How do you fix gaps in your social media strategy?

When doing an audit, I take the exportable metrics, and do a manual scrape of extra metrics that wouldn't be provided otherwise. I manually scrape things like duration of content, follower v non-follower exposure, Profile Visits, follows per, time posted, for each piece. It is VERY time consuming, but with the help of a VA, it is manageable. This gives me rock solid understanding of content performance and how to pinpoint failing messaging versus failing content format or execution.

When auditing it is important to have to hand WHY you are using social media as well as a review of the platforms you are/are not active on. Depending on the WHY you may find you are spreading yourselves too thinly and using platforms that aren't necessarily where you key demographics are active. It is important to avoid becoming reliant on one singular platform but also resist the temptation to be present on every single on if you don't have the resource/it isn't suitable for your goals.

The best way to monitor the effectiveness of your content is to carry out at least three audits a year to analyse quantitative and qualitative performance. At the end of the year, quarter or whatever period you're analysing, you'll see whether a trend is emerging in the best posts. As always, it depends on your objectives but analise reach, impressions & engagement rate remain the priority to ensure the content efficiency.

In my experience, analyzing the social media behaviour of your competitors (and others in your industry) can help you gain valuable insights into what works and identify areas where you may be falling behind. Also, competitor analysis can reveal untapped opportunities and gaps in the market that you can exploit to differentiate your brand and create a more effective social media strategy.

Start by conducting an audit of your current efforts, identify weaknesses utilizing your brand/company KPIs, set clear goals (again, KPIs are key), and develop a content plan that aligns with your target audience and business objectives. Regularly monitor and analyze your performance to make data-driven improvements (i.e. weekly, monthly, campaign-based). Remember, being flexible and adaptable in your strategy are key in this day and age of social media!

To address gaps in my social media strategy, I start by conducting a thorough analysis of my current approach, identifying specific areas that need improvement. Then, I research my target audience to better understand their preferences and behavior on social media platforms. Next, I refine my content strategy to align with my audience's interests and needs, focusing on creating engaging and valuable content. Additionally, I establish a consistent posting schedule to maintain an active online presence. I also monitor key performance metrics and adapt my strategy based on real-time data and user feedback.

Go beyond the numbers, do a thorough qualitative analysis of the analytics and numbers: in terms of what is working for your audience and what is not. Keep a watch on competitors as well, but don't copy them, try to build a campaign that best suits what your audience needs and your brand personality.

There's no one-size-fits-all approach to social media marketing. What works for one business may not work for another. The best way to find what works for you is to test and iterate. Try different platforms and tactics, and see what gets the best results.

The best calendar leaves room for spontaneous/trend content. I found success with the 75/25 model of scheduling. 75 percent of content (enough for the low end of the acceptable cadence range) and 25% week-of with trends. This keeps you from having to be creative in a crunch, while also allowing you to not reorganize your schedule every time you found a trend you really wanna hop on. Cheers,

Every time you audit, make sure all your assumptions are still true. Tricks change and things that used to work might not work anymore.