How do you present on social media?

Posted on: Monday, 20 July 2020 at 3:01:32 PM

When was the last time you considered how your organisation presents on social media? Is your content up to date and relevant? How do you compare to others in your industry?

Social media is the modern-day equivalent of the Yellow Pages. Users will often turn to Facebook or Instagram to search for your business in the first instance – and first impressions count.

It is imperative that your social media presence presents the best version of your organisation. So how do you shape up?

An audit of your social media presence should ideally be completed every 6 to 12 months. In reviewing your social media accounts, it’s important to consider the below.

Target audience

  • Who is your target audience?
  • Are you currently engaging with them?
  • What type of content do they engage with most?

Competitor analysis

  • What are others in your industry doing on social media?
  • Are they performing better or worse than you?
  • What’s your point of difference?

Advertising

If you’re implementing paid social media campaigns, it’s important to regularly review how these are performing.

  • Which ads are generating the best return on investment?
  • Do you need to adjust your ad spend?
  • If you’re not advertising on social media, should you be? Are you getting the cut-through you need with unpaid posts?

Channel

  • Which social media channels are you using?
  • Are you active on all of them? For an account to be deemed ‘active’, posting needs to occur at least once a month. If your account isn’t active, why do you have it?
  • Are there any social media platforms you’re not currently on and should consider?

Brand

Remember – your social media account may be the first experience a user has with your organisation. Your social media presence needs to be polished and credible.

  • How does your brand present on social media?
  • Is your branding consistent, polished and professional?
  • Are you posting high quality images or professionally designed graphics?
  • Is the tone and language used appropriate for your brand?

Statistics

Numbers don’t lie – be sure to regularly review your Facebook and Instagram Insights.

  • What reach and engagement levels are you achieving on your social media accounts?
  • Have you looked at Google Analytics? Google Analytics will show you how many users visit your website directly from your social media accounts.

Policy and process

  • What is your process for posting on social media? Does it rest with one employee or multiple?
  • Do you have an up to date social media policy? A policy can provide guidance on when and how to interact with your audience.

Reporting

  • Do you regularly check-in on your social media performance?
  • Have you set goals for each of your social media channels?
  • What are you doing to ensure those goals are met?

Market Creations’ experienced social media consultants can complete a social media audit for your organisation, inclusive of recommendations on how to optimise your social media presence. For more information, please get in touch via phone (08) 6168 1000 or email mc@marketcreations.com.au

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