This document provides tips on how to conduct a social media audit and set goals for 2019. It recommends cleaning up social media profiles, analyzing key performance indicators like engagement, reach and audience demographics from the past year. The audit should also include benchmarking competitors' content, channels used, and response times. Goals for 2019 should challenge past performance and try new content types and networks based on audit findings. The overall purpose is to evaluate what worked well and what needs improvement to inform next year's social media strategy.

1. How to Perform a Social Media
Audit Before 2019
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2. Jessica Crilley Adolfsen
Customer Success Manager
Your Presenters.
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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
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5. HOW TO CONDUCT A
SOCIAL MEDIA AUDIT
Step by Step.
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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.
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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.

17. Benchmark
Competitor Content

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).

21. Know their your
potential fans.

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.

23. Use-Case.
Track your competitors’
sentiment through social
listening.

24. Set the Right
Goals.
Use and revise your
SMART goals.

25. DEFINING YOUR
2019 GOALS
Look ahead.
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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.

28. Coming Soon:
Social Media Trends to Put Into
Practice in 2019
January 24th
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29. Questions?
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30. @falconIOfalcon.io welcome@falcon.io