How To Audit Your Social Media Strategy Pt 1: LinkedIn

optimize Linkedin account

In this digital age, over 80% of Americans are engaged on at least one social channel.

Forrester noted that fully 100% of business decision-makers use social media for work purposes, so social has become a business communication tactic that must be part of the B2B marketer’s toolset.

But trends in social media marketing are always changing.

Tactics that worked six months ago may no longer yield positive results.That’s why it’s so important that you perform a Social Media Audit at least once per quarter.

Social Media Strategy Audit

Best practices and the effectiveness of different social channels will continue to change over time.

Your marketing strategy needs to respond to these changes.

Enter the social media audit – the perfect tool to help your company to see what’s working and what’s not with your social media strategy.

Conducting a social media audit doesn’t take long and won’t cost much, and it will provide valuable insight to help you maximize the results of your social media efforts.

One important part of the audit is to look at all your channels in the same time period.

Spacing them out (say, one channel each month) won’t show you how your channels influence each other, or how each amplifies (or doesn’t) any news you have.

Set aside some time at least once a quarter to review them all, as concurrently as possible.

Another huge part of the social media audit is understanding and implementing best practices for each social channel you are active on. In this next series of articles, we’ll help you with exactly that.

We’ll discuss how to effectively generate leads and drive revenue for your company through social media best practices.

We’ll look at the four primary social channels crucial to B2B marketing:

  • LinkedIn
  • Twitter
  • Facebook
  • Google+.

LinkedIn Optimization

With 94% of companies on LinkedIn, it continues to be the go-to platform for B2B marketing.

It makes sense – the greatest benefit of LinkedIn is that the platform is ideal for making contacts and building relationships in a professional setting.

Furthermore, LinkedIn is appealing because your sales reps can garner detailed professional information about target sales prospects.

If your company doesn’t currently have a strong presence on LinkedIn, you should create one.

Company Page/Profile

Your LinkedIn company profile is where you make your company stand out among the competition.

  • Make sure your profile is complete and that all information remains up to date. Your company profile should give viewers a full understanding of your company as concisely as possible. Don’t simply copy and paste your standard “About Us” information. Avoid lengthy, wordy descriptions and instead focus on what makes your business unique.
  • Include links. You should include links to your company website or blog to
    allow viewers to learn more about your company. The visuals on your company profile are just as important as the page content – they bring your page to life and are what viewers will notice first when they visit your page.
  • Make sure images are high resolution and properly sized.
    • Your company logo should be 50 x 50 pixels.
    • Your banner image should be 646 x 220 pixels. The image should be interesting and brand-relevant.


  • Employees are the most obvious to target as initial followers. Make sure you encourage employees to set up professional personal profiles, add your company to their page, and follow your company page.
  • Make sure the LinkedIn “Follow” button is installed on your company website.
  • Share your LinkedIn company page on your other social media channels.


Though there are over one million groups on LinkedIn, your company should still consider creating its own group relevant to the line of business or targeted to customers and partners.

  • Provide valuable information on a regular basis.
    Encourage participation and cross-promote on other channels to gain additional attention and attract more followers.
  • Steer away from sharing self-promotional content. Instead, give insight, expertise, and other information that will provide value to followers.
  • An active and successful group will help to build brand credibility and leadership; as the group grows, so will your authority.


Updates on your LinkedIn pages should do a few things:

  • Provide current followers with valuable content and give a more detailed look into your company culture.
  • Add value to your LinkedIn page, which will encourage people who are viewing your page for the first time to follow it.
  • Consistency in updates is important – try to post at least once a day.
  • LinkedIn is a professional business networking platform and your updates should reflect that. Don’t post personal, polarizing, or controversial information.
  • Any information posted in updates is a direct reflection of your company, and should provide value to followers.
  • Examples of valuable content include answering customer FAQs, links to blog posts or industry news, invitations to webinars and events, and announcements related to company achievements, job openings, etc.


Though it’s not a necessary part of your LinkedIn presence, if you are doing any social media advertising at all, we strongly recommend that you consider LinkedIn.

  • LinkedIn advertising is ideal for B2B. Because it’s in a strictly professional setting, this is where you’re most likely to reach other businesses.
  • LinkedIn ads can be extremely targeted by location, industry, title, company and other demographics, lending themselves to
    precise strategies.

If your current LinkedIn advertising efforts haven’t been successful, look at the buyer personas you’re targeting, and consider retargeting.

You might be aiming too low or high in the responsibility matrix.

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Julian ConnorsHow To Audit Your Social Media Strategy Pt 1: LinkedIn