How to craft a social media audit

Things to Do When you Pick up a New Social Media Client

You’ve just picked up a new social media client. Maybe you’ve been focusing on just one industry. Maybe you have not. Before you start creating social media posts and interacting you need a plan. You need to know where you stand, what your goals are, and where you need to be. But you also don’t want your client waiting and waiting for you to craft your first tweet. These are the things to do when you pick up a new social media client.

Things to Do When you Pick up a New Social Media Client

Audit Your New Social Media Client

The first thing you need to do is assess the situation. What dangers, what possible disasters will you deal with when managing social for this client. What are the possibilities? Let’s break things down to make it easy. Create a spreadsheet with:

  1. List of their social media accounts
  2. Their followers/following
  3. List of their competitors
  4. Their competitor’s following
  5. People who have access & the level of access they are privy to
  6. Tools used for each social network (to see if you can cut back on the fat with a tool like Socialdraft)
  7. Who is in charge of communications with the client?
  8. Are they working with a PR firm, what is on their calendar?
  9. Goals for the fiscal year
  10. Reviews and social chatter

This audit will help you tremendously. You will know exactly who and where to go to for information, you’ll be able to set up an emergency plan, and you will know exactly where you are at social media wise so you can measure your results at the end of the campaign. You will also have measurements so you can go in and analyze what was working and not working in the past and be able to adjust your strategy as needed.

Check out Your Client’s Followers & Measure Sentiment (and their competitor’s)

The community is the most important thing when it comes to social media. After all, without them, there is no ROI.

If your new client has already been active on Social Media, you need to take some time to hear what your community is saying. This will help you to come up with your voice and make it easier to craft your message.

Check out your followers, click their profiles. What are they talking about? What concerns them? What are they sharing? Pay attention to these so you can eventually figure out…

  1. How they feel about your clients (what the sentiment is around the brand)
  2. What does the community desire from your client and its industry
  3. What are the community’s problems and is there a way that your client can fix these

Hashtag Research

While you are at it, create a spreadsheet. Start keeping track of the hashtags that are being used in your client’s circles/industry. Seek out the competitors you want to be like. They are obviously doing something right…so keep an eye on their strategy and see what you can adapt.

Audit Content

As a community manager, you’re probably not going to be creating content. That being said, you need to be involved in the content creation process because you will be in charge of pushing this content out. You need to become the expert as to what resonates so that you can guide the content team in their efforts. Ask your client for access to Google Analytics. Check out what content is performing well and what is not.

Go a step beyond this. Once you have the top 10 performing pieces of content, go back to social. See if these were shared there and by whom. It could be that a certain post has great SEO and is getting tons of organic traffic, but that post may not work for your audience. Analyze the content that performs best on social and find out why – is it an amazing image, does it have an easily digestible list, is it shareable. If you are able to work with the content team, you can really get amazing results from Social.

Analyze the Best/Worst Performing Social Media Posts

Go through all your social networks and separate your best performing posts. Then ask yourself these questions:

  1. How long was the post?
  2. Was there an image/video/link attached?
  3. What was the tone of voice?
  4. Were people tagged?
  5. Was it your customer’s original content or influencer content?
  6. What hashtags were used?
  7. What time/day of the week was the post shared?
  8. Were they holiday posts? Did something historically significant happen on those dates?

Once you have analyzed these posts, you will know exactly what works well and what efforts will be a waste of time.

And don’t forget to ask to be included in the content calendar so that you can plan ahead on how to disseminate this content.

Have an Internal Social Media Meeting

Social Media is not a task for one person. You have a pretty good idea by now of outside sentiment for your clients. At this meeting, try to get a feel for what your colleagues think about your client’s Social Media presence. You’ll get a grip on what areas/people feel a disconnect with social marketing from the past. Try to get them involved and get ideas from them. There may be features/offerings from your client that you may not be aware of that you will discover during this meeting.

End your meeting gently asking them to follow the client’s Social Media accounts. You can’t legally require this, but you can nicely ask. They work for the company, if things are right internally, they should be your biggest advocates.

If team members have been previously involved with social media, you need to find out why, how, and if there are separate accounts you are not aware of.

Create a Response Plan

Chat with your client after you complete the sentiment report. There are issues that will come up on a consistent basis. Come up with a document that has pre-approved response templates to those recurring issues. Use those as a template when negative comments and reviews come up.

Speak with your client about what to do when serious problems arise, for example, if a customer calls someone on their staff racist. Speak to them about how they would like for you to handle potential legal issues and ask them who on their team will handle. Issues with legality should be outside of your scope of work.

Create your templates

Find out if your client has used templates before. Templates are a great way to standardize efforts and to create a strong brand. If your client has not used templates in the past, it is a good time to do so…besides, this will save you an incredible amount of time.

Editorial Calendar Template

The content marketing team should already have this. A plan of what content is coming out and when. If they do not, then you need to ask that they create one.

Social Media Content Calendar

If you use a system like Socialdraft, you won’t need to create one of these (heck, you can use our calendar as editorial content as well with our tasks feature). This calendar will help you organize your social media posts into categories so that you can easily duplicate, re-schedule, and promote the content from the content marketing team. Some categories we recommend are:

  1. Memes
  2. Informational
  3. Promotional (keep this to 20%)
  4. Inspirational
  5. Industry News

Need a Sample Social Media Calendar? Click here.

Visual Templates

Whether you are using Photoshop, Canva, or any other image tool, you need to have visual templates in order to maintain a consistent brand. This will also help if you need new header images for holidays, special promotions, etc…Some visual templates you will need:

  1. Facebook post
  2. Twitter post
  3. Instagram post
  4. Google+ post
  5. Pinterest post
  6. Ad
  7. Header images

Once you’ve gone through these steps, you will be more than ready to begin creating content and measuring your success.