One of the first steps when we take charge of a company’s social media accounts or create our brand profiles is to make a social media auditorium before you start posting content.
It may interest you: Master in Social Networks
big part of the day social networks that change hands or start their journey publish random content, without structure or relationship, since they have not spent hours analyzing what other companies in the sector do on social networks, characteristics are the ways of communicating and, in the case of inheriting accounts of social networks already published content, see what has worked and what has not.
To continue we will explain What is a social media audit and how to do it to get the most out of it to the social network in which your business or the company you work for is located.
Guide to the main KPIs in social resources
What is a social media audit?
a social media auditorium It is a strategic process in which internal and external information is collected in order to know our level of competitiveness in said social network.
is social media auditorium is one of the first functions you have community manager when you start to manage an account, either recently or with a long history in order to create adequate content focused on the success and growth of the profile.
A study of social networksIn addition to guiding us on how the account has been managed and what the competition is doing, it also offers us:
- Determine how competitive we are with respect to other profiles in the sector.
- Know the practices of our competition, both good and bad.
- Know in which social networks we are interested in having a presence.
- Identify what type of publications work for us and those that do not.
- Recognize opportunities.
- Identify weaknesses to turn them into strengths.
- Define the actions that we will carry out in social networks with an analytical base.
Do you find interesting all that we can achieve with a social media auditorium? go see now how to carry out this analysis of rrss.
How to do a social media audit
when making a social media auditorium, we must analyze the account both internally and externally. When we say internally, we refer to making an analysis of our content, tools, procedures, etc. On the other hand, when we talk about doing an external analysis, we refer to the study of the competition, its type of publications, hours and days of publication, interaction with users, etc.
Undoubtedly there are a series of steps, factors and questions to be resolved that are essential in a social media auditorium like the following:
- In which social network do we have more presence? And the competition?
- How often do we post?
- With what tone do we communicate?
- What content has the best results?
- What is the level of commitment?
- Which social network is driving the most conversions?
- What is our public objective in each social network?
- What is the result of our ad campaigns?
- What kind of posts do our users like the most? Are you tired of the competition?
To answer these questions, it is necessary to carry out asocial media audiences. So that you do not have any doubts, we are going to detail the steps to conduct a successful audit.
Analysis of the current situation
Whether or not you are an Excel lover, you will be a better ally in your social network analysis. You can use one file tab for each account as you will need different metrics for each social network.
The information that cannot be missing is:
- Account number.
- Number of followers and followed.
- Frequency of publications.
- Engagement metrics: likes, comments, comparisons, retweets, etc. These data emerged according to the social network.
What social networks work better and are worse?
This point is important, since when a project starts it is common to create a profile on all existing social networks and then not manage them as they should. They end up being forgotten and generating a bad feeling for those users who come to it by chance.
To find out which social networks attract more users to your website, you can use google analytics. Through this tool you will be able to see the sources of traffic and determine which social networks are most convenient for the brand.
Analysis of the profiles of each social network
The time has come to dump all the information of each social profile in our Excel. It is important to have the essential information described above recorded, although as you develop it, new data will emerge that will continue to be extracted. The more information, the more revealing the audiences will be.
What types of posts have better results?
Making a meal for the publications is vital to know what you like, what you don’t like, what generates more interaction, etc. This is the point where you will buy first-hand what is more or less related to your users.
How to operate advertising campaigns on social networks
Unifying the identity and visual image in each of the social networks in which the brand has a presence is vital so that users can easily recognize that it is the same company. For them you must take into account:
- Have the same image or logo as the main image.
- Using the same tone of the messages.
- Have the same or similar biographies.
Definition of the public object
Knowing your audience is essential to adapt the tone of your messages and the type of publications. When you have a new social media account in hand, review the followers of each profile and see if they fit the profile of your target audience.
From this moment on, you generate content in order to get closer to your target, offering content of interest to them and bringing your brand closer to them.
In this section you should also analyze if your target audience will find out in each of the social networks in which you have an account. In those where you do not have a presence, you do not need to spend time and money.
Definition of KPIs and objectives
With all the information that has been obtained from the analysis, there is a list to define new objects with a solid base. When making decisions, one of the keys to success is to be based on data and with the social media auditorium You will have the necessary information to guide your strategy and actions towards the growth of your social networks.
