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November 2019
D.I.Y. Social Audits & SEO
A roadmap to doing a complete social audit
Benefits of social
audits
✤ Strategic Direction
✤ Company/Brand Insights
✤ Consumer/Followers
✤ Ideas for Future Content
✤ Missed Opportunities
✤ Changing Laws
✤ Vet Current/New Channels
✤ Competitive Advantage
Recommended AuditTypes
✤ Large-Scale Audit Annually
✤ Review All Areas
✤ Checkup Audits Seasonally
✤ KPI’s
✤ Content
✤ Competition
✤ Campaign Audits
Recommended areas to focus on
during a social audit
1. Audit Plan
2. Access Governance
3. Legal
4. Brand Story
5. Social Channels
a. Audiences
b. Voice
c. Content Review
d. Posting
e. Response Tree
f. AI/Chatbot
g. Advertising
h. Analytics /KPI’s
i. Extras - Social SEO
#1.Audit Plan
✤ Documented Social Strategy
✤ Large-Scale Audit Annually
✤ Review All Areas
✤ Checkup Audits Seasonally
✤ KPI’s
✤ Content
✤ Competition
✤ Campaign Audits
#2. Access - User Governance
✤ Staff Roles/Responsibilities
✤ What level of access should they have
✤ Proper sign in
✤ Approval plans
✤ Platform tools / Access
✤ External Access / Agencies
✤ Rules of engagement response plan review
#3. Legal/Compliance - CYA
✤ Company Policy
✤ Protocols / Crisis Management
✤ Interns & Agencies (do they know the rules?)
✤ Influencer / Endorsement Disclosures
✤ eMail Collection Compliance
✤ National/International Laws
✤ Attribution / Copyright
✤ Language Use (i.e. sweepstakes vs. giveaway vs. contest)
Image by Nilina from Pexels
#4. Brand Story
✤ What is your company message?
Is it defined and clear?
✤ Is it reflected in your social?
✤ Recommended Resources:
✤ Building a Story Brand Podcast
✤ Building a Story Brand - Donald
Miller
✤ Don’t Make Me Think - Steve
Krug
StoryBrand
What does your customer want?
What are their challenges? Internal, External and
Philosophical
How are you the guide? Empathy & Authority
What’s the plan? Give them clarity “DMMT”
CTA – What are your calls to action?
What does SUCCESS look like?
What does FAILURE look like?
#5. Social
Channels
✤ Review newcomers & rising
channels
✤ Are you where your customers
are?
✤ Rules/Plan/Goals for each
channel
✤ Posting plans / Content plans
✤ Best practices by channel
✤ Channel benchmarks for KPI’s
Social Channels:Are you
Optimized?
✤ Are your networks optimized?
✤ Photo (is your avatar/logo the same everywhere?)
✤ Cover images
✤ Bio
✤ URL, etc.)
✤ Which networks are currently bringing you the most value?
✤ Are you using each channel the way it is supposed to be used?
✤ Voice
✤ Posting frequency
✤ Best practices checklist
✤ Benchmarks for analytics and featured stats
✤ Response plan
✤ URL, etc.)
✤ How do your profiles compare to your competitors’ profiles?
#5a.Audience & Listening
✤ Where are customers talking?  What social listening do you have set up? What is the
sentiment analysis?
✤ Who are your influencers?  Where should we place most of our efforts?
✤ Who are we speaking to, how does it differ from our email lists, web visitors, etc…?
✤ What are the differences in audiences on each platform? Use this to help create social
personas for marketers in content development discussions.
✤ Google analytics & Google alerts
✤ SEO - Audience overlap analysis
✤ Trends
#5a.Audience & Listening
#5a.Audience & Listening
#5b.Voice
✤ Voice of each channel
✤ What are 2-3 characteristics that
describe you?
✤ Tone
✤ Energy
✤ Jargon
✤ Chart/update “Do’s & Don’ts”
✤ Are we human? Helpful? Intelligent?
#5c. Content
✤ Look at each platform - Does content align with your mission?
✤ Top performing content
✤ Why working
✤ Best platforms for use
✤ Actions to take
✤ Worst performing content
✤ Why unsuccessful
✤ Where used
✤ Actions to take
✤ Leverage discovery from competitor review
✤ Leverage discovery from audience
✤ Leverage research
✤ Keyword review
#5d. Posting
✤ Content Planning
✤ Frequency
✤ What works for YOUR
customers?
✤ Content Calendar
✤ Do you schedule?
✤ Do you automate?
#10. Response
✤ Response tree
✤ Auto
✤ Crisis
✤ Automated responses language
✤ Crisis response – social listening – watching for
spikes - what/how?
✤ Critical to respond quickly & develop
relationships - KPI?
✤ Content is important but responding/relationship
building is critical to success - how will you do
that?
✤ Link strategy – tracking links - what, where, how?
