When it comes to B2B marketing, it’s easy to fall into the trap of thinking that (outside of LinkedIn) managing social media channels shouldn’t be much of a priority. But maintaining social media channels on other platforms (which ones really depends on your product and the types of companies you’re targeting) can really help give your B2B marketing a boost simply because they offer more varied ways to be creative. And if you’re going to have a presence on a social media channel, you should do it well, or (to be brutally honest) not at all.
But managing your business' social media channels effectively is a daily, if not hourly, endeavour. But, once you get into the groove of posting regularly it can make it easy to forget about the bigger picture: your overall social media strategy.
If you’re struggling to remember the last time you reviewed your overarching objectives, it’s probably time to step back and do a social media audit.
In fact, routine audits should be an important element of your social media strategy. They help you identify any weak points in your approach, give you more detailed information about your audience, and help you retool your strategy to match current trends.
While in-depth annual audits and quarterly top-ups are recommended, monthly check-ins give you a real-time idea of where you’re at with your goals, making it easier to pivot and adapt as you go and achieve those overall aims.
So, here's how to do the doing.
SET YOURSELF GOALS
If you don’t have a set of measurements to grade yourself against, how will you know if your social media efforts have been successful?
Before you jump into your first social media audit, set some guidelines for what success looks like. There are many third party templates available – like this one from Sprout Social– or you can set your own goals.
You’ll want to review the following for each profile:
- Engagement numbers
- Publishing frequency
- Audience demographics
- Referral sources
- Social media budget/ROI
- Channel specific metrics.
Delve into the numbers
Whether you use built-in analytics or an outside platform, you’ll want to make sure you’re checking in regularly to gauge the health of your social media channels. Analytics are invaluable in terms of steering your future strategy and ensuring you're tailoring your content to what works best for each platform.
A few basic things to be looking for:
Are you on the right platforms?
While we said earlier that it’s good to use a variety of channels, that doesn’t mean you should use all the channels. Twitter, Facebook and Youtube tend to have strong presences no matter the industry, but we’re not quite at the stage where TikTok is a must-have for B2B. This could change as more Gen-Zers enter the workforce, climb the ladder or their own businesses. For now, it’s pretty safe to say that knowing how to do The Renegade on point isn’t quite yet an essential professional skill for B2B marketers (what you do in your own time is up to you).
Who's on your page?
Keeping track of the types of companies that are interested in you is always a good idea, and if they’re spending time on your social media that’s a good expression of interest. Tailor your strategy towards them!
What content is most popular?
What content is really connecting with your audience – and what isn’t? Consider cutting what isn’t connecting (especially if it’s content that’s taking up the bulk of your content creation time).
When's your audience online?
With built-in analytics, you no longer have to guess about peak posting times.
Don’t forget to track these stats all the way through to your web traffic.
When people come over to your site from social media, how long are they staying? Are they happy with the links you’re serving them?
Other types of maintenance
Once you’ve outlined the metrics you’ll use, there are a few more things you ought to do:
1. Check your bios
If you don’t regularly check in on your social media bios, you’ll probably be surprised by how much has changed since you last updated it. Business objectives change, taglines get updated, and advertising campaigns shift focus – and your social media bios should reflect every one of these significant changes.
Your bio should be tailored to each platform and, no matter where it’s displayed, should be short, snappy, and on-brand. Make sure you’ve included an overview of your services, your location, and who you work with/for.
2. Refresh your imagery
Visual branding evolves over time and your cover photos need to keep up with that. Bonus points available if you can update them to fit the seasons, your most current advertising campaign, or special events!
When it comes to cover photo quality, make sure you’re up to date with the latest trends. For example, most major brands have swapped out a high res image in favour of a video. If you opt to make the switch, just make sure your video looks clear and loads quickly.
3. Scan the web
Do a quick Google search and make sure there aren’t any profiles out there claiming to be you - or that you don’t have any old profiles of your own lingering around. If there are, you could be losing out on some business-winning followers.
If you do come across your own old profile, delete it. And if it’s someone else impersonating you, ask them to remove the page - if they don’t, report it.
4. Create new goals
Now that you’ve tracked and measured your goals, how are you going to improve and change them? Once you’ve concluded your social media audit be sure to set new goals that you hope to achieve in the next month, quarter, or year.
So that's a quick rundown of keeping your social media channels on target, but what to put on them? Content is king and we've got some guides to help you out.
A content calendar is always a good place to start and here's a guide to get you started.
Or maybe you want tips on jazzing up that B2B blog. Head here for some top tips to make it more enjoyable.