By Annabel Sullivan, director, Strategic Social Profiles

Annabel Sullivan says an audit of your social media can help you know your business, audience & competitors better.

Social Media needs to be a part of your overall marketing strategy.  It isn’t something that should be done in isolation.   You want to ensure that what you do online is consistent and integrated with everything else you do in your business.  Being consistent is the key to building your brand and it’s the best way to ensure all of your marketing activities are telling (and building) the one story.

To assist with this, we suggest you take a look at your business, your audience and your competition.  Undertake an audit of your social platforms, your target audience and what your competitors are up to.  Whether you’re just starting out or your business has been going for years, doing a regular audit of these areas will help you create an effective social media strategy that aligns with all your business and marketing activities.

Know your business (especially your social platforms) 

Three things to consider when you review your online presence:

  1. Is everything current?  Your content needs to be up-to-date. Nothing is worse than seeing old content, offers or contact details that are out of date.  You want to ensure you are providing the latest information available.
  2. Have you completed every section of each social media platform that applies to your business?  It’s free real estate and you may be missing an opportunity to promote your products or services by not filling in all the options available – particularly on Facebook.  You want to make it easy for people to engage with you.
  3. Do you have a consistent voice across all your social media pages? Does your imagery, logo, tone and voice match with your website?  Remember, this is your business branding and it’s important that each page integrates and tells the same brand story.

Know your audience (and understand their pain points)

We all think we know our target audience really well.  However, audience consumption and purchase decision-making change so rapidly these days that you need to keep up with the latest trends.

To help you get to know your audience better,  put yourself in their shoes.  Take the time to ask the following questions.  You may already know some of the answers, but it also pays to undertake some research.  Truly understanding your audience will help you get to a point where you easily find stories and content for posting on your social media pages.Three things to ask yourself about your audience:

  1. What’s your customer’s biggest “pain point” i.e. one of their greatest challenges?
  2. Where does your customer go to source information?
  3. How does your product or service help your customer? Does it make their lives easier?

Know your closest competitor

They say imitation is the greatest form of flattery.  While I would encourage you to keep an eye on your competitors, I’m not suggesting you completely copy their social media strategy.  However, by reviewing their activity, you might possibly uncover a few things they’re doing really well to engage with a similar target market to yours.Three things to consider when you check out your competition:

  1. How often do they post, what sort of content are they posting & how many followers do they have?  You might be able to set these as a benchmark for your own business?
  2. Are they addressing customer “pain points” that you haven’t considered as yet?
  3. ​Do they ask for customer feedback, run competitions or special offers that get great engagement?

The benefits Of undertaking an audit

  • It can identify gaps
  • It can guide your content creation
  • It can uncover new audiences, new products or services that you could be offering
  • It can help you improve your overall business and marketing activities.

For further information contact Annabel Sullivan on or visit