how to use a social media audit to increase traffic and followers
TRANSCRIPT
Thursday, August 20th, 2015#SocialMediaAudit
[Webinar]How to Use a Social Media Auditto Increase Traffic & Followers
Housekeeping
• This webinar is being recorded
• You’ll get an email within 24 hours with the slides and
the recording
• Stay tuned for Q&A: 25% discount code to INBOUND
2015
• Ask questions on Twitter using #SocialMediaAudit
Presenters
Erica MossCommunity Manager, Bitly
@ericajmoss
Brittany LeaningContent Strategist,
HubSpot@bleaning
Webinar Agenda
Defining a Social Media Audit
Method: Frequency, Timing
Audience: Content, Messaging, Engagement
Appearance: Format, Style
Analytics: Driving Leads and Traffic
As Defined by Graphique Creative:
Social Media Audit is an essential step before diving into the social media waters. It's a "social playbook"; a detailed how-to founded on research and insights gathered both internally and externally about your brand. From the
evaluation of your existing initiatives to a comprehensive competitive analysis and detailed online brand representation report, a Social Media Audit accomplishes the Research and Discovery phase of any long-term
strategic plan, but without a heavier financial commitment.
Get a pulse check on what’s working& what’s not
Brand perception
Optimize your posts based on youraudiences & goals
…. Basically:
Templates
Method:Frequency & Timing
In what timeframes are you posting
things?
How often are you posting things?
Does higher posting = higher
engagement?
Questions to Consider
Company Size-Specific, Most Interactions Per Post
Source: HubSpot Social Media Benchmarks Report
Industry-Specific, Most Interactions Per Post
Source: HubSpot Social Media Benchmarks Report
Best Time to Post on Facebook
Source: QuickSprout
Best Time to Post on Twitter
Source: QuickSprout
Twitter Tip
Source: QuickSprout
Best Time to Post on LinkedIn
Source: QuickSprout
Best Time to Post on Pinterest
Source: QuickSprout
Best Time to Post on Instagram
Source: QuickSprout
Best Time to Post on Google+
Source: QuickSprout
Quality > Quantity
Don’t forget to include images!
Source: SocialMediaExaminer
Don’t forget to include images!
Source: Buffer & B2B Marketing Mentor
Appearance: Format & Style
Are the cover photos and profile pictures current?
Are the images being shared an optimal size?
Are you using stock photos?
How do you interact with other brands?
What things are “liked” by and on your page?
Questions to Consider
Use proper image dimensions
Test post frequency for your company size/industry benchmark
Integrate Social with your other marketing channels (email, landing
pages, etc.)
Add social sharing images and follow buttons in emails and thank-you pages to
offers
Optimizing Social Channels
Consistency
Audience: Content, Messaging& Engagement
Is your About copy updated? Are you taking advantage of the real estate?
What types of comments are common? What is the brand sentiment? How quickly do you
respond?
Are you posting content based on different customer personas?
Questions to Consider
Analytics: Driving leads and followers
Create an Editorial Calendar
Once you know the best frequency, schedule your posts:
Analyze Your Posts: What are people clicking, when, and why?
Record your findings.
True Social Metrics
Bitly
9 Key Takeaways
1. Use a Social Media Audit to create custom goals per channel2. Cross-Promote Your Social Presence 3. Share Useful, Valuable Content (i.e. quality > quantity when
posting)4. Post More Pictures and Videos5. Have Great Avatars & Cover Photos6. Automate & Tweet on the Fly (a good mix of both, but mostly
schedule at optimal times)7. Find, Follow, & Build Relationships with People in Your Industry8. Offer Incentives to Fans/Followers (contests, etc.)9. Be consistent
25% DISCOUNT CODE FOR WEBINAR ATTENDEES, EXPIRES AUGUST 31:
BITLY15
Learn how to match social strategy to business goals in this ebook: http://bitly.is/smStrategy