Social Media Audit

What is a Social Media Audit?

As companies and brands seek to maximize their reach and make their voice heard through various social media platforms, it is crucial for them to monitor and review their actions and the corresponding data frequently. The most efficient way for them to do this is through conducting a social media audit. This is an in-depth breakdown of all the social media platforms a company is using actively. This involves a deep-dive review of their presence, activity, and performance. Performing this analysis can be daunting for companies that are new to the realm of social media marketing. However, there are wonderful resources that can serve as a starter-guide and offer templates to those businesses that are completing this assessment for the first time. One excellent resource is SproutSocial.com

A Breakdown of Buhi’s Audit

Buhi Bags is a fictional online retail brand that sells various types of luggage and bags. This brand is presented to students through a variety of different simulations that focus on varying aspects of digital marketing. In Buhi’s social media marketing simulation, they provide a detailed social media audit for students to refer to and take notes on. In this document they list each social media platform they are present on, including:

Additionally, they provide demographic statistics for each platform’s audience, the best and worst times to post, and the growth rate of each platform. Below is an example breakdown of Buhi’s Facebook audience.

How to Utilize Buhi’s Audit

Not only does Buhi provide the audit, but they also supply students with in-depth breakdowns of each target market. These breakdowns include each market’s age, income, marital status, interests, and the bag type there are in the market for. Using both the buyer persona breakdown and the social media audit, students are then able to select a market to focus their time and simulation funds on. Once a target persona has been selected, the audit must be reviewed and compared to the demographics of the chosen buyer persona. Through this comparison, it is possible to identify the most effective means and platform to reach this market through.