Social media is most effective if you zoom out periodically to evaluate its impact. The following is a list of talking points to discuss with your team as you evaluate your efforts:
1. Re-evaluate your mission. When you started this, you probably had big plans and goals. Maybe you even had a certain number in your head for desired followers on Twitter or likes on Facebook. Look at the activity as a whole. Is there a correlation between the effort and the return? Are responses personal enough and in real time? Are your followers creating content and doing things you didn't expect? Are you creating community? Your team is the only one who can set the mission for this. It's a good idea narrow the gap between the romance and the reality.
2. Create a 'portfolio' with the platforms you are using. Take some time to document all of the platforms you are using--including staff blogs and your current website. Do you have a place where you have all of the links, passwords, profile information and other basics saved to make it easy to get onto new platforms or to manage the ones you have? Look at the mediums you are using and how they connect to each other and make sure it makes sense.
3. Automate where possible. Are you fully leveraging automation tools like Networked Blogs, Hootsuite or Buffer to minimize the time it takes to post content?
4. How steady is your content stream? Are there enough people helping with the effort that your creative well isn't running dry? What content have you learned connects in your context? Brainstorm ideas to maximize content across platforms. For example, are you writing articles that could be broken up into tweetable bites? What about webinars? Look for content that is getting created for interviews, trade publications and other media and see if it can be reconfigured to add value to your stream.
5. Is your "brand" consistent across all of your efforts? Chances are there are tweaks you could make to get better continuity. See if there is harmony between the different platforms.
6. Check your response time. How long does it take you to ping someone back who leaves a comment? Do you need additional people to be part of this? Are you fully leveraging the social media aggregator tools to make your life easier in this area?
The goal of the audit is to find ways to make your efforts more effective...to figure out how to do more with less. And those of us who manage social media for our firms know that it isn't easy. We can all use a "social media audit" now and again.