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Social Media Audits Explained: What is a Twitter Audit?

A simple 11 point checklist for a basic social media and Twitter audit

One service that we offer to our gold member clients, that is often part of the ongoing process of keeping publishers on task, is performing social media audits. This process is very manual, going in and checking whether or not content is being promoted most effectively.

There are three parts of a Twitter Audit:

  1. Is my content being promoted most effectively?
  2. Are people engaging with my content?
  3. How can I improve on current promotions, traffic and engagement?

The first part, and the one we’re focusing on today, is whether your content is being promoted most effectively. This audit is really a “social audit” since it includes more than just Twitter, but you’ll find it’s mostly Twitter-based.

Part 1: Is my content being promoted most effectively? This social media audit covers how well articles, freebies and premiums are marketed in social media.

  1. (20 pts) Are 12 unique Tweets written for each new evergreen article?
  2. (15 pts) Is each evergreen article promoted every day for the first twelve days on Twitter?
  3. (15 pts) Is each evergreen article scheduled to be promoted on Twitter once per month for the next twelve months?
  4. (5 pts) Are 3 unique Tweets written for any news articles? (When applicable)
  5. (5 pts) Are any news articles promoted every day for the first three days on Twitter? (When applicable)
  6. (10 pts) Are articles promoted on Twitter the same day they’re published?
  7. (10 pts) Are articles promoted on Facebook the same day they’re published?
  8. (5 pts) Are “spotlight” Tweets scheduled to align with “spotlight” emails?
  9. (5 pts) Are “spotlight” Facebook posts scheduled to align with “spotlight” emails?
  10. (5 pts) Are “freebie” Tweets scheduled to align with “freebie” emails?
  11. (5 pts) Are “freebie” Facebook posts scheduled to align with “freebie” emails?

Total: ______________________________  (100pt)

You might notice that this doesn’t include every social network there is, so this can be customized depending on the company and the market served, but you can see the general premise of a content-focused Twitter audit.

And if this all sounds like crazytalk to you, then you probably haven’t read our article illustrating how to promote your content on Twitter.

This is a process that all new Mequoda operators are being taught, and was first turned into a best practice strategy back in September at our yearly Gold Member Summit.

The next part of the audit, assuming the score on this is close to the 100pt mark, is to answer the question of engagement. When you’re posting 12 formulas per post, it’s easier to see which content your followers resonate with most.

Finally, the third part of the Twitter audit, is to take that data and determine how results can be improved.stay tuned!

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