Unlock Your Best Content: How to Audit and Elevate Before 2025 | S2 Ep10

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It’s that time of the year when most business owners reflect on the year’s past and craft new ideas for the year to come. This episode of Coffee Social is dedicated to celebrating your wins and aligning your online goals with your overall business strategy for the new year.

We discuss what analytics you should actually be looking at when it comes to auditing your content on social media (especially Instagram). And, Jonathan prompts all of us to take a look at our signature style.

Are you including a key visual? Does each post scream who you are & what you're all about? 

If you’ve never audited your own content before, this is an episode that you don’t want to miss!

Grab a cup and enjoy!

EPISODE HIGHLIGHTS
: Revisit Your Goals 
: Spot Your Rockstar Posts
: Check Your Signature Style

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keywords
signature style, branding, analytics, social media goals, goal setting, short form video, tiktok ban, instagram data, social media data, standing out online

Chapters

• 0:00 Social Media Business Reflection and Tips
• 5:08 Evaluating Social Media Content Performance
• 11:29 Content Strategy Through Analytics

Transcript

Social Media Business Reflection and Tips

Speaker 1 0:00

Let's go out on a limb and say that your top 25 posts were all carousels. Well then, no shit, you need to do more carousels.

Speaker 2 0:08

It's Coffee Social, the podcast, all about social media and business. And now here are your hosts, jonathan Howard and Mimi Langley. Hi everyone, my gosh. Hi Jonathan Howard, hello Mimi Langley Is the worst hearing. What do I sound like?

Speaker 1 0:32

Like a dying frog, don't make me laugh. No, you're fine. You sound like a podcaster, really.

Speaker 2 0:40

Yes, I don't even have an expensive mic. This is good.

Speaker 1 0:44

All you have to do is get sick, you guys and then you sound like the best podcaster in the world you can have top voice badge.

Speaker 2 0:51

There we go. That's how you get it. There you go. I feel like I sound like raspy, like it's almost like the voice I've always wanted.

Speaker 1 0:58

You know what I mean well, yeah, you mentioned somebody's voice Lindsay Lohan, yeah.

Speaker 2 1:04

She used to have a raspy voice. I feel right A little bit, maybe not anymore.

Speaker 1 1:10

I mean, who knows now she's done a lot of stuff to her voice that probably can't recover from.

Speaker 2 1:14

Her voice has definitely changed, just like Britney.

Speaker 1 1:16

Yeah.

Speaker 2 1:17

Well, cheers, oh yeah, cheers. Look, I forgot Cheers.

Speaker 1 1:23

My espresso is cold now.

Speaker 2 1:26

Yeah, my cold espresso is pour it into my cold brew oh my gosh, did you really just do that? It's a little, a little bitter, a little better. Can you believe that we are almost into 2025, like it's like right around the corner?

Speaker 1 1:41

for all intensive purposes oh my gosh.

Speaker 2 1:45

Well, this episode is actually inspired by you, jonathan, because you wrote me. I'm on your VIP newsletter. By the way, if you're not signed up for Jonathan's email list, you should get on there, because he will use you share. Like what is your email list about?

Speaker 1 2:05

So my email list is really a lot of it, I would say a lot of the top tips that I don't give out necessarily to everybody. I might post the same article on LinkedIn and email it, you know, a few weeks later, or something like that. However, my email list always gets extra bonus tips, so I always make sure I have bonus tips in the email. It's different from the LinkedIn one, so I try to get people some extra value whenever possible.

Speaker 2 2:32

Yeah, we'll put the link below for you to sign up for his email list, but anywho, this episode was inspired by that. I didn't even think we were going to have an episode like this, but it's perfect timing, because the new year is upon us and it's never too late to reflect and revisit things. And you have a list for us like, quote unquote the best way to end 2024.

Speaker 1 2:53

Right, and it was a very chill audit of your content, I think. Is what is that? What I titled it? I don't remember.

Speaker 2 3:01

I can't remember.

Speaker 1 3:01

I think the blog post might be chill audit of your content.

Speaker 2 3:04

At first I thought you were auditing my content. I'm like, please don't go over there, don't you dare do that. I've already done that, okay. Well, why don't we go into the first one?

Speaker 1 3:14

Absolutely, but should we first introduce ourselves? Oh my gosh. Yes, because my name is Jonathan Howard. I'm the owner of Success on Social and I help successful female coaches reach their ideal clients on social media with their signature style, and I'll pass it over to you, mimi.

