Social Media Audits, Strategy & Everything In-between

Social Media Audits, Strategy
& Everything In-between
B y A s h l e y S e g u r a
To p H a t S o c i a l

We Did a Thing…
@AshleyMadhatter

6
Step 1:
Define Campaign Goals

Travel to National Parks in the United States and
Canada for a year and document the journey via
Instagram and YouTube.
Our “Cute” Goal…
@AshleyMadhatter
Our First Attempt at a Goal… #socute

“Cute” Goal
A goal that would be great to accomplish, but has
little definition of what metrics or measurement
needs to be met in order to achieve goal.
@AshleyMadhatter
Definition of a Cute Goal

Have 10k followers on Instagram and 1k followers
on YouTube by the end of our year-long journey
(May, 2020).
S.M.A.R.T Goal
@AshleyMadhatter
Definition of a S.M.A.R.T Goal

What Defines Us As a Brand?
What makes us different from all of the other
travel Instagram couples?
Selling Point
@AshleyMadhatter

What Defines Us As a Brand?
What makes us different from all of the other
travel Instagram couples?
- National Parks
- Fulltime RVing
- Newlyweds
Selling Point
@AshleyMadhatter

Social Research: Where Will We Go? (content)
@AshleyMadhatter

Social Research: Are These OUR People?
@AshleyMadhatter

Competitor Social Research
How often they post
What kind of content they post
Instagram to YouTube variations
@AshleyMadhatter

18
Step 4:
Define the Content Strategy

Excel Doc Time
Campground type
Date
Cost
Full hookups
Contact Info
@AshleyMadhatter

Location —> Content
Where we chose to stay determined the
backdrop for the content we create.
@AshleyMadhatter

Timing —> Posting Schedule
Type of content (image vs video)
Video schedule
Timing around weather
Topic ideation
@AshleyMadhatter

22
Step 5:
Schedule, Grow & Respond

Schedule the Content
Hashtag research
Regular engaging
Following / unfollowing
@AshleyMadhatter

We Haven’t Reached Our Goal Yet…
@AshleyMadhatter

So… Repeat Steps Weekly to Respond, Share and Measure
@AshleyMadhatter

26
@TopHatArsen
Do you have a similar
process for strategizing your
company’s social media?
Or no process at all..

Whether You’re Building a Fun Brand Experiment
@AshleyMadhatter

Or Measuring Your Company’s Social Efforts
@AshleyMadhatter

Here’s the 10 Metrics You Need to Measure
For Any Social Strategy
@AshleyMadhatter

@AshleyMadhatter
Email Me
ashley@tophatsocial.com

32
@TopHatArsen
Every social media
goal needs to have a
WHAT and a HOW,
not just a what.

Examples of Cute Goals
• Increase engagement on Instagram from March to April
@AshleyMadhatter

Examples of Realistic Goals
• Increase engagement on Instagram from March to April
• Receive at least 150 engagements on each Instagram post, posting once a
day for 30 days
@AshleyMadhatter

Examples of Cute Goals
• Facebook be the primary website traffic source in April
@AshleyMadhatter

Examples of Realistic Goals
• Facebook be the primary website traffic source in April
• Increase website traffic from Facebook 25% by posting 2 posts with links a
day for the month of April
@AshleyMadhatter

@AshleyMadhatter
• Social Media:
Count 2 posts a day
Goal
Tools

@AshleyMadhatter
• Social Media:
Count 2 posts a day
• Google Analytics:
How much traffic
Goal
Tools

@AshleyMadhatter
• Social Media:
Count 2 posts a day
• Google Analytics:
How much traffic
• Conversion Math:
Did you receive 25%
increase?
Goal
Tools

Is Your Brand Consistent on ALL Social?
@AshleyMadhatter

@AshleyMadhatter
Branding
• Consistent profiles
• Bios
• Links
• Cover images / Profile
Images
• Brand recognition

44
@TopHatArsen
The consistency of a
brand will create a certain
emotion for users.

@AshleyMadhatter
Branding
Tools
• Company branding
document includes:
• Terminology / Avoid
• Company naming
• Mission statement
• Visual marketing guides
• PR

Who is engaging with you most? Is it the right people?
@AshleyMadhatter

Get Discovered By YOUR People
@AshleyMadhatter

@AshleyMadhatter
Audience
Tools
• Social media insights
• Followerwonk
• Friends+Me
• Tailwind
(Instagram + Pinterest)
• GA -> Audience Report

52
@TopHatArsen
Your social media
audience needs to match
the people who visit and
convert on your website.

