This is a complete social media audit I created [in a group] with the approval of Paris Daniell of DigitasLBi

1. SOCIAL MEDIA AUDIT
Colleen Babble - 03602625
Tram Pham - 03514237
Nhung Doan - 03887297
Sydney Burns - 02640968

2. PROCESS
1. Selected Q4 as the time
frame to audit
2. Identified all social media
channels Tesla owns
3. Performed an in depth
analysis of each channel
and its content
1. Reviewed all data collected
2. Identified key events
overall and within each
channel
3. Found patterns that
repeated throughout all
social media channels
4. Performed a comparison
of competitors in luxury
brands’ social media
1. Compared information
found about other luxury
brands
2. Perform side by side
comparisons of content
and overall brand
strategies
1. Evaluated each social
media channel
independently for best
practices
2. Reviewed holistic social
media strategy
3. Reviewed overall
marketing efforts to
analyze campaigns
1. Determined key trends
2. Suggested actionable
improvements
COLLECT ANALYZE COMPARE
EVALUATE FINALIZE

3. GRADING CRITERIA
EVALUATE
Quality of Content
● Audience engagement
● Shareability
● Media quality
Brand Standards
● Consistent brand voice
● Convey brand pillars
Best Practices
● Diverse media
● Hashtags
● Chanel best practices
GRADING CRITERIA
1
2
3
4
5
Below Average - It would be better not to participate
Attempting Standards - Good effort, but needs some improvement
Industry Standard - A solid attempt, no glaring mistakes but no large
wins
Best Practices - Utilizing social media as intended, with great
brand integration
Trail Blazers - Setting the standard for the social media channel

4. GRADING OVERVIEW
Vine

5. TESLA’S GRADE
OVERALL
3 2 4 3
SOCIAL BLOG VIDEO
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS

6. ● The branded content on social media does little to push the brand forward
● Inconsistency with posts and underutilization of platforms
● Little engagement with the audience, partners, or influencers
● Social media is used as a support structure for physical events and marketing, not as a primary
tool to create genuine connection and conversation
INSIGHTS

7. INSIGHT 1 The branded content on social media does little to push the brand forward
● The Facebook account
uses photos that are on
brand, but do not do
anything additional to
create another layer of
interest
● On Twitter, the brand is
showing how global they
are by using product
shots, but do not show a
lifestyle
● The Pinterest board
describes the product,
with no call to action or
excitement to go with it

8. INSIGHT 2 Inconsistency with posts and underutilization of social media platforms
● Official Twitter account:
@TeslaMotors is updated
frequently with a focus on
technical informative and
physical marketing events.
There are few human insights.
● The Vine account (Tesla
Motors) has no posts although
there are 10,000 loops of
videos about Tesla
● Tesla’s Pinterest account
stopped uploading photos in
2013.
→ These social media platforms
are not used efficiently or
creatively.
→ There is a wonderful chance
to let the innovation brand
pillar shine.

9. INSIGHT 4INSIGHT 3 Little engagement with the audience, partners or influencers
Comments from the blog post “Driving Range
in the Model S Family”. People posted many
questions, Tesla responded to none.
BLOG TWITTER
Tesla retweets some influencers tweets but rarely
engages in conversations with them.

10. Schiphol Amsterdam Airport Taxi was the
only partner that Tesla featured.
FACEBOOK

11. INSIGHT 4
Social media is used as a support structure for physical events and marketing, not as a primary
tool to create genuine connection and conversation
Blog Facebook
Instagram Youtube
Social media is used to broadcast
their events/ campaigns
The events are the main reason for
Tesla’s channels.
Example: Tesla Factory Upgrade
campaign in November 17, 2014

12. Posts on Facebook are all about Tesla events in California, Paris, and Germany.
They usually update all social media channels after events.

