Podcaster Social Media Audit

How are you showing up on social media?

Too often, we hear a platform isn’t working when it isn’t being leveraged correctly. Conduct a social media audit using the questions on the next page to evaluate your social presence. Great marketing and promotion are CLEAR. Make sure that when someone arrives on your profile, they understand who you are, what you’re about, and how you can help.

It’s not rocket science, but many small details that make a big difference are overlooked.

When you post consistently with strategic messaging and have a profile that quickly and easily speaks to your audience, you’ll start making a more significant impact on your brand and conversions!

Your social media audit:

Does my profile bio showcase whom I serve and how I solve the challenges they face?

Is there a link to my website or podcast in my profile bio or description?

Do I post about my podcast episode(s) each week?

Am I using media (example: REELS) that the platform rewards in terms of reach and impressions?

Is my social platform branded?

Am I posting enough each week for the platform to reward my efforts?

Have I created branded templates (try Canva) I can easily edit to promote my voice and show often?

Are my posts teaching, entertaining, challenging, or validating my audience?

Go where your ideal listener hangs out:

Social media platforms change, and shiny new trends appear every day. It’s easy to spend time doing the wrong work that doesn’t lead to growth. Since growth doesn’t happen overnight, investing in the right activities is critical. The key will always be to go where your audience hangs out. When evaluating what platform to be on, review the platform’s user demographics – do they look like your ideal listener? It gets easier to know if you should try a platform when you know your audience.

Once you’re on platforms where your audience hangs out, the next step is to ensure your profile delivers the right content, tone, and information about you or your show. Again, don’t produce content to simply be there. Instead, produce content on social media to connect/educate/entertain as it relates to the heart of your message. Your social profiles need to attract and keep the right people like anything else.

Social Platform Demographics:

Facebook
- Meta Ad revenues continue to climb regardless of the gloom and doom about reach — this highlights how Facebook ads are a staple of marketing at large.
- How often should you post?
  - B2B 4-6x per wk
  - B2C Everyday
- Number of monthly active users: 2.91 billion
- Largest age group: 25-34 (31.5%)
- Gender: 43% female, 57% male (no data on other genders)
- Time spent per day: 33 minutes
Instagram
- Instagram stats and new Shopping features (like Drops) signal the platform’s shift to becoming an ecommerce hub. The platform has quietly doubled their user base to 2 billion within three years.
- How often should you post?
  - B2B 4-6x per wk
  - B2C 4-6x per wk
- Number of monthly active users: 2 billion
- Largest age group: 25-34 (31.2%), with 18-24 close behind at 31%
- Gender: 48.4% female, 51.8% male (no data on other genders)
- Time spent per day: 29 minutes
LinkedIn
- Conventional wisdom might say that LinkedIn exclusively caters to an older audience, but now Millennials dominate the platform.
- How often should you post?
  - B2B 4-6x per wk
  - B2C 4-6x per wk
- Number of monthly active users: 810 million
- Largest age group: 25-34 (58.4%)
- Gender: 48% female, 52% male
- 63% of LinkedIn users access the network weekly, and 22% daily
Pinterest
- Pinterest is perhaps the most produced-focused of any social network, signaling big opportunities for ads (hint: 45% of Pinterest users have a household income of $100,000+).
- How often should you post?
  - B2B 4-6x per wk
  - B2C 4-6x per wk
- Number of monthly active users 431 million
- Largest age group: 50-64 (38%)
- Gender: 78% female, 22% male (no data on other genders)
- Time spent per day: 14.2 minutes
YouTube
- Still, the majority of users claim to use YouTube for entertainment rather than to find brands and products. Brands still have a lot of work to do on the platform, finding a balance between entertainment and advertising.
- How often should you post?
  - B2B Everyday
  - B2C 4-6x per wk
- Number of monthly active users: 2+ billion
- Largest age group: 15-35 (highest reach)
- Gender: 46% female, 54% male (no data on other genders)
- Time spent per session: ~30 minutes
Twitter
- One-third of Twitter users are college-educated and make more than $75K annually, highlighting the platform’s highly-educated and high-earning base.
- How often should you post?
  - B2B Everyday
  - B2C Everyday
- Number of daily active users: 211 million (up from 187 million)
- Largest age group: 18-29 (42%)
- Gender: 38.4% female, 61.6% male (no data on other genders)
- Time spent per day: 31 minutes
TikTok
- TikTok sers are spending nearly 90 minutes per day on the platform. Nearly 40% of Gen Z say they’re directly influenced by products they see on TikTok and brands should take notice.
- How often should you post?
  - B2B Everyday
  - B2C 4-6x per wk
- Number of monthly active users: 1 billion
- Largest age group: 10-19 (25%)
- Gender: 61% female, 39% male (no data on other genders)
- Time spent per day: 89 minutes per day

My platform plan:

What social media platforms do your listeners use?

What platforms are you currently using?

What new platforms do you need to create?

How often will you post to each platform?

Use tips in the section above
Use a tool like Metricool to schedule and manage stats all in one place.

What type of content will you post each week?

Decide the post type, the media type you’ll use (video aka REEL, image, carousel), and where you’ll post it. Facebook and Instagram should also always have stories. Here are a few types of posts you can choose from:

Educational
Ideal Listener Encouragement
Episode Promotion
Sales/Donation/FreeDownload

How will you promote new episodes?

Reel from the episode clip or a new Reel from you about the episode (see Reel challenge in resources below)
Be sure to tag guests
Facebook and Instagram should always have stories