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How to audit your organic Social Media posts and what success can look like

Updated: May 26, 2022

Social Media is an essential channel in your marketing plan. Your short and long-term strategic framework should be leveraging organic Social Media content to drive traffic and amplify the call to action for your owned (e.g. website, email marketing) and paid (e.g. digital advertising, influencer) channels.

Like most things in business, letting a Social Media expert do the work for you allows you to focus your existing resources on what is most productive and profitable in your business. An experienced Social Media supplier or recruit will identify your objectives, build a strategy, implement, measure and improve the plan giving you regular reports on the way.

If you're not in a position to work with a Social Media expert, you're not alone. The important thing is to ensure that the time and effort you are putting into your content is giving you the most value and ROI.

That's why we've got you covered with the essential questions you need to ask yourself for EVERY organic Social Media post you publish.

  1. Does your content have a why or content pillar that makes it valuable to your audience? Is this tied to your business objectives?

  2. Have you tagged a location and/or relevant stakeholders/partners?

  3. Have you included relevant hashtags where applicable? Do they consider niche, low, medium and high-volume options?

  4. Have you checked your spelling and grammar BEFORE POSTING, BEFORE PUBLISHING and AFTER PUBLISHING (or scheduling)?

  5. Is the image/video quality excellent and optimised to the size of the channel? Have you double-checked after publishing/scheduling?

  6. If you shared a link, does the image match the content and have you checked the link after publishing/scheduling to ensure it works?

  7. Are you leveraging cross channel opportunities such as sharing, stories, links and tagging?

Sound exhausting? It shouldn't be quite that bad, but it does take time to publish organic content that is worth the effort. If your posts are tick and flick, you are likely missing a bunch of opportunities, and that means ROI is not optimised, which amounts to dollars and cents on your bottom line.

So, you've gone to the effort of structuring and auditing each organic Social Media post you publish. What can success look like in the short and long term?

  • Follower growth while maintaining and / or increasing engagement rate

  • Impressions, reach, and engagement improve

  • Increased traffic to your owned channels (website, blog, email marketing database)

  • Comments, reactions and shares increase

  • Direct messages increase

  • Actions increase

  • User-generated content grows

  • Industry engagement and PR opportunities

For an obligation-free chat about your organic social get in touch with Team TMB HERE


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