It’s time for a social media audit. Here’s how to do it.
When was the last time you reviewed your social media strategy?
Do you even have a strategy? Or have you been posting just to post, inconsistently, without any sort of plan?
All good marketing starts with a plan. If you don’t have one, you need one.
If you do have one, you need to understand what you’ve been doing and how well it’s been working.
When it comes to social selling, that means doing a social media audit. Hearing the word “audit” might send shivers up your spine, but don’t worry. This kind of audit is well worth the time and effort. The good news is that it doesn’t have to be daunting.
There are common elements to all social audits, regardless of the platform. These six steps cover the core social strategy components you need to be on top of.
- Your Profile: Are your images clear and professional? Is your bio compelling?
- Your Posts: Are you posting regularly? Is the content interesting? Is the frequency right for the platform?
- Your Formatting: Do you have your posts customized for each channel? Are you using the appropriate tools for that platform?
- Your Tools: Do you have a way to track and analyze your progress, such as Google Analytics?
- Your Competition: Are you reviewing what your competitors are doing and figuring out what’s working for them?
- Your List: Are you capturing leads to build your email list?
See? It’s not so hard. With these easy steps, you’ll have a better sense of how your social media strategy is moving you toward – or away from – your company’s goals. One final thought to add — potential customers are online every second of every day looking for businesses to meet their needs. Are you visible? If you’re not, it’s time to do something about that, whether you take the DIY route or work with a team of professionals. Whatever you choose, make sure you audit your social media strategy. Just putting thought into it will yield positive results.
3 hashtagging mistakes that all brands must avoid
When it comes to the way you use hashtags in social media posts, what does your brand’s strategy look like? Do you use as many hashtags as possible, no hashtags at all, or something in between? Although the use of hashtags is not a perfect science for social media marketing folks, there are some general guidelines you should follow to maximize your ROI for any sponsored tweet or promoted post where you include a hashtag(s).
#Using #Too #Many #Hashtags
On Instagram, you can use as many as 30 hashtags in a single post. However, studies have shown that optimal engagement with followers and your wider audience alike taps out around 9 hashtags in a single post. Using more or less than 9 hashtags typically lead to lower levels of engagement from target audience members.
Meanwhile on Twitter, studies have shown the best engagement rates tend to come from tweets with 2 hashtags. Using 0-1 hashtags lowers your chances of expanding your reach, while using 3+ hashtags clutters up your tweet and deters potential followers.
Using Irrelevant Hashtags
A major problem with some brands trying to grow their audiences is that they use very broad, popular or even irrelevant hashtags in hopes of getting their content in front of more viewers. Unfortunately, using broad hashtags (such as #cute for a clothing company or #pets for a pet supply company) can actually decrease your engagement rates because there’s only a brief window of opportunity in which potential followers will see your post, due to the influx of other posts using the same hashtag flooding yours out.
Irrelevant hashtags — defined as those that barely relate to your brand and the items/services you offer — are similarly useless for increasing your engagement rates with followers. You won’t develop a high-quality audience of potential paying customers unless you’re using hashtags directly targeted at their consumption habits and personalities.
Never Trying Out New Hashtags
A final mistake many brands make on sites like Instagram or Twitter is relying on the same hashtags for every post you make. Even if you change it up with one new hashtag in each post, this may not be enough to diversify your audience and get your posts in front of new social media users. The best way to overcome this problem is by using hashtag analytic software to assess which hashtags contribute the most to your engagement/follower rates, and continuously experimenting with a new hashtag(s) in your Twitter and Instagram posts.
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