When you set up your Facebook page, put in your company’s description, and upload photos as profile and cover, you might think that is the end of it and that you’re ready to post and engage. If it were that easy, then anyone could just manage a Facebook page.
It can be easy if you know your company’s brand and identity. But since communicating yourself online can be quite different from communicating personally with a client, it would not hurt to “audit” your social media channels, Facebook page included, at least every quarter.
By social media audit, we mean you taking the time to write down all your company’s social networks, searching other media profiles, writing mission statements for every profile, learning from your competitors’ pages, checking if items are according to your company’s brand, and reviewing ownership and internal processes as far as your networks are concerned.
Through this entire process, which can take time but can guarantee valuable results, you will be required to review the information you put into your social media networks.
For this post, we’re going to check on your Facebook page. Why? Because people are turning to Google—and Facebook—to search for more information about companies they want to purchase items or get services from or to apply for jobs with. This—the searching process—is a new part in the purchase journey that your company should not ignore.
Oftentimes, many managers are so focused on posting and engaging with consumers on Facebook that they tend to overlook a few equally important things to help move consumers or prospects to the next level of the purchase journey. They include:

1. About section

Once filled up during the set-up phase, the “About” section is often left on its own. When there are movements or dramatic changes in your company, update this section. Do not wait for that awkward moment when clients asked you, based on your outdated About section, regarding a product or service that is no longer available.


When you assess your About section, ask yourself these questions: Are you in the right category? Is your website’s URL listed? Are you providing links to your other social media channels? Are your descriptions compelling? Is the email listed an updated one? Have you entered your latest products and services?

2. Cover and profile photos

Some companies undergoing branding or still starting tiptoe around cover and profile photos on their Facebook profile, forgetting their promotional and marketing value.
For cover photos, check if it is well designed, conform with Facebook guidelines and accompanied with a photo description with information, call to action and links. You can actually use the area for cover photos to support current campaigns.
For your profile photo, see if it abides by your brand policies.

3. Call-to-action

One of the new things on Facebook pages is the call-to-action button located on the cover photo area, which is primarily designed to help business accomplish their objectives. Check from the list of actions if you indicated the right, if not current, call to action for your company.

4. Content strategy

Are you posting consistently with consistent content that speaks to your target audience? Are you using photos and other type of media to accompany your status updates? Are you sharing relevant information from your end and from sources?
We at Third Team Media have shared some topics related to content strategy. You can check these out:

• Why Social Listening is Important for Your Brand
• Social Media Conversations: Doing Them Right
• Leveraging Social Media to Boost your Brand in 2015

With the dynamics of social media these days, there are more things you need to check on your social media networks regularly. We’ll share them with you over email or phone. Do connect with us.