The Benefits of Stalking Social Media Accounts – By Michelle Held

by Jenae Reid on August 25, 2016

feedfront-35-cover-188x240Common questions when starting out with social media marketing are, “Which social media channel(s) should my business be on?” followed by, “What do we post and when?”

Perhaps your strategy is already generating sales through Facebook or other channels. You are confident, but wonder if you might sell more by expanding your efforts. Maybe another social media account would lower your customer support costs.

Then there are the complexities of the paid social landscape on Facebook, Instagram, YouTube, Pinterest, LinkedIn, and now Snapchat! Is it worth it?

A thorough social media audit evaluates a brand’s activity and engagement. It gives insights into what channel works best for generating buzz and which produces conversions. An audit can help determine which channel is best for customer service or pre-sales inquiries. Social media audits provide data about how each channel serves you best.

A good audit consists of three parts:

  • An inventory of your SM channels, followers, activity, and interactions
  • Competitors’ SM activity, best content, followers, and interactions
  • A list of the channels you did not know you were on

There may be social accounts you knew nothing about. These include abandoned accounts set up by employees, imposters posing as you brand, as well as content posted by well-meaning fans, such as Yelp reviews.

Even if you choose not to open an account on a social channel, your customers may already be there talking about you – for better or worse. At the very least, get on and monitor your brand’s reputation.

Depending on your sales and budget, you may be able to expand to more channels to keep up or exceed the competition. If you are posting regularly but not seeing results then it is possible that your audience is not active on the channel, on at other times, or your content simply does not resonate with them.

Are your followers interacting with your content through likes, shares, and follows? A look into your social media data will show if you are losing followers, posting at the right times, or even over-posting.
Factors to consider:

  • What are the demographics of your target audience?
  • What channels are they on?
  • What content works best on each channel?
  • When is your audience is most active to determine what is the best time to post?

Enough about you
What about your competitors? What social media channels are they on and how often do they post? Is their content tailored per channel or just repurposed from elsewhere? How many followers do they have per channel compared to you? Look at which tracking pixels are on their websites.

Stalking the competition may point out an opportunity. If your competitors have a much larger audience, don’t automatically assume there is no chance of catching up. A lack of interaction hands you an opening to build a following and engage!

I’ll talk about audits at Affiliate Summit East on July 31 in New York. See you there.

Michelle is an agency owner, author, speaker, vlogger who blogs on and

This article appeared in issue 35 of FeedFront Magazine, which was published in July 2016.

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