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It helps you identify the bits of your social media campaigns that are working and those that aren’t doing quite so well, as well as spotlighting who you’re reaching, when and where, giving you a deeper understanding of engagement levels and how many sales you’re generating from your content. Put simply, it’s a review of the metrics generated by your business’ social media posts that examines growth, highlights potential opportunities and what you can do to enhance your social media presence. So, let’s start at the beginning and ask a few important questions. We heard the sharp intake of breath at the word ‘audit’ but don’t worry, this will be your kind of scrutiny, because its sole aim is to improve your business and boost your bottom line. That’s why we’re going to look at social media audits, why you should have them regularly and what they can do for you. Business posts are a small part of a much bigger overall strategy, crafted pieces of content that serve an important purpose, and analysing whether they’re working is a mammoth task in itself.

Well yes, and then again no… We at 24 fingers towers know there’s a lot more going on than what people scroll through on their feeds. We’re not enemies of each other as much as we’re passionate well-meaning Americans.From a certain point of view, social media looks easy peasy: chuck out the odd quote from someone famous here for Facebook, throw together a quick Instagram video on your smartphone and boooom – Robert’s your father’s brother. We’re at a precarious time in our country’s history where we can benefit from this reminder. It’s through cooperation, compassion and forgiveness that homo sapiens have thrived as a species as evidenced by Bregman’s work. Our differences aren’t nearly as great as our love for those around us. However, if you look at the underlying evidence-as Bregman does throughout human history-you’ll find that people on the left and right are decent humans just trying to get by. If you consume a negative world around you it’s not surprising that you think we’re on the brink of some sort of societal collapse. So rather than consuming something you assume will have a positive effect and therefore you experience a positive response, the nocebo effect looks at what happens when we consume something negative and how it will actually materialize something negative. It’s what it sounds like-the opposite of the placebo effect. One of the biggest takeaways from the book is Bregman’s reminder of the nocebo effect. In 1914 on Christmas Eve, for example, not only did the soldiers on the opposite sides of the battlefield not want to kill each other, but they actually sang Christmas Carols together in a miraculous truce… Sadly they were commanded to resume the battle shortly thereafter. “But the World Wars!” you might be screaming. Through exposing historical facts, Bregman uncovers the truth that over and over again when the most was required of humankind our best selves rose to the challenge.

Bregman digs into a variety of incidents throughout history to reexamine our preconceived notions of what happened and shows us our innate goodness in humanity. I’m not going to lie, some of the book gets a little wonky and dry, but other parts are absolutely fascinating. Not only is it wrong, but Bregman cites numerous historical events and experiments to prove it. Therefore, the feeling that we are hanging on by a thread as a society and just moments away from chaos isn’t correct. The essential argument Bregman makes is that humans are decent by nature. The book is “Humankind: A Hopeful History” by Rutger Bregman. Depending on the time of day or the last thing you read on social media, that might be hard to imagine but if you choose to log off for a moment, I have a book I’d like to recommend that will restore your faith in humanity. Regardless of the outcome, we need to appeal to the better nature of our character. We are days away from our presidential election and it’s impossible to ignore the divide that’s happening in our country.