Lots of companies run their Facebook page blindly — they’ve never done a Facebook page audit, they’ve never considered goals, they’ve never thought about their audience…
They’re posting like it’s their personal page — and that’s a recipe for failure.
A Facebook audit is like any other kind of audit — it’s a way to look at what you’re doing and find out if it’s worth your time and your money.
Even if you’re not putting money into Facebook, you’re still putting money into Facebook.
Time is money — and if you’re wasting time on Facebook because you have the wrong goals, or you’re targeting the wrong audience, then you’re also wasting time that could be better spent growing your business in other ways.
Audit: An official inspection of an individual’s or organization’s accounts, typically by an independent body.
I’m going to start by saying this is something that every business needs generally, and not just of their social media, and not just of their financial accounts, and not just of their marketing or business practices.
Every now and then, you need to audit everything.
(And honestly, you can apply this principle to your own life too )
Now, this is rarely practical for all but the largest businesses (who all rigorously review everything they do — what they do, why they do it, what works, what doesn’t). They usually have to bring in outside consultants (who are going to be better at it anyway since that’s all they do).
That’s why we offer a Paid Facebook Audit — it’s for small business owners who are ready to get serious about their Facebook strategy (and their social media strategy generally)
You can learn more about it here.
We’ve got a checklist below that will help you get started, but this will only take you so far (and i
All we’re doing here is applying the same formula to Facebook. If you’re doing a facebook audit, you need to ask yourself a lot of questions.
You need to make sure you’re moving in the right direction.
That’s why we put together this handy dandy Facebook audit checklist — this is just a beginning (and not nearly as detailed as our Paid Facebook Audit), but it can help you figure out if you’re moving in the right direction.
It’s a beginning, to help you see if you need to dig deeper.
Facebook Audit Checklist
Don’t assume that you’re doing everything right when it comes to Facebook (or anything you do). Try to be as objective as possible.
Here are a few questions to help you get started:
- Are we doing this for the right audience?
- Does our audience need this?
- What does our audience actually need?
- Is our brand presented consistently?
- Is our brand presented the way we want it to be?
- Do we need to update, revamp, or change our brand to fit our audience better?
- Is there conflicting or confusing information out there (like multiple Facebook pages)?
- What are we actually doing?
- Are we doing what I thought we were doing?
- Why are we doing it this way?
- Is it working?
- Is it working well?
- Should we be doing it this way?
Take a deep breath — we’re halfway there!
- Should we be doing this at all?
- Is there a better way?
- Are we selling the right product or service?
- Are we pushing our product or service too much on the page?
- Are we not pushing it enough?
- Have we ever asked our audience what they need or what they’re interested in?
- Are we providing value to them?
- Are we using pictures the way we should?
- Are our images optimized?
- Do we have the right type of Facebook page for our business?
- Should we have more than one page?
- Are we utilizing our personal profiles in a way that makes sense (are we leveraging our personal brand)?
This is just a beginning. Like I mentioned above, if you’re serious about growing your business and you’re not sure if you’re doing Facebook right, you might want to take the next step and get a paid Facebook Audit.
Here’s the Problem with Doing Your Own Audit
In a word (ok, in two):
Confirmation Bias: The tendency to search for, interpret, favor, and recall information in a way that confirms one’s beliefs or hypotheses while giving disproportionately less attention to information that contradicts it.
It’s the problem with doing a lot of your own marketing, really.
It’s the reason so many businesses do outside audits (in addition to internal audits).
It’s the reason we are skeptical when a government agency says it’s investigating itself.
If you already think you’re targeting the right audience and you’re doing all the right things on Facebook, you’ll be blind to any negative truths.
An outside audit combats that.
If you’ve gone through the list above and still feel like you’re missing something, click the button to learn more about our Paid Facebook Audit.
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