A social media health check is a key part of creating a strong social media strategy that allows you to make the right offer to the right customer at the right time. Check the following things to see whether you’re managing your social media channels the right way or whether you need to rethink your strategy and get better results.



Channels

List all the social channels you are on, then explore each one in more detail. Make sure you’re focusing on the right ones. You should create an account on the platform where your audience is spending time online. 

Never waste your time and resources on a channel that isn’t producing any results. So, look at each social network and check to see:

• How much traffic you’re receiving from each
• How well is your audience engaging with your content
• How active you are on each channel.

This way, you will find out which platforms produce the best results and can delete the accounts that don’t work well. You may also find out which social channels your competitors are using and see whether they might also prove to be valuable to you.

Profiles

After choosing the right social network ensure you have a proper profile page that is completely filled out. The following information must be accurate and consistent across all social channels: profile photo, business information like address, phone number, email address, a nicely written description, and a link to your website. 

Your business should be immediately recognizable across all your social media profiles, and it’s best to have different descriptions on different social networks. For example, on Twitter, you might want to show a bit of your personality in the description while on LinkedIn you might provide a more professional description.

Goals

You should take a look at your goals to ensure they are being met and are still relevant for your business. If your goal is to build brand awareness you can use tools like Facebook’s Page Insights and Twitter’s Analytics to see how your audience has grown over time.

If you already have more than 10,000 fans or followers, it would be more useful to focus on how much your current fanbase interacts with your brand and how many of them like, share or comment on your posts, or how many visit your website and read your blog or purchase a product.

Audience

Make sure that the people who are following you are the ones you want to target as in some cases, followers are completely different from what you expected. 

You should also look at how your fans and followers are engaging with your content. Take a look at the number of interactions per post -  the number of replies, comments, likes and shares that you receive on a given post, tweet, or update. You should be after the users who make an effort to interact with your brand and your content. 

Content

The content you share must be engaging and resonate with your followers as it builds your brand’s reputation and is the key part to your success. So review the content you’ve shared and identify which posts have had the biggest impact.

Focus on metrics such as likes, shares, retweets and comments. This will help give you a better understanding of which type of content works best for each of your social channels. 

You can also browse through your competitors’ social media content to see what type of content they’re sharing and how their audience is responding. Pay attention to the posts that get the most interactions. This can help you to increase engagement on your social channels.

To sum up, the purpose of a social media health check is to give you a better understanding of what’s working, what’s failing, and what can be improved upon across your social media channels.