Your SlideShare is downloading. ×
Renegade - Social Media Audit
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Renegade - Social Media Audit

5,431
views

Published on

Published in: Business, Technology

0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,431
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
362
Comments
0
Likes
9
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Social
Media
Audit
 Client:
 Date
of
Audit:
 Purpose
of
Audit:

Assess
client’s
current
social
media
presence
relaKve
to
compeKKon
and
 overall
best
pracKces
in
order
to
provide
a
clear
roadmap
for
a
measurably‐effecKve
social
media
 program.

 ©Renegade,
LLC
2010,

 Adapted
from
the
Social
Media
Client
Benchmarking
Template
wri@en
by
Jonathan
Briggs
&
the
OTHER
media
2010,

 Published
under
a
CreaKve
Commons
License
(Non‐commercial,
share
alike,
a@ribuKon)

 1

  • 2. Introduc6on
 Goals
 Checklist
 Assess
current
state
of
client’s
SM
acKvity
 Assess
compeKKve
SM
acKviKes
and
relaKve
strength/weakness
 IdenKfy
infrastructure
and
organizaKonal
changes
needed
to
support
tacKcal
opportuniKes
 IdenKfy
cultural
changes
(if
any)
required
to
make
social
media
program
an
on‐going
success
 Outline
SM
tacKcal
opportuniKes
 Define
overall
SM
strategy
in
the
context
of
overall
business
goals
 Social
Media
Audit
 2

  • 3. Social
Media
Environment
 Channel
 Presence
 Comments‐
The
purpose
here
is
to
 establish
a
benchmark
for
the
work
done
 thus
far
in
establishing
a
web
&
social
 media
presence.

 Website
 Microsites
 An
effecKve
site
should
be
supported
by
 other
channels.
 Blogs
 Social
Networks
 At
this
stage,
focus
only
on
the
major
 players
 Microblogs
 Video
(YouTube
and
Vimeo)
 Feedback
 Search
(Google,
Ning,
YouTube,
etc.)

 Do
your
social
media
efforts
enhance
 organic
search
results?
 Other
(mobile
app,
web
app,
wikis,
)
 Social
Media
Audit
 3

  • 4. Reac6ons
to
and
Goals
for
Social
Media
–
Planning
&
Compe66ve
Issues
 Ques6ons
 Reac6ons
 Comments
 Strengths
and
weaknesses
of
current
web
 What
do
you
like?
What
are
you
unhappy
 presence
 with?
 Social
media
goals
 How
do
these
goals
support
the
overall
 goals
of
the
organizaKon?

 Strategic
role
of
each
social
media
element
in
 Leads,
sales,
retenKon,
cost‐cudng,
 context
of
overall
goals
 loyalty,
customer
saKsfacKon,
customer
 referral
 What
companies
do
you
admire
for
their
social
 media
success?
 Social
Media
Audit
 4

  • 5. Reac6ons
to
and
Goals
for
Social
Media
–
Infrastructure
&
Organiza6onal
Issues
 Ques6ons
 Reac6ons
 Who
has
responsibility
for
social
media
in
the
organizaKon?
 How
will
you
measure
the
impact
of
any
changes
you
make?
 What
tools
are
in
place
to
help
with
this
measurement?
 What
is
in
place
to
help
you
deal
with
adverse
comment
and
 discussion
on
social
media
sites
now?
 What
are
the
email
markeKng
processes
in
place?
 Where
is
the
SM
strategy
being
aggregated
into
the
overall
 markeKng
strategy?
 Do
you
have
a
“hubsite”
for
all
of
your
social
media
content?
 Who
in
Senior
Management
is
acKve
in
social
media?
 Social
Media
Audit
 5

  • 6. Reac6ons
to
and
Goals
for
Social
Media
–
Cultural
Issues
 Ques6ons
 Comments
 Do
you
have
a
corporate
social
media
policy?

Is
this
policy
 informed
by
regulatory
issues
in
your
industry?
 Are
there
any
cultural
issues
(good
or
bad)
that
have
had
an
 impact
on
your
social
media
acKviKes?

 What
are
the
senior
mgmt
reacKons
to
tools
like
Twi@er
and
 Commitment
from
Senior
staff
is
crucial
to
success

 Facebook?
 Do
you
encourage
your
employees
to
parKcipate
in
company
 and/or
personal
social
media
acKviKes?

 Is
there
a
culture
of
allowing
staff
to
access
social
media
during
 the
work
day?
 Are
there
any
internal
people
who
could
become
your
social
 media
expert
or
the
voice
of
your
brand?

 Social
Media
Audit
 6

  • 7. List
Four
Major
Compe6tors
 Compe6tors
 Website
 Microsite
 Blog
 Facebook
 TwiMer
 YouTube
 Other
(feedback)
 Comments
 Establishing
 compeKtors
web
and
 social
media
 performance
will
help
 set
benchmarks
and
 goals
for
the
company
 and
the
brand.
 Social
Media
Audit
 7

