The season is over and it’s finally summer — time to relax, right? Well, almost. As any chorus marketer knows there’s never an end to the work that needs to be done. When it comes to your choir’s social media presence, summer is a perfect time to reflect on last season’s efforts. And a great way to do this is through a social media audit.
What’s a social media audit? Don’t let the name intimidate you. It’s simply an opportunity to give your social media presence a purposeful look over to see what’s working and what can be improved. Trust me, I know how hard you’re working over there. The goal of a social media audit is to help you make the most of your efforts and ensure you’re putting your best foot forward.
And don’t forget: summer is a time for fun. So, schedule a WFH day, put on your favorite summer playlist, kick back on the couch or at a cute cafe and dive in.
First things first. Let’s get a clear overview of your online presence by making a list of all your social media accounts. This process can help identify duplicate or inactive accounts that may need attention (Oh, hey there, TikTok account you created in 2021 and posted on once).
Include important details like usernames and @ handles, profile URLs, follower counts, and login credentials and passwords. While there are numerous ways to store your passwords securely, I’ve often found that a simple Google sheet with limited permissions to only essential team members works well. However, if you’re looking for more advanced security, you’ll find some great tips here. Following these best practices will help make your (or your successor’s) life a lot easier when someone new takes the social media reins.
While you’re poking around in your list of login credentials, please update your passwords. And use something other than OurChoirName-23!. Annnd if you’re feeling confident, I’d highly encourage you to set up Two-Factor Authentication (also called 2FA). With 2FA, the platform you’re logging into (MailChimp, Instagram, etc.) asks for your password as well as a special code that’s either sent to your phone or generated by an app. It adds an extra step to make sure it’s really you logging in. You might already have it set up, but here’s some info just in case.
Make sure all your social media profiles have the right info, like your contact details, website links, and hours. In the "About" section, clearly explain what your choir is all about — who you are, where you’re located, what you do. This main part of the bio introducing who you are only needs to be updated once a year or so. However, your social media bios should also include a clear and simple call to action (CTA) accompanied by a relevant URL/link and these should be updated more frequently.
Two examples of when you choir should update the CTA and link would be when promoting your current or upcoming season. In this example, the CTA and associated link would be about buying tickets.
Another example of when the CTA and link should be updated is when you launch a fundraising campaign. Naturally, in this instance the prompt and link would invite people to support your organization.Outside of bigger campaign pushes, use a more evergreen CTA and link. For example, you could invite people to donate, volunteer or sign up for your email list.
Keeping the CTA/link fresh can help your choir stay credible and relevant. But don’t feel pressured to update it more frequently than that. Feel free to keep it simple!
Choirs always need great visual content, whether it’s concert photos or promotional graphics. To make a strong impression, keep your branding — think logos, colors, and the types of images you use — consistent everywhere you’re online. This includes social media as well as your website, print materials, etc. Consistency helps people recognize your choir and gives off a professional vibe.
As for what to use as your profile picture: Your choir should use the same image, preferably your logo, across all social media accounts. Remember to format your images correctly for each platform, so they look professional and avoid any pixelation or awkward cropping.
Pro Tip: If you haven’t updated your Facebook profile picture in the last year, now’s a good time to do that. To make the most of your efforts, add a caption to your profile photo with a signup link for your email list! When you publish your new profile picture, you have the option to share the update to your newsfeed. Choose ‘yes’, and now you’ve fed two birds with one cracker: new profile pic AND a plug for your email list? Yasss!
Do you know what that’s code for? (Analytics/data/metrics!) Don’t worry. I’m not going to make you do a deep dive into the performance metrics of your content. But I will encourage you to just take a peek at your choir’s Instagram Insights tool or Professional Dashboard on Facebook.
If you can, expand the date range to at least the last three or six months (or year if possible). Take a look at how your past posts have performed to see what really clicks with your audience (pun intended). Notice any patterns in the content that gets the most love — whether it's rehearsal videos, singer spotlights or event announcements. By spotting these trends, you'll get a better idea of what your followers enjoy most, so you can focus on creating more content that resonates with your audience in the future.
"A rising tide lifts all boats.” – John F. Kennedy
When our professional peers succeed, we can too! Take some time to check out what other choirs are doing on social media to spot trends and popular types of content. This can help you adjust your own posts and stay ahead. Take note of the kinds of posts that get a lot of attention and think about how you can do something similar, but with your own twist. This can help you discover new ideas and find ways to stand out, whether it’s by showcasing your unique music, sharing stories from your community, or giving a peek behind the scenes. And don’t feel guilty; I can guarantee they’re checking out your content too. Who knows? Maybe they’re taking inspiration from you!
Usually I’d end a social media audit with “setting realistic goals,” but not today. Hear me out:
In the often overwhelming world of marketing for nonprofit choirs, it's so important to acknowledge the work you’ve put in. So instead of looking at the hill (or mountain) ahead, your final task is to celebrate your successes, no matter how small. Did you post the promo for the first concert of the season a week earlier than last year? Awesome. That’s a win. Did you maintain a steady number of net followers (meaning any unfollows were balanced out by new follows). Heck yeah! You’ve got this.
I mean it from my heart when I say that progress is more important than perfection. I’ve spent so many hours of my life agonizing over details and feeling like nothing I do is enough. (Side note: Social media should never be your choir’s only marketing channel.) Instead, be realistic, and recognize the efforts of your team (especially if you’re a team of one!), appreciate the incremental improvements, and take pride in the impact you’re making, often with very limited resources. Remember: You are doing a great job and the work you’re doing — every post, every DM reply, every comment, every arbitrary hashtag — matters.
Now go get a cocktail and enjoy what’s left of the summer. And if you need any guidance or advice, feel free to reach out. I’d be happy to help.
What’s something you want to celebrate from the past season? Posting more frequently? Posting at all? Figuring out how to use Instagram Reels? Share the wins you're celebrating in the comments, because I’d love to be your hype girl and cheer you on!