如何在2023年进行社交媒体审核（+免费模板）

Unless you have the brain of an accountant or tax advisor, you probably cringe when you see the word audit. Traditionally, audits are performed on accounts and can involve having to answer numerous tricky questions – feeling guilty even when you haven’t done anything wrong. However, not all audits include a visit from the IRS, and not all audits should have you quivering with fear.

If you’re a busy manager, you might wonder whether it's worthwhile carrying out a social media audit – it certainly isn’t the most glamorous part of either marketing or management. But if you want social media to function correctly for your firm, it’s one of those tasks that must be done.

当涉及到这一点时，为什么您的公司将宝贵的时间和资源投入到社交媒体上？188金宝慱网站必须有一些原因。您需要朝着一些目标努力。而且，如果您不实现自己的目标，而只是为了实现社交媒体而运行社交媒体，那么您的组织可能应该以不同的方式做事。

Not everybody uses the same social media accounts. You could try and have a presence on every social media channel – but that is a significant commitment, and probably a waste of resources. The better alternative is to ensure that your brand has a presence on the same social accounts as its target audience. This is one of the fundamental tenets of a social media audit.

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How to Perform a Social Media Audit in 2023:

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什么是社交媒体审核？

社交媒体审核是您追捕所有组织的社交媒体渠道时经历的过程，并尽可能多地汇编有关它们的信息。由此，您可以检查自己正在为品牌的最佳社交渠道运行，并且您正在有效运行每个帐户。它还使您有机会找到并缠绕以您的名字命名的任何古老或非正式的社交渠道。

当您进行社交媒体审核时，您会有效地检查自己在满足社交媒体目标方面的成功，然后确定如何改变策略以提高结果。

There are differing opinions on how often you should carry our your social media audit. One possibility is that you carry out a full-scale audit at the same time each year, but you take a close look at your social performance each month. Your annual review looks at all your accounts in detail, including an analysis of whether you should be on a platform at all. Your monthly review simply looks at the analytics relating to the content you share each month, helping you decide which posts work versus those that are less successful.

如果您进入有影响力的营销，则可以金博宝188备用网址扩展分析，以包括有影响力者代表您发表的帖子的有效性。

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How to Conduct Your Social Media Audit

Create a Spreadsheet for Your Audit

您将必须为此工作收集大量数据。许多数据将是数值的，因此您将电子表格用于此目的是有道理的。

无论您使用Excel还是Google表格，都取决于您 - 使用哪种产品是您组织的规范。

我们包括了您可以使用的建议模板。随意修改此设置，以更好地满足您组织的需求。要么在您自己的Google驱动器中制作电子表格的副本，要么以.exe文件下载并在Excel中将其下载。

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搜索所有现有的社交媒体帐户

You are going want to analyze all your organization’s existing social accounts – even the ones you may have started up but then abandoned. The first time you carry out this social media audit, you should also do a deliberate search for social accounts that previous employees may have created and are no longer used.

记录所有你的社交网络的用户名和urlin your spreadsheet. At this point, don’t worry about recording your passwords in your spreadsheet.

接下来，记录当前负责操作每个帐户的人。对于所有人来说，这可能是同一个人，也可能是个人帐户的不同人，这取决于您的组织如何运行其社交媒体。评估帐户后，您可以选择以后更改此操作。

It might take some searching to find any old social accounts. Begin with a Google search for your company name and chief products. Take note of any social accounts that appear in the search. Record any that seem to belong to your company but aren’t currently active and already in your spreadsheet. You might find some run independently by other sections of your organization that you would prefer to bring under your central umbrella.

If you find accounts that clearly aren’t official accounts of yours, you need to determine whether they are “imposter accounts” connected to your business or whether they relate to a completely different organization.

Once you’ve searched Google, do a similar search within each social network (including those where you aren’t currently represented - as far as you know).

如果您支付社交听力软件，请在那里查看“假”社交帐户。每当您查看社交听力软件时，都会定期做一个常规练习。

If you find any unowned accounts add them to your spreadsheet, beneath your official accounts. Contact each account holder directly, making it clear that you don’t want unofficial accounts. You may find some fan accounts, which should be acceptable if the account holders make it clear to visitors that they aren’t an official account holder. You may have to contact the social networks directly if you can’t reach an agreement.

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Use Analytics to Evaluate Your Social Performance

You will find a differing array of analytics for each of your social networks. For the purposes of this post, we are relying solely on the information provided by the social channels. However, many other tools and apps provide additional analytics. We have written many articles previously looking at possible tools, including前32个社交媒体分析工具，这些工具将在2023年为您的营销增值。

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Define and Evaluate Your Best Posts

您会发现您的某些帖子会比其他帖子更成功。依次拿走每个社交帐户，并查找您的三个最佳帖子。决定这一点的最简单方法是查看您的参与数据。在您的电子表格中记录这些链接。

The exact terms will depend to some extent on the social network. For instance, your Facebook Analytics shows you an individual total for Post Engagements, that you can use to determine your best posts. In other cases, you may have to add together individual figures to get your number of engagements. You could look at engagement as being:

• Facebook：Organic Likes, Paid Likes, Mentions, Impressions, Post Engagements, Links Clicked, Reactions, Comments, and Shares.
• 推特：有机印象，点击链接，提及，直接消息，转发，答复和喜欢。
• Instagram:喜欢收到的喜欢（包括现场和故事），评论，每个媒体的参与以及大多数参与的主题标签。
• LinkedIn:Impressions, Clicks, Likes, Comments, and Shares.