Speaker 2 3:30

Oh my gosh, I haven't even practiced my new intro yet, because LinkedIn audio changed. Everything changed, everything's changing. But hi everyone, I'm Mimi Langley. I teach women in business how to utilize social audio, aka audio marketing, to help grow their businesses and gain visibility, and all the great stuff that audio marketing can do for you.

Speaker 1 3:49

So especially when you have no voice.

Speaker 2 3:52

Yeah, it's not fun. I you know I love to talk like it's not fair, I know. Can I ask you real quick before we dive into the list yes, like the best ways to of the best ways to end 2024? Or maybe this question could be for after why is it important? When I look at your list, it's like why is it important for us to reflect as business owners? I guess that would be the question.

Speaker 1 4:18

Well, one, because we don't celebrate our wins enough, and when you do an audit, you can see your wins and you should celebrate those wins. I believe it might have been the email or the blog post where I said take yourself out to lunch and celebrate the wins that you got. Like, actually do those things because you deserve to celebrate. You did accomplish a lot in the past year. So that's one. Two, it allows you to see if you met your goals. You can't tell if you met your goals on social media unless you do the measurement. And three, it allows you to be better in the next year, and that's why you should always just do a quick audit just to see.

Evaluating Social Media Content Performance

Speaker 2 4:58

I love that you use the word audit. I never hear anyone use that, so I really like that a lot. I can really audit. That makes sense. Okay, very good, I love that. All right, let's dive into the first one. The first one is revisit your goals. So do you want to get into the details of what that means? And we're talking mostly social media content. Is that the angle you're coming from?

Speaker 1 5:19

Okay, I'm coming from social media content, but your social media content should be reflective of your business goals. So if you met your social media goals, you should have at least come close to meeting your business goals. And that's important to know because when you make your goals for the next year, you can take that into account and make sure that you're setting goals that are going to correspond with your overall business goals, because if you don't do that, you're just relying on social media to do what Like it's just throwing stuff at the wall, hoping something brings you people.

Speaker 1 5:57

And that doesn't work, so it does not work by the way it doesn't.

Speaker 2 6:02

I promise you it doesn't Drink your cold espresso if you're watching the YouTube video.

Speaker 1 6:07

Yeah, in my cold brew. So really look at what the goals were and see what engaged well, what performed well, what you're looking at there's a metric for every goal on social media. That's a whole other episode. But find the metric that is representative of what you want to accomplish. Like, if you want to grow your audience, you want more followers. If you want to get more people to get on your newsletter list, you need more link clicks. So find those things that are getting that measure what you want to accomplish and see how your post did based on that one metric.

Speaker 1 6:47

I say focus on one or two metrics, things that you want to accomplish with social media and look how you did with those and then see what you could do better next year. That's really what. When you're evaluating your goals and you know if you made a big mistake, if you, you know there's a lot of things that can come into it. Or if you just got lost during the year, and that's okay. We all have those years where we just get lost and we don't know what we did. I'm not raising my hand to that.

Speaker 2 7:17

No, but you actually. I took a line from I think it was your LinkedIn post. You put adjusting is part of the process. So what do you mean by adjusting as part of your process? Like give yourself grace, like that you had to adjust, or what? Yeah, yeah, nobody.

Speaker 1 7:32

And I repeat, nobody knows exactly what's going to work for your profile Period. I don't care what any strategist says, they don't know what's going to work for your profile. So you have to test things and when you're testing things, you have to adjust, because there's going to be things that you try and they don't work, and that's cool, be happy with that. You learn something. It's a data point.

Speaker 2 7:58

I you know I'm all for testing, so I love that. Um, okay, Anything else on revisiting your goals?

Speaker 1 8:06

Yeah, let's go to a fun one.

Speaker 2 8:08

Okay, oh, okay. Well, I liked that you use the word rock star. And I love that you do this, spot your rock star posts. And I know you just mentioned about stats and stuff like. So, like Instagram, they pretty much give you everything that you really really need to see as a business owner for your posts, right, right, like clicks and stuff.

Speaker 1 8:27

And all of that. You can see all that. You have to sort it and find the right metric for you, but it's all there in your insights so you can find whatever you need. If you have a business or creator account, you can find all the numbers you need on those accounts, okay, Can I ask you? About Personal. Doesn't give you metrics.

Speaker 2 8:46

Okay, so you have to have a business account on.

Speaker 1 8:47

Instagram.

