Whether you’re trying to bag a new social media client in your digital marketing business, or you simply want to upgrade your own social media for your own business, the best place to start is by completing a social media audit.

This will show you what works currently on each channel, and which are the biggest areas for improvement. It will also be the best way of identifying your following and engagement rates. So, how do you craft an effective and useful social media audit? Here’s a handy how-to guide.

Look at each channel individually

You’ll need to take a close look at every single social media page the brand has so that you can not only evaluate each one, but so that you can identify how they are working together and supporting each other. This can include things like physically linking to each different channel, as well as posting the same content. It’s important that content has some variation on each channel, so this is an important point to look out for.

Understand what the brand’s objectives for social media are

When it comes to making suggestions on how the brand can improve on social media after you’ve taken a look at their channels, you’ll need to understand what it is they want to achieve from social media. This can vary slightly depending on things like size of the business, industry and company culture. Some examples of social media objectives for brands include; high engagement rate, displaying a sense of industry authority and driving sales, of course.

Think about positives as well as negatives

When completing a social media audit for another business, it’s really important that you do include some of the things they’re doing really well, or at least some of the positives. It’s unlikely that the brand will take kindly to a high amount of criticism, and it doesn’t look very professional from your end if you present a presentation to them that just slates them. If you are really struggling to come up with some positives, think about ways in which you can turn negatives into positives, or opportunities.

Look at competitors’ social media channels

As well as strongly evaluating the social media of the client in question, you’ll also want to take a good look at what their competitors are doing on social media. That way, you can not only compare, but you can also get good ideas. You’ll get a good idea about what works well for the audience and industry, and of course, what doesn’t. Compare things like follower count and engagement rates per channel, too, which will give you the best indicator of who is winning on social media.