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Social media audits


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Webinar 3 slides for the Social Media Marketing and Communication Strategy course offered at Vives, Kortrijk, Belgium

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Social media audits

  1. 1. Social Media Marketing and Communication Strategy Erasmus Course January 2016
  2. 2. Today’s webinar covers • The essentials of running a social media audit and tools to use to carry it out. 2
  3. 3. A social media audit is carried out in order to: • evaluate the current uses of social media by an organisation or its competitors • identify opportunities • to gain insight into the motivations and behaviors of a specific target audience 3
  4. 4. • The information included in a social media audit therefore depends on: – The purpose of the social media audit (insight/benchmarking/evaluation) – The organization/person carrying it out (insider view/outsider view) 4
  5. 5. Opportunity (SWOT, PESTLE, social media audit) Goals SMART Objectives Stakeholders & Target audiences Media channels Search (SEO/ SEM) Plan content (time, resources, budget) Implement MonitorEvaluateRevise 5
  6. 6. Your assignment 2 channels for each institution 2 organizations/celebrities/institutions  A social media audit and competitor analysis 6
  7. 7. Your analysis should include: • a description of your chosen subject (company/public persona/event/museum/NGO) and what they do online in general terms (how many channels do they use, with what purpose, what is their target audience) • a justification of your chosen subject • a description of your competitor and what they do online in general terms (how many channels do they use, with what purpose, what is their target audience) • a justification of your choice of competitor (include a perceptual map to support your justification) • a comparison and analysis of the social media use between your chosen subject and their online competitors (choose one channel only; what do they use it for; how effectively; what can you say about their use and knowledge of social media and strategy) • a list of a minimum 3 recommendations for your subject to improve their online activity (make these actionable). 7
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  9. 9. Collect all the data that is publicly available 9
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  14. 14. Ask yourself what matters the most 14
  15. 15. Tip: Think beyond vanity metrics! 15 Focus better on ratios and conversions…. • posts/comments/shares in a day • replies vs RTs/per post • responses vs information push per week
  16. 16. Use some help to get more data 16
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  22. 22. Other platforms • Marketing Grader • TweetReach • Tailwindapp • Topsy 22
  23. 23. Health-check audit • Looks at the current performance of the social media accounts of an individual/organisation – Usually performed internally – Considers results in relationship with the strategy and objectives of the organisation 23
  24. 24. Bufferapp. Social media audit template. Available from: qW5LNWkCbKu1DPdpKTAFF1P8xWA2L30aPJe0N8/edit?pli=1#gid=0 24
  25. 25. 25 successful-digital-marketing-audit/
  26. 26. Branding audit • Evaluates the current presence of an individual/organisation on social media from a branding perspective – Results are compared with branding guidelines – Assesses completeness and accuracy of profiles 26
  27. 27. Social Media Communications Audit • Evaluates the current social media activity of an individual/organisation from a strategic perspective – See: Npower (2010) Social Media Communications Audit: A Guide To Understanding and Implementation 27
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  30. 30. Competitor social media audit • Uses similar elements as the other audits described earlier • It is carried out to identify – Opportunities – Best practices 30
  31. 31. Additional resources: • Social media audits: l9/ • Competitor analysis: • and-social-media-audits_lectures-7-and-8/ • alysis.pdf • Social media audit templates: 31
  32. 32. Conclusions • A social media audit is a complex exercise • For the insight gained to be valuable, the data recorded should ALWAYS – Consider the purpose of the audit – Go beyond vanity metrics (check again the AMEC Social Media Measurement Framework for help) • The recommendations resulting from a social media audit should be actionable (that is, they can be easily translated and included into the strategy and content plan and thus, implemented) 32