How to perform a Facebook Audit

Learn how to complete the Facebook portion of the Social Media Audit for the Fertilizer package.

Helpful Resources

Profile Information

Purpose: A well-optimized profile enhances brand visibility and engagement!

Action Items: Fill out the following information.

Name on Account
- List out the account name. Look for typos or discrepancies, or even ways to improve the client’s presence.
- Analyze the consistency and clarity of the account name. Also look at consistency across platforms.
Profile Picture
- Copy or download the profile image
- Examine the profile picture’s relevance to the account’s purpose. Also look at consistency across platforms. Does the image match what the client does and is it a good format for round social media profile images?
Handle Name
- Copy and paste the handle. For Facebook, this can be found in the URL after facebook.com/.
- Analyze the handle’s uniqueness and memorability. Also look at consistency across platforms.
- Connect the handle to the brand, keywords, or personal identity.
URL
- Paste in the page link
Bio Descriptions

This is not as big of a thing on Facebook. You can sometimes find information on the client in this intro section if they have one set.

- Analyze this info for clarity, conciseness, and brand messaging. Look at the key information conveyed in the bio and if any improvements can be made.
- If there is no bio, recommend one be added! Take it a step further and write one out for the client.
Link in Bio
- This is found under the Info section at the top left of the clients page.
- This should typically just be the link to the client's website since links can be added to posts, unlike on Instagram.

Last Active Date / Post Date
- Find the date of the last post the client posted.
Multiple Accounts Found
- This is rare but sometimes happens. Do a quick search of the client’s name to see if they have outdated and unused social media accounts.
Profile Analysis
- Combine insights from all the above elements.
- Identify strengths, weaknesses, and opportunities for improvement.
- Summarize actionable recommendations for optimizing the account’s profile and performance.

Account Statistics Overview

Followers
- List out the current number of followers.
- You can find this under the Facebook page name. For Facebook, try listing out the likes and followers in the same cell like "4 Likes | 4 Followers"
Frequency of Posting (Per Week)
- Just average this out based on looking at their posting frequency for the last few weeks.
Engagement Rate
- This is a great, free Facebook engagement rate calculator you can use. It's free for a few uses a day.
  - https://phlanx.com/facebook-engagement-calculator
Account Statistics Analysis
- Dive deeper into all this and provide insights on
  - Frequency of Posting (Per Week):
    - Examine the consistency of posting frequency.
    - Connect posting patterns to engagement levels (e.g., more frequent posts may lead to higher engagement).
    - Summarize the optimal posting frequency based on audience response.
  - Engagement Rate:
    - Calculate the engagement rate (likes, comments, shares) per post.
    - Connect engagement metrics to specific types of content (e.g., videos, images, stories).
    - Summarize which posts resonate most with the audience.
  - Overall Analysis:
    - Combine insights from followers, posting frequency, and engagement.
    - Identify patterns or correlations (e.g., higher engagement on certain days or times).
    - Summarize actionable recommendations for improving social media performance.
    - Give some good insights into what time of day is best for posting on Facebook. There’s no magic, universal best time to post on Facebook, just best practices.
      - Use the clients business insights if you have access.
      - General data suggests time between 7 am-9 am, 1 pm-3 pm, and 7 pm-9 pm is preferable to post on Facebook. On specific days, The best time to post on Facebook is generally 10 a.m. on Friday, according to Buffer data. Other high engagement times that come close to this peak are Mondays at 10 a.m. and Tuesdays at 9 a.m. Usually, peak time is when a large number of the niche audience is active on the platform. So it totally depends on your clients target audience's activity.
      - Weekend behavior is similar, with optimal times to post between 9 a.m. and 10 a.m. on Saturday and Sunday, though engagement is significantly lower when the workweek is over.

- - - - You can refer to the list below for specific times for Facebook posts.
        
        Monday: 10 a.m.
        
        Tuesday: 9 a.m.
        
        Wednesday: 9 a.m.
        
        Thursday: 10 a.m.
        
        Friday: 10 a.m.
        
        Saturday: 9 a.m.
        
        Sunday: 9 a.m.

Platform Demographics

No edits actually need to happen to this section! These numbers are standard and just useful information preloaded into the audit that can help you understand which social media platforms the client’s target audience spends their time on.

Best Performing Posts

Purpose: Analyzing a client’s best-performing Facebook posts sheds insights into what content resonates most with their audience. By understanding which posts receive the highest engagement, we can refine our social media strategy, create more relevant content, and optimize future campaigns to drive better results.
Action Items: If you have access to the client’s business account, you can find performance data inside the business analytics. If not, spend some time scrolling the client’s Facebook and identify the most liked post. There are a few metrics you can use to determine the best performing post. Usually these all line up but not always. Often the most liked post is also the most shared, but not always the most commented on as a giveaway post may have more comments than any other post. In most cases, likes or shares are the best metrics to determine best performing post.
- Post
  - Photo
    - Insert it into the cell if there is an image.

