Social Media Audits - What Are They And Why Does Your School Need One?

If feeding your school’s social media feels like a never-ending task, taking a step back to see the bigger picture and audit your accounts will enable you to bring more strategic focus and concentrate on making your activities really count!

Top 5 benefits to conducting a social media audit - and where to get started:

1. Get on top of unmanaged, dormant accounts that are damaging to your school’s brand. Don’t worry - we’ve all been there; that enthusiastic drama teacher who pioneered the Twitter account but is now taking the stage in the West End while your account gathers dust? The sixth formers who insisted they would look after a new student TikTok account but are currently enjoying uni life while the account does a tumbleweed dance? The list goes on… But your audit is a chance to track down or reset those passwords - particularly from ancillary accounts, before centralising ownership to future-proof access (and there are a variety of tools to help with this).

2. Professionalise your school’s brand presence with quick wins. As the shop window for prospective families, reviewing and updating key information is essential for driving action - whether that’s making an enquiry, downloading a prospectus or registering for an open day. What’s more - first impressions count, so making sure your social presence is on-brand with the rest of your school’s image will showcase it at its best. Things to look out for in your audit include outdated links in your Instagram bio, missing locations, old school logos and off-brand colours.

3. Gain insight of your audiences’ online behaviour on each platform. Reviewing the most and least successful content types and formats, time and days for peak engagement, and how your audiences are engaging with your content will give you invaluable insight for what to stop, pause and do more of.

4. Establish your KPIs and social media metrics. Say goodbye to vanity stats, and hello to meaningful metrics that will more strongly support future budget or resource requests, and help you have more gravitas when defending decisions on what to post, and what not to post! Your audit will also help you establish your baseline - enabling you to better measure performance over time.

5. Benchmark your school against your competitors. Reviewing Social Share, conducting a SWOT analysis and eyeballing competitor accounts as part of your audit can all help to highlight gaps. While copying is never a good idea, there might be some sources of inspiration that you could make unique to your own school. Don’t forget to review any feeder school accounts too - there might be opportunities to join up.   

Need some further support with your social media audit? Let’s chat! Book a free consultation call with us today.