Social Media Audit
      Back to home
      1. Knowledge Base
      2. Social Media
      3. Social Media Audit

      How to perform a LinkedIn Audit

      Whether or not a client should utilize LinkedIn as part of their social media strategy depends on various factors such as their industry, target audience, and overall business objectives. Here are some considerations:

      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 and insert it into the profile image cell in the social media audit.
        • 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?
        • Also take a look at the LinkedIn banner image. The profile banner above the company logo offers a bit more room for creativity, as there are no hard-and-fast rules for using this space (other than some sizing requirements). Consider a collage of the client’s products or a good quality image related to their industry/services. 

      • Handle Name
        • Copy and paste the handle
        • 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 profile link
      • Bio Descriptions
        • Copy and paste
        • Analyze the About section text for clarity, conciseness, and brand messaging. Look at the key information conveyed in the bio and if any improvements can be made.
        • A well-optimized “About” section on the clients Company Page is a tightly worded paragraph (2,000 characters or less) telling visitors everything they need to know about the company. Use simple, accessible language informed by keyword research to outline your business goals in words anyone will understand. Ultimately, you want the About section to tell your company story and help people see the value of your product or service.
        • Also look at the tagline under the client name and the industry listed to ensure both are accurate and relevant. 
      • Link in Bio
        • Examine the link provided in the bio (if applicable).
        • Connect the link to specific campaigns, promotions, or content.
        • Summarize the call-to-action or purpose of the link and suggest improvements if needed. Maybe the client would benefit from a dynamic link in bio if they are regularly needing multiple links or it would benefit customers.
      • 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
      • Frequency of Posting (Per Week)
        • Just average this out based on looking at their posting frequency. 
      • Engagement Rate
      • 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, article links, text posts).
            • Summarize which posts resonate most with the audience. Some clients may not have utilized all these so make note of that.
        • 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 LinkedIn.
            • Use the clients business insights if you have access.
            • According to Buffer data, the best time slots on Monday for LinkedIn engagement are between 2 p.m. and 4 p.m., when engagement is slightly higher than the rest of the 9-5 peak.
              • Monday: 4 p.m.
              • Tuesday: 4 p.m.
              • Wednesday: 2 p.m.
              • Thursday: 4 p.m.
              • Friday: 1 p.m.
              • Saturday: 10 p.m.
              • Sunday is also a quieter day on the platform, with slight peaks at certain times. The best times to post on LinkedIn on Sunday are in the early morning, midday, and later afternoon: 7 a.m., 12 p.m., and 5 p.m. In general, it may be better to post on other days.

      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 LinkedIn post 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 inside LinkedIn. If not, spend some time scrolling the client’s LinkedIn and identify the most liked post in the last year. 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. In most cases, likes or shares are the best metrics to determine best performing post. 
          • 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
            • Video, single image, multiple images, text post, article link, etc. 
        • Post Timing
          • Date
          • Day of Week
        • Statistics
          • Likes
            • Number of likes on the post
          • Comments
            • Number of comments on the post
          • Shares (reposts on LinkedIn)
            • Number of reposts on the post

       

      Action Plan & Strategies

      • Platform Objectives
          • Purpose: Determining the platform objective sets the direction for the brand's LinkedIn 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.
            • Boost brand visibility and recognition.
            • Showcase company culture and achievements.
            • Establish thought leadership in the industry.
            • Expand professional network.
            • Drive website traffic for lead generation.
            • Recruit top talent.
            • Stay updated on industry trends.
            • Generate sales leads and opportunities.
            • Strengthen customer relationships.
            • Enhance credibility and trust.
      • 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 LinkedIn 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:
            • Regularly share updates, company news, and highlights to keep the brand in front of followers. Use visually appealing content such as graphics, videos, and infographics.
            • Share behind-the-scenes photos, employee testimonials, and stories that reflect the company's values and culture. Use employee-generated content and highlight company events.
            • Publish articles, whitepapers, and case studies showcasing industry expertise and insights. Participate in relevant discussions by commenting on posts and sharing opinions on industry trends.
            • Engage with industry peers, clients, and partners by liking, commenting, and sharing their content. Connect with relevant professionals and join industry groups to expand the network.
            • Share blog posts, reports, and other valuable resources with a call-to-action directing users to the company website. Utilize LinkedIn Ads for targeted lead generation campaigns.
            • Post job openings, company culture videos, and employee testimonials to attract potential candidates. Utilize LinkedIn Recruiter for targeted candidate searches and outreach.
            • Share relevant industry news, reports, and updates to keep followers informed. Participate in discussions and provide insights on emerging trends and developments.
            • Share success stories, customer testimonials, and product updates to showcase value proposition. Utilize LinkedIn Sales Navigator for targeted prospecting and outreach.
            • Provide customer support through comments and messages, addressing inquiries and concerns promptly. Share customer success stories and case studies to demonstrate value.
            • Publish high-quality, informative content that demonstrates expertise and authority in the industry. Engage authentically with followers and respond to comments and messages in a timely manner.

