Social Media Research and the Social Media Audit

Kellie Emrich

Greetings! Dr. Emrich here, and welcome to . Today, we’re diving into two foundational topics: social media research and the social media audit. Whether you’re building your first social media strategy from the ground up or you’re looking to refine what you’ve already got, this episode will give you the clarity and structure you need to move forward with confidence.

Kellie Emrich

Alright, let’s get into it. When we talk about social media research, we’re not just talking about charts, numbers, or a few vanity metrics. We’re talking about digging deep to understand your audience—what they care about, how they behave online, the type of content they engage with, and the conversations they’re having. This kind of research is the heartbeat of any effective strategy. Why? Because the insights you gain from it help you create content that resonates, engaging in ways that feel authentic, and ultimately build relationships that convert. It’s about more than impressions and likes—it’s about connection. And that connection? That’s what makes or breaks a campaign.

Kellie Emrich

Social media research is using platforms and search engines like Google, Facebook, Instagram, and X to observe what’s happening right now in your industry, niche, or area of interest. It’s not just about collecting data—it’s about paying attention the way your audience would when they’re searching for answers, products, or solutions online.

Kellie Emrich

Start by stepping into your customer’s shoes. What would you type into the search bar if you were looking for a business, service, or organization like yours online? What kind of keywords, phrases, or hashtags would you use? This is where your research begins. Type those terms into search engines and social platforms, and take notes on what comes up: popular content, recurring themes, industry thought leaders, trending hashtags, competitor activity, and any observations that will tell you about your audience, competitors and industry.

Kellie Emrich

Most social media platforms, like Google, have built-in search functions that work a lot like Google. You can search by keywords, hashtags, business names, locations, and even specific topics. These tools give you a front-row seat to what’s capturing attention in your space. If you’re not sure where to begin, use Google. It is a great first stop—then move to Facebook, Instagram, and X. All of these platforms are free to explore, but you’ll need an account to unlock their full search and features. Even if you’re not ready to post or engage just yet, creating a profile lets you quietly gather valuable insights that will fuel a smarter, more relevant strategy.

Kellie Emrich

The benefits of doing this... they’re massive. I mean, let’s start with maximizing your ROI. When you know where your audience is hanging out and what they’re engaging with, you can focus your time and your budget—both of which are, you know, super precious for small businesses—on things that actually work. Say goodbye to wasting money on generic posts that just don’t stick.

Kellie Emrich

Bottom line? Social media research isn’t just helpful. It’s essential. Without it, you’re, uh—I mean, it’s like flying blind in a thunderstorm and expecting perfect landing results. It’s just not practical. These activities are worth your time!

Kellie Emrich

Also, documenting as you go is key in all of this. Whether it’s a big spreadsheet or, you know, a simple notebook, collect links, screenshots, and even quick notes about what stands out. That way, as you refine your strategy, you’ve got all this raw data ready to guide your decisions. You can also download my template from my website, www.thesocialprof.com. Just go under Resources, then Templates.

Kellie Emrich

This data and our next topic, the social media audit, will help you identify what social media platforms you should be on. So, if you are new to social media marketing, don't just hop on a platform. Do this research first. The audit and research process will identify where your target audience is and what social media platforms you should be concentrating on. Remember I always say it is better to market on 1-2 social media platforms really, really well, rather then being on multiple and not optimizing or marketing very well. I suggest concentrating on 1 or 2 platforms instead of trying to be on all of them and not really focusing on or optimizing the platform you are on

Kellie Emrich

Now, let’s shift to the social media audits. If you are not using social media for marketing yet, then you will have nothing to audit for your own business. However, you should still complete this audit process and focus on your competitors or industry leaders.

Kellie Emrich

So, what is a social media audit? It’s really just taking stock of your current state, analyzing the competition, and using those insights to level up. You start by Listing and describing all the social media platforms your organization utilizes. Be sure to capture your Username, Followers, or other engagement statistics you may have. Really look at what you are posting, what type of engagement you are getting, and what is working and what may not be working. Then, do the same for a 3 to 5 competitors. When you compare, keep asking yourself: What is being done well? What could be better? And where can we set ourselves apart?

Kellie Emrich

The the analysis is where you can get a lot of information, you want to evaluate your findings by asking questions like: Are the profiles on each platform optimized and updated regularly? Does using the platform help create a measurable benefit for the brand? How well are your competitors performing compared to your business? What are some of your most successful/unsuccessful posts?  Does your content provide knowledge and solve a problem?  Create key takeaways for yourself that will feed your future marketing strategy.

Kellie Emrich

You will see a template for the social media audit in the same template as the social media research template on my website, www.thesocialprof.com, under resources, templates.

Kellie Emrich

So, now, you understand a term called Inbound Marketing because that is what you are doing with social media research and auditing.—and let’s be honest, this is where the magic really happens. Inbound marketing flips the script. Instead of shouting at everyone with ads, you’re creating content that speaks directly to what people care about, drawing them in naturally—and honestly, it just works better. By understanding your audience through audits and research, you’re not just guessing what they want; you’re delivering real value. That’s the kind of approach that converts followers into loyal customers.

Kellie Emrich

So yeah, as we wrap up this episode, I wanna leave you with this thought. Social media, at its core, is about building relationships, not just transactions. Research ethically, audit thoughtfully, and market authentically. When you approach it this way, you’re not just growing your online presence—you’re building a lasting brand. And on that note, follow the social prof on Instagram, Facebook, and Youtube, and remember, It's not about You!