Social Media Audit: How to use tools to audit social media

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Social Media AuditHow was your social media performance over the last year?  What measurements are you tracking and how did you do in comparison to your previous year?

But before looking ahead it’s also useful to look back!

Here are some ideas for looking at performance over the last year.

1.  Do comparison reports on Google analytics

Google Analytics allows you to do comparison reporting so you can compare this month against last month or this year against last year.

This is really useful as you can see if there are similar patterns.   Note:  It’s really useful during the year to add annotations to your graphs to take note of why there was a spike or dip in your website’s activity.  This helps with analysis.  See this post on Google Analytics training

Under one of the ‘Audience’ reports (select Audience on the left hand side) pick the date option and select ‘custom’.  Enter the dates for the current year and tick the box for ‘Compare to’.

Now select previous year.

 

Google analytics custom report

Set the custom date range

 

When you produce a report you can then see this year and last years graph on one chart.

 

Google Analytics Comparison

View a comparison on the same chart

 

2. Analyze Your Best Posts in 2013

If you’ve been blogging all year it’s useful to analyze which posts were shared most on social media.  These may not be the posts that got you the most traffic (you will have to check Google Analytics for this).  But it does show you what was popular, and if content is shared out on social media it drives traffic back to your site anyway.

Social Crawlytics allows you to do this analysis.    All you need to do is enter your website address and select the Forward button  (don’t worry about the other settings).  It does not let you specify a date so it will do an analysis of all your content but you’ll have a good idea of what posts you wrote over the last year.

 

Socialcrawlytics setup

Enter in the website address and ignore the rest!

 

On the next screen you have the option for setting a schedule.  This means that this report will run regularly.  For this report we just want to run it immediately so ignore the settings and just select the ‘Forward’ option.

 

social crawlytics set schedule

Ignore this option and just select forward unless you want to run a report regularly

 

When you run the report you will see a graph similar to the following:

 

social crawlytics

Analyze you or your competitors site to get a report on the content on the site

 

You can also run this report against your competitors so you can see what were their popular posts also.

 

3.  Which posts got the most traffic

As well as figuring out which posts got the most shares you should check to see which got the most traffic.  The posts with the most shares and traffic should be ones that you write plenty more of in 2014!

This information is available under the Behavior > All Traffic section of Google Analytics.  You just need to make sure to alter the date so it is displayed for the full year (top right).

 

4.  Analyze your Facebook Account Performance

The Agorapulse Barometer is a free tool that compares the performance of your page against other pages that also ran the barometer.    There are over 5,000 companies that have already run the barometer so if you run it and see your stats are lower than other pages it’s time to do something about it.

 

Agorapulse

There are 8 different metrics that you can view

 

When you are running the barometer you can filter results based on pages that have a similar size in fan count (less than 1,000, between 1,000 and 10,000 etc).

This was developed by the guys at Agorapulse who have a neat tool for managing your Facebook page.

 

5.  Do an analysis of your Twitter account

There’s a couple of reports you can run.  You could start off with the Simply Measured free twitter report.  This will give you an overview report of your account.  Here is a couple of items from the report that I picked out.

Your most influential followers.  Have you picked up really influential followers over the year that you should be building relationships with?

 

Simply measured influencers

View ranking of the top influencers that are following you

 

From the list above I see there are some influential people that are tweeting about relevant content so what I’m going to do is set up a Twitter list that focusses on these people so I can interact with them more.

In the following image it shows me when your audience has sent the last tweet.  What you want to see is that you have a really active Twitter following that are interacting regularly on Twitter.

 

Simply Measured date of last tweet

Are your audience very active?

 

After running this report you might want to remove people you follow that are not interacting on Twitter.  For example, if they haven’t tweeted in the last 6 months or 1 year.  ManageFlitter is a useful tool for identifying and removing these people.

Another useful tools is Twtrland.  This will give you an overview of your profile, for example, you can view:

  • How many retweets do you get for every tweet
  • How many replies did you send
  • Who are you interacting with
  • What percentage of your tweets contain links

 

Twtrland

This is an example of the stats you can get

 

6. Review your Pinterest performance

Tailwind provides a free trial which you can use to review your Pinterest account.  You can identify things such as:

  • Who are the most influential users pinning your content
  • What content is getting the most pins and repins
  • How is your following growing over a period of time
  • Who are the top repinners of content
  • What pin categories are doing the best

 

Tailwind

View a leaderboard showing your most influential followers

 

7.  Check out Instagram

If you’re reading any of the trend posts for 2014 you’ll see Instagram on a lot of the reports.  Instagram is growing rapidly and don’t be surprised if it doubles in size over the next year.

