First Priority for a Social Media Strategy - A Brand Audit Using a Social Media Monitoring Tool
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First Priority for a Social Media Strategy - A Brand Audit Using a Social Media Monitoring Tool

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While it may be very tempting to just jump into creating a Twitter account or making a Facebook page, marketers know that they need to approach social media with the same level of planning, research ...

While it may be very tempting to just jump into creating a Twitter account or making a Facebook page, marketers know that they need to approach social media with the same level of planning, research and strategy that they have used in their traditional efforts. A key step in developing a social media strategy is to audit your brand’s presence and position on the social web.

This whitepaper outlines how to gather the information you need to establish your goals, identify reasons to participate and assess where to direct your efforts (both online and offline).

Let’s Talk! about how to conduct a brand audit using social media monitoring tools

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First Priority for a Social Media Strategy - A Brand Audit Using a Social Media Monitoring Tool Presentation Transcript

  • 1. First Priority for a Social Media Strategy: A Brand Audit Using a Social Media Monitoring Tool An Excerpt from the Let’s Talk Social Media ROI Series Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 2. Cornerstone of Listening The social web is filled with conversations about your brand, your competitors and industry topics. Everyone is in agreement that listening is the first step before you should join the conversation. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 3. A Brand Audit is the First Step in Social Media Monitoring There is a natural progression of application of social media monitoring over time as a company gains experience: • Brand Audit • Public Relations • Corporate Marketing • Search Engine Optimization • Product Development • Competitive Insight • Sales – Lead Gen • Customer Service • Social Media Campaigns Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 4. Brand Audit Goals The primary purpose of a brand audit in social media is to provide direction for a social media campaign or engagement. But what is the justification for doing so? A brand audit not only indicates reasons to participate but also identifies where to do so online as well as offline. A social media monitoring tool provides in-depth information that will provide considerable insight into a social media strategy. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 5. Social Media Monitoring Tools Needed for a Brand Audit Daily Volume Report Charts the number of conversation over time Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 6. Social Media Monitoring Capabilities Needed for a Brand Audit Share of Voice Report Shows the distribution of the conversations across the social networks. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 7. Social Media Monitoring Tools Needed for a Brand Audit Themes Report A word cloud that is created by analyzing all of the conversations Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 8. Social Media Monitoring Tools Needed for a Brand Audit Author Tags Depict the words that people are most frequently tagging their content with in the hopes that others will search for it. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 9. Social Media Monitoring Tools Needed for a Brand Audit Author Tags Depict the words that people are most frequently tagging their content with in the hopes that others will search for it. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 10. Social Media Monitoring Tools Needed for a Brand Audit Demographic Reports Sorts the data by age, gender, and popularity. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 11. Social Media Monitoring Tools Needed for a Brand Audit Top Domains Reports Shows the domains where the majority of the conversations are happening online. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 12. Social Media Monitoring Tools Needed for a Brand Audit Top Authors Reports Shows the authors that are generating the most conversations. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 13. Social Media Monitoring Tools Needed for a Brand Audit Map Overlay Identifies the physical sources of the conversations. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 14. Social Media Monitoring Tools Needed for a Brand Audit Top Languages Reports Creates a list of the languages that consumers are using when creating their content. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 15. Social Media Monitoring Tools Needed for a Brand Audit Brand References and Content Tone Reports Indicates the Sentiment and tone around the conversations. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 16. A Brand Audit Business Objectives Marketing • Clarify whether the messaging is connecting with customers • Is it reaching the target audience • Are the word of mouth marketing efforts being achieved? • Are there opportunities for lead generation? • Generate more word of mouth • Reduce market research costs Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 17. A Brand Audit Business Objectives Customer Service Sales • Are customers receiving • Build relationships responses in a timely with potential manner customers • Are their needs being met • Contribute to building satisfactorily brand visibility • What is their sentiment • Reduce customer • Reduce customer support acquisition costs costs • Increase customer loyalty Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 18. A Brand Audit Business Objectives Product Development Public Relations • Gather ideas for products • Improve public • Innovation - Improve new relations effectiveness product success ratios • Build advocacy • Bring outside ideas into program Identify organization influencers and • Competitive insight engage them • Reduce product • Minimize brand crises development costs • Establish thought leadership Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 19. How to Do a Brand Audit 1. Set up searches 2. Scrub the results: 3. Use Share of Voice Report 4. Use Compare Dates Report for business development 5. Review the reports listed above in section 1 of Purposes of a Brand Audit for insight 6. Create a report that offers insight on potential objectives to be accomplished in a social media strategy Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
  • 20. Conclusion A brand audit is essential for every social media engagement and the measurement of it. Assessing a brand's online presence without a social media monitoring tool would be very difficult. A professional tool offers the advantage of aggregating all of the information in one place and the ability to perform an in-depth analysis of the data in a variety of ways. It provides the basis for determining the business objectives. The tool also provides a basis for benchmarking the data and creating a reporting methodology as the social media strategy is executed. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper