Social Media Auditing: Seeing What's Working And What's Not
Updated: Oct 17, 2022
How To Audit Your Law Firm's Social Media Marketing Performance
Social media has become a viable medium for digital marketing and Lawyer SEO. However, the world of social media is not that simple—each platform has its own rules, ranking factors, and audiences. So before you get carried away, you need to do some auditing.
Why Audit Your Social Media?
Gathering data about your social media performance allows you to assess how your law firm is doing. In addition, you'll be able to tell if your strategies are effective or beneficial to your Lawyer SEO.
A social media audit includes the following steps:
Checking to see which platforms you're on
Determining whether your content strategy is working
Ensuring your Law Firm's branding is maintained
When launching a social media marketing campaign or changing your approach, an audit helps guide your next step.
Remember: It is also recommended that you do it regularly. Again, this is to ensure that you are on track—you should be doing more of what works and avoiding what doesn't.
How To Conduct A Social Media Audit
From the outside, auditing seems like a time-consuming and challenging venture. But, to be fair, it does have to be thoughtful and detailed for an audit to be effective. Still, there's no need to be concerned.
Below step-by-step guide on how to conduct a successful social media audit:
1. List All Your Social Media Accounts
The first step in social media auditing is to look at what you're doing now.
Remember: Auditing is all about looking at your current strategies and how they're performing. This is how you'll know whether you're doing it right or not.
Make a list of all the social media platforms you've made accounts for your law firm. Then, for easier access, put them all in a spreadsheet.
2. Analyze
The most time-consuming element of the audit is analyzing each social media account. In addition, the ranking factors might be different depending on which platform you're on, so consider learning about each platform before making or auditing your accounts.
That said, here's a brief list of the most common stats that you might see on most social media platforms:
Number of followers
Impressions
Engagement (likes, comments, mentions, etc.)
Backlinks
If you've been keeping track of these numbers regularly, compiling them shouldn't take long. This may seem redundant, but periodically doing social media audits forces you to always look at the statistics. In addition, paying close attention to them allows you to pick up on engagement and performance trends sooner.
Remember: You should also review your benchmarks and goals to see if you're on pace to meet them with your current social media marketing approach.
3. Score Your Performance On Each Platform
A key element of your social media auditing is assigning a value to each social media account you handle. This can help you figure out which accounts you should spend more time on. After all, you're spending time and money to maintain them, so you should prioritize the platform you're most likely to succeed in.
Another consideration is how much effort you devote to developing content. Which platforms do you get the most traffic from? Which sites is your content doing well?
After considering which networks are most effective for your brand, you may decide whether to keep all of your social media pages active or delete some.
Remember: you don't have to be on every social media platform, so don't be scared to drop the ones that aren't working for you.
4. Clean Up And Optimize
Examine your data to see if your profile aesthetic and overall strategy needs to be tweaked. Then, you can revisit the data you acquired, including your goals, and assess whether you need to adjust your social media strategy after.
Keep doing the tactics that are effective and get rid of the ones that aren't.
Look at your bios, links, photos, headers, and so on. Make sure your contact details are current, relevant, and professional. For example, you don't want to have a different contact number or email on your website and another on your social media bio.
How Can LawyerLeadMachine Help You?
Incorporate Lawyer SEO into your social media presence. If you're new or hesitant to give Lawyer SEO a try, let the experts at LawyerLeadMachine do it for you. Whether it's content production or automation, you have your options here.