Speaker 2 8:48

Yeah, okay, that's good to note. I'm sure some people right now are heading over to their Instagram to change it over. And you said a while back that you can go from business back to personal if you ever wanted to.

Speaker 1 8:59

You can yeah, absolutely, but you'll lose all the metrics and all that. So if you're a business, be a business.

Speaker 2 9:07

Right.

Speaker 1 9:08

Okay, makes sense.

Speaker 2 9:09

Also ManyChat. I know a lot of people use ManyChat for Instagram. I'm sure ManyChat gives you how many people Do they give you how many people commented the word?

Speaker 1 9:20

Yes, yep, okay, and you can see that across your social Okay.

Speaker 2 9:23

Well, no, okay, that's a goal. But yeah, rockstar posts. Okay, real quick. Okay, if I wasn't using the stats, I mean I should be using the analytics to recognize my Rockstar posts, like, I wouldn't recommend that I manually go through my posts and look at them.

Speaker 1 9:40

Well, I mean, you can manually go through your posts and look at them, but you need to know the numbers on them. So there's a place for gut feeling. There's a place for feel good content. There's a place for just putting out something because it matters to you. So there's a place for all of that. But all of that is emotional, and emotions don't really tell the full story. So if you want to see what is actually your top performing post, use your numbers, and they one either have no idea, or two they say, oh, this is my best series, everybody loves it. And you go in and look at the analytics and this happens to me too. I'm like I love this series, everybody must love it and it doesn't get the numbers that they think it gets. It's not one of their best performing. So really looking at the numbers is important.

Speaker 2 10:40

Jonathan knows this. Like I'm so scared of data I just won't look at data because I feel like data can also destroy your mindset and I don't know. Obviously there's a lot of pros. You have to look at data. That's just how business operates.

Content Strategy Through Analytics

Speaker 1 10:54

And you can't let it destroy your mindset, because what it's doing is telling you what your audience wants to see. And if you want to help your audience, then just take it as okay. This is what my audience wants to see, because there are going to be good posts. There are going to be posts that performed way outperformed other posts. So when you find those rockstar ones and then you know you can do more of that because that's what your audience is looking for. That's where you know different series for people come out of. That's where you know the one that takes off and they create more of it. That's just paying attention to what their numbers are.

Speaker 2 11:29

I feel like, if you haven't in 2024, I feel like a lot of people will in 2025, just by you saying that, it makes a lot of sense. No, really, thank you, I try. So you know we're looking at the most likes, what got the most comments, the most shares. I also see here what themes or styles consistently clicked with your audience.

Speaker 1 11:53

All these are things that you can go to to see, yeah, yeah, and you can look at your analytics and see, maybe the top 25 posts for you were all carousels. Let's go out on a limb and say that your top 25 posts were all carousels. Well then, no shit, you need to do more carousels. Convert some of your reels that you've done and the information in those reels into a damn carousel. You can even use the reel in the carousel.

Speaker 2 12:19

And that's just based on how my audience likes to receive content. Okay, so you know, even if Instagram wrote a post saying, hey, we're seeing real reels really take off, that might not necessarily be true for my audience.

Speaker 1 12:33

Right, you want to do some reels to test it, because that's a trend that the platform is saying. So you want to see how it does, but you don't have to go all in on reels. If that's the case, I mean, like it was two years ago, people went all in on reels and some audiences weren't about reels. Some people may have lost real customers because they weren't creating any other content.

Speaker 2 12:57

Okay, that makes a lot of sense. I want to ask, like, let's say, you post a lot like you post a lot on Instagram.

Speaker 1 13:08

Does Instagram give you, like, my top 25? Or do I literally? You can just go and look at your analytics and sort it out and it'll give you what your top posts were.

Speaker 2 13:13

Okay, okay. So it's pretty quick. It's pretty quick. Do you just go off of the last like your top 10? Like, what number do you focus on?

Speaker 1 13:24

It depends. I usually visited it each month and I look at what was the top for the month, and you know I look at it regularly. If you're doing a year end, I would look at it for the year and I would just sort it by whatever is the top and see until it gets to a point where it doesn't seem like it matters as much when it comes to the numbers. See, maybe the top 25 posts for you were all carousels. Let's go out on a limb and say that your top 25 posts were all carousels. Well then, no shit, you need to do more carousels. Convert some of your reels that you've done and the information in those reels into a damn carousel. You can even use the reel in the carousel.

