How To Perform A Click Audit [Free Download]

We like when something is funny. We often share things based on vanity, to be humorous, to invoke feelings, or to be “popular”.

A click is perceived as private; it’s not public, it can’t be “seen.”

Clicks are made up of our most natural and authentic behaviors. And therefore, clicks paint a more accurate picture of your audience.

Clicks are more important than ‘Likes’ because they represent us when we want to be private or public.

The Meaning Behind Memes

I’ve talked a lot about brands that overuse memes as a way to garner “engagement”.

They see hundreds or thousands of comments and possibly hundreds of shares and think, “Yes! This is social media marketing!”

But it’s not.

Take that same brand and watch what happens when they put out these memes or games.

Many times you’ll see some sort of backlash from their audience, calling the post “lame” or “noise.”

Our Fans are getting awfully savvy, aren’t they?!

You can also take that same brand and post a brand-centric message, such as an upcoming event, or specials, etc. and see that there is hardly ANY engagement.

This is because the meme and/or game is fun, but does nothing to keep your brand top of mind for buying your product or service. In essence, you’ve failed.

How To Perform A Click Audit

To really take a look at your audience(s) in their natural state, you’re going to want to do what we call a “click audit” or “click report”.

For Facebook:

• Go to Insights
• Download your POST-LEVEL data (not Page level data) for the month
• Focus on ‘Engaged Users’ – this data includes clicks
• You can also use ‘Consumers’ data instead of ‘Engaged Users’ for more detailed data
• Hint: The content with the most clicks is usually GOLD!

For Twitter:

We use Sprout Social, so this may be biased for those of you who don’t (just another reason to test it out with their 30-day FREE trial!).

• Go to the Reports tab
• On the lefthand menu, click “Sent Messages”
• Click on “This Month” on the top menu, OR, use the custom tab to pull a 30-day report
• On the right, click “Export to CSV”
• Column F will show you how many clicks each tweet received
• You’ll also want to note the retweets and replies – also important for Twitter
• Hint: The tweets with the most clicks, RTs and replies are usually GOLD!

For LinkedIn:

This is a little tricker since you can’t pull a report, but that’s where good ‘ole Excel comes in handy.

• Visit your Company Page on LinkedIn
• Your posts (after about 24 hours) will show you your stats: Impressions, Clicks, Shares and Engagement percentage
• Hint: Take what works/has the most clicks/highest engagement percentage find out where the GOLD is!

Find Out What Works

After you’ve pulled your reports are you feeling better? Worse? The same?

Hopefully, you’ve learned something about the type of content that works best for each one of your particular platforms.

When we do our monthly click audits and reports we try to discern the top three areas that are “popular” (without being “popular”) with our fan base.

This allows us to move forward the following month with a better-targeted content mix.

And, if you want a more in-depth look at how to measure clicks and other hard and soft ROI tactics, visit our Awesomesauce Freebies Page and download our FREE eBook:

Keep an open mind: Sometimes more can be learned from the silence than the noise.

Do you run click audits or reports on a regular basis for your social sites? I’d love to hear your tips and tricks below!

See you in the social sphere!

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Brooke B. Sellas

Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and social media customer care agency. She's also the author of Conversations That Connect -- a book all about social listening and social media customer care. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout on the socials!

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