What is a Social Media Audit?
Social media audits can serve as a tool for effectively analyzing a brand’s social media presence. A social media audit can be defined as, “… a series of steps taken to evaluate and optimize a business’s social media profiles and strategies” (BigCommerce). The value of this process lies in understanding the larger picture of social media strategy. Identifying what social media networks are working well and showing high engagement, what type of posts perform the best, and what users and followers are talking about can play a significant role in a business’s social media success!
Social Media Audit in Practice
Now I know you may be asking, but what does this look like? How does it work? Let me share that with you!
Recently I conducted a social media audit for the Scrub Daddy company. You may know them as the sponge company that appeared and got an offer, on the popular TV show Shark Tank. They market themselves as “America’s Favorite Sponge company” but are also known as “Shark Tank’s most successful product to date” (Scrub Daddy). That’s a pretty big title to have, so does their social media hold up? Let’s see!
The Audit
For the Scrub Daddy social media audit, I looked at 3 different social media networks: Twitter, Instagram, and TikTok. For each platform, I identified the URL, username, follower count, average posts per week, type of posts, and commonly used hashtags (if applicable). Check out the spreadsheet below.
Starting with Scrub Daddy’s Twitter account (found here), it surprisingly had a smaller follower count than I would have expected with only 6,335 followers. The account averaged about 8 posts per week and these posts were typically comprised of photos and text-only tweets.
The account appearance is fairly modern, the logo fits within the profile photo circle size however, the bio could be developed a bit further. It contains a short product description, as well as a link that leads to a purchase opportunity. Although, it could contain a more engaging description to draw in followers when they find the profile.
The engagement for each post is fairly low as well, photos perform better than text-only tweets. The posted photos are usually comedy focused and can even fall in the “meme” category if you’re familiar with the term. Text-only tweets usually contain witty comments and questions regarding their comparison to the competing sponges on the market.
Photos generally receive a higher number of likes, retweets, and comments, but not a large difference from that text-only tweets. I noticed that all posts typically receive less than 100 likes, less than 20 retweets, and less than 10 comments. The engagement on these posts is lacking on Twitter.
Moving on to the smiling sponge’s Instagram account (found here), the engagement was a bit better than the engagement observed on Twitter. The account has approximately 168,000 followers, averaging about 6 posts per week, and these posts were typically photos or videos.
The account appearance is modern, the logo fits perfectly within the profile photo circle size, the bio is consistent with modern trends, and the link in the bio leads to a purchase opportunity.
Although photos tend to perform a bit better than videos, the difference is very slim. The likes for every post fall within the range of 800 – 4,000+. The photos and videos that are more comedy based also have a higher performance than posts where new products are advertised. The Instagram engagement is okay but definitely could see some improvement.
TikTok
Last but not least, comes the Scrub Daddy TikTok account (found here). This account may surprise you in comparison to the last two platforms. On TikTok, Scrub Daddy has over 2 million followers, averages about 5 posts per week, and due to the nature of the platform, all posts are short videos.
The account appearance is modern and consistent with modern profile trends. Although the profile picture is a bit blurry, the branding is consistent with the other social media networks. The bio is also short, sweet, and engaging, and contains a link that leads to a purchase opportunity.
Each of the videos has views generally ranging from 250k – 3m with likes typically ranging from 15,000 – 1m. The videos that follow the most current TikTok video trends typically perform a bit better than the posts that introduce new products. The engagement on TikTok is great and continues to perform well day-to-day.
Top Social Media Networks
Based on the information gained from this audit, the best performing social media network for Scrub Daddy is definitely TikTok by a landslide. Based on the performance of different posts, it is likely due to the account keeping up with the most current TikTok trends and having more of a personal presence rather than a business or professional type of presence. It gives the audience what they are wanting to see, and engages with them through comments and replies.
Although the TikTok account performs very well, the Twitter and Instagram accounts could definitely see some improvement. Due to the nature of the platforms, newsfeeds become crowded with clutter very quickly. Potentially if they decided to post more frequently on Twitter, they would be noticed more on newsfeeds and gain more engagement with followers which could also boost their performance.
Wrapping Up
Although this social media was fairly simple, you can craft yours to go as in-depth as you would like and include growth percentages, demographics, business objectives, challenges, and opportunities. A social media audit can benefit the social media accounts of your business by identifying areas in need of improvement, areas of success, as well as new opportunities for growth. Try out a social media audit of your own, and see what benefits it provides you!
Sources
https://www.bigcommerce.com/ecommerce-answers/what-is-a-social-media-audit-how-to-do-it/
CRyder Design 
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