Explained: How to conduct a content audit?

September 22, 2015

This blogpost is Part 3 of a series of articles to navigating the process of developing a digital media strategy. Now, we step back and assess the current situation.

When refining the content strategy of an organisation, an organisational audit of different existing channels is a good place to start. An audit aims to gather organisational data in one place and critically assess the current practices and workflows.

A social media audit assesses your organisation’s current social media use. In the simplest, it is a shared spreadsheet (like an Excel file or a Google Spreadsheet) that gathers all organisational social media information in one place.

After an audit, you will be able to understand your existing digital presence and

  1. a) evaluate the use of existing channels
  2. b) identify current practices, content types and audience profiles
  3. c) understand existing organisational resources

Audits can be time-consuming, but they are a good way to dig in and really understand your digital presence. In addition, once the initial audit is done, it will be easier to begin tracking channels and content in a systematic manner.

Step-by-step: Conducting a social media audit

  1. Create a social media audit spreadsheet

Collect all social media account info, both official and unofficial presence.

Include all related accounts (e.g event accounts or discussion forums, if they are administered by your organisation and are of relevance to the overall communications efforts.)

Tip: Search on Google for informal and unofficial accounts, and determine if they are or should be a part of the official accounts or if they should be reported to service providers.

  1. Evaluate all accounts

Create a mission statement for each profile – what is the leading purpose for the account. See how it aligns with the overall organisational communication objectives.

Some questions to start off the thinking;

  • “Why are we using this social account?”
  • “Why do we want to use it?”
  • “What are our goals for this social media platform?”
  • “Are our target markets using it?”

If some of the accounts do not seem to fit the bigger communication strategy, are not meeting a need, it would be a good idea to delete the accounts.

  1. Remember to check organisational identity

Finally, spot check that things like profile photo, cover photo, icons, bios and descriptions, and that the URL is correct for each account.

Regular audits are a good way to document the execution of social media strategy, and help keep it cohesive and on the right track.

This blogpost is Part 3 of a series of articles to navigating the process of developing a digital media strategy. Read all articles here.