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Social Media Marketing and Communication Strategy

Erasmus Course January 2016

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Today’s webinar covers

• The essentials of running a social media audit and tools to use to carry it out.

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A social media audit is carried out in order to:

• evaluate the current uses of social media by an organisation or its competitors

• identify opportunities

• to gain insight into the motivations and behaviors of a specific target audience

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• The information included in a social media audit therefore depends on:

– The purpose of the social media audit (insight/benchmarking/evaluation)

– The organization/person carrying it out (insider view/outsider view)

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Opportunity (SWOT, PESTLE,

social media audit)

Goals SMART Objectives

Stakeholders & Target

audiences

Media channels

Search (SEO/ SEM)

Plan content (time,

resources, budget)

Implement

MonitorEvaluateRevise

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Your assignment

2 channels for each institution2 organizations/celebrities/institutions

A social media audit and competitor analysis

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Your analysis should include:

• a description of your chosen subject (company/public persona/event/museum/NGO) and what they do online in general terms (how many channels do they use, with what purpose, what is their target audience)

• a justification of your chosen subject • a description of your competitor and what they do online in general terms (how many

channels do they use, with what purpose, what is their target audience)• a justification of your choice of competitor (include a perceptual map to support your

justification) • a comparison and analysis of the social media use between your chosen subject and

their online competitors (choose one channel only; what do they use it for; how effectively; what can you say about their use and knowledge of social media and strategy)

• a list of a minimum 3 recommendations for your subject to improve their online activity (make these actionable).

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Collect all the data that is publicly available

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Ask yourself what matters the most

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Tip:

Think beyond vanity metrics!

Focus better on ratios and conversions…. • posts/comments/shares in a day• replies vs RTs/per post• responses vs information push per week

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Use some help to get more data

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Other platforms• Marketing Grader• TweetReach • Tailwindapp • Topsy

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Health-check audit

• Looks at the current performance of the social media accounts of an individual/organisation– Usually performed internally – Considers results in relationship with the strategy

and objectives of the organisation

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Bufferapp. Social media audit template. Available from: https://docs.google.com/spreadsheets/d/1pALC-qW5LNWkCbKu1DPdpKTAFF1P8xWA2L30aPJe0N8/edit?pli=1#gid=0

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https://www.socialmediaexplorer.com/social-media-marketing/6-components-of-a-successful-digital-marketing-audit

/

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Branding audit

• Evaluates the current presence of an individual/organisation on social media from a branding perspective– Results are compared with branding guidelines – Assesses completeness and accuracy of profiles

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Social Media Communications Audit

• Evaluates the current social media activity of an individual/organisation from a strategic perspective

– See: Npower (2010) Social Media Communications Audit: A Guide To Understanding and Implementation

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Competitor social media audit

• Uses similar elements as the other audits described earlier

• It is carried out to identify– Opportunities – Best practices

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Additional resources:• Social media audits:

https://dcsbu.wordpress.com/2014/11/02/social-media-audits-l9/

• Competitor analysis: • https://dcsbu.wordpress.com/2013/11/03/competitor-analysis-an

d-social-media-audits_lectures-7-and-8/

• http://pages.stern.nyu.edu/~jczepiel/Publications/CompetitorAnalysis.pdf

• Social media audit templates: https://copy.com/UUEqG9jlFsLJpEjQ

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Conclusions

• A social media audit is a complex exercise

• For the insight gained to be valuable, the data recorded should ALWAYS – Consider the purpose of the audit– Go beyond vanity metrics (check again the AMEC Social Media Measurement

Framework for help)

• The recommendations resulting from a social media audit should be actionable (that is, they can be easily translated and included into the strategy and content plan and thus, implemented)