To finish, here are some tips for the social media auditorium do not remain in an initial action, but that you keep taking it into account permanently to continue improving and prevent the account from stagnating:
- Measure the data on a weekly basis. In this way you will be able to detect incidents, deviations and problems that make you lose your bearings on the correct course.
- Invest all the necessary time in analyzing or researching the competition and their practices to do better than them.
- Focus more on those social networks that will bring you the most benefit. To find out you can make use of analytics.
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Is your SEO strategy failing? Are the results of your editorial marketing at half-staff? You are not going to cut it, an SEO content audit is essential.
When things go wrong, sometimes we are tempted to want to wipe the slate clean and start over. This may work for personal purposes, but it’s like shooting yourself in the foot for an SEO-oriented marketing strategy. Have a publishing heritage, built over time. Why don’t you pay then?
If it has value, it is that maybe it is not not appreciated enough. Understand that your content probably won’t reach your audience yet. To overcome this lack of results and develop your positioning and conversion potential, there is a miraculous tool: theSEO content audit. explanations.
An SEO content audit, why and how?
Conducting an SEO content audit means reviewing the current content on the site to see what works and what doesn’twhat positions you at the top of the rankings and what leads to you, what generates qualified traffic and what leads to parasitic visits, what converts your targets and what makes your efforts counterproductive.
That said, performing an SEO content audit is time consuming and tedious workwhich some find unpleasant. Is that reason enough to skip it? The answer is no: an SEO audit based on your content is a kind of necessary evil. Real decision aid toolit tells you where to focus your future efforts to generate better leads, close more sales, improve the relevance and success of your content marketing.
An audit methodology in just 4 steps
Given the relative heaviness of the task, it might also simplify your life. Here are four steps you can take to conduct a fast and effective SEO content audit:
Assemble your team of auditors.
To make your audit process less stressful and more effective, decide in advance who should be involved. only the affected people and those who have time to dedicate to it should be part of the team members: in priority, therefore, the content managers, the SEO and SEO managers, the analysts who measure the results. There is no need to cast a wider net, a small team 4 to 5 people is more than enough.
Take inventory of your current content.
Your team formed, let’s get into the heart of SEO content auditing. Rassemble and organize the content of your site, all content – Not just your blog articles, but also what appears on your home page window, your landing pages, your product sheets if you have an e-commerce site, your various and varied sales pitches, not to mention your content protected with premium access. Start to fill in a spreadsheet with, for each content, the following useful data:
– General details : page title and URL, metadata, number of words
– performance measures : visits, page views, reading time, click rate
– the links : internal links, inbound links, referral traffic, social signals
– the degree of importance : depth, hierarchy level, path
Question and make your data speak.
Every marketer knows, or rather should know: we don’t get value from the data itself, but from information that can be learned. At this stage of our SEO content audit, we need to make the data do the talking. And the best method to make a fact speak is to ask it questions, getting the worms out of its nose, in short. With your team of auditors, make a list of key questions to ask to analyze the numbers of each content: how often it is seen, what is its organic reach, how its calls to action behave, if it is attracting attention, if it generated form entries or not, etc.
Take action based on the results.
We are now in the fourth and final step of our SEO content audit. After tracing the history of your content, evaluating the current state of its performance, now is the time to project into the future. At the end of the analysis, vYou can see that some content works out-of-the-box, while others require updates minor or even full review. For those that are quite obsolete, it is better to remove them. Therefore, we do content pruning. In your spreadsheet, indicate the destination of each content, documenting and planning the following steps: who should do what, how and when.
Audit result: a concrete example
After completing your SEO content audit, you discover that a previously successful blog post has failed: over time, keyword rankings have dropped. By analyzing the data on the site, you realize that organic traffic has decreased significantly and that the few visitors you have on the page do not engage. Clearly, adjustments are needed.
Through your content inventory, you see that you have three blog posts that cover roughly the same topic. Action: Create new content based on these four articles and redirect the old URLs to the new post. Optimized and updated content, with new links, keywords searched by your targets, compelling calls to action. Result: In 3 months, your page has racked up over 3,500 visits, resulted in 25 form submissions, and generated 15 qualified leads. You’ve tapped into a lucrative content opportunity!
