Social media audits
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Social Media Marketing and Communication Strategy Erasmus Course January 2016 www.anaadi.net
Transcript of Social media audits
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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
https://dcsbu.wordpress.com/2013/11/03/competitor-analysis-and-social-media-audits_lectures-7-and-8/
https://dcsbu.wordpress.com/2013/11/03/competitor-analysis-and-social-media-audits_lectures-7-and-8/
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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)
