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How to Conduct a Social Media Audit

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This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Evaluate your brand’s social media efforts. What are competitors posting? Identify the social media content that resonates with your audience, which channels are effective, and how to adjust strategy.

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How to Conduct a Social Media Audit

  1. 1. Social Media Audits Michelle G. Held MetroNY.com Pintalk.net
  2. 2. Mo Let’s connect! Metrony.com Twitter: @metrony LinkedIn.com/in/metrony PinTalk.net Twitter: @pintalknet Pinterest: @Pintalk Michelle G. Held MetroNY, LLC
  3. 3. Disclaimer: All graphics are for educational purposes only in accordance with the Fair Use Act. All trademarks, trade names, or logos mentioned or used are the property of their respective owners.
  4. 4. Objectives: • Assess your SM presence • Check on competitors • Look for an opportunity • Pivot strategy
  5. 5. 75% U.S. MILLENNIAL WOMEN CONSULT SM BEFORE BUYING Trust -> Sales
  6. 6. Social CPM, Pixels, Interests & Behaviors
  7. 7. • Get data!
  8. 8. Google Analytics Traffic Facebook 55% Twitter 9% Yelp 7% Google+ 7% Pinterest 22%
  9. 9. List all of your known social accounts
  10. 10. Identify Competitors
  11. 11. Locate Owned and Unowned Accounts
  12. 12. Search social channels for imposters
  13. 13. “Real” accounts: Who holds the keys?
  14. 14. AUDIENCE • How many followers do you have? • Competitors’ followers per channel
  15. 15. ACTIVITY / FREQUENCY
  16. 16. ENGAGEMENT PER CHANNEL
  17. 17. ENGAGEMENT
  18. 18. What’s Going on in Your Competitors’ Worlds?
  19. 19. ACTIVITY vs ENGAGEMENT
  20. 20. CONTENT • Is the content unique per channel or repurposed? • What type content resonates with your target audience?
  21. 21. • #hashtag use • Are there links in posts? • Is content generally on-brand? • Response time and rate? • Links
  22. 22. Are channels and posts on brand?
  23. 23. Quality
  24. 24. Adjust Profile Photos
  25. 25. We process visual data 60k times faster than text!
  26. 26. 1.55B Monthly Active Users 8.71% 5.77% 5.29% 3.73% 0% 2% 4% 6% 8% 10% Video Text Only Link Photos Increased Engagement
  27. 27. 35% 28% 0% 10% 20% 30% 40% 50% Photos Video Increased Retweets
  28. 28. Selfies
  29. 29. Stock Images
  30. 30. Professional Product Photos
  31. 31. Quotes
  32. 32. Video is one of the most engaging and immersive ways to tell your story!
  33. 33. Multi-Column Layout
  34. 34. 1:1 Aspect Ratio (Square)
  35. 35. NO Blurry Images! • 72 dpi • .png • .jpeg • .gif • animated .gif (Twitter, Pinterest)
  36. 36. 92% CONSUMERS TRUST RECOMMENDATIONS 70% ONLINE REVIEWS ARE 2ND MOST-TRUSTED
  37. 37. © Copyright
  38. 38. Mo Let’s connect! Metrony.com Twitter: @metrony LinkedIn.com/in/metrony PinTalk.net Twitter: @pintalknet Pinterest: @Pintalk Michelle G. Held MetroNY, LLC

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