Do you lack resources?
Outsource your SEO content audit
If you don’t have the human resources to perform an SEO content audit in-house, consider hiring a marketing agency that specializes in SEO strategy and conversion optimization. At the same time, you will benefit from an unbiased, external view of your publishing heritage. And that’s always good to drink.
The social media landscape has changed dramatically since the start of 2020. If you’re not working from a current strategy, you have no strategy at all. That’s why we recommend that you audit your social media programs annually.
If you’re just getting started with a social media review, here’s my (free) course on conducting a competitive audit and a C&C primer on the best tools to use to perform an audit.
A key part of redesigning a social media strategy is to assess which social media channels are the best fit for your business with their different strengths and weaknesses. It is important that you understand how each channel can be used as an effective tool for marketing, customer service and communication. There are many factors to consider before you can decide which channel will work best for your business.
There are three things you need to know before creating a channel-focused social playbook: your audience, how best to engage them, and the purpose of each social channel. Articulating them will help you determine how to support a social strategy by detailing the type of posts to post, how often you should post, and the metrics that will show your progress.
Is your audience also your subscribers?
The first step in this process is to clearly define the audiences targeted by the use of social media.
Creating a relationship between the brand and the follower requires significant effort from both sides. A subscriber must sign up to “Follow” and then seek out or actively engage with a brand’s content in their feed. The brand needs to ensure that the content is relevant to the follower and offers enough value to help them move forward in a relationship.
When we do social media audits for clients, there’s always an “a-ha” or gap between who the brand says is following them on social media, and what the demographics and psychographics of the audience tell us about who is really among the subscribers. If you haven’t looked closely at subscriber information by channel, make sure that’s part of your next review.
Think you know your followers? Then you should be able to answer these five questions about the top target audiences you’re trying to reach on social media.
- WHAT type of content do they expect?
- WHERE do they attend most often?
- WHEN are they most active?
- WHY are they motivated to follow and engage with your business?
After considering these questions, you’ll be better equipped to develop the tactical steps to reach these audiences and see positive results on every channel.
Action steps: Create a matrix that lists your priority audiences on the side and your mix’s social channels on top. For each audience, identify the channels where they are most likely to be active and engage with brands. Review the matrix to determine the correlation between where your audience is online and which channels are most important to you.
Consider your selection of social channels
Social media channels are as diverse as cities and global cultures – none are exactly alike. Spend time in each channel and immerse yourself in the culture of the channels before (re)creating your strategy. This includes understanding the audience’s intent and expectations. What kind of content will match what they’re looking for and drive engagement that matches your business goals?
Good to be on all social media channels. It’s also good to be more selective and activate only where you and your audience are constantly present.
Ask these questions of each social media channel when reviewing social media to determine if it is part of your strategy going forward:
- Is your target audience here?
- Does the content you create match the channel’s preferred format(s)?
- How much time per day can your team be involved beyond posting to interact with audience responses and the accounts you follow?
- Is there a budget and resources for paid amplification to support this channel?
- What are the most valuable results to achieve with this audience?
Action step: Prioritize social media channels for your brand in HIGH, MEDIUM and LOW effort. Next, identify which emerging channels to start experimenting with, and which ones can be decommissioned to free up resources.
Writing your social media booklet
The Social Media Playbook is the guide on how to use social media channels to achieve business goals and engagement targets. The playbook should be rewritten periodically to align with changes in marketing campaigns, target audiences, internal resources, and results.
What’s going on in the Playbook? A good playbook stems from your strategic approach to using social media to support marketing and communications activities, but does not replace it. A playbook explains the tactical support of your social media strategy. It should have specific direction on the mix of channels and how each channel individually supports business goals with a specific KPI. The playbook should be concise, easy to understand, and flexible enough to be updated throughout the year.
- Write (or rewrite) your playbook to align with the audience targeting and channel considerations made in the aforementioned steps. When moving away from what has been done historically on social media, potentially deprioritizing a channel or focusing efforts on an emerging channel, it’s important to “show the work” on how that reprioritization will look. in the future.
- Detail a game plan for each channel starting with the core content that anchors the brand presence. Core content aligns with the editorial or content marketing plan and should address multiple people or journey stages. It is important to precisely define the content supported by each channel. Identify which content pillars are prioritized, what types of content will be used, and how to support the ideal frequency of curating and sharing user-generated content.