      • What Could Be Improved?
          • Purpose: Auditing these aspects allows us to identify areas for improvement and develop actionable recommendations to optimize the client's LinkedIn 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:
            • Boosting Brand Visibility: Consistently share updates, company news, and achievements to maintain a visible presence. Invest in visually appealing content like videos and graphics to captivate the audience.
            • Showcasing Company Culture: Highlight the company's unique culture through behind-the-scenes photos, employee stories, and testimonials. Encourage employees to contribute content that reflects the company's values.
            • Establishing Thought Leadership: Publish insightful articles, whitepapers, and case studies to position the company as an industry leader. Actively engage in discussions and share valuable insights to showcase expertise.
            • Expanding Networking: Proactively engage with industry peers, clients, and partners by commenting, sharing, and connecting. Join relevant groups and participate in discussions to expand the professional network.
            • Driving Website Traffic and Lead Generation: Share compelling content with clear calls-to-action to drive traffic to the company website. Utilize LinkedIn Ads and targeted content to generate leads and conversions.
            • Improving Recruitment Efforts: Optimize job postings with engaging content and showcase the company culture to attract top talent. Utilize LinkedIn Recruiter for targeted candidate searches and personalized outreach.
            • Staying Informed on Industry Trends: Share timely industry news and updates to keep followers informed. Actively participate in discussions and provide insights on emerging trends.
            • Generating Sales Leads: Share success stories, customer testimonials, and product updates to showcase the company's value proposition. Utilize LinkedIn Sales Navigator for targeted prospecting and lead generation.
            • Enhancing Customer Relationships: Provide prompt and helpful customer support through comments and messages. Share customer success stories and engage with customers to build stronger relationships.
            • Building Credibility and Trust: Publish high-quality, informative content that demonstrates expertise and builds credibility. Engage authentically with followers and respond promptly to comments and messages to foster trust.
      • 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: 
          • Regular Updates: Post company news and updates at least twice a week.
          • Employee Spotlight: Share employee stories or achievements once a month.
          • Thought Leadership: Publish one industry-related article per month.
          • Engagement: Like, comment, or share industry-relevant content daily.
          • Networking: Connect with five new professionals each week.
          • Content Variety: Share a mix of articles, videos, and infographics.
          • Job Postings: Post new job openings immediately as they arise.
          • Industry Insights: Share relevant news or trends once a week.
          • Customer Stories: Share one customer success story per month.
          • Responsive Interaction: Respond to comments and messages within 24 hours.

       

      Should clients utilize LinkedIn as part of their social media strategy?

      As we're evaluating potential strategies for our clients, it's crucial to consider whether LinkedIn is the right fit for them. When evaluating this, there are several key factors we need to keep in mind.

      • Let's think about the client's target audience. If their ideal customers, partners, or talent pool are active on LinkedIn, it's a strong indicator that the platform aligns with their objectives.
      • Let's consider the client's industry and niche. Certain industries, like B2B, professional services, and technology, tend to thrive on LinkedIn due to its professional nature and networking opportunities.
      • We need to look at the client's goals and objectives. If they're aiming for brand visibility, thought leadership, talent recruitment, or B2B lead generation, LinkedIn could be a valuable platform to achieve these goals.
      • We also need to assess whether the client has the resources and capabilities to maintain an active presence on LinkedIn. It requires consistent content creation, engagement, and monitoring, so we need to ensure they have the bandwidth and expertise to execute effectively. Or maybe that is where we step in.
      • If competitors are successfully leveraging LinkedIn, it's a good indication that our client could benefit from it as well. By thoroughly evaluating these factors, we can determine whether LinkedIn is the right platform to include in our client's strategy."