How to Audit Your Social Media Performance - Social Media Audit

Social Media Audits
B y A s h l e y S e g u r a
To p H a t R a n k

We Did a Thing…
@AshleyMadhatter

!6
Step 1:
Define Campaign Goals

Travel to National Parks in the United States and
Canada for a year and document the journey via
Instagram and YouTube.
Our “Cute” Goal…
@AshleyMadhatter
Our First Attempt at a Goal… #socute

“Cute” Goal
A goal that would be great to accomplish, but has
little definition of what metrics or measurement
needs to be met in order to achieve goal.
@AshleyMadhatter
Definition of a Cute Goal

Have 10k followers on Instagram and 1k followers
on YouTube by the end of our year-long journey
(May, 2020).
S.M.A.R.T Goal
@AshleyMadhatter
Definition of a S.M.A.R.T Goal

What Defines Us As a Brand?
What makes us different from all of the other
travel Instagram couples?
Selling Point
@AshleyMadhatter

What Defines Us As a Brand?
What makes us different from all of the other
travel Instagram couples?
- National Parks
- Fulltime RVing
- Newlyweds
Selling Point
@AshleyMadhatter

Social Research: Where Will We Go? (content)
@AshleyMadhatter

Social Research: Are These OUR People?
@AshleyMadhatter

Competitor Social Research
How often they post
What kind of content they post
Instagram to YouTube variations
@AshleyMadhatter

!18
Step 4:
Define the Content Strategy

Excel Doc Time
Campground type
Date
Cost
Full hookups
Contact Info
@AshleyMadhatter

Location —> Content
Where we chose to stay determined the
backdrop for the content we create.
@AshleyMadhatter

Timing —> Posting Schedule
Type of content (image vs video)
Video schedule
Timing around weather
Topic ideation
@AshleyMadhatter

!22
Step 5:
Schedule, Grow & Respond

Schedule the Content
Hashtag research
Regular engaging
Following / unfollowing
@AshleyMadhatter

We Haven’t Reached Our Goal Yet…
@AshleyMadhatter

So… Repeat Steps Weekly to Respond, Share and Measure
@AshleyMadhatter

!26
@TopHatArsen
Do you have a similar
process for strategizing your
company’s social media?
Or no process at all..

Whether You’re Building a Fun Brand Experiment
@AshleyMadhatter

Or Measuring Your Company’s Social Efforts
@AshleyMadhatter

Here’s the 10 Metrics You Need to Measure  
For Any Social Strategy
@AshleyMadhatter

@AshleyMadhatter
Email Me
ashley@TopHatRank.com

!31
Top Metrics + The Tools
to Measure With

!33
@TopHatArsen
Every social media
goal needs to have a
WHAT and a HOW,
not just a what.

Examples of Cute Goals
• Increase engagement on Instagram from March to April
@AshleyMadhatter

Examples of Realistic Goals
• Increase engagement on Instagram from March to April
• Receive at least 150 engagements on each Instagram post, posting once a
day for 30 days
@AshleyMadhatter

Examples of Cute Goals
• Facebook be the primary website traffic source in April
@AshleyMadhatter

Examples of Realistic Goals
• Facebook be the primary website traffic source in April
• Increase website traffic from Facebook 25% by posting 2 posts with links a
day for the month of April
@AshleyMadhatter

@AshleyMadhatter
• Social Media:  
Count 2 posts a day
Goal
Tools

@AshleyMadhatter
Count 2 posts a day
• Google Analytics: 
How much traffic
Goal
Tools

@AshleyMadhatter
Count 2 posts a day
• Google Analytics: 
How much traffic
• Conversion Math: 
Did you receive 25%
increase?
Goal
Tools

Is Your Brand Consistent on ALL Social?
@AshleyMadhatter

@AshleyMadhatter
Branding
• Consistent profiles
• Bios
• Links
• Cover images / Profile
Images
• Brand recognition

!44
@TopHatArsen
The consistency of a
brand will create a certain
emotion for users.

@AshleyMadhatter
Branding 
Tools
• Company branding
document includes:
• Terminology / Avoid
• Company naming
• Mission statement
• Visual marketing guides
• PR

Who is engaging with you most? Is it the right people?
@AshleyMadhatter

@AshleyMadhatter
Audience 
Tools
• Social media insights
• Followerwonk
• Friends+Me
• Tailwind  
(Instagram + Pinterest)
• GA -> Audience Report

!49
@TopHatArsen
Your social media
audience needs to match
the people who visit and
convert on your website.