  • 8. Facebook
 Feature
 Notes
 Compe6tors
 Comments
 Assess
the
presence
of
the
 Is
there
any
official
or
unofficial
 company
or
brand
on
Facebook
 presence?
Has
it
been
thought
 through?
 Look
for
staff
involvement
with
 Many
companies
will
have
a
staff
 Facebook
 that
is
acKve
on
FB
 Evaluate
Fan
page
 Fan
Pages
provide
powerful
tools
 for
developing
a
brand
presence
 Links
to
company
or
brand
site
 How
is
FB
being
used
to
drive

 traffic
to
main
website?
 Record
number
of
fans
 Make
a
note
of
the
current
 number
of
fans
 Last
Kme
their
Facebook
presence
 Make
a
note
of
the
date
when
 was
updated
 an
update
was
made
to
the
page
 (by
the
company)
 Specific
Facebook
apps
or
 List
any
evidence
of
the
use
of
 automaKon
 apps
by
the
company
 Like
Bu@on
throughout
web
 Link
from
main
website
to
FB
are
 presence
 important.
 Social
Media
Audit
 8

  • 9. TwiMer
 Use
twi@er
analyKcs
tools
to
measure
how
well
they
are
doing
with
their
compeKtors
 Feature
 Notes
 Compe6tors
 Comments
 Bio
and
background
 Does
this
help
set
up
the
goal
of
 your
company?
 Styles
of
tweets:
Publishing
 Pushing
data
 QuesKons
 Asking
for
info
 Customer
Service
 Helping
followers
 ConversaKon
 Engaging
followers
 Links
to
company
or
brand
site
 How
are
you
driving
traffic
to
 main
website?
 #
followers
 Record
as
baseline
 Influence
 How
influenKal
can
you
be?
 Reach
 How
many
people
can
you
reach
 through
your
followers?
 Recency
 How
oqen
are
you
tweeKng?
 Follow
us
bu@ons
on
site
 Needed
to
drive
fans
 Retweet
bu@ons
next
to
content
 on
website
 Social
Media
Audit
 9

  • 10. Blogs
and
Comments
 Feature
 Notes
 Compe6tors
 Comments
 How
are
you
monitoring
 Blogs
are
some
of
the
most
 reacKons
to
your
organizaKon
 powerful
drivers
of
both
 or
products
on
blogs
or
 community
and
reputaKon.
 posted
in
comments?
 Are
you
parKcipaKng
in
 Bloggers
are
likely
to
talk
about
a
 responding
to
comments?
 successful
company
or
its
 products
and
the
client
will
want
 to
be
involved
with
this
process.
 Who
are
the
powerful
 You
may
want
to
set
up
your
 bloggers
in
your
industry?
 own
blog
to
be
more
in
control.
 Does
your
own
blog
or
 presence
on
services
like
 GetSaKsfacKon
help
provide
a
 place
for
customer
 discussion?
 Social
Media
Audit
 10

  • 11. Member‐only
Communi6es
&
Special
Interest
Social
Networks
 Feature
 Notes
 Compe6tors
 Comments
 Is
there
a
relevant
member
 only
community
/
special
 interest
social
network?
 Is
the
community
healthy?
 Size,
frequency
of
visit,
duraKon
 How
so?


 of
visit,
content
sharing
 Is
the
community
built
on
a
 common
plasorm
like
Ning
or
 is
it
custom
built?
 Is
there
an
opportunity
to
 What
is
the
group
commonality
 create
a
new
community?
 and
unmet
need?
 Social
Media
Audit
 11

  • 12. Search:
How
social
media
ac6vi6es
support
organic
search
 Feature
 Notes
 Compe6tors
 How
does
website
perform
on
an
 organic
search
basis
for
wide
range
of
 relevant
terms?
 Do
current
blogs
enhance
organic
 search
results?
 Are
microblog
feeds
and
other
news
 feeds
on
the
website?
 Is
there
a
lot
of
Flash‐based
content?


 Social
Media
Audit
 12

  • 13. List
Key
Phrases
that
define
how
the
company
or
brand
would
expect
to
be
found
in
the
search
engines.
 Keywords
or
phrases
 Demand
 Visibility
 Comments
 These
should
be
based
on
real
 needs
as
likely
to
be
typed
into
 search
engines.
While
brand
 terms
are
important,
more
than
 half
of
these
should
be
generic
 market
or
industry
terms.
 Use
one
of
the
soqware
tools
 available
to
assess
demand,
 How
visible
are
you
for
each
of
 these
terms?
This
will
help
you
 understand
more
about
your
 terminology
and
how
far
you
 have
to
go.
 Check
that
compeKtors
really
are
 their

compeKtors
in
terms
of
 these
terms
 Notes
on
compeKtors
 Social
Media
Audit
 13

  • 14. Ac6ons


 This
is
simply
a
list
of
the
acKons
that
the
client
may
need
to
consider.
 Ac6on
 Notes
 Priority
(1‐5)
 Deadline
 Budget
 Clarify
the
strategic
 role
of
social
media
 Define
company
social
 media
guidelines

 Improve
Facebook
 presence
 Define
fan
acquisiKon
 strategy
 Define
follower
 acquisiKon
strategy
 Improve
blogging
sites
 and
comment
 processes
 Define
YouTube
 Strategy
 Define
your
member‐ only
community
 building
strategy
 Social
Media
Audit
 14

  • 15. Ac6ons


 This
is
simply
a
list
of
the
acKons
that
the
client
may
need
to
consider.
 Ac6on
 Notes
 Priority
(1‐5)
 Deadline
 Budget
 Set
up
social
 monitoring
soqware
 and
processes
 Define
calendar
of
 social
acKvity
 Define
internal
staff
 roles
for
social
 markeKng
 Define
role
with
 agencies
to
support
 acKviKes
 Link
social
acKviKes
to
 define
KPI
 Define
how
SM
acKvity
 will
support
SEO
 Define
how
company
 will
respond
to
 criKcism
 Social
Media
Audit
 15


×