A social media audit is an interesting way to track your moves since the day you first started using social media platforms. Most people have never set up a page, nor do they know its purpose. Going back to the time when you first created your page on Facebook for business purposes, you must have been desperate and in a hurry. However, auditing your page today, considering everything from your logo to the frequency of posts, you have a second chance to apply the knowledge you have acquired so far.
Even if you were a social media buff back then, an audit every year gives you the chance to review your mistakes or track, verify and test new features social media platforms like Facebook have to offer.
If you have just taken interest in social media auditing, and this is your first Facebook Page audit, below is an easy-to-understand roadmap that you can follow.
The Roadmap to Your Facebook Page Audit
- Your Logo
People are often fussy about cover images and logos. You will need to check if your logo conforms to the size requirements. The logo that you finally decide on will appear in 128×128 pixels on smartphones, 170×170 pixels on desktop computers and 36×36 pixels on feature phones. The image will be a square.
Moreover, you need to make sure that the logo stands out from your competitors. This image will appear first when the customers search for you. Therefore, making sure that it strongly represents your brand and is eye-catching is very important.
- The Cover Image
The cover image that you select will display in 640×360 pixels on smartphones and 820×312 pixels on desktops. The minimum dimensions for the cover image should be 399 pixels wide and 150 pixels tall.
Once the dimensions are in order, you should now focus on the cover. The cover image is the first large image that the social media audience sees when they arrive at your Facebook Page. It can either be an image or a short video. According to the type of business, you can even add a call to action, inspire a purchase, share your value proposition, engage their senses or express your brand’s personality.
For example, a pizza joint can introduce a new flavor through its cover image to instantly grab the visitor’s attention.
- Test Your Call-to-Action Button
If you have set up a business page, Facebook offers a wide range of options to help you call your audience to act. These buttons were introduced on Facebook Pages in 2014; therefore, if your page was set up prior to this year, you may have missed this. The call-to-action button sits directly under the cover image. It is particularly helpful in driving conversions from the social media presence, and also boosts customer acquisition.
Facebook offers you seven options that include:
- Contact Us
- Shop Now
- Book Now
- Use App
- Sign Up
- Play Game
- Watch Video
Some of the biggest brands in the world use this option to increase their customer count. For example, adding a Contact Us button to your page may prompt a response from the visitors if a question suddenly pops into their mind, otherwise most visitors do not go through the hassle of searching for an email address.
No matter what type of business you operate, a call to action is the first step to eliminating barriers between you and the audience, allowing for the free flow of communication. Remember to check your call to action button from time to time, since you can change the button to suit your current marketing / promotional needs. For example, if you are conducting a conference for industry professionals, then you may want to add a ‘Book Now’ button to the cover image so that the representatives and CEOs can easily reserve their seats.
larly, if you have just launched a new gaming app, your cover image should reflect a promotional campaign with a ‘Download Now’ call-to-action button.
- Update Your Page’s ‘About Us’ Section
You must know by now that a business never remains the same. Businesses tend to change with the changing times.If it has been a long time since you’ve set up your page, it might be a good idea to audit the page, especially your ‘About Us’ section. You will not be wrong to think that the visitors will first go to the About Us section to know about your business, therefore, having a quick review of the section to see if you are still happy with the information might be a good move.
Keep in mind that the information must be brief and convincing. Also, make sure that the information still reflects the organization you operate today, and is competitive enough to make an impression.
- Review the Content
Content is probably the most important part of social media. Without it, you are not going to generate the response you had imagined. Your day-to-day efforts must focus on the content, and you must already have a clear idea of what you are going to post and in what frequency, especially if you are an old player. For audit purposes, it will be helpful to take a step back and verify the content that you had posted previously.
For an easy understanding, here is a list of the questions you should ask yourself:
- How often do you post content?
- Does your post frequency match with your competitors’ posting frequency?
- Do you balance between the types of content you post, like images, videos, infographics, etc.?
- What kind of topics and content generate the most likes, shares and comments?
- Do you invite or have planned to invite your page visitors to contribute to your page? (Like reminders to tag themselves when they visit your restaurant or post a picture when they buy your product)
- Is there a specific time during the day when your posted content gets the most likes, comments and / or shares?
- Do You Tag Products?
If you have a product catalogue in place, you can tag over 25 products within a single post. This often successfully reels in the visitor to view one of your products and proceed to the sale. Therefore, it is an effortless yet amazing way to boost traffic as well as sales.
If you’ve used the advertising option on Facebook before, you must already have a product catalogue in place. If not, here is where you need to go for guidance: a step-by-step guide on product catalogues.
Ecommerce retailers use tagging tirelessly to boost sales. Tagging products has become a useful means of directing qualified traffic to your catalogue products. However, tagging a product is to be done on an individual post level when you are updating. Just click on the product icon from the ‘Compose Update’ box. Once done, select a product you want to tag.
- Measure the Impact of Your Efforts
Measuring your efforts and observing the results becomes the driving force for the future. Don’t you agree?
You will not be willing to work further if your time and efforts on the Facebook page are resulting in a sub-optimal contribution to your overall marketing goals. When auditing, assess yourself to see if you are taking the necessary steps to measure your impact on social media, rather than blindly working without making changes to your strategy.
At ground level, Facebook sends a weekly Page Update to help you review the performance of your page. For detailed metrics, you may have to look outside Facebook. Tools like Hootsuite have a reporting option that can be used to dig deep into an analytics report. You can even set up the Analytics option to get a custom report emailed to you every week or month. If you have no measurement action set up yet, you can easily download these tools and start auditing.
Auditing Facebook pages is a useful practice, especially if done regularly, since it relieves you from the day-to-day posting even if it is just for a day. It is your day off to sit back, relax, audit, and look at the bigger picture. A useful thing to do, during this day, will be to check out the latest updates in social media marketing and try to implement one or two techniques if they seem worthy enough.