This is an updated version of my social media audit assignment for my university-level social media class. This assignment relies on the use of Keyhole.co social media analytics software. Learn more at: mattkushin.com.

1. Com 322: Social Media
Matthew J. Kushin, PhD | Shepherd University
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Overview
Due: See Syllabus
% of Total Grade: See Syllabus
Turning In: Go to Assignments on Sakai in MS Word Compatible format. 1 team member places a shared URL
to a Google Doc in the textbox on Sakai by due date on syllabus. Be sure that the Google Doc
is marked for ‘edit’ under the ‘share’ button and share it directly with my Google account.
Overview
You will conduct a social media audit of Shepherd University’s Communication Department AND a competitor that I will assign.
You will focus specifically on a comparison of Twitter and Instagram between the two departments.
Useful Materials:
 Social Media Audit Guide Questions (at bottom of this assignment).
 Recommended social media audit student example on Sakai (which you should read in full!).
o Additional audit examples: National Farm to School Network | Hult Center for the Performing Arts | Asbury
Design Consultancy
 Keyhole.co and the logins (ask Dr. K for login if your team doesn’t have one yet)
 Keyhole.co training videos (were assigned already): https://www.youtube.com/c/KeyholeCoSocial/videos
Keyhole.co Trackers
There are a total of 6 trackers set up in Keyhole.co that you will use. Do not create any new trackers.
 2 campaign trackers: One Campaign tracker for ShepComm and one for the competitor.
 4 account trackers: 1 of our competitor’s Instagram, 1 of ShepComm’s Instagram, 1 of our competitor’s Twitter, 1 of
ShepComm’s Twitter.

2. Com 322: Social Media
Matthew J. Kushin, PhD | Shepherd University
Organization of Paper
1. Organization Overview – 1-2 paragraphs so we know who you’re writing about. Tell us about each department and
university and what makes them similar and unique.
2. Methods section – 1-2 paragraphs telling us what tools you used to do your analysis (e.g., social-searcher.com, etc.)
3. Social Media Audit – Use the questions from Part 1 of the “Guide Questions” at bottom of this document.
a. Compare ShepComm and the Comm Department at our competitor.
4. Communication Audit - Use questions from Part 2 of the “Guide Questions” at the bottom of this document.
a. Compare ShepComm and the Comm Department at our competitor.
5. Recommendations & Discussion
 In consideration of what you found, what conclusions can you draw about how our department could use social
media for the social media platform you chose? What recommendations do you have? How can they improve?
 Back up your claims by citing all references in text (such as to recommendations. Ex: If you recommend they post
3 times per hour on Twitter, why? What is your source for this recommendation? – maybe it is discussed in
Likeable Social Media or the other class text. Maybe it is based on things other universities are doing well. Maybe
you need to do some web searching – there is a lot online on this sort of thing!)
Additional Requirements
1) Cover Page – Cover page with title of report and team member names.
2) Length – Body should be about 5-6 pages of text double-spaced (NOT including images, graphs, etc.).
3) Visuals – use screen grabs of their social media, create graphs or charts to communicate complex information, such as
numbers, or comparisons.
4) Formatting – Use headers to organize your paper into sections.
5) Citations – All references to external material must be linked to (using embedded URLs).
6) Reference list - A list at the end of the document of any additional readings or sources, including the URLs to their social
media sites.
7) Write paper as an essay – You can use bullet points for any lists.
Grading Criteria
 A Professional quality of writing
 Organization, Structure & flow of paper
 Thoroughness of Review & addressing of questions
 Recommendations based on sound reasoning & evidence relying on credible external sources (e.g., sources)
 Links to sources. Reference list.

3. Com 322: Social Media
Matthew J. Kushin, PhD | Shepherd University
Social media Audit Guide Questions
PART I. Organization’s Social Media Overview
1. Voice & Style
It is important to note the style or tone (for example, are they playful, serious, positive, funny, relaxed, etc.) the organization uses on their
social media. This is conveyed through text in the posts, profile description, and other social content. It is also conveyed visually through
color schemes, profile photos & graphics, images shared, etc.
 Is the organization consistent with how it portrays itself visually and textually across social platforms?
o Best way to do: Go to their social media account or blog and check it out.
o Look at the last dozen or two dozen posts.
2. Social Media Publicity
 Look over their website. Do they mention their social media presence? If so, how? Is a link present?
 Are they driving traffic between their website and social media sites? (e.g., do they link to their Instagram page on their website? Look
over their twitter posts – are they mentioning their Instagram or other social media? ). In what ways?
3. Stats / Measurement
 For our client (ShepComm): Access this information by logging into keyhole.co and selecting “social media account analytics”
 For our competitor: Access this information by logging into keyhole.co and selecting “social media account analytics”
o Unfortunately, we don’t have access to all of the data of our competitor.
PART 2. Conversation Analysis
This is a key component of your social media audit. It is a look at the conversation going on around the brand.
1. What are they talking about?
 Look through some of their social media posts. What are the sorts of things this client seems to post about?
2. Who follows them?
 In Keyhole: Look at “Follower Insights” page within the account tracker for each account. This is accessible under “Social media account
analytics”
3. Who talks about them?
 In Keyhole: Look at the “social listening & campaign tracking” tracker for both ShepComm and our competitor. Explore the “influencers”
page.
4. What is being said about them?
 In Keyhole: Look at the “social listening & campaign tracking” tracker for both ShepComm and our competitor. Explore the “posts” page.
5. How often are posts about them being made? How many users are posting? What is the engagement of those posts? What is the reach?
What are impressions?
 In Keyhole: Look at the “social listening & campaign tracking” tracker for both ShepComm and our competitor. Explore the “dashboard”
page where you will find the answer to all of these questions at the top highlighted in a yellow box.
6. Are the mentions positive / negative / neutral?
7. In Keyhole: Look at the “social listening & campaign tracking” tracker for both ShepComm and our competitor. Look over the
“sentiment” page.