#11.AI/Chatbot Stats
❖ 56% of people would rather message a company
than call customer service
❖ 1 in 2 people would rather shop with a business
they can message as opposed to call
❖ 67% of people expect to message businesses
MORE in the next 2 years
#11.AI/Chatbot
❖ If you have one evaluate efficiency,
use and analytics
❖ Do you need to add/remove content
❖ If you don’t have one evaluate if you
need one
❖ Anything you get as a frequent
question is a good candidate for a bot
❖ Benefits – subscribe feature, can
record every exchange for data
collection
#12.Advertising Review
✤ Review advertising goals
✤ Review budgets/performance
✤ Review targets - what’s working, what’s not, what’s
changed?
✤ Ad plans/timing?
✤ KPI’s by ad type
✤ Company roll up
#13. KPI/
Analytics/Goals
✤ You cannot be successful without KPI’s to make sure
you achieve what your company needs.
✤ What KPIs matter to your business?
✤ What defines your ROI?
✤ Look beyond vanity metrics and measure what truly has
value!
✤ Social impact / Revenue
✤ Response improvement
✤ Website Traffic/Leads
✤ Awareness/Engagement
✤ Look at research, stats, analytics and really analyze what
is working?
✤ Are you using tracking URL’s, UTM’s (naming
conventions?)
#14. Social SEO
✤ Profile optimization
✤ Bio
✤ Consistent Branding/Message
✤ Website optimization
✤ Are sites optimized for social sharing
✤ Links to socials
✤ Drip campaigns
✤ Keep content front of mind
✤ Keywords
✤ Trends/Research
✤ Ads/Websites
✤ Copywriting
✤ What are your competitors buying?
ExtraTools
✤ Buzz Sumo
✤ MozPro
✤ SEMRush
✤ Alexa Agency
✤ AHRefs
✤ Answer the Public
✤ Chrome Keyword PlugIn
How we begin…
✤ Overall Brand Goals
✤ Brand Story
✤ Breakdown of social networks/Voice/Goals (Social, Brand and Product)
Review of
Pew Data
Log Imposters
Competitor
Analysis
✤ Look at competitors & followers
✤ What do they do better? What do we do better?
✤ Are we human? Helpful? Intelligent?
✤ Hashtags?
✤ Gaps? Recommendations?
Content Review
Keyword Analysis
✤ How are Brand & Product keywords performing?
✤ What words are consumers using? Topical trends?
✤ Hashtags, Etc….

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HarperCollins - How I Got Here: The DIY Social Audit and SEO

  • 1. November 2019 D.I.Y. Social Audits & SEO A roadmap to doing a complete social audit
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  • 3. Benefits of social audits ✤ Strategic Direction ✤ Company/Brand Insights ✤ Consumer/Followers ✤ Ideas for Future Content ✤ Missed Opportunities ✤ Changing Laws ✤ Vet Current/New Channels ✤ Competitive Advantage
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  • 7. Recommended AuditTypes ✤ Large-Scale Audit Annually ✤ Review All Areas ✤ Checkup Audits Seasonally ✤ KPI’s ✤ Content ✤ Competition ✤ Campaign Audits
  • 8. Recommended areas to focus on during a social audit 1. Audit Plan 2. Access Governance 3. Legal 4. Brand Story 5. Social Channels a. Audiences b. Voice c. Content Review d. Posting e. Response Tree f. AI/Chatbot g. Advertising h. Analytics /KPI’s i. Extras - Social SEO
  • 9. #1.Audit Plan ✤ Documented Social Strategy ✤ Large-Scale Audit Annually ✤ Review All Areas ✤ Checkup Audits Seasonally ✤ KPI’s ✤ Content ✤ Competition ✤ Campaign Audits
  • 10. #2. Access - User Governance ✤ Staff Roles/Responsibilities ✤ What level of access should they have ✤ Proper sign in ✤ Approval plans ✤ Platform tools / Access ✤ External Access / Agencies ✤ Rules of engagement response plan review
  • 11. #3. Legal/Compliance - CYA ✤ Company Policy ✤ Protocols / Crisis Management ✤ Interns & Agencies (do they know the rules?) ✤ Influencer / Endorsement Disclosures ✤ eMail Collection Compliance ✤ National/International Laws ✤ Attribution / Copyright ✤ Language Use (i.e. sweepstakes vs. giveaway vs. contest) Image by Nilina from Pexels
  • 12. #4. Brand Story ✤ What is your company message? Is it defined and clear? ✤ Is it reflected in your social? ✤ Recommended Resources: ✤ Building a Story Brand Podcast ✤ Building a Story Brand - Donald Miller ✤ Don’t Make Me Think - Steve Krug StoryBrand What does your customer want? What are their challenges? Internal, External and Philosophical How are you the guide? Empathy & Authority What’s the plan? Give them clarity “DMMT” CTA – What are your calls to action? What does SUCCESS look like? What does FAILURE look like?
