Regardless of the type of business, we all want to make sure that the marketing plan in use provides the highest possible ROI. Therefore, it is always a good idea to do periodic audits on the different marketing channels in use. This should include a social media audit.

Some may wonder what exactly is a social media audit and how best to determine its ROI. ¬†At first, everyone was on the social media/Tweeting/Facbooking/blogging band wagon. Most figured “it won’t take much time” and “it couldn’t hurt.” Well, while that may had initially been the case, over time, just like with anything, the little tasks are what ultimately take up the most time. Therefore, a social media audit makes sense.

It is important to look at what outlets are currently in use, how much time is spent posting and managing them and what type of feedback and communication a company is receiving. A good way to see which social media channel is giving a company the most “bang for the buck” is to provide social media channel specific offers and see what type of response a company receives. This will help identify what type of customer comes from each channel and what type of order or feedback is received.

While this may sound time consuming at first, ultimately, by taking some time upfront and conducting a social media audit periodically, it will save time and effort in the long run.