How to Conduct a Social Media Audit – Part 1

how to conduct a social media audit

If you’ve ever wondered how to conduct a social media audit, we’ll be answering that question during the next few weeks. With the growth of social media’s importance in search engine rankings, it’s vital for bloggers to take the time to evaluate their social media gameplan, see what’s lacking, and make an effort to correct issues.

During many posts here at OnBloggingWell, I’m speaking to myself as much as my readers, and this is especially true in this case. It’s time for me to conduct a social media audit and make some serious improvements in my social media strategy.

How about you? Let’s see how we both stack up:

It all starts with your main web presence

Before launching (or firming up) a social media gameplan, we need to make sure we have an effective website for our social media platforms to drive traffic to.

  • Pick one site to be the hub of your online marketing and make the URL of that site be named after yourself (if you are your product, such as authors, speakers, entertainers, etc.) or your company. Get a dot com URL if at all possible with no hyphens or underscores.
  • Attract the eye of the visitor by placing compelling images and/or videos “above the fold” (the top half) of your website. A popular trend in website design is the featured post slider.
  • Make sure you have social media icons in an easy-to-spot location on your site, again – above the fold.
  • Include a lead capture form that presents an enticing offer in exchange for your visitor’s name and email address.

Add a blog, if you don’t have one

  • Companies that blog generate 67% more leads than those that don’t. If you’re not blogging, you’re missing out on some great opportunities.
  • Embed your blog directly into your main website. It was once popular to have one site for your main website and a separate one for your blog. This is no longer the case. Blogs are such a great traffic generation tool – don’t waste the traffic you get from your blog by then attempting to redirect it to your main site. Put you blog ON your main site. (Example: or – either way works.)
  • Brand your blog with the same color scheme and graphics as your main website.
  • Blog on a consistent schedule and as frequently as possible. The more often you blog, the more traffic you generate.
  • Share links to your blog posts on your social media platforms, such as Twitter and Facebook.

Email Marketing

  • Include email marketing in your gameplan. Have a lead capture system in place before you concentrate on driving traffic to your site.
  • Include social sharing links inside your email messages.
  • Place your opt-in form in a prominent position on your site.
  • Create and schedule 5-7 “Know-Like-Trust” emails in an auto-responder to be delivered after subscribers join your list. The first email should be the delivery link for your free offer, followed immediately by a welcome message that tells subscribers what to expect now that they’re on your mailing list. Then, follow up those messages with at 5-7 more messages that will let your subscribers get to know you. Tell your business story – why you’re doing what you’re doing and what you hope to accomplish. Tell how what you’re doing can benefit them.
  • Follow your 5-7 KLT emails with a pitch for your products and/or services.
  • Repeat the sequence pattern.

In the next post of this series, we’ll continue discussing How to Conduct a Social Media Audit.

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#1 How to Conduct a Social Media Audit – Part 2 | On Blogging Well on 11.14.12 at 5:02 am

[…] One of our How to Conduct a Social Media Audit covered the topics of setting up a website, blog, and getting started with email marketing. Now […]

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