- Show how much time is spent engaging with the brand on each channel and the best times of day to be active (depending on your audience’s time zone). It’s important to remember that social media is not just another online platform for posting content. It’s more of a conversation between you and your followers. This means that you should actively engage in conversations on social media as much as possible, even if there isn’t new content to post every day.
- To select specific KPIs which will identify the health of each social channel and how it contributes to overall business goals. If TikTok experimentation is done to reach a different audience, the KPIs should reflect that it is a high-end activity. Compare that to Pinterest, which has a more direct goal of bringing users back to a website. So measuring referral traffic is a better KPI than pin impressions. Include data from your social media audit to compare current results and set targets for increasing your KPIs.
Action step: Write a channel game plan in the Playbook for each priority social channel in your mix. Be sure to include target audience(s), frequency and types of content, hashtags and emoji to use in posts, and how to measure results.
Final Thoughts for Your Social Media Review
Conducting a social media audit is a smart first step to understanding the strengths, weaknesses, and overall health of a social media program. Use your social media review to identify what is working, what needs to change, and where adjustments need to be made. How data and insights are used to rewrite a strategy and playbook is what sets the best social media teams apart.
LinkedIn is undoubtedly the best social network for B2B marketing in the last few years, and it keeps growing. With over 80% of leads for B2B businesses coming from LinkedIn compared to 12% from Twitter and around 6% from Facebook – LinkedIn is a powerful social media tool that should not be ignored.
However, to take full advantage of all the opportunities LinkedIn can offer to your business, you need to regularly track your marketing and sales efforts, audit your brand and competitor’s online presence, and, most importantly – change with the flow.
Nothing in the business world is static, and LinkedIn is no exception. So what can you do to keep your brand LinkedIn profile relevant and desirable?
In this article, I’ll go through all the essential elements of your personal and brand professional profiles, how you can improve them, and all the LinkedIn analytics tools and metrics to help you along the way.
Let’s dive in.
What is a LinkedIn Audit?
A LinkedIn audit is the process of thoroughly examining all aspects of your LinkedIn presence with the aim of improving it. To start a LinkedIn audit, you need to define your goals and KPIs.
Depending on your goals, three main types of LinkedIn Audits need to be performed, including:
- A Brand audit on your personal LinkedIn profile may include your headline, profile photo, summary, experience, and skills.
- A Company LinkedIn Page audit that looks at things like the banner photo, “About us” section, and employee list.
- A content audit that includes your posts, engagement rates, and overall brand influence.
The main aim of auditing is to improve your LinkedIn presence to generate more leads and sales from LinkedIn.
Why Is a LinkedIn Audit Important?
Just like any social media, LinkedIn is an ever-changing platform. This means you have to be up-to-date with all the trends, popular types of content, and successful marketing and advertising tactics so you don’t fall behind your competition.
Almost every company has a LinkedIn profile, but not all use it to its full potential. Instead, they rely on tactics like email marketing and their sales team to acquire the most important clients. And while these are all essential parts of any business’s success, you shouldn’t underestimate the power of a strong online presence.
For example, even if you find a client through a cold call or an email, they will probably try to research you and the company before making the purchase decision. So naturally, they head to your professional LinkedIn profile or the company page to get a better idea of how you are as a business.
Keeping your profiles up-to-date and optimized will guarantee that you can make the best first online impression to your clients, attract great talents and be an overall astounding representation of your company.
How to Perform a Personal LinkedIn Profile Audit
The first step in performing a LinkedIn Profile audit is to gather all the information you need. This includes your headline, profile photo, summary, experience, and skills. Once you have all the information, you need to analyze it and see what can be improved.
This audit aims to make sure that your LinkedIn profile aligns with your company’s branding and marketing strategy. After all, your profile can reflect the image of the company.
Here are some tips on how to improve each of these sections:
Your LinkedIn headline is one of the most important information on LinkedIn because it’s the first thing people see. So, if it’s not catchy or interesting enough, you may want to change it.
It’s been proven that headlines that are formed as sentences are a lot more successful. For example, don’t just write your position in the company – write what you give to your company as a professional.
Ex. Director of Content Marketing
Instead, try – Managing a team of creative storytellers
Identify some niche keywords and create a unique headline that will impress your leads and potential partners. If you decide to put your actual job title so that people can easily recognize you, make sure to use terminology that is not hard to understand.
Let’s take a look at the headline of Nemanja Zivkovic.
The first part of his headline is a statement that includes a niche keyword, and then he continues that statement in a way that separates him from other B2B marketers. The business is called Funky Marketing, and he incorporates that idea in the way he presents himself on LinkedIn.
After that, we also have the actual job titles and some personal information that makes him even more relatable and human.
Overall, from the profile photo and banner to the headline – this is a great example of a professional and approachable personal profile that is still strongly connected with the main brand and business ideology.
Your profile photo is the first thing people see on LinkedIn, so it’s important to make sure it represents you well. It’s important to look approachable, which means that stiff, passport-like photos are not recommended.
Here is a quick checklist to see whether you have the best possible LinkedIn profile photo:
- Use a recent photo – a few year-old at most;
- Make sure it’s a high-resolution, professional photo;
- Choose a picture where your face takes up at least 60% of the entire area;
- Be the only person in the photo, no group pictures;
- Don’t use a selfie;
- Choose a natural expression that reflects your personality;
- Stand in front of a neutral background, nothing too distracting.
The summary, also known as the “About Me” section, is where you have the opportunity to describe your professional skills, ambitions, background, and much more. It allows you to present yourself to your clients more naturally than just listing job experience, dates, and titles.
People will always prefer to connect with other people, so make sure it sounds human and don’t be afraid to be creative. As a representative of your company, you need to be approachable, genuine, and trustworthy. Don’t write it in the third person and avoid cliche-filled phrases such as: “results-driven sales professional with a proven track record in thinking outside the box when encountering challenges.”
There are many different ways to approach writing your summary, but the end goal should be something that truly reflects who you are as a person and a professional. If you find yourself stuck, try out Jasper.ai or other ai writing tools that can generate creative headlines and summary sections about you.
Work and Voluntary Experience
The experience section in your LinkedIn profile should give clients, prospects, and potential partners a more in-depth idea of your job responsibilities and role in the company.
Here is what you should include and avoid:
- Write in the first person;
- Add a description to each one of your listed job experiences;
- Have achievements and not just generic responsibilities that go with the occupation;
- Emphasize how you add value to the company and your clients;
- Add only the relevant parts of your career path;
- Enrich the content with niche keywords;
- When you list previous roles, make sure to add your biggest accomplishments there.
A regular LinkedIn audit aims to keep all of your info up-to-date, including your own experience in the current company. So if you were promoted or achieved something significant, don’t hesitate to add it to this section.
Skills & Endorsements
This is a great LinkedIn feature because it allows you to choose which skills you want to showcase, and you can even get endorsements from peers, clients, and colleagues. When you conduct a LinkedIn audit, you can check whether the most important skills are at the forefront or if there are any new skill tests that you might take.
Another thing that you can do is politely ask colleagues and clients to endorse said skills so you can improve your professional LinkedIn profile. You can also add new ones as they increase the chances of clients finding you.
How to Perform a Company LinkedIn Profile Audit
Now, let’s take a look at how to perform a LinkedIn company page audit. This audit aims to make sure that your LinkedIn page is in line with your branding and marketing strategy.
When performing a company LinkedIn Page audit, you need to look at the following elements:
Company Banner Image, Profile Picture, and Headline
Let’s take a look at Grammarly.
Their profile picture is their logo, which is the standard for company profiles across social media. You need to be recognizable to your user base, and putting your logo as a profile picture is the best way to do it.
The banner they have used is of a simple design, but the phrase they have put contains their identity, goals, and achievements. This is a great way of constructing your company banner because it shows a unique message and the soul of your business in a single image.
The last thing we see is the headline. There are several ways you can go about this. Grammarly placed their motto there, which can also be found on their website.
However, in the next example, you can see that the app development company Appetiser used that space to tell their audience exactly what their product is and list a few of their big clients to showcase their achievements.
Another great addition to the headline is that they have added a CTA at the end, which automatically makes them an approachable and friendly business that clients can easily turn to.
Next, head over to your overview section and ask yourself:
- Is the bio engaging and exciting?