 

Instagram Trend

You can see where Instagram is going!

Statigram provides useful analytics on your Instagram account.  For example you can view:

  • The most liked images
  • The most used hashtags
  • Follower growth / loss of followers
  • Engagement on content

 

instagram

The best pictures of the year!

 

8.  Monitor performance on Google +

Google+ is an important platform and will continue to increase in importance as the year goes on.  One tool recently released that Im currently testing is Steady Demand.  This provides you with good analytics on your personal or business page.   Check to see:

  • What type of posts get the most engagement
  • Post quality – are you posting content correctly – the right length, mentioning people, hash tags, etc
  • Overall connections summary

 

steady demand

Figure out what type of posts work for you!

 

Note:  The Steady Demand guys are offering a discount for RazorSocial readers.  Use the code: steadyrazor and get 20% off the quoted price.

 

Summary

It’s very useful to step back and take a look at what has worked and not worked before you put plans in place for next year.

Too often we base our plans on what we think rather than what we know.  Analytics helps us to understand what really happened!

Will you use any of these tools?  What tips have you got for this?

 

 




 

About the author

Ian Cleary

Author: Ian Cleary is a technology guy with extensive experience in Social Media. He is a writer for Social Media Examiner and other high profile blogs and is very passionate about Social Media Tools. Ian is the CEO of RazorSocial and also RazorCoast which is a Digital Marketing Agency.

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  • Manoj

    Nice post Ian!! :) Really appreciated.

    • http://www.razorsocial.com/ Ian Cleary

      Thanks Manoj

  • Jill Holtz

    Very useful post Ian thanks

    • http://www.razorsocial.com/ Ian Cleary

      Thanks Jill.

  • http://www.squirrly.co/ Alexandra Petean-Nicola

    A complex post of how to take a look at the whole activity on social media. I like the fact that you took each relevant social site in turn. Nice article.

    • http://www.razorsocial.com/ Ian Cleary

      Thank you Alexandra, glad you found it useful.

  • Holly McIlwain

    Ian, Excellent compilation of tools we social media aficionados all need. With so many tools, do you mind my asking how you organize your analytics time? and which tools you use the most? Thanks

    • http://www.razorsocial.com/ Ian Cleary

      Hi Holly, as I’m testing out a lot of tools at the moment I keep on changing the analytics tools I am using. Recently I was testing out 10 different Facebook analytics tools so I’ll have to wait until the dust settles to answer this. Check out my latest post on dashboards which helps bring some of the analytics together in one place – http://www.razorsocial.com/social-media-dashboard. Ian

  • http://www.nutspr.com/ corina manea

    Nice post Ian, really useful. Thank you. I will use some of the above tools.

    • http://www.razorsocial.com/ Ian Cleary

      Thanks Corina, glad you found it useful!

  • Kim Jimenez

    Such a great article, guys! Thanks for the useful info.

    • http://www.razorsocial.com/ Ian Cleary

      Hi Kim, delighted you liked it, thanks for the feedback!

  • http://www.toprankmarketing.com/ Lee Odden

    As always, another great post Ian. Do you use a plug-in to make your images so easily pinnable?

    • http://www.razorsocial.com/ Ian Cleary

      Thank you so much Lee! I use JQuery PinIt for Images plugin.
      I use Canva to create the images which I highly recommend!

  • Paolo FABRIZIO

    Great Post, Ian! Thanks for these tips. I think i’ll go with Social Crawltics to do some analysis on my Blog

    • http://www.razorsocial.com/ Ian Cleary

      Great, you’ll love it!

  • http://www.TabSite.com/ Mike Gingerich

    Love the Pinterest tip! Need to check it out.

    • http://www.razorsocial.com/ Ian Cleary

      Thank you Mike!

  • laurie

    Great tools and tips. Thanks.

    • http://www.razorsocial.com/ Ian Cleary

      Thanks!

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