It’s spring cleaning time! Your social media audit is a virtual feather duster away.
OK, let’s get real: “Social media audit” sounds like a project that social media managers really don’t want to undertake. But spring has sprung, and this time of renewal and rejuvenation is a great time to revisit the nuts, bolts, and other such connective parts of the online machine that you brave social media marketers have constructed around your brand.
So, rather than “social media audit,” let’s call this process something a wee bit more fun, like: seven easy steps to social media spring cleaning.
That sounds better, doesn’t it? I’ve tried to make your social media audit as painless as possible. Hey, I like you.
1. Audit permissions on all your social media sites
When was the last time you took a look at who had access to manage your Facebook Page, Twitter feed, or third-party app that posts across sites? The reality is that a lot of us use multiple sites, tools and logins—and this makes the permissions piece an organic one, as employees leave companies and change roles. Log in to everything and make sure your permissions are in line with your current employee job descriptions.
2. Refresh your look and feel
Has it been more than a year since you changed your Twitter background or Facebook banner? If so, it’s time for a refresher. The good news is that you probably want a refresher anyway, due to the need to…
3. Revisit your positioning
Take a look at what your social media profiles are telling the world about your company. What’s the brand story? It’s possible that your corporate positioning has changed since last year, and your social media profiles aren’t up to date.
4. Dive deep into your success metrics
Q2 is a really great time to look at metrics: Theoretically your annual goals are set (and if not, you’re not alone: I once worked for a company that got our annual marketing plan together in May), and you still have two full quarters left to hit them. Summer is an off time for a lot of industry topline revenue, so spring is a good time to plan for that by making sure that your KPIs are sound and that they’re still relevant given any positioning or other upcoming changes that might affect them. If you haven’t set your goals or are having trouble figuring out what success looks like, check out this social media ROI article.
5. Get organized with lists
Ooh, lists! Who doesn’t love a good list? Facebook has interest lists, Twitter enables influencer lists, Google Plus has circles, and YouTube has playlists. If you’re not using these, now’s a great time to start. If you are, revisit them and make sure they’re cleaned up and full of the people and content you want.
6. Optimize your profiles
YouTube, Pinterest, and SlideShare can be really powerful for SEO. Part of your social media audit should be revisiting your company’s SEO strategy to make sure you’re optimizing for the terms most important to your business goals. If you haven’t experimented yet with anything beyond Facebook and Twitter, try something like Pinterest or SlideShare.
7. Change all your passwords
With so many logins, it’s easy to let those password changes go by the wayside. Yes, password changes are a pain, but even before Heartbleed, changing our passwords quarterly was actually the rule of thumb. If it’s been three months or more since you’ve changed the passwords to your social media profiles and associated sites (stock photo imagery, for example), go ahead and make those changes. This becomes a lot less painful if you’re using a social media marketing tool that allows multiple uses, as—rather than changing all those passwords and then having to email them out to everyone and keeping track of who has them—you can simply adjust the main account and invisibly make that change.
There you have it, your annual social media audit packaged into seven steps. If you have any other tips, please share them in the comments.
Leslie Nuccio is a social media and content marketer who believes in the power of people, the magic of dialogue marketing, and the idea that a monkey can make almost any advertising more compelling. A version of this article originally appeared on the Meltwater Social Media Blog.