在这里寻找任何趋势。哪些类型的帖子会导致您的最佳参与人数？这将使您对将来应该创建更多的帖子的类型有一个好主意。

通过以下方式计算参与率Engagement rate = total engagements / by number of followers x 100.

请注意，如果您想从Instagram或Pinterest获取此数据，则需要设置业务资料。

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确保每个个人资料都反映您的品牌

您希望每个社交帐户看起来专业，并准确描绘您的品牌。形式的程度将在很大程度上取决于您的目标受众。您可以做一些简单的事情来增加品牌的一致性：

• 确保您的品牌名称在每个频道上正确且一致地使用。确保正确拼写
• Ideally, you should have the same username on each network (with a suitable vanity URL where possible), along with the same pictures used as your profile and cover photos. Ensure that each account has correctly proportioned images. The preferred image sizes differ for each social network, but they all should have a similar look.
• There are times where you may have set up multiple social accounts on a social network for different purposes. Obviously, they won’t have the same username. However, make sure that the naming is consistent, logical, and fits in with the rest of your social accounts.
• If you use video, make sure that you use the correct orientation for each network, I.e., use horizontal-format videos on the networks that prefer it (e.g., YouTube and Facebook), and vertical videos on channels who use that (e.g., IGTV, Snapchat)
• 确保您使用自己喜欢的品牌颜色（在必要时包括精确的RGB或Pantone阴影）
• 验证仍在等待您这样做的任何帐户
• Fill in bios appropriately, using language suitable to your target audience (but which meets social media network guidelines). Ensure that your profiles include all your essential details
• Make sure you’ve included links through to your website, and that they work. Some social channels, such as Instagram, don’t give you many options with links, so you have a link leading to a specific landing page for your current campaign, rather than your website’s homepage.
• If you have pinned posts, are they still the best posts to feature at the top of your page?

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Who are You Reaching Through Each Network?

为了使您能够衡量您的社交媒体成功，您需要知道每个社交帐户的目标。这应该与您的整体业务营销目标联系起来。您将想知道您希望将谁吸引到您的业务中。

理想情况下，您希望在社交媒体上关注您的人与目标客户具有相同的人口统计学和心理图。因此，例如，如果您出售有助于老年人在家中移动的楼梯升降机，那么您将几乎没有理由使用Snapchat帐户。

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哪些渠道最适合您的品牌？

Take a close look at the demographics of each of your social accounts. Are you attracting the types of followers who will be of value to your brand?

Ideally, you should create a mission statement for each social account. You don’t need to use each account for the same purpose, though. For instance, you may use a bright, cheerful Instagram account with beautiful photography as your primary way to drive engagement. In that case, you will be more interested in engagement statistics than anything else. You might, on the other hand, use Twitter more to make company announcements, or even to provide customer service. You might use your YouTube channel to display How-To videos, helping existing customers to use their products better, and giving suggestions to new leads of what they can do with your product.

The different social networks target different audiences. Some will match your demographics well and should be your priority. Others won’t match your demographics at all, and it will be wasteful to use resources on them.

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Should You Create Any New Social Media Accounts?

At this point, you should also look at any “missing” social networks. Allowing for your staffing and resources available for operating social media, are you missing any social media accounts?

You certainly don’t need to be represented on every social network. However, you must have a presence on those social networks where your primary target market spends their time. If that means opening new social accounts (possibly at the expense of some existing ones) then seriously consider doing so.

您应该在与影响者合作的任何社交网络上运行帐户也很有意义。根据您的目标，您可能希望他们将流量引导到您自己的帐户 - 显然您必须首先设置。

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确定社会帐户责任并集中密码

您之前输入了负责每个社会帐户的人的名字。他还是她仍然是这份工作的最佳人选吗？谁将经营您可能决定设置的任何新社交帐户？返回到电子表格的顶部，对此列进行任何修改。

您会注意到我们没有用于密码的列。将它们全部存储在一起在电子表格中并不是管理密码的特别安全方法。您最好将所有密码存储在专业密码管理应用程序中，例如1Password或者LastPass。

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确定社交媒体目标并安排您的下一个社交审计

As you move forward, ensure that each of your social media accounts has clear goals for you to work towards as you move towards your next social audit. Allocate your time to the accounts that best meet your current objectives.

这意味着您可能会搁置一些帐户（或者只是自动化基本发布程序），并将最佳帖子集中在他人上。

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Free Template for Your Social Media Audit

We have provided a在Google表上免费模板帮助您进行社交媒体管理审核。