2
Any Alignment?
Google Analytics:
Demographics > Gender + Location
Social Media:
Audience insights > Gender + Location
@AshleyMadhatter

Measure What Content Types You Share
@AshleyMadhatter

See Which Posts Types Receive Engagement
@AshleyMadhatter

@AshleyMadhatter
Content
Tools
• Insights
• Visual: Social profiles
• Buzzsumo
• Agorapulse

Are You Consistently Posting?
@AshleyMadhatter

@AshleyMadhatter
Timing
Tools
• Manual count
• Audience page
insights
• Industry studies for
days / times —>
https://sproutsocial.com/insights/best-times-to-post-on-social-media/

@AshleyMadhatter
Listening
• What is being said?
• Positive?
• Negative?
• Neutral?

@AshleyMadhatter
Listening
• Respond-worthy??

@AshleyMadhatter
• Mention
• SEMrush
• Tweetdeck
• Brandwatch
Listening
Tools

Always Visually Check Your Competition
@AshleyMadhatter
• Take One For the Team
Follow your competitors on your personal profiles
• Document Opportunities
Snag new ideas and high-performing post concepts
• Document Strengths
Notate your advantages over them

@AshleyMadhatter
Competitor
Tools
• Likealyzer
• Buzzsumo
• Phlanx (Instagram)
• SEMrush

The Social Engagement Metrics Overtime
@AshleyMadhatter

@AshleyMadhatter
Numbers
Tools
• Buffer
• SEMrush
• Hootsuite
• TweetReach
• Google Analytics

How is Social Helping Your Site?
@AshleyMadhatter

@AshleyMadhatter
Website
Tools
• Social media pixels
• Google Analytics
• SEMrush
• Ahrefs

2
Website & Social…
• Enable Twitter Cards:
Twitter cards display information about your links, blog posts or products. They also increase
the engagement levels on your Tweets.
@AshleyMadhatter

2
Website & Social…
• Use Facebook OpenGraph:
Add the Open Graph meta-tags to your blog so that your featured image is always displayed.
@AshleyMadhatter

2
Website & Social…
• Use Facebook OpenGraph:
Add the Open Graph meta-tags to your blog so that your featured image is always displayed.
• Add Social Media Sharing Widget:
AddThis or DiggDigg are great widgets to add social media sharing and follow widgets.
@AshleyMadhatter

@AshleyMadhatter
Management
Review
• Do you have 24/7
response?
• How often is
reporting done?
• How many ppl on the
team?

The Social Media Audit - A Mini Report
@AshleyMadhatter
Sales

@AshleyMadhatter
Sales
The Social Media Audit - A Mini Report

100
Top Secret Takeaways:
write these down

Create Goals in GA: Analytics > Social > Conversions
@AshleyMadhatter
hootsuite.com/tracking-social-media-in-google-analytics/

But, Keep an Eye on Social + Bounce Rate
@AshleyMadhatter

Go Down Hashtag Rabbit Holes
Do hashtag research on Instagram or using
hashtag tools like all-hashtag.com to discover
hashtags based on your keywords.
Monitor Hashtag Performance
@AshleyMadhatter
Social
Content
SEOProduct
Sales
Client

Once you have a small handful (starting with
10 hashtags), start liking, commenting, and
following the users sharing the top and recent
posts.
@AshleyMadhatter
Social
SEOProduct
Client

Rinse and repeat. Keep liking, commenting,
and following based on relevant (but not too
popular) hashtagged posts each time you
share a new post.
@AshleyMadhatter
Social
Content
SEOProduct
Sales
Client

Let Everyone In on the Data
Helps make better business decisions and
new campaign ideas with the WHOLE team.
- New hashtags
- New creative types
- New copy suggestions
Share Social Media Data Findings w/ALL Teams
@AshleyMadhatter
Social
Content
SEOProduct
Sales
Client

Is the Network Still Effective?
Stop putting efforts on social networks that
don’t bring you results.
Determine How Effective a Social Network Is
@AshleyMadhatter
Social
Content
Product
Sales
Client

Don’t Just Talk About You…
Share content varieties that are earned,
owned, and influenced.
What’s Your Content Like?
@AshleyMadhatter
Product
Sales
Client
Earned:
testimonials, reviews,
guest posts
Shared:
industry content,
publications
Owned:
original created
content
Influencer:
audience and
influencer

Schedule Ahead, But Not Too Far
1-3 months at a time leaving placeholders for
blog content and content development
Use Editorial Calendars, Scheduling NO MORE Than 1-Quarter
@AshleyMadhatter
Sales
Email Me
ashley@tophatsocial.com

The ROI on Social Media
@AshleyMadhatter
Sales
Avinash Kaushik • Conversion Rate:
# of Audience Comments (or Replies) Per Post
• Amplification Rate:
Average # of shares/retweets per post
• Applause Rate:
# of Likes
• Economic Value:
Sum of short and long term revenue and cost
savings

#Pubcon | @AshleyMadhatter
DON’T PROCRASTINATE…
AUDIT YOU SOCIAL MEDIA
QUARTERLY
@AshleyMadhatter

E - M A I L W E B S I T E
CONTACT US
ashley@tophatsocial.com www.TopHatSocial.com
@AshleyMadhatter

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Social Media Audits, Strategy & Everything In-between