In the past two weeks, I have completed two full social media audits. I had never heard of a social media audit until my social media class and I learned that it is the process of reviewing what’s working, what’s failing and what can be improved upon across your social media channels. I conducted a content and user analysis audit on Magnolia Market’s social media platforms.
Conducting social media audits are necessary because it’s important to ensure that the content that is being posted has a positive impact on the business objectives. The main objective in an audit is to ensure that all platforms are on brand and the content being shared is reaching the target market and is engaging users. In conducting the audit of Magnolia Market’s social media I found that their image branding was not consistent and that they needed to update their profile photos to more professional images and ensure that all platforms were the same.
One of the main findings that the audit showed was that there were tons of users engaging with the Magnolia Market Facebook page by posting photos or comments on their page. However, Magnolia was not answering user’s questions or engaging with the users who took time to write them a note. My suggested future action for Magnolia Market was to increase engagement on all social media platforms so that users feel important. Through this assignment, I learned the importance of the content that companies choose to post.