When was the last time you checked your Facebook Page’s settings? Month? Year? When did you create your Page?
Facebook is continually changing its business offerings. An yearly Facebook audit can help you stay on-brand despite the platform’s changes. An audit will also reveal branding flaws and offer you a clear idea of where to focus your Facebook marketing efforts.
The Facebook audit has four parts:
- personal branding
- Advertising Content and Audience
- Prepare your Facebook Page for the audit!
1. Facebook brand audit
This section examines your profile. You want a new visitor to your Page to be able to discover all the information they need. Profile and branding are all about first impressions.
The audit begins with a visitor’s view of your profile page. In both the Facebook and private browser windows, see this. Facebook’s perspectives and features change frequently, so be careful to check the profile from all angles.
When logging into Facebook and viewing your profile, you may pick which accounts to engage with. Choosing your personal profile shows logged-in Facebook users.
Let’s utilise Bloomscape as an example. The bright backdrop is for non-logged-in users, while the black background is for logged-in users. As shown below, the tabs and content are arranged differently in each.
After reviewing your profile, go to Settings. From top to bottom, click each setting menu option to verify all required areas are filled.
Buttons, links, and usernames
On your profile page, search for your CTA button in the bottom right of your profile photo. Verify the CTA has a functional link or update it to a new action.
Now go to your About tab and check all your links and contact details. It’s also a good place to provide contact information. “But your Facebook Page says you were open at this time!”
Verification of SEO
Think twice about what you publish on your Page. Do a Google search for the brand name. Continuing with Bloomscape as an example, the first page of Google search results shows their Instagram and Facebook pages.
Also, if you have the opportunity, complete the verification procedure in Business Manager to ensure your consumers are on the right brand Page and not a copycat.
Cover & profile photos
It’s critical to brand yourself well in the two places where media is prevalent on your profile. For a profile photo, it’s common to have I suggest a basic version that works in all formats.
You may change your cover photo. Videos are an engaging method to present your business. The image must be 400 x 150 pixels. These dimensions differ between desktop and mobile viewing, so make sure both appear well.
The logo is the profile photo and the cover photo is brand-consistent.
When 80% of customers expect firms to communicate with them on social media, it’s vital to provide effective customer service tools. Messaging Settings are under the Page settings menu. Set up a greeting and your Messenger URL here.
Set up automatic answers and Away messages in your Business Suite Inbox. With a Facebook Page, you can manage comments, reviews, and messages all in one location.
- Create a Facebook page to attract clients.
- Learn about SEO on social media.
- Format and proportions of the finest Facebook cover photos
- 2. Examining Facebook’s content and
- The second section of the Facebook audit looks at your general content and if it is serving your target demographic. For the most thorough audit, look at Facebook services like Stories and Live.
Color and texture
View your Facebook profile page to see your brand’s visual presence. Ask yourself if the postings with media like photographs and videos are on brand. Do your brand colours pop? Is the tone consistent?
Improving your cover photo is important. It’s time to read your posts. By optimising photographs for Facebook, you ensure that they look great on any screen. Check out the always-updated Facebook specifications guide.
Relevance of service
Facebook Insights shows your target demographics. Knowing your audience helps you determine if it fits your target demographic. The two can be distinct. If your marketing plan targets one audience but your Facebook Insights data shows another, there is a problem.
So, let’s get to the textual content. The initial few words of your essay attract your reader’s attention. You may use many post ideas to keep your audience engaged.
Oreo keeps it simple yet effective in this hilarious article. The image may attract your eye initially, but the message prompts you to look for the four unique biscuits.
Tags and hashtags
Examine your posts again, this time looking for Facebook hashtags and tagged Pages. Be specific and keep hashtags short. A post where every word is #tagged is boring.
Also, tag other companies so they see the post and connect with it. It fosters brand loyalty and increases subsequent engagement.
Analyze your profile’s visual brand coher
Don’t just post. Use Facebook’s many post kinds and functionalities.
3. Facebook ad audit for brand awareness
Skip to the takeaways section for useful resources if you don’t use Facebook advertisements. Adsense may be overwhelming. Use this opportunity to audit your overall ad performance.
Your industry and campaign goal will determine how well your Facebook ads succeed. These indicators help you calculate your Facebook advertising ROI.
Search for your most recent advertisements or utilise Sprout’s Facebook and Instagram Paid Performance Report. See how you stack up against your industry benchmarks. Companies desire to cut costs. Metrics like CPC and CPM can inform you how well your advertising are doing.
The campaign’s aims are also worth examining. Are you employing the proper advertising objectives? Choosing the incorrect goals might be expensive if not caught early.
If you spend enough time on Facebook, you’ll likely see the same ad from the same business. You could even try to block these adverts. Examine your present creatives. Keep an eye out for initiatives that are lasting too long, especially if engagement is dropping month by month. Bored customers contribute to greater advertising expenditures.
Also, make sure your ad sizes and specs are optimal for the placements you choose. A cropped ad won’t work.
Audiences and targeting
You want your advertising to reach the correct individuals if you have the greatest creative. Examine your targeting to check if the intended audience is seeing and responding to the ad. If your advertising aren’t reaching the correct individuals, read about ad targeting.
Creating diverse audiences helps expand brand awareness and prevents repetition of commercials. You want a lookalike audience to locate people who share your interests.
This approach for creating Facebook ads is perfect.
Don’t let your adverts get old. Take a cue from these ads.
Constantly targeting the same audience? Utilize similar audiences in your future campaign.
Analyse Facebook strategies
The Facebook audit is nearing its conclusion. Your resources are wasted without a Facebook marketing plan. Detailed measurements come into play here.
The ideal times to post on Facebook are 3 a.m. Monday through Friday and 10 a.m. and noon on Tuesdays. Because this is an averaged data set, your best timings may differ.
Examine your post-level statistics to determine if certain days and times get greater engagement. Notify us if your current schedule does not align. Posting at the proper moment for your brand will increase engagement, which leads to the following Facebook audit point.
At the post level, you’ll need to assess your engagement rate and that of your target audience. Comment counts vary depending on the content. Can you link your most popular posts? This means you should keep working on this component of the approach.
The Engagement area of Sprout’s Facebook Reports delivers easy-to-read graphics that show your engagement level.
Engagement also includes how you interact with others. Are you responding to comments? Do you like other brands’ posts?
Brands frequently use influencers as part of their marketing strategy. Is the influencer you’re working with still useful to your brand? Do they match yours? Is it easy to work with them?
An audit of your influencer strategy may reveal if you are meeting your objectives and if you can improve it. Finding the right influencers for your brand can lead to a mutually beneficial relationship that benefits both parties.
The success of any strategy requires goals. Finalize the audit by comparing your current Facebook strategy to your social media goals. Your posts and analytics should reflect your brand awareness goal for the year.
- Pre-schedule your ViralPosts with Sprout’s ViralPost
- Analyze the right metrics for your goals.
- You’re engaged, but Boost engagement with these tactics.
We’re done! You’ve finished your Facebook audit. The audit may have revealed issues. Create a plan to correct errors or improve your strategy. The four-part Facebook audit should be done annually.