Are you intimidated by the idea of auditing your social media accounts? Don’t be! Think of your digital assets as a virtual garden. Like any garden, regular weeding and pruning keep the desired flora flourishing and healthy. Consider the act of auditing your primary tool when maintaining these assets, and know that ultimately your business will benefit from your work. In this article, we’ll review a few things to consider when auditing your social media accounts.
A social media account round up
Over time, your business may have amassed several social media accounts. Perhaps some of these accounts were experimental, while others have become valuable mainstays.
The first step in auditing your accounts is to identify all your accounts! Find and list your accounts on Facebook, Instagram, Twitter, Pinterest, YouTube, TikTok, and any other social platform. If you’re the sole proprietor and only employee of a business, then rounding up your accounts will be easy. If you have or had employees, then do a search for accounts you may not be aware of. Sometimes well-meaning employees will create accounts to market the business on their own. To find these accounts, search for your business name on each social media platform and also in Google.
Determine what’s working
Once you’ve taken stock of the accounts associated with your business, consider which ones you want to keep and which ones to eliminate. If your business has multiple accounts on any one platform, it’s a good idea to prune any extra accounts. You only need one account per social media platform.
Next, check Google Analytics for traffic from social media. Even if you infrequently link to your website or direct people to your website via social posts with call to actions, a surge of traffic from one or more of your social accounts demonstrates engagement and value within those accounts. If you spot a good volume of traffic from an account you’ve neglected, then that’s a sign you should optimize that account and include it in your regular social media posting schedule.
Once you’ve eliminated extra accounts and reviewed Google Analytics, take a second look at the accounts your business has on each platform. Do you post on Instagram daily but have nearly forgotten about Twitter? Do your YouTube videos have a lot of views despite infrequent uploads? Are there regular surges of Google Analytics traffic from Pinterest?
Being efficient is key. Don’t spread yourself or your brand too thin! If you take the time to focus more on the social media accounts with the most engagement and traffic while eliminating accounts with no value, then you’ll improve the value of your digital presence.
An inviting bio with accurate information
Once you’ve decided which social media accounts to keep and optimize, it’s time to review the information presented on each account. Do you have an inviting bio on each account? An enticing bio invites visitors to stay a while and enjoy your account’s posts, photographs, and videos, which ultimately drives traffic to your website.
The core of a great bio is accurate information. First, ensure that information is accurate on your website and Google My Business; this may seem like a minor detail but it only takes a few seconds to double check. If you’re working off this information for your social media accounts and it happens to be inaccurate, remedying this problem will be a much larger hassle.
Once you’ve checked that your website, phone number, email address, physical address, and other relevant information is accurate, you can begin adding this information to your social media accounts.
Next, review your bio itself. Use friendly and factual language. Emojis can be used in place of bullet points and as information dividers. Ensure they flow well with your bio, fit with the overall theme of your business, and make sense! For the bio information, once again you can visit your website. Your website should have an About Us section; pull relevant information from here and summarize it for a quick, concise bio.
Using services that allow you to share multiple links at once, such as LinkTree, can add depth to your Instagram and Twitter bios. For Facebook, it’s best to only link to your official website. Think of Facebook as a version of Google My Business–it should contain all your relevant information such as your official website, phone number, email address, physical location, hours of operation, and so on.
Crafting a cohesive appearance
Are your social media account profile images all the same? They should be! Ensuring that all images display the same logo or image allows visitors to see that, at a glance, they’re on the correct account for your business. Your Facebook cover image should also be the same as your Twitter cover photo. All images should be on brand! Consider your social media accounts a part of your digital storefront and treat them accordingly.
Aim to get the best account handles possible. An Instagram account with @theofficialbusiness as a handle will be taken much more seriously than a handle with a seemingly random cluster of numbers and letters. If you’re not satisfied with your social media account handles, you should be able to update them.
Taking the time to regularly audit your business’s social media accounts may seem daunting, but careful pruning and maintenance of your digital garden will yield productive results in the long run.
Are you looking for an agency to strategize and manage your social media accounts? Contact Aronson Advertising today to learn how our company can make your business stand out on social media! Follow us on Facebook, Instagram @AronsonAdvertising, and Twitter @AronsonAds for more digital marketing tips.