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Social media audits

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Ana ADI
Ana ADI

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

Education
1 of 32
Social Media Marketing and Communication Strategy Erasmus Course January 2016 www.anaadi.net
Today’s webinar covers • The essentials of running a social media audit and tools to use to carry it out. www.anaadi.net 2
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 www.anaadi.net 3
• 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) www.anaadi.net 4
Opportunity (SWOT, PESTLE, social media audit) Goals SMART Objectives Stakeholders & Target audiences Media channels Search (SEO/ SEM) Plan content (time, resources, budget) Implement MonitorEvaluateRevise www.anaadi.net 5
Your assignment 2 channels for each institution 2 organizations/celebrities/institutions  A social media audit and competitor analysis www.anaadi.net 6
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). www.anaadi.net 7
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Collect all the data that is publicly available www.anaadi.net 9
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Ask yourself what matters the most www.anaadi.net 14
Tip: Think beyond vanity metrics! www.anaadi.net 15 Focus better on ratios and conversions…. • posts/comments/shares in a day • replies vs RTs/per post • responses vs information push per week
Use some help to get more data www.anaadi.net 16
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Other platforms • Marketing Grader • TweetReach • Tailwindapp • Topsy www.anaadi.net 22
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 www.anaadi.net 23
Bufferapp. Social media audit template. Available from: https://docs.google.com/spreadsheets/d/1pALC- qW5LNWkCbKu1DPdpKTAFF1P8xWA2L30aPJe0N8/edit?pli=1#gid=0 www.anaadi.net 24
www.anaadi.net 25 https://www.socialmediaexplorer.com/social-media-marketing/6-components-of-a- successful-digital-marketing-audit/
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 www.anaadi.net 26
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 www.anaadi.net 27
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Competitor social media audit • Uses similar elements as the other audits described earlier • It is carried out to identify – Opportunities – Best practices www.anaadi.net 30
Additional resources: • Social media audits: https://dcsbu.wordpress.com/2014/11/02/social-media-audits- l9/ • Competitor analysis: • https://dcsbu.wordpress.com/2013/11/03/competitor-analysis- and-social-media-audits_lectures-7-and-8/ • http://pages.stern.nyu.edu/~jczepiel/Publications/CompetitorAn alysis.pdf • Social media audit templates: https://copy.com/UUEqG9jlFsLJpEjQ www.anaadi.net 31
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) www.anaadi.net 32

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Social media audits

  • 1. Social Media Marketing and Communication Strategy Erasmus Course January 2016 www.anaadi.net
  • 2. Today’s webinar covers • The essentials of running a social media audit and tools to use to carry it out. www.anaadi.net 2
  • 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 www.anaadi.net 3
  • 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) www.anaadi.net 4
  • 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 www.anaadi.net 5
  • 6. Your assignment 2 channels for each institution 2 organizations/celebrities/institutions  A social media audit and competitor analysis www.anaadi.net 6
  • 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). www.anaadi.net 7
  • 9. Collect all the data that is publicly available www.anaadi.net 9
  • 14. Ask yourself what matters the most www.anaadi.net 14
  • 15. Tip: Think beyond vanity metrics! www.anaadi.net 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. Use some help to get more data www.anaadi.net 16
  • 22. Other platforms • Marketing Grader • TweetReach • Tailwindapp • Topsy www.anaadi.net 22
  • 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 www.anaadi.net 23
  • 24. Bufferapp. Social media audit template. Available from: https://docs.google.com/spreadsheets/d/1pALC- qW5LNWkCbKu1DPdpKTAFF1P8xWA2L30aPJe0N8/edit?pli=1#gid=0 www.anaadi.net 24
  • 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 www.anaadi.net 26
  • 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 www.anaadi.net 27
  • 30. Competitor social media audit • Uses similar elements as the other audits described earlier • It is carried out to identify – Opportunities – Best practices www.anaadi.net 30
  • 31. Additional resources: • Social media audits: https://dcsbu.wordpress.com/2014/11/02/social-media-audits- l9/ • Competitor analysis: • https://dcsbu.wordpress.com/2013/11/03/competitor-analysis- and-social-media-audits_lectures-7-and-8/ • http://pages.stern.nyu.edu/~jczepiel/Publications/CompetitorAn alysis.pdf • Social media audit templates: https://copy.com/UUEqG9jlFsLJpEjQ www.anaadi.net 31
  • 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) www.anaadi.net 32