- - Post URL Link
    - Copy and paste the link to the post
  - Post Caption
    - Copy and paste the post caption to analyze for performance
  - CTA
    - There may not be one, but if so, list it. If not, just put “N/A”
  - Content Type
    - Text post, image, video, etc.
- Post Timing
  - Date
  - Day of Week
- Statistics
  - Likes
    - Number of likes on the post
  - Comments
    - Number of comments on the post
  - Shares
    - Only possible if you have access to the client’s business account. If you don’t have access, just write “Unavailable”

Action Plan & Strategies

Platform Objectives

Purpose: Determining the platform objective sets the direction for the brand's Facebook presence, guiding content creation and audience engagement strategies. While a brand can have multiple objectives, focusing on more than 3-5 main goals can lead to a diluted message and scattered content, making it challenging to effectively resonate with the audience and achieve meaningful results.
Action Items: List 3-5 objectives in the Platform Objective section of your audit. This list can get you started, but feel free to include your own ideas based on what the client has expressed.
- Increase Brand Awareness
- Drive Website Traffic
- Boost Sales and Conversions
- Enhance Customer Engagement
- Showcase Products or Services
- Share User-Generated Content
- Educate and Inform
- Promote Events or Campaigns
- Build Brand Loyalty or Humanize the Brand
- Drive Engagement with Hashtags

What's Working?

- - Purpose: Identify successful strategies and best practices that contribute to their social media success. By understanding their strengths, we can leverage and build upon these elements to further enhance their Facebook presence and achieve their business objectives.
  - Action Items: List out a few of the social strategies the client is doing well. These can always be improved on, but we want to be sure to notate what is working well for them. A few ideas to get you started:
    - Maintains a regular posting schedule to keep the Facebook page active and engaging.
    - Actively responds to comments, messages, and reviews to foster a sense of community and trust among followers.
    - Shares high-quality images and videos that effectively showcase products, services, and brand personality.
    - Tailors content to include relevant events, news, and topics specific to the local community.
    - Effectively promotes special offers, discounts, promotions, and local events to encourage followers to take action.
    - Strategically utilizes Facebook Ads to target specific demographics, interests, and geographic locations.
    - Ensures marketing efforts align with the overall strategy, integrating seamlessly with other channels.
    - Regularly tracks and analyzes the performance of posts and ads, using insights to refine strategy and optimize key metrics.
    - Showcases positive reviews and testimonials from satisfied customers to enhance credibility and reputation.
    - Actively participates in local community initiatives and events, sharing involvement to demonstrate commitment and build goodwill among followers.

What Could Be Improved?

Purpose: Auditing these aspects allows us to identify areas for improvement and develop actionable recommendations to optimize the client's Facebook presence, increase engagement, and drive business results.
Action Items: List out a few of the social strategies the client could improve upon. You will list specific action items in the next row. A few ideas to get you started:
- Maintains a regular posting schedule to keep the Facebook page active and engaging.
- Actively responds to comments, messages, and reviews to foster a sense of community and trust among followers.
- Shares high-quality images and videos that effectively showcase products, services, and brand personality.
- Tailors content to include relevant events, news, and topics specific to the local community.
- Effectively promotes special offers, discounts, promotions, and local events to encourage followers to take action.
- Strategically utilizes Facebook Ads to target specific demographics, interests, and geographic locations.
- Ensures marketing efforts align with the overall strategy, integrating seamlessly with other channels.
- Regularly tracks and analyzes the performance of posts and ads, using insights to refine strategy and optimize key metrics.
- Showcases positive reviews and testimonials from satisfied customers to enhance credibility and reputation.
- Actively participates in local community initiatives and events, sharing involvement to demonstrate commitment and build goodwill among followers.

Action Items

Purpose: These specific tasks help prioritize efforts, guide implementation, and ensure that identified areas for improvement are addressed effectively, leading to measurable progress and tangible results in achieving the client's social media goals.
Action Items: Ideally you will analyze the platform as whole and identify what needs to be fixed and list the action item to fix it in this section. Each item listed in the previous “What Could Be Improved?” section should have an action item attached to it. Here are a few specifics to get you started:
- Develop a content calendar with consistent posting schedule and diverse content types.
- Consistent Posting Schedule: Set up a content calendar to plan and schedule posts in advance, ensuring a consistent flow of content on the Facebook page.
- Engagement with Audience: Implement a daily or weekly routine to check and respond to comments, messages, and reviews promptly, showing genuine interest in engaging with the audience.
- Visual Content Quality: Invest in better photography equipment or hire a professional photographer to create high-quality images and videos that align with the brand's aesthetic.
- Localized Content: Research local events, news, and trends regularly to incorporate relevant topics into Facebook content, showcasing the brand's connection to the community.
- Promotion of Special Offers and Events: Create visually appealing graphics or videos to highlight special offers and events, and boost their visibility with targeted Facebook Ads to reach a broader audience.
- Utilization of Facebook Ads: Conduct thorough audience research to identify target demographics and interests, and create tailored ad campaigns with compelling ad copy and visuals to maximize effectiveness.
- Integration with Other Marketing Channels: Implement cross-promotion strategies by sharing Facebook content on other marketing channels such as email newsletters, website blog posts, and offline materials like flyers or in-store signage to increase visibility and reach.

- Regular Performance Tracking: Set up Facebook Pixel or utilize Facebook Insights to track key metrics regularly, analyze the data to identify trends and areas for improvement, and adjust the strategy accordingly.
- Positive Reviews and Testimonials: Encourage satisfied customers to leave reviews and testimonials on the Facebook page by incentivizing them with discounts or freebies, and actively respond to and showcase positive feedback to build trust and credibility.
- Community Engagement Initiatives: Partner with local organizations or charities to co-host events or sponsor community initiatives, and share the involvement on Facebook to demonstrate the brand's commitment to giving back to the community.