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  • 16. #5. Social Channels ✤ Review newcomers & rising channels ✤ Are you where your customers are? ✤ Rules/Plan/Goals for each channel ✤ Posting plans / Content plans ✤ Best practices by channel ✤ Channel benchmarks for KPI’s
  • 17. Social Channels:Are you Optimized? ✤ Are your networks optimized? ✤ Photo (is your avatar/logo the same everywhere?) ✤ Cover images ✤ Bio ✤ URL, etc.) ✤ Which networks are currently bringing you the most value? ✤ Are you using each channel the way it is supposed to be used? ✤ Voice ✤ Posting frequency ✤ Best practices checklist ✤ Benchmarks for analytics and featured stats ✤ Response plan ✤ URL, etc.) ✤ How do your profiles compare to your competitors’ profiles?
  • 18. #5a.Audience & Listening ✤ Where are customers talking?  What social listening do you have set up? What is the sentiment analysis? ✤ Who are your influencers?  Where should we place most of our efforts? ✤ Who are we speaking to, how does it differ from our email lists, web visitors, etc…? ✤ What are the differences in audiences on each platform? Use this to help create social personas for marketers in content development discussions. ✤ Google analytics & Google alerts ✤ SEO - Audience overlap analysis ✤ Trends
  • 21. #5b.Voice ✤ Voice of each channel ✤ What are 2-3 characteristics that describe you? ✤ Tone ✤ Energy ✤ Jargon ✤ Chart/update “Do’s & Don’ts” ✤ Are we human? Helpful? Intelligent?
  • 22. #5c. Content ✤ Look at each platform - Does content align with your mission? ✤ Top performing content ✤ Why working ✤ Best platforms for use ✤ Actions to take ✤ Worst performing content ✤ Why unsuccessful ✤ Where used ✤ Actions to take ✤ Leverage discovery from competitor review ✤ Leverage discovery from audience ✤ Leverage research ✤ Keyword review
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  • 26. #5d. Posting ✤ Content Planning ✤ Frequency ✤ What works for YOUR customers? ✤ Content Calendar ✤ Do you schedule? ✤ Do you automate?
  • 27. #10. Response ✤ Response tree ✤ Auto ✤ Crisis ✤ Automated responses language ✤ Crisis response – social listening – watching for spikes - what/how? ✤ Critical to respond quickly & develop relationships - KPI? ✤ Content is important but responding/relationship building is critical to success - how will you do that? ✤ Link strategy – tracking links - what, where, how?
  • 28. #11.AI/Chatbot Stats ❖ 56% of people would rather message a company than call customer service ❖ 1 in 2 people would rather shop with a business they can message as opposed to call ❖ 67% of people expect to message businesses MORE in the next 2 years
  • 29. #11.AI/Chatbot ❖ If you have one evaluate efficiency, use and analytics ❖ Do you need to add/remove content ❖ If you don’t have one evaluate if you need one ❖ Anything you get as a frequent question is a good candidate for a bot ❖ Benefits – subscribe feature, can record every exchange for data collection
  • 30. #12.Advertising Review ✤ Review advertising goals ✤ Review budgets/performance ✤ Review targets - what’s working, what’s not, what’s changed? ✤ Ad plans/timing? ✤ KPI’s by ad type ✤ Company roll up
  • 31. #13. KPI/ Analytics/Goals ✤ You cannot be successful without KPI’s to make sure you achieve what your company needs. ✤ What KPIs matter to your business? ✤ What defines your ROI? ✤ Look beyond vanity metrics and measure what truly has value! ✤ Social impact / Revenue ✤ Response improvement ✤ Website Traffic/Leads ✤ Awareness/Engagement ✤ Look at research, stats, analytics and really analyze what is working? ✤ Are you using tracking URL’s, UTM’s (naming conventions?)
  • 32. #14. Social SEO ✤ Profile optimization ✤ Bio ✤ Consistent Branding/Message ✤ Website optimization ✤ Are sites optimized for social sharing ✤ Links to socials ✤ Drip campaigns ✤ Keep content front of mind ✤ Keywords ✤ Trends/Research ✤ Ads/Websites ✤ Copywriting ✤ What are your competitors buying?
  • 33. ExtraTools ✤ Buzz Sumo ✤ MozPro ✤ SEMRush ✤ Alexa Agency ✤ AHRefs ✤ Answer the Public ✤ Chrome Keyword PlugIn
  • 34. How we begin… ✤ Overall Brand Goals ✤ Brand Story ✤ Breakdown of social networks/Voice/Goals (Social, Brand and Product)
  • 37. Competitor Analysis ✤ Look at competitors & followers ✤ What do they do better? What do we do better? ✤ Are we human? Helpful? Intelligent? ✤ Hashtags? ✤ Gaps? Recommendations?
  • 39. Keyword Analysis ✤ How are Brand & Product keywords performing? ✤ What words are consumers using? Topical trends? ✤ Hashtags, Etc….