As a business owner, the word “audit” might feel daunting, but it’s essential for your organization to run in tip-top shape. Your social media strategy should be no different! It’s time to dive into your digital presence to ensure you’re sending the right messages to your audiences.

Social media is the new Google.

Why go to a third-party search site when you can get the information you need directly from the source? Social media is becoming one of the most important search tools, especially for younger generations. Nearly half of Generation Z and 35% of Millennials go directly to social media platforms for information before Googling. Why? Everything they need to know is right there — or should be there, hence the need for a social media audit. From your account, users should understand what your business does, see the latest news, have a direct link to your website and, if applicable, access your business hours. 

The benefits of social media audits. 

There are several benefits of a social media audit, but arguably the most important is creating a solid online reputation for your business. This includes ensuring your messages clearly align with your mission. After a quick scroll through the most recent posts on your page, a user should walk away knowing what your business is all about. 

Conducting an audit is a great way to make sure your messages are still relevant to your followers. The way people consume media changes over time — whether it’s user preferences or algorithmic changes — and you need to be prepared. A quick indicator of change is your engagement rate. If people no longer engage with your content the way they used to, it’s time for an audit. 

How a PR team can help. 

As a business owner, you have a lot on your plate. This is where your rock star public relations team comes into play. While you’re working on your company to make sure everything runs smoothly, your PR team is in the communications weeds. Whether your brand has been on social media for 10 years or 10 minutes, they can hop in and fully audit all of your social media platforms and develop strategies to more effectively communicate with your audience. 

Additionally, your PR team is involved in day-to-day social media maintenance. They engage with your followers; create and schedule your content; analyze your analytics; and monitor post performance. They will be the first to recognize trends — both the good and the not-so-good — in post performance and better tailor future content to resonate with your audience. 

So don’t be afraid of an audit! As PR professionals, we welcome it. You have a successful business, and we want to ensure everyone knows about it. If you’re ready to start communicating more effectively, Obsidian Public Relations is ready to help!