How to complete a social media audit for your nonprofit
A social media audit will reveal your organization’s performance on your chosen platforms. More important, it will help you identify your audience, brainstorm new tactics, and set measurable goals.
Before we get started, take a deep breath! The word “audit” can be scary, but we’re talking about a simple review of your social media accounts, not to rate your performance but to help you set goals and tweak tactics. It’s a key step in any digital marketing plan, and it’s easier than you think!
A social media audit is a close look at all of your organization’s social media accounts. You’ll discover what’s working, what’s not, who is responding to your content and how you can improve your performance. As you set goals for your accounts, a social media audit can help you compare your results to other nonprofits. (Pro tip: See industry averages in the UpPurpose Digital Marketing Benchmarks for Nonprofits.)
Doing a social media audit is also a great way to track your progress over time, especially if you complete a simple audit every month or quarter.
So many metrics and insights are available on social media platforms that you may not know which ones to care about. If you’re just getting started on a formal social media strategy, begin with the metrics outlined below. As you gain more expertise and have more time to invest in your chosen platforms, you can start calculating more complicated metrics like brand awareness, growth rate, and social share of voice.
To start, look for these metrics and the ones we’ve listed in the Social Media Audit Template.
- Engagement rate: (Interactions x Followers)/100
- Number of followers
- Post reach
- Link clicks/referral traffic
- Response rates and times
The Process: 11 Steps to a Simple Social Media Audit
Download our free Social Media Audit Template.
Search thoroughly for all your accounts, especially older, inactive accounts created by previous staff.
Complete the basic information for each account, and double-check that your logo, social handle and messaging are consistent across platforms. Save the passwords for every account in a centralized, protected location.
Fill out the performance metrics and audience information for accounts on each platform. Tips on finding these metrics are available from Facebook, Instagram, Twitter, and LinkedIn.
If you have more than one account for a particular platform, duplicate the relevant tab.
Identify the best-performing posts in these categories:
Most link clicks
Facebook Stories with most reach
Instagram Stories with most reach
Fill out a SWOT analysis for each of your accounts.
Copy information from each account to the Summary tab of the template.
Think about what audiences you might be missing and what new tactics you could experiment with. Prioritize the accounts that need more of your focus.
Decide whether to buy paid ads or boosted posts on any of your platforms. Set a monthly and yearly budget for these ads.
Create a strategy roadmap for your prioritized accounts so you can quickly reference the most important information when creating posts. The roadmap should include the following:
Mission statement for the account
Most successful types of posts
Number of followers
Advertising ROI (if applicable)
Opportunities to improve
New tactics to try out
Measurable goals tied in to real metrics
Keep track of your metrics going forward through the UpPurpose KPI Tracker template.
Once you’ve completed your social media audit, it’s time to set goals for your priority accounts. Use the UpPurpose Nonprofit Digital Marketing Goals Worksheet to set and track your social media goals over time.
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