A SOCIAL MEDIA CONTENT AUDIT FOR SMALL BUSINESS: FIND WHAT IS WORTH REPEATING

In short: Views don’t pay the bills. Look at who a post reached, what questions it started, and whether any of it turned into a call. Then keep what worked, change what didn’t, and stop the rest.

One post got more views. Another one got a question from somebody who actually needs what you do. Which one should you make again?

A social media content audit helps you answer that with more than a guess. Look at what each post was supposed to do, who it reached, and what happened next.

Start with a real group of posts

Pick a recent batch big enough to show more than one result. If you don’t post much, go back further. Don’t judge the whole thing off three posts.

Write down when each post went up and how long it’s been out. A video from yesterday next to one that’s had six weeks to spread will give you the wrong idea.

Note anything unusual, too. A boosted post, a collab, or a big local event can change who saw it and throw off the comparison.

The content audit worksheet

Copy these into a shared sheet. Use whatever numbers your account shows you, and write “not available” when a number isn’t there.

You don’t need every number to make a good call. But don’t treat a missing number like a zero, and don’t claim a sale you can’t connect to the post.

Compare posts that had the same job

A care tip helps the customers you already have. An intro post reaches new people. A detailed walkthrough helps somebody deciding whether to call you.

Judge each one against its own job. Otherwise you’ll kill a post that helps your customers because it didn’t reach strangers, or keep a funny one that never helps anybody you actually serve.

Your content pillars are a good way to group posts before you compare them.

Look at who you’re bringing in

Check how many views came from followers and how many came from people who don’t know you yet. Then look at whether the post reached people you can actually help.

A funny video can bring in followers who like the clip. A specific explanation brings in somebody who needs the service. The questions they ask and what they do next tell you which crowd you’re building.

Track follows and unfollows too. If you gained a bunch of followers and lost almost as many, look at what changed. Did the posts drift away from what people followed you for? Did the feed turn into nothing but promotions? Write that down next to the posts.

And pay attention to the questions. If people keep asking what you even do, your content or your profile isn’t explaining it. If they’re asking about the process, the price range, or whether you cover their area, that’s a lot more to work with.

Find the moment people react to

Rewatch your best videos with the watch-time graph open, if the app shows you one. Where do people leave? Where does the good example, the reveal, or the answer happen?

Write down the actual moment: “The side-by-side starts here.” That’s a lot more useful when you plan the next post than “people liked this one.” If a question late in the video got a big reaction, open the next video with it.

Turn the audit into one change

Use this as a starting point:

That last row matters more than people think. If the posts are bringing in leads and nothing’s booking, the problem is how fast you call back and what happens on the phone. Speed to lead is written into our guarantee for a reason.

If it’s the opening, test a clearer video hook. If the explanation is confusing, simplify the demo before you add more editing.

If people visit your profile and the page it links to doesn’t make the next step obvious, fix the page. That’s what our landing page work is for.

Keep a record of what you tested

Write down one guess: “People don’t understand what the first visit includes.” Then make a post that explains it and write down how people responded.

Keep the topic and the audience about the same. Change the explanation or the opening. Write down what you changed so you can look back after the next batch.

Make more of what worked

You don’t have to drop a subject just because you’ve covered it. If a post reached the right people and started real conversations, build on it.

• Keep the topic, and answer the next question.
• Keep the opening shot, and show another example.
• Keep the format, and explain a different service.
• Keep the script structure, and fill it with a new problem.

If comparing two packaging options worked for your product business, compare two shipping options next. Same easy format, a new decision for people to make.

When a post keeps bringing in the right people, put money behind it. A post that already worked for free is the cheapest ad you’ll ever test. Here’s how we run Facebook ads.

Mark every idea keep, change, or stop for now, and write why next to it. Put the next version on your content calendar.

The point is to walk away knowing what to make next and why. A bigger report doesn’t help if the next post is still a guess.

We can do this for you

You can do everything above yourself. Most owners do not have the hours. Dead River Management builds and runs the marketing for service businesses. We work in El Paso and across the country. You keep running the business. We handle the ads, the landing page, and the follow-up. You judge us on booked jobs, not reports. See Facebook Ads, read about The $100K Guarantee, or book a strategy call.

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