s we enter the spring cleaning season, many of us are cleaning our closets, cars, and garages. This is a great time to spring clean your social media as well. Use the list below to tidy-up your social media presence.
Revisit your goals.
What were your initial social media goals for the year? Review the past 90 days of your posts to ensure you are meeting these goals or at least making progress in that area.
Conduct a SWOT (strengths, weaknesses, opportunities, and threats) analysis.
Based on your perspective without pulling any metrics or data, reflect on the following questions:
What do you think is working well with your social media?
What is working the best with your social media?
What do you need to continue to do more of with your social media?
What isn't working with your social media?
What do you need to do less of with your social media?
What is causing you the most frustration?
Where can you improve?
What can you incorporate to make your social media better?
What skills, tools or resources do you need to take your social media to the next level?
What can hinder your social media from going to the next level?
What are factors outside your control that can impact your social media?
You should be keeping track of social media metrics for all of your accounts in one place, preferably a spreadsheet. If you have not been keeping track, you will need to compile your metrics for the past 90 days. Some social media metrics to look for are engagement, comments, shares, re-posts, followers/likes gained, conversions, etc.
Analyze the metrics.
Set aside two to three uninterrupted hours and sift through your metrics from quarter one (January through March). Then make note of which social media posts performed the best and the worst.
Perform a link check.
It can be embarrassing when someone goes to your social media channels to learn more about your organization, better yet, if someone tries to donate and the links are broken. Double check that all links on your social media platforms are working correctly.
Check your branding.
Do you spell out incorporated on some social media accounts, but use Inc. on others? Are you using the same fonts and colors on your social media graphics? Not having consistent content across all channels creates brand inconsistency and can confuse your audience. Review your social media graphics, cover images, and language to ensure they are consistent across all platforms.
Document your findings.
Make a document outlining your findings, including changes that need to be made. You can use this documents as an accountability tool to measure your growth throughout the year.
Pivot and proceed.
Now that you've completed your social media audit, implement the changes and continue to apply these principles throughout the year.
Aleshia Patterson is the Editor-in-Chief of Nonprofit Marketing Magazine. She has served in the nonprofit sector for almost a decade. She currently works as a Marketing and Communications Coordinator for a local nonprofit in Saint Louis, MO. In her spare time, Aleshia loves to travel, binge watch Netflix, and go on Office Depot excursions.