaminer
  21. 21. Don’t forget to include images! Source: Buffer & B2B Marketing Mentor
  22. 22. Appearance: Format & Style
  23. 23. Are the cover photos and profile pictures current? Are the images being shared an optimal size? Are you using stock photos? How do you interact with other brands? What things are “liked” by and on your page? Questions to Consider
  24. 24. Use proper image dimensions Test post frequency for your company size/industry benchmark Integrate Social with your other marketing channels (email, landing pages, etc.) Add social sharing images and follow buttons in emails and thank-you pages to offers Optimizing Social Channels
  25. 25. Consistency
  26. 26. Audience: Content, Messaging & Engagement
  27. 27. Is your About copy updated? Are you taking advantage of the real estate? What types of comments are common? What is the brand sentiment? How quickly do you respond? Are you posting content based on different customer personas? Questions to Consider
  28. 28. Analytics: Driving leads and followers
  29. 29. Create an Editorial Calendar
  30. 30. Once you know the best frequency, schedule your posts:
  31. 31. Analyze Your Posts: What are people clicking, when, and why? Record your findings.
  32. 32. Facebook
  33. 33. Twitter
  34. 34. LinkedIn
  35. 35. True Social Metrics
  36. 36. Bitly
  37. 37. 9 Key Takeaways 1. Use a Social Media Audit to create custom goals per channel 2. Cross-Promote Your Social Presence 3. Share Useful, Valuable Content (i.e. quality > quantity when posting) 4. Post More Pictures and Videos 5. Have Great Avatars & Cover Photos 6. Automate & Tweet on the Fly (a good mix of both, but mostly schedule at optimal times) 7. Find, Follow, & Build Relationships with People in Your Industry 8. Offer Incentives to Fans/Followers (contests, etc.) 9. Be consistent
  38. 38. 25% DISCOUNT CODE FOR WEBINAR ATTENDEES, EXPIRES AUGUST 31: BITLY15 Learn how to match social strategy to business goals in this ebook: http://bitly.is/smStrategy

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