 By SARAH BEST Whether your business has a handful of accounts, or you're running a complex global social media program with hundreds of accounts and dozens of social media managers, a social media audit can be a valuable way of making sure that your work is strategic and effective. Learn more about what a social media audit is. Importance of a Social Media AuditHere are a few common reasons why businesses make the decision to conduct a social media audit: You want an independent, expert evaluation of your programWhether you’re a busy social media manager, or a marketing director trying to make sense of whether your social media program is working as hard as it should, gaining an outside perspective can be really helpful. Audits help us understand objectively how your social media program is performing. It can also identify marketing and growth opportunities you might not currently be taking advantage of. Something big is on the horizonWhether you have a large annual event coming up, a new product that you’re launching, or an important fundraising campaign on the horizon, these are all good junctures for making sure that your accounts are in top shape. You want to make informed decisionsAre you on the right channels? Are you posting frequently enough? Do you have too many staff working on social media or not enough? Having some data, interviewing your staff, and getting expert advice on how your program should be performing, can help you make better decisions. You want to advocate for resourcesConducting a social media audit can help you build a case for what you need, whether it’s a professional social media management tool, or a new marketing coordinator, but it can also help you find places where you can gain some efficiencies.
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