Speaker 2 14:09

And that's just based on how my audience likes to receive content. Okay, so even if Instagram wrote a post saying, hey, we're seeing reels really take off, that might not necessarily be true for my audience.

Speaker 1 14:24

Right, you want to do some reels to test it, because that's a trend that the platform is saying. So you want to see how it does, but you don't have to go all in on reels if that's the case, I mean, like it was two years ago, people went all in on reels and some audiences weren't about reels. Some people may have lost, you know, real customers because they weren't creating any other content.

Speaker 2 14:50

Okay, that makes a lot of sense. I want to ask, like let's say, you post a lot, like you post a lot, on Instagram. Does Instagram give you like my top 25?

Speaker 1 15:03

Or do I? Literally, you can just go and look at your analytics and sort it out and it'll give you what your top posts were.

Speaker 2 15:08

Okay, okay. So it's pretty quick. It's pretty quick. Have you done this yet? I'm putting you on the spot, since we're almost done with the air.

Speaker 1 15:16

Well, since when this airs, we're in 2025. Yes, I've done this.

Speaker 2 15:21

No, this is not airing in 2025.

Speaker 1 15:24

It's airing in 2025. It's pretty much complete. My audit is pretty much complete. Yes, Okay, I've done there's. I go a lot deeper than this basic audit. I'm a little less lightweight, because I'm crazy and I also want to revisit my content in a lot of different ways. So I'm brief formatting for 2020.

Speaker 2 15:49

So, if somebody wanted to book a session with you just to do an audit. Do you do those?

Speaker 1 15:55

I do content audits. They're signature style content audits. I forget my price point on it and I don't want to quote the wrong price because I know the price is going up a little bit for 2025. But I don't want to quote the wrong price. But I do book under my one-on-one sessions. I have an audit and they get a 30-page report pretty much of what I find and what they can do actionable items that they can actually do in order to get seen on social media and also implement their signature style.

Speaker 2 16:28

Okay. So you guys hear that Like, if you don't care to do this, like me, I would hire out probably if. I had a lot of content to go through. So there we go. We'll put the link. I'll remind Jonathan to give me that link. I'll put it in the description below for you guys. Okay, last thing on the list Best way to end the year. Check your signature style, which this has been your tagline, your phrase I don't even know what you call it.

Speaker 2 16:57

Your tagline, your phrase. I don't even know what you call it.

Speaker 1 17:00

It's been my thing, it's my you know. If you know me, it's all about this signature style. It's been what I've talked about all year and it's been what I. It's what I believe you absolutely need in order to be successful on social media, and in 2025, it's going to be even more so, and the reason I say that is because in 2025, we're hitting peak saturation. People are seeing it right now. In 2025, TikTok is facing a ban as of January 19th.

Speaker 2 17:33

And that's in the US.

Speaker 1 17:34

Yeah, in the US there's going to be a massive influx of people on Instagram. You're going to have to stand out and if you don't have a way to stand out, something that makes you different, you're just going to blend in with the whole crowd and nobody's going to see your content and your people won't see your content. It'll be like talking to a brick wall and the one thing that gets you around that, honestly, is a signature style, something that makes you different, something that allows you to be seen through all the visual stimuli they're getting as they're swiping and staying on a post for two seconds, Like that's what time you've got. So you need something that's going to say oh my God, that's Mimi. I know this post is Mimi, because Mimi always does this Right and that catches their attention.

Speaker 2 18:29

Yeah, well, I think we have an episode about things to look at. Yeah, it's coming up, you guys, so stick with Coffee Social. Make sure you're following the podcast. Okay, but with Signature Style things to look out for. We have like colors and fonts. What else would you throw?

Speaker 1 18:46

So colors and fonts are part of your branding and your branding is one aspect of your signature style. Your personality is another aspect. Your content that you're putting out there is another aspect. So making sure that your content what I always tell people make sure your content feels like you Like if somebody sees my content, they know it's mine. That's what you want to create. They know it's mine, that's what you want to create. You want to create that. You know the words, you use the fonts, you use the colors you use. Your personality, how you approach different things, your catchphrases, your you know visual element All of that goes into your signature style and it should catch people right away and all your content should. It should have a vibe.

Speaker 2 19:35

yeah that vibe is you? So yeah, it'd be weird if I am, if people are so used to me talking lifestyle and motherhood and stuff and then all of a sudden I post something about space, right like nasa.

Speaker 1 19:47

Where'd that come?

Speaker 2 19:48

from yeah, I'd have to create a NASA account.