2
Any Alignment?
Google Analytics:
Demographics > Gender + Location
Social Media: 
Audience insights > Gender + Location
@AshleyMadhatter

Measure What Content Types You Share
@AshleyMadhatter

See Which Posts Types Receive Engagement
@AshleyMadhatter

@AshleyMadhatter
Content  
Tools
• Insights
• Visual: Social profiles
• Buzzsumo
• Agorapulse

Are You Consistently Posting?
@AshleyMadhatter

@AshleyMadhatter
Timing  
Tools
• Manual count
• Audience page
insights
• Industry studies for
days / times —>
https://sproutsocial.com/insights/best-times-to-post-on-social-media/

@AshleyMadhatter
Listening
• What is being said?
• Positive?
• Negative?
• Neutral?

@AshleyMadhatter
Listening
• Respond-worthy??

@AshleyMadhatter
• Mention
• SEMrush
• Tweetdeck
• Brandwatch
Listening
Tools

@AshleyMadhatter
Competitor 
Tools
• Likealyzer
• Buzzsumo
• Phlanx (Instagram)
• SEMrush

The Social Engagement Metrics Overtime
@AshleyMadhatter

@AshleyMadhatter
Numbers 
Tools
• SEMrush
• Hootsuite
• TweetReach
• Google Analytics

How is Social Helping Your Site?
@AshleyMadhatter

@AshleyMadhatter
Website  
Tools
• Social media pixels
• Google Analytics
• SEMrush
• Ahrefs

@AshleyMadhatter
Management
Review
• Do you have 24/7
response?
• How often is
reporting done?
• How many ppl on the
team?

The Social Media Audit Report
@AshleyMadhatter
Sales

@AshleyMadhatter
Sales
The Social Media Audit Report

!93
Warnings:
Things to Watch For During  
a Social Audit

#Pubcon | @AshleyMadhatter
DON’T PROCRASTINATE…
AUDIT YOU SOCIAL MEDIA
QUARTERLY
@AshleyMadhatter

DON’T ASSUME ANYTHING…
ALWAYS LOOK UP THE
EXACT METRICS AND DATA
@AshleyMadhatter

DON’T FORGET SOCIAL MEDIA
POLICIES…
RULES CHANGE AND CAN
AFFECT ENGAGEMENT
@AshleyMadhatter

DON’T FORGET YOUR GOAL…
MATCH THE AUDIT W/ YOUR
OG GOALS
@AshleyMadhatter

!98
Key Takeaways:
All the Top Secret Goodies

Create Goals in GA: Analytics > Social > Conversions
@AshleyMadhatter
hootsuite.com/tracking-social-media-in-google-analytics/

But, Keep an Eye on Social + Bounce Rate
@AshleyMadhatter

Let Everyone In on the Data
Helps make better business decisions and
new campaign ideas with the WHOLE team.
Share Audit Findings w/ALL Teams
@AshleyMadhatter
Social
Content
SEOProduct
Sales
Client

How Often Are You Blocked?
- G-PG Rated posts
- Sweepstakes following sweepstake rules
- Blocked from making actions - how often?
- Special industry rules: firearms, marijuana,
gambling, etc.
Audit How Your Following the Rules
@AshleyMadhatter
Social
Content
Product
Sales
Client

Is the Network Still Effective?
Stop putting efforts on social networks that
don’t bring you results.
Audit How Effective the Social Network Is
@AshleyMadhatter
Social
Content
Product
Sales
Client

Don’t Just Talk About You…
Share content varieties that are earned,
owned, and influenced.
What’s Your Content Like?
@AshleyMadhatter
Product
Sales
Client
Earned: 
testimonials, reviews,
guest posts
Shared: 
industry content, 
publications
Owned: 
original created
content
Influencer: 
audience and
influencer

Follow Them, Watch Them
Just because they received 500 more likes
than you did doesn’t mean more in sales.
Audit your competition to see which metrics
are actually helping them reach their goals.
Audit Your Competitors - Regularly
@AshleyMadhatter
Sales

The ROI on Social Media
@AshleyMadhatter
Sales
Avinash Kaushik
• Conversion Rate: 
# of Audience Comments (or Replies) Per Post
• Amplification Rate: 
Average # of shares/retweets per post
• Applause Rate: 
# of Likes
• Economic Value: 
Sum of short and long term revenue and cost
savings

E - M A I L W E B S I T E
CONTACT US
ashley@tophatrank.com www.TopHatRank.com
@AshleyMadhatter

How to Audit Your Social Media Performance - Social Media Audit

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