I've heard it said, "What gets measured, gets managed." Yet why do so few online entrepreneurs take the time to assess and audit our most valueable business asset - our content creation and social media marketing strategy?
I see it time and time again.
People spending hours creating content that gets zero likes, zero comments, and zero leads - ultimately zero sales. Rather than changing it up, they just "keep showing up," and "stay consistent."
But MORE of what's NOT working isn't going to equal results - it's just going to equal MORE of what's NOT working.
So let's talk about a 30,000 foot view on how you can do your own regular Social Media Audits, and why this is a critical step you need to incorporate into your weekly work schedule.
If you’ve ever posted content on social media and wondered why it’s not getting the engagement, leads, or sales you hoped for, you’re not alone. The truth is, social media success isn’t about posting more; it’s about posting better. And the key to figuring out what “better” looks like? A social media audit.
Before you panic, don’t worry—this doesn’t require hours of work or spreadsheets longer than a CVS receipt. Let’s break it down into a few simple steps that will help you identify what’s working, what’s not, and how to adjust.
Step 1: Look at Your Metrics
Every platform offers insights that can tell you which posts are resonating with your audience and which are falling flat. Here are the key metrics to pay attention to:
Reach: How many people saw your content? Posts with high reach are doing well with the algorithm.
Engagement Rate: Are people liking, commenting, saving, or sharing? High engagement often means your content is hitting the mark.
Saves & Shares: These are gold—they show that your content is valuable enough for people to keep or pass along.
Post Reach: Look for posts with higher-than-average reach to see what’s grabbing attention.
Comments & Shares: These show deeper engagement than likes.
Group Insights: If you’re using Facebook groups, track member growth and active participation.
TikTok
Views: Which videos are grabbing attention? High views are a great indicator of interest.
Watch Time: Are people watching all the way through, or dropping off after a few seconds?
Engagement: Likes, comments, shares, and saves are all signs of a video’s success.
Impressions: How many times your pin showed up on someone’s feed.
Saves: Pins that are saved are valuable and have long-term potential.
Clicks: Track which pins are driving traffic to your website.
Impressions: Which posts are getting seen the most?
Engagement Rate: Look for likes, comments, and shares.
Profile Views: Are your posts driving people to check out your profile?
Step 2: Identify Your Top Performers
Once you’ve reviewed your metrics, make a list of your top-performing posts. Ask yourself:
What topics are these posts about?
What format are they in (video, carousel, static image, etc.)?
What type of captions did you use (short and punchy, long and detailed, etc.)?
You’re looking for patterns. For example, if your Reels consistently perform better than static posts, that’s a clear sign to lean into video content.
Step 3: Spot What’s Not Working
Now, look at the posts that didn’t perform well. Here’s what to consider:
Did the post have a clear message? Confusing or overly complex content tends to flop.
Was it visually engaging? A blurry or poorly designed post won’t grab attention.
Was there a strong call-to-action (CTA)? Posts without a CTA often fail to drive engagement or conversions.
The goal isn’t to beat yourself up about low-performing posts; it’s to learn from them.
Step 4: Plan for More of What Works
Now that you know what resonates with your audience, it’s time to double down. Here’s how:
Create More of Your Best Content: Use your top-performing posts as a blueprint. If your audience loves how-to videos, make more of them.
Experiment With Small Tweaks: Try different posting times, formats, or captions to see if you can boost performance further.
Track Progress Regularly: Set a reminder to check your metrics every month so you can continue to refine your strategy.
Step 5: Get Expert Help (Because Why Go It Alone?)
If you’re feeling overwhelmed or just not sure why your content isn’t converting into followers, leads, and sales, we’ve got you covered. Our team of expert marketers will look at your social media and show you exactly why it’s not working—and what to do about it. We will take all the guesswork out of content creation. You'll know which mistakes are hurting your reach - and what type of content to create daily to start seeing more engagement, more followers, more leads, and more SALES!
Ready to get real results from your social media? Let’s chat.
Cheering For You,
Porcia B
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