Sooo I decided the whole process was just a little too complicated. Sooo... Let's simplify. This is the list of the things you need to do. 👇
Basically this is all the research you need to do to be ready to fill out the slide deck for your client meeting. You will use the "Social Media Audit Template" SLIDE DECK
Look through the ENTIRE presentation before you get started. You will fill out the info in the slide deck instead of having to fill in the Social Media Audit Template.
NOTE: You can use this "Social Media Audit Template" spreadsheet as a resource but you don't need to fill out all of the information. You just need to gather enough research to make sound recommendations to your client based on data.
BEFORE YOU START: If you have a core messaging doc already. Use that as a resource so you don't have to re-invent the whole wheel.
1. List the client social media accounts (FB, IG, LinkedIn, Pinterest, YT, Tik Tok)
2. Check for consistent branding
(Fill in Slide 16) on the slide deck
- Name on Account
- Profile Pic
- Handle Name
- URL
- Bio Description
- Link in Bio
- Latest Post/ Last active Date
- Multiple Accounts Found
- Profile Analysis
- # of Followers
- Frequency of Post
3. Review Performance
Find some of their top performing post and see why it did well. Do some investigating. Have fun finding patterns. Save content that is doing really well and explain to them why it performed well and suggest similar content.
4. Understand the Audience
Identify 3 different segments, check out core messaging doc if you already have one to get insights on audience and motivations. (look at/fill out slides 6-14 in the presentation for guidance on Audience research)
5. Analyze Competitors (This should be fun!)
Why it matters:Competitor research helps provides crucial insights into the market, helping to understand your position, identify opportunities, and make informed decisions. (Basically what can we learn from others in the space?)
When you look at their accounts consider the following:
- Name
- Bio
- # of followers
- Posting Frequency
- What posts are performing the best (take note, use those as examples in your presentation if it's something your client should try take a SCREEN Shot or save the video to show client).
* Don't hesitate to use tools we have available in the "Resources" sheet to do more in depth competitor research.
6. Create Action Plan
- Based on your audience make a recommendation for which platforms to focus on (2 or 3 platforms), Where is your audience at?
- What is the target audience segment for each platform? (example: Young Mom - Instagram, Business Owners- LinkedIn)
- What is the key goal/KPI for each platform? What does success look like for this client? More engagement? New Members? Higher event sign up's? What are we trying to accomplish? Why this matters: Without KPIs, it’s hard to track success or know what’s working.
- Create a few content pillars/content suggestions for the brand. (find social posts that already exist that are good examples of the concepts you are proposing).
- How frequently should they post?
- Show them your 10 content pieces