The Social Media Audit


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A social media audit of systems, implementation, strategy, and culture offers a comprehensive evaluation of the state of your organization’s social media strategy, processes, and systems. Audits are not a judgment, but rather a statement of where you are along a continuum of practice, and offer practical insights into your social media execution and effectiveness. In this webinar, we’ll discuss the right time to consider a social media audit, the goals of the audit, inquiry tools and resources, what a 360-degree audit entails, and what to do with the results. We'll also explore case studies of two nonprofit social media audits, what the organizations learned from participating in this process, and how the audit information translated into ramping up their strategic social media engagement.

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The Social Media Audit

  1. 1. The Social Media Audit Debra Askanase & Ash Shepherd February 15, 2012A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speakers Debra Askanase Ash Shepherd Founder and Engagement Strategist Senior Project Manager/Strategist, Community Organizer 2.0 NPower NorthwestAssisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. The Social Media Audit Presented by Ash Shepherd and Debra AskanaseNonprofit WebinarsFebruary 15, 2011
  6. 6. Road Map• What is a social media audit (and what it’s not)• When is the right time to do an audit• Goals of the audit• Tools and resources• The 360-degree audit• Tying the audit back to strategy• Supplemental resources
  7. 7. Take a look under the hood
  8. 8. What is a social media audit? Measures processes, not the strategy
  9. 9. What is a social media audit? Sets expectations
  10. 10. What is a social media audit? Measures progress towards social media maturity
  11. 11. What is a social media audit? Assesses systems efficiencies
  12. 12. What is a social media audit?Identifies barriers to successful implementation
  13. 13. The audit is a measurement of systems, competence, and maturity
  14. 14. Audit components: social media practice areas• Strategy• Implementation• Online integration• Support and/or connected culture
  15. 15. Strategy vs. audit
  16. 16. What an audit is NOT• It will not offer a strategy for social media• It will not evaluate how a specific campaign is going or whether it met campaign goals• It will not evaluate how you are progressing towards a specific strategic goal• It will not tell you how to make your existing social media strategy stronger
  17. 17. Campaign vs. systems auditsCampaign audit Systems auditGoals focused Systems focusedMetrics focused Processes focusedWhat was and was not What process are and areexecuted not in placeDegree of success Level of maturity
  18. 18. When is the right time?
  19. 19. Timing of an audit• You’ve been doing social media for at least six months• You want to evaluate resource allocation• You’re about to step up your social media efforts or launch a campaign• Your organization is ready to be a networked nonprofit or ready to advocate for being one
  20. 20. Goals of an Audit• Provide a snapshot of systems and processes• Identify overall “foundation for success”• Ease process of prioritizing next steps• Allow for comparisons over time to track growth
  21. 21. Use as a FrameworkInquiry up front & listen Modify wherefor specific needs/goals appropriate
  22. 22. Getting into the Tool• Detailed document of theory and application• Methodology for assessment• Entering “The Matrix”• Recommendations report
  23. 23. Practice Maturity Scale
  24. 24. The “Matrix”| Focus Areas
  25. 25. Focus Areas Modified
  26. 26. Methodology Spectrum *Interview is the most common method
  27. 27. The “Matrix”| Example 1
  28. 28. Example 1 | Results• Little extended beyond fund development• Some campaign strategy but no long-term• Traditional background helps with integration• Strategy/Policy top priority for going forward
  29. 29. The “Matrix” | Example 2
  30. 30. Example 2 | Results• Very little institutionalization, mostly ad hoc, some planned systems• Weakest area is connected culture, which affects the rest of the organization’s social media efforts• Identifying SMART goals, conversation areas, leadership development opps are priorities • Organizational education about the use of and participation in social media also critical
  31. 31. End Products• Matrix• Recommendations Report – Current State Analysis – Priorities – Next steps
  32. 32. The 360-degree audit BoardManagers Internal Staff System Online fans
  33. 33. What to do with the results• Reevaluate systems and processes• How does this impact your social media strategy?• Prioritize change: – What can you immediately, in 3 mos, 6 mos.• Convey this information to the whole agency – Integrate with program and fundraising – How will this impact culture, reporting, etc?
  34. 34. Where you can find more• Original Posting: NPower Northwest Website• Wikispace: Collaboration Experiment
  35. 35. The Wiki Experiment• Original docs• Additional resources developed by others• Iterations (Coalition specific, etc.)• Related Resources
  36. 36. Jumping InWhat is your next step? Photo Credit | Flickr: Hamad-Al-Mohanna
  37. 37. Debra Askanase, Engagement Strategistdebra@communityorganizer20.comTwitter: @askdebraLinkedin: 682-2977Ash Shepherd, Senior Project Manager/Strategistashs@npowernw.orgTwitter: @NPTech_AshLinkedin: 285-1949
  38. 38. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: