Social Media Audit by Kary Delaria

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Social Media Audit: A foundation for Strategic Success

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  • In addition to just looking at total volume of mentions, we will take this a step further to include a comparison of the volume of mentions of each company with the occurrence of one or more of the industry keyword phrases, thus determining competitive advantage (or weakness) not only within particular channels, but with particular phrases as well.
  • In addition to just looking at total volume of mentions, we will take this a step further to include a comparison of the volume of mentions of each company with the occurrence of one or more of the industry keyword phrases, thus determining competitive advantage (or weakness) not only within particular channels, but with particular phrases as well.
  • Also combine this analysis with web stats
  • Social Media Audit by Kary Delaria

    1. 1. The Social Media Audit:<br />A Foundation for Strategic Success<br />
    2. 2. Hi.<br />
    3. 3. You can’t have any of this…<br />
    4. 4. Without this. <br />
    5. 5. WHY? What’s the goal?<br />
    6. 6. Our social media audit<br />Listen to determine…<br />Competitive advantage.<br />Where to establish/concentrate presence.<br />Optimal keyword phrases and content. <br />Benchmarks for measuring goals and success.<br />
    7. 7. Competitive Advantage<br />Identifying share of voice, which determines competitive advantage and brand positing.  <br />
    8. 8. Based on overall volume…<br />
    9. 9. Based on volume in channels…<br />
    10. 10. Based on sentiment…<br />
    11. 11. Our social media audit<br />Listen to determine…<br />Competitive advantage.<br />Where to establish/concentrate presence.<br />Optimal keyword phrases and content. <br />Benchmarks for measuring goals and success.<br />
    12. 12. Where to establish presence.<br />Analyzing the distribution of conversations, which determines the social channels in which the brand should participate.  <br />
    13. 13. Based on presence of conversation…<br />Mentions of keyword phrases…<br />
    14. 14. Based on source distribution…<br /> Client Comp. #1 Comp. #2 Comp. #3<br />
    15. 15. 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. <br />
    16. 16. Our social media audit<br />Listen to determine…<br />Competitive advantage.<br />Where to establish/concentrate presence.<br />Optimal keyword phrases and content. <br />Benchmarks for measuring goals and success.<br />
    17. 17. Optimal keyword phrases.<br />Analyzing the content of conversations to determine optimal keyword phrases for social media optimization (SMO.)  <br />
    18. 18. Based on volume, frequency and distribution…<br />
    19. 19. Our social media audit<br />Listen to determine…<br />Competitive advantage.<br />Where to establish/concentrate presence.<br />Optimal keyword phrases and content. <br />Benchmarks for measuring goals and success.<br />
    20. 20. Benchmarks for measurement.<br />Stacking up the audit against the plan andthe goal to establish metrics that will measure success. <br />
    21. 21. Example: Expand and strengthen your online brand presence and visibility among large employers.<br />number of global mentions <br />change in sentiment <br />share of voice over competition<br />web traffic from social media<br />keyword-rich mentions <br />volume of content shared by others<br />
    22. 22. Questions? Comments?<br />
    23. 23. Thanks.<br />

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