If you need to learn more about your dental practice’s social media metrics, where do you start? Once you know how to conduct a social media audit, you can update the type of content you post to your accounts to reach your target audience. Although social media marketing can seem challenging, our dental marketing tools make it easy to post great content.
What Is a Social Media Audit?
A social media audit involves creating a spreadsheet or similar document to record notes and statistics about your office’s performance on each of your social media profiles. An audit helps you ensure a consistent brand presence as well as the right type of content on each platform to convert page visitors into patients for your practice.
Steps to Perform a Social Media Audit for Your Platforms
To start your social media audit, create a spreadsheet to collect your notes and social media metrics. Follow these steps to ensure that you stay on top of your social platform performance and brand identity.
1. List Your Social Media Accounts
Whether you only have the basics like a Facebook, Twitter, and Instagram account or the full gamut of social media profiles, make a list of your social media accounts. Platforms to check include:
- YouTube
- TikTok
Other platforms like Reddit and LinkedIn can be useful for networking with other dentists or getting ideas for questions to answer on your blog for on-page SEO content, but you likely won’t find new patients on these platforms.
2. Synchronize Your Branding
Once you know which platforms you need to inspect, look first at the colors, images, and logo that you use on each platform. Do they provide a cohesive brand identity, or do you need to update your branding elements on one of your older platforms?
3. Evaluate Your Performance Across Platforms
Your social media metrics can indicate which platforms gain the most traffic to your website, which have low engagement, and which type of content performs best on each platform. For example, if you have a YouTube channel, is there a correlation between the length of the video and how many views it has? Do image posts or reels perform better on your Instagram account?
4. Identify Your Strengths
List your top five performing posts on each platform in your spreadsheet — the posts that had the most visibility and engagement. How can you duplicate those results for future posts?
Consider the type of content and which platform hosted each of these pieces of content. Do infographics perform best on Facebook? Where should you post before and after pictures? What platforms support and get views on video content?
5. Define Your Target Audience Demographics
Each platform has a different user base. Designing your content to appeal to the audience demographics of each platform can help you find success in your social media posts. For example, Facebook tends to have more users of an advanced age, while TikTok appeals more to Gen Z and millennials. You can create content about dentures and implants for Facebook and target braces and veneers for TikTok content.
6. Set New Goals for Your Social Media Performance
Once you know how your metrics have changed since your last social media audit, you need to update your goals. Measurable goals can include:
- X number of new followers
- A percentage of increased page visitors
- X% increase in conversions
- X number of shares on certain content
7. Update Your Social Media Marketing Strategy
Once you know how your current strategy is working, you can determine what changes you need to make for your overall social media marketing strategy. You can retarget existing patients by asking them to follow your social media accounts for the latest information. You can also get new patients by using your social media platforms to promote special offers.
Contact Dental Intelligence for Social Media Strategy Solutions for Your Dental Office
Now that you know how to conduct a social media audit, be sure your future campaigns hit their marks. Attract more patients with solutions from Dental Intelligence. Read more on our blog about dental Facebook marketing and other social media strategies for your dental or orthodontic practice. Schedule a demo today.
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