Social Media Audit by Kary Delaria

The Social Media Audit:
A Foundation for Strategic Success

You can’t have any of this…

Without this.

WHY? What’s the goal?

Our social media audit
Listen to determine…
Competitive advantage.
Where to establish/concentrate presence.
Optimal keyword phrases and content.
Benchmarks for measuring goals and success.

Competitive Advantage
Identifying share of voice, which determines competitive advantage and brand positing.

Based on overall volume…

Based on volume in channels…

Based on sentiment…

Where to establish presence.
Analyzing the distribution of conversations, which determines the social channels in which the brand should participate.

Based on presence of conversation…
Mentions of keyword phrases…

Based on source distribution…
Client Comp. #1 Comp. #2 Comp. #3

Client had high volume of mentions on Twitter, but deeper analysis of content shows that the brand’s two Twitter feeds made up the bulk of that content.

Optimal keyword phrases.
Analyzing the content of conversations to determine optimal keyword phrases for social media optimization (SMO.)

Based on volume, frequency and distribution…

Benchmarks for measurement.
Stacking up the audit against the plan andthe goal to establish metrics that will measure success.

Example: Expand and strengthen your online brand presence and visibility among large employers.
number of global mentions
change in sentiment
share of voice over competition
web traffic from social media
keyword-rich mentions
volume of content shared by others

Questions? Comments?

Thanks.

Social Media Audit by Kary Delaria

by Radian6 on Apr 13, 2011

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Social Media Audit by Kary Delaria — Presentation Transcript