In my webinar, How to Create an Awareness Campaign with Social Media, I outlined a step-by-step plan to create an awareness campaign from setting campaign objectives right through to measuring a campaign’s impact.
Every good plan starts with an assessment of your current situation. Particularly if you’re working on a small team with tight budgets and limited resources, you need to identify very early on where you can stretch those resources and scale your efforts. Conducting a social media audit is a key part of your campaign strategy. An audit assesses how well your current activities are working for you, what needs adjusting, and what is no longer working.
Here is a list of actionable steps you can take to conduct an audit of your current social media activity.
Step #1 List Accounts
Create an excel spreadsheet and list all your social accounts, including those you set up but haven’t used in a while. Check that you only have one business profile on each platform.
List the passwords, emails, and account administrators associated with each account. Change access or permissions for admins who no longer manage these accounts.
Step #2 Update Information
Check to see if you have fully completed the About sections for each account. Include a URL which links to your website or campaign landing page. Unpin any outdated information from the top of your feeds. Use the cover picture to showcase your campaign.
Step #3 Review Images
Are the images you are using on brand? Images are as much a visual vocabulary for your organization as written words. They should be able to convey your mission at a glance. Check image resolution across a range of devices. Make sure all your images are viewable on a mobile device.
Step #4 Check Consistency
It’s important that you create consistency across all networks by using the same images, logos, and other branding elements. If you were to look at your social profiles through the eyes of your target audience, would you be able to identify with your organization in terms of image, tone, and voice?
Step #5 Analyze Audience Demographics
Finding data on your existing audience will help you identify who you’re currently reaching and if they are within your target market. Use Google Analytics and built-in audience analytics features, such as Facebook Insights and Twitter Analytics, to dig into detailed demographic data, including occupations, interests, and the gender split of your audience. The more you know about your audience, the better you can reach them with your key messages.
Step #6 Audit Posting Rate
Social media is all about engaging with the right audience on the right platform, at the right time. Audit how often you are posting on each platform, which times you are posting, and the results you are getting. Experiment with posting times to see if you get different results.
Step #7 Evaluate Audience Engagement
How engaged is your audience with you on each of your social networks? Do your interactions seem to be coming from your target market? Determine where you are getting the most engagement and make a decision about whether to continue efforts on all platforms or to reduce your efforts to concentrate on just one or two platforms. It’s important, especially if your resources are limited, that you’re focusing your social media efforts in places that will generate the most return for your efforts. Only commit to channels that you can consistently deliver valuable information. When choosing a social network, always keep one eye on the bigger picture. Ask yourself “What am I trying to do?” “Who am I trying to reach?” “Is this platform the right fit for the audience I’m trying to communicate with?”
Step #8 Audit Your Competitors
Compare your competitors’ social footprint and content against your own. Look at what type of content they are creating and how often they are sharing it. Are they active on networks you aren’t? Facebook’s Pages to Watch feature allows you to compare the performance of your Facebook Page and posts with similar Pages at a glance. You can also easily check out each Page’s top posts by clicking on their Page name. To access Pages to Watch, go to your Facebook Page Insights and scroll down to the bottom of the Overview tab.
Now that you’ve completed your audit you are in a better position to move forward with more focus and purpose. In my next post, I will share with you some tips for finding and reaching your audience so you can create deeper connection and resonance with your social media followers.
Marie Ennis-O’Connor is a social media consultant who specializes in providing consultancy and training services to clients in the healthcare industry. Marie also works with clients to create digital patient engagement strategies, including co-designing research and increasing clinical trial recruitment.
A keynote speaker at Mayo Clinic Social Media Network’s first international Social Media Summit held in Brisbane, Australia in September 2015, Marie is a member of MCSMN’s External Advisory Board. She is also a board member of the Patient Empowerment Foundation, a Geneva-based network of people, foundations, organizations and medical institutions dedicated to empowering patients worldwide. Her work is informed by her passion for embedding the patient voice at the heart of healthcare.
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