- Is there enough information about what the company does?
- Does it inspire people to connect and learn more about our products and services?
If the answer is no, then you need a change.
In this part of your business profile, you have the chance to showcase how your company brings value to clients, employees, and the business world in general. Make sure it’s both engaging and informative to impress future clients and potential partners.
Here is the about section of the company Canva.
They pinpoint the exact problems Canva managed to solve by creating and launching their design tool from the very beginning. After that, you can see the raw data – their success in numbers. And finally, a concise description of all the major features and benefits users get by using Canva.
From beginning to end, the reader is captivated, they want to learn more, and they are impressed by the company. Of course, you don’t have to follow this template and write the “About” section the same way, but you should strive to inspire the same feelings.
LinkedIn for Business and Important Metrics to Track
Once you have analyzed everything in your LinkedIn Business profile, you can proceed to the other part. Thisconsists of the content you post, your employees and their activity, your followers, and visitors.
Thankfully, LinkedIn for Business provides companies with the statistics to do a thorough LinkedIn audit. Remember that you need to be an admin of the page to have access.
There are five different types of LinkedIn page analytics:
1. Update analytics
They measure the effectiveness of your LinkedIn updates and how engaging your followers find them. They also help your social media team analyze patterns and trends that further aid your campaigns and presence.
For example, you might notice that posts published on Monday have a lot more engagement than those on Tuesday, which will lead to a change in strategy.
2. Follower analytics
These are the demographic statistics needed to see your followers’ location, job title, industry, and company. This information can help you create content that caters to the needs of your follower base, thus increasing it over time.
3. Visitor analytics
These show the same information as the follower analytics but for people that are not yet your followers. It will allow you to research possible ways you can improve your content and how you interact with your audience to turn those visitors into loyal followers.
4. Employee advocacy analytics
It’s been proven that companies with a list of active employees on LinkedIn usually have a much better online presence and reach than those that don’t. Your employees can easily become brand advocates, and employee advocacy analytics allow you to monitor that behavior.
As LinkedIn themselves put it best, this feature will “provide page admins of a LinkedIn Page the opportunity to gauge trends in employee and member engagement with content recommended to employees on the My Company tab.”
5. Talent brand analytics
This feature is best used by the recruiters in your company. It will help them find suitable talents that can join your business and cause.
Using these analytics tools, you can decide whether you need to make changes to your company profile accordingly. Of course, you’ll want to pay attention to your cover and profile picture, your bio, and your content strategy: such as the type of posts you’re putting out or whether articles, explainer videos, or polls gain the most engagement.
Here are the most important metrics to follow:
- Reactions, comments, and shares to your posts and your employees’ posts;
- Unique impressions;
- Engagement rates;
- Follower and visitors metrics;
Take your LinkedIn Brand Profile to the Next Level
Social media marketing can be a challenge even for experienced companies. You want to impress your clients, connect with your audience and attract talented job seekers. That’s not an easy venture, especially if you have only one profile that has to check all the boxes.
The best way to learn and become better is to purposefully look for mistakes and try to fix them. This applies to all social media channels, not just LinkedIn. Making your profile stand out, creating content that truly speaks to your audience, and setting an example of thought leadership are just a few things you can do.
Whatever your strategy is, just make sure it’s human and always ask yourself the question: “Would I trust this brand?”.
Would you like to generate more traffic and conversions through social media marketing?
Do you think your social media channels could work better?
Most business owners will answer “Yes!” to these two questions.
To increase the performance of your social media marketing strategy you need to identify what has worked or hasn’t worked in your strategy so far.
To help you with this part, here are the best social media evaluation tools to prioritize what works (and some tools to make it work better!)
1. Agorapulse: Analyze your content on Twitter & Instagram
agorapulse is a social media management platform that also includes a powerful reporting feature that you can use to analyze the performance of your content.
The report includes:
- Your next growth
- Your daily commitments
- Your Awareness Score (i.e. the number of mentions of your username and listening searches containing your brand name for the selected time period.)
- The effectiveness of the hashtags you use (i.e. the number of interactions generated by the hashtags used in your tweets.)
- Your content publishing activity (or that of your team)
- Your best content
- Your most effective days and times to post content (which for me is surprisingly Saturday)
The tool supports Twitter, Facebook, and Instagram (business pages only), but I found the reports for Twitter and Instagram the most useful.
