How To Conduct a Social Media Audit – A Step-by-Step Guide

Social media is a great place to chat with friends and chuckle at memes of dogs riding skateboards. But it's also a very powerful business tool.  

Understanding and leveraging social media can make a real difference for recruitment firms in attracting top talent and establishing industry leadership. However, with time always at a premium, it's easy to overlook the potential of these platforms. So, a regular social media audit is vital.

Why Conduct a Social Media Audit?

Social media platforms, especially LinkedIn, are crucial for connecting with candidates and clients. So, it's essential to understand what’s working and areas for improvement.

A social media audit is more than a box-ticking exercise. It's about strategically positioning your recruitment agency for success in an increasingly digital world, where 52 million jobseekers use LinkedIn every week.

It's only getting busier online. And a social media audit could help you stand out from the crowd while remaining relevant. 

Step 1: Assessing Your Current Social Media Presence

It's time to embrace your inner AC12 (Line of Duty, we miss you) and investigate your social media accounts. Pretend you're a potential candidate or a client and ask yourself: "What do I see, and is it relevant?"

It's not just about posting jobs and calling it a day. It's about creating meaningful conversations and establishing thought leadership.

Ask yourself:

• How does my brand come across?
• Are my posts striking the right chord with my audience? 
• Do my social media efforts mirror my company's ethos and expertise?
• Is it clear what problems we address and solve for people?
• Is there a clear Call to Action (CTA)?

Step 2: Analysing Competitor Activity

Spy on your competitors' social presence and analyse their strategy to see why a client or candidate might choose them over you.  

What are they doing well?
They may post more frequently or share more creative content with their followers. 

What are they doing poorly?
They may forget to reply to comments or publish posts as long as Oppenheimer (but way less interesting). 

Remember, it's not about copying what they do, like-for-like. It's about learning, differentiating, and filling the gaps they leave.

Step 3: Identifying Opportunities and Gaps

Identify your strategy's opportunities and gaps. For example, you may not be using LinkedIn's latest features, or your content may need more variety. 

Switching things up can be a total game-changer. For example, if you only post text-based content, you could be missing a trick. According to LinkedIn, posts with images see a 2x higher comment rate than those without. 

Do some research and look for opportunities to enhance your social media presence. Avoid 'good enough' and strive for 'exceptional'. 

Step 4: Setting Realistic Goals and Strategies

It's easy to feel overwhelmed post-audit. Suddenly, it can seem as though you have a never-ending list of improvements. So, it's essential to set realistic and measurable goals, for example:

• Increasing your follower count
• Boosting engagement rates
• Enhancing brand visibility

While developing a detailed strategy is complex, aligning your goals with your business objectives will make life easier. For example, if your goal is to increase engagement, consider experimenting with different posting schedules and measuring the impact as you go.

Additional Help with Your Social Media Audit

Regularly auditing your social media presence is vital for staying relevant and competitive in the recruitment industry. But if diving deep into social media analytics and strategies seems overwhelming, Marmalade Marketing is here to help. 

Our Digital Health Check service offers a comprehensive look at all of your marketing (not just social media), acting as a 'marketing mirror' to reflect the true state of your digital presence. You can use our insights to drive your own strategies or partner with us for ongoing expertise. We're here to empower your recruitment agency's success.

Contact us today to learn how this service could help revive your marketing presence.