Speaker 1 19:53

There's news hacking, but like come on.

Speaker 2 19:58

I would really have to align NASA with motherhood. I don't know.

Speaker 1 20:01

Yeah, I don't know how you do that, but you know, in 2025, I think being more niche focused on Instagram is the only way you're going to get seen.

Speaker 2 20:12

Wait, wait, don't give it away, Jonathan. You got to hold on a second. They got to wait for the episode. Okay, okay, okay.

Speaker 1 20:19

Oh my gosh.

Speaker 2 20:19

I love it. I know you get so excited about this stuff. This is Jonathan's world, like. This is what he's all about. I love having conversations with you about social media and all that because, like you, just know your stuff, you keep up with it, like I keep up with celebrities.

Speaker 1 20:35

Yeah, and I don't get the celebrity thing, but I appreciate that you know those things?

Speaker 2 20:42

Hey, it has. Do you have your Christmas tree?

Speaker 1 20:44

up. Yes, my Christmas tree is up.

Speaker 2 20:46

How many Christmas trees do you have? Be honest, I have one Christmas tree. Why did?

Speaker 1 20:52

I think you had seven. No, my. When I grew up we used to have like three or four.

Speaker 2 20:57

Okay.

Speaker 1 20:58

Okay, yeah.

Speaker 2 20:59

So you have one tree. Yeah, I'm sure you're going to do a real showing it, right.

Speaker 1 21:04

I'm sure I haven't done any this year. I know it's weird.

Speaker 2 21:06

I know I'm like where's the Christmas content. Jonathan, I know you love christmas.

Speaker 1 21:18

I love christmas yeah, okay, well, that's it folks, that's what we have for you, all, right? Well, yeah, there we are. Good night, have a wonderful day, goodbye, um. No, if you guys haven't already gone over to wherever you listen to podcasts and given us a rating and that rating should be five stars. Mimi doesn't like it when she doesn't get five stars we'll make it pc, uh. But however many stars you want to give us, we want your feedback because we want to know what we're doing well, what we're not doing well and what you'd like to see on the podcast. So make sure you head over to wherever you listen to podcasts and give us a rating, write a review If you want to. If you love us, if you hate us, we might ignore you. No, we won't ignore you.

Speaker 2 21:57

I'm ignoring.

Speaker 1 21:58

I don't like. No, you're not. No, you're not Cause I'll read it and I'll tell you what we got to fix. But anyway, head over, give us a review, let us know what you're thinking, and you can also find us anywhere on social media. Mimi is working on all sorts of sites and stuff. I'm not going to say OnlyFans today because it's the holiday season. We don't want to promote that type of media.

Speaker 2 22:23

I don't think OnlyFans is ready for us, no. Anyway, mimi over to you. I have the most important question of them all for this episode what is that question, mimi? We need you guys to answer it, so either put it in the YouTube comments or let us know on Instagram. So obviously, this whole episode is about reflecting and seeing how your 2020, 2024, I can see my reflection in my coffee 2024. How many times do I say that don't look at yourself through your coffee cup?

Speaker 2 22:57

I'm reflecting yourself I'm reflecting you're so good go ahead. Okay, the question is are you team reflect and reset or are you team full steam ahead, which I know? There's a lot, a lot of people out there that just don't even stop Like, they're just like whatever. Let's keep going.

Speaker 1 23:17

Reflect and reset.

Speaker 2 23:19

I feel like.

Speaker 1 23:19

I'm reflecting reset too. You got to do it on the move, though.

Speaker 2 23:24

I know that's where we see. I feel like it's okay.

Speaker 1 23:28

I mean you don't have to take like a week long pause but like take a day or two to like not do anything and just focus on resetting, reflect and reset on the move and move. Social media isn't going to slow down Social media is not going to slow down for you.

Speaker 2 23:47

That's the thing you made me. Cough with that and move part.

Speaker 1 23:50

Yeah, social media is not slowing down for you. Don't miss the thing. You made me cough with that and move part. Yeah, social media is not slowing down for you. Don't miss the train. Full speed ahead, get on the train.

Speaker 2 23:56

You guys, we will be with you all of 2025. So stick with us, thank you.

Speaker 1 24:01

Jonathan Howard We'll be in season two all of 2025. Cheers, that's craziness.

Speaker 2 24:06

Thank you everyone for listening and watching. See everyone later. Bye, Jonathan Howard.

Speaker 1 24:34

Bye, Mimi Langley.