Conduct a social media audit in 4 easy steps

You probably helped your client or company get started with social media about two to four years ago. Now it’s 2013. You’ve been at it for a while now, building momentum and measuring results.

But have you stopped to track your progress lately?

Do you know how you measure up against your competitors? Have the fans in your social media communities changed their expectations or needs since you started? Are you still using the right social networks and tools?

These are all good questions that you would ask yourself during what I like to call a mid-term social media audit. It’s something every company can do with just a little effort and money.

There are many ways to go about conducting a mid-term social media audit, but here is my recommended course of action:

1. Poll your Facebook community.

You could do this once a year, but it’s a great tactic for a mid-term audit. Keep your question list fairly tight—maybe 10 to 15 questions. Use a few of those questions to mine demographic information that you can’t get from Facebook Insights (household income, for example).