Have you ever done an ‘audit’ of your work social media feeds, or business/brand’s ‘online presence’? It’s a good way to see what’s working, what maybe isn’t ‘landing right’ and keep your feeds/profiles/pages looking shiny and up to date.
For what it’s worth, I reckon we should all do a quick audit of our feeds every few months. This is especially important when you are up for some kind of award or recognition and you need your ‘house to be in order’ for when all those new friends come knocking.
Is your profile picture bright, sharp and of you smiling into the camera? Are your links going to the right places? Is your bio telling us who you are, what you do and why we should care in a clear, succinct way?
Yesterday I spent the afternoon doing some social media and training with candidates for the 2019 NSW Rural Woman of the Year (all will be announced after the election!). And we started with a quick audit of where their feeds are at. Because increasingly these days, they are your ‘business card’ online and so should represent who you are, what you do and the level of professionalism you strive for in your business.
You wouldn’t press print on business cards that had a typo and dodgy layout right? Likewise your Instagram, Twitter, Facebook and or LinkedIn page need to look (and be) the goods too.
Here are seven things we could all be doing regularly to make sure our ‘socials’ are looking and performing their best. Of course this is just a quick audit, if you want to dig a lot deeper into statistics and analytics, then there are some great resources for doing this online. But lets start here…
1. Clean up your feeds
If a journalist/future or current customer were to search for you on Instagram, Facebook or Twitter would they see a professional representation of who you are, what you do and why you do it? Or would they see a bunch of photos of your friends, family and fun times? The latter is of course fine, but if that’s the case I would consider making that feed private and setting up a new ‘professional’ one.
Every one of your posts on any ‘public’ account forms a part of your story and can be copied, pasted, screen-shot and used elsewhere. So for any ‘public’ accounts, please go through and audit your posts, consider deleting any that do not do you, your project/brand justice.
On that note, I don’t think you need to go back and delete the very first posts you shared (if they are aligned with who you are and the story you are telling), when I go way back to the beginning of my feed on Instagram (many years ago!) I do cringe at some of the photos and filters, but they are a snapshot of a time and a place and still part of my story.
2. Are you happy with your profile photo?
Is it a good photo of you smiling into the camera? If it’s your logo, consider swapping to the former. People are on social media to connect with the people behind the brand and it’s much easier to do that when you can see a smiling face of a real human. It’s called social media for a reason! Here’s a great podcast about why your profile photo is so important.
3. Is your profile bio doing you and your biz justice?
Are you really using those few precious words well? Your profile bio is where people can make a split second decision about whether they want to follow you or not. It’s important! Regardless of the platforms you are using, your profile needs to be succinct, well written representation of who you are, what you do, why you do it and why it matters to us. Like your ‘elevator pitch’, it needs to clearly convey your core message – the PRIMARY BENEFIT that you, your product or service can offer. But it also has to hint at your ‘why’, what drives you to do what you do.
Make sure you use every opportunity to provide info on your who/what/why. Spend time optimising your Facebook profile, fill in all the blanks! Claim your website on Pinterest, get yo house in order!
3. Check your links
You only get one clickable link in your profile so make it count. Consider using Linktr.ee (free platform – so good) to cover more ground.
4. Check your handles
Are you using the same handle everywhere? You should be. So don’t be @janesmithfarm on Instagram and then @janelovesfarming on Facebook.
5. What is working for you?
Take a good hard look at your current feeds. What are your best performing posts? Why do you think they have worked so well? What do they have in common?
6. What is working for others?
Do a little ‘benchmarking’ aka ‘light stalking’ of people in your field who are nailing it. What is working for them, what hashtags are they using, what do their best posts have in common? There is a lot to be learned by this exercise I think!
7. Set some goals
What are you actually doing here on social media in the first place? What is your ultimate goal? This should drive your content planning. I’m not a big number cruncher and truly don’t believe that it’s all about the numbers, especially on Instagram where engagement is the name of the game. But yes it’s good to have goals so maybe you might like to write down where your numbers are now, where you’d like them to be in 3/6/12 months and then when you do your next audit, check in to see how you are going with those numbers. If they haven’t moved much, maybe the content you’re putting out there isn’t quite hitting the mark and it might be time to try something else?
Follower count/mailing list/engagement rate/post reach/Pinterest monthly unique viewers etc. Here is a great explainer of the various social media metrics you can follow and how to track them best.