To turn this information into action:
- Make the most of your busiest days
- Make better use of your most effective hashtags
hashtag is a cool tool that will let you identify hashtags related to the one that worked best for you. The tool is freemium and it will show you related and popular hashtags for free:
2. Buzzsumo: Analyze (and compare) your content on Facebook
buzzsumo has a handy Facebook audit feature allowing you to analyze the content of any page, and even compare it to competitors’ pages.
You don’t need to be the manager of an analyzed page, but you can surely analyze your own page using the tool. The report includes:
- Average engagement per day of the week
- Page activity (posts posted each day during the specified time period)
- Average engagement by post type
- Popular reactions to Facebook updates
- Most engaging content types (images, videos, question, giveaway, link)
To turn this information into action:
- Identify your most engaging days of the week and time of day to post content
- Analyze your competitors’ content engagement tactics, like gifts and lead magnets
- Prioritize the update types that work best for you or your competitor
jump video is a great app that lets you prioritize video content to create more engaging social media content to post on your social media channels. The app offers a huge library of templates and effects to make your content irresistible.
Videoleap provides you with a powerful video editor and video effects to create original and well-branded social media content that is hard to miss.
3. Keyhole: identify your followers and engaged users on Twitter and Instagram
Keyhole is a premium social media audit tool that creates advanced reports on any social media profile activity. The report has many sections that you will enjoy browsing, but my favorite parts are:
- Top social media updates (by engagement) mentioning your name
- Sentiment analysis of your social media mentions
- Your most engaged influencer connections (or influencers mentioning your (brand) name). This is by far the most useful section.
- Compare your activity on social networks with that of your competitors
- Social media profiles that mention your name the most
To turn this information into action:
- Connect with influencers who have mentioned your brand and interact with their updates.
- Identify if there are opportunities to collaborate with influential users who know your brand
- Connect with your most active promoters to follow and thank them.
- Find opportunities to organize and advertising social proof
Dovetale is a great platform to keep all the information about your engaged influencers. The tool makes your contacts searchable and well organized:
4. Awario: Analyze Your Brand Mentions
Awario is a social media listening dashboard that includes detailed reports analyzing (and comparing) the popularity of your brand or product name:
- Frequency of mentions
- Locations: which countries the mentions come from
- The topic cloud includes the most popular context around your brand name
- Comparison of the sentiment of your mentions and those of your competitors
- The most popular platforms mentioned by the brand are from
Using Awario APIsyou can also create your own dashboard to prioritize the types of data you want to focus on.
To turn this information into action:
- Identify the platforms that your competitors’ brands are more popular than you (and try to create a more effective strategy for those)
- Identify competitors with more negative sentiment and analyze their mistakes (to avoid them or build an effective product positioning strategy based on them)
- Find up-and-coming competitors and analyze their social media strategy
Use the tools in this list to identify your competitors’ social media tactics you might want to learn from, including their top performing hashtags, engaged influencers, most engaging content, and more.
If you are planning to start a new project, use this report to analyze your market and find out what your future social media competitors are doing right and wrong. According to portablefailure to research your market and future competitors is the reason most projects to fail. A social media audit is one of the best ways to better understand your market and perform well user search.
5. Emplifi: Analyze your Instagram following
Emplifi is a customer experience platform that also offers social media analytics features. The tool gives a handy overview of any social media profile, so it can be used to audit your own profiles as well as those of your competitors:
- Watch audience growth
- Monitor interactions
- Analyze your social media reach (of your competitors)
- Analyze the frequency of updates
To turn this information into action:
- Based on your competitors’ numbers, set your social media growth goals
- Identify your best performing Instagram updates (from your competitors)
Again, tools like Videoleap will help you create better and more engaging social media updates to defeat your Instagram competitors. Analyze the best performing content of your competitors and set up a better social media content strategy.
It may sound cliché, but it’s still true: you can’t improve what you don’t monitor or analyze. These tools will help you identify your most effective social media marketing tactics and let go of what isn’t working.
You don’t have to use all the tools I just listed, but be sure to try them all for a few days. All of the tools here have free trials (at least 7 days) allowing you to get a feel for each report and whether it will work for your niche. Good luck!