13. SOCIAL OVERVIEW
OVERALL
3 2 3 3
FACEBOOK TWITTER INSTAGRAM
1
PINTEREST
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
1
GOOGLE+

14. 1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
2
GRADE
TWITTERTWITTERFACEBOOK
● The posting is sporadic and
does not adhere to a schedule
● They give product updates
and use Facebook as a
platform to promote physical
events
● The feed starts to engage the
audience by giving the option
to attend events and drive the
car, but does nothing for the
online space or spurring
conversation
The Facebook feed is inconsistent with their posting schedule. They do a good job of
using a variety of media types, but do not implement any interesting or innovative
campaigns or posts to engage their followers.
Followers: 798,732 | Average Posts: 2| Likes: 11,675

15. TWITTWITTER
The Tesla Twitter is dedicated to product and information updates (products’ features, to
re-announce new launching events) and rarely uses the account to create a conversation
and interact with its followers.
Tweets: 5,438 | Following: 278| Followers: 493K| Favorites: 713| Lists: 2
Official Twitter account: @TeslaMotors:
● In Q4 2014 (Oct-Dec): 60 Tweets
(average: 2-3 days/twit)
● Content posts focused on car’s
features: speed, technique,
superchargers, new model
upcoming, re-tweets from Elon
Musk’s Twitter.
● Holiday’s marketing activity: 1
(#VeteransDay)
● Reply or retweet to users : 3
(mostly for new events or launch
new model).
● The voice is straightforward, brief
and professional technically.
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
3
GRADE

16. #Tesla (367# from users):
Tesla’s fans or real customers
engage with the brand by
themselves. But no responses
to any users from the brand
# content is about : game
show, test-drive, technical
features, new events.
TWITTERTWITTER

17. TWITTWITTER
Elon Musk- CEO of Tesla creates and uses his personal account on Twitter to update information
(products’ features, to re-announce new launching events) but never intentionally use it as a social media
channel to interact with users.
Tweets: 1,168 | Following: 43| Followers: 1.67M| Favorites: 118
Official Twitter account: @elonmusk:
● In Q4 2014 (Oct-Dec): 14 Tweets
● Content posts focused on car’s
features: speed, technique,
superchargers, new model
launching, re-tweets from Tesla
Motor. The tone of content
● Reply or retweet to users : 1 (and it’s
for SpaceX, not for Tesla)
● The voice is straightforward, brief
and professional technically. When
he tweets, people share and discuss
about it more than with Tesla Motor.
People feel engaging with the Tesla
brand via Elon Musk.

18. INSTAGRAM The most active social media channel
Average posts: 30 | Average likes: 6000| Average comments: 50
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
3
GRADE
There are 3 types of content being
posted:
1. Event photos
2. Product photos
3. Announcements of new supercharge
stations
Limited use of Hashtags:
1. #cars
2. #tesla

19. Instagram provided more photos about the events promoted on Facebook.
Example: Tesla campaign in Amsterdam Airport
Facebook Instagram
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
2 hashtags
INSTAGRAM

20. Tesla account (Tesla Motors) on Google+: 2,149,284 followers | 50,921,912 views
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
GOOGLE+
Total of the post of Q4:
- Tesla Supercharger price information of
Model S (Oct 26): +1939, share 262
- Veteran Day: +1315, share: 120
- Model S above Hong Kong Skyline: +1131,
share 67
- Share with other social media source:
Motor Trend Magazine article: +1027, share 96
● The product features content is pretty
sharable and encourages users’
conversations.
● Most of contents are from blog, and
twitter.
● Tesla needs to use more engagement with
users by replying their comments
GRADE
3

21. PINTEREST The main use of Pinterest is to showcase the product and events from other channels
8 Boards | 83 Pins | 0 Likes | 3673 Followers| 2 Following
Tesla utilized Pinterest 2 years
ago, and then stopped.They
might consider this is not
productive channel as people
comments mostly about colors,
photos, not about cars’ features
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
1
GRADE

22. VIDEO EVALUATION
OVERALL
2 1 3
VINE YOUTUBE
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS

23. 3
GRADE
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
YOUTUBE The videos and content on the YouTube channel does a good job of showing off the
products and creating interest for the audience.
5 Videos | Average views: 155,307
● The content is somewhat
sharable and helps to
fosters conversations
around the brand and the
product. The audience
enjoys the product videos
and teasers more so than
the news announcements.
● There is a need to use
more innovation in the
content and in the use of
the platform.
● The quality of videos is not
up to par with the product.

24. VINE
Tesla has a Vine account but has never used it in any capacity
12,458 Followers | 0 Following | 0 Loops
Although Tesla themselves have
never used the account, the
#tesla has been used often to
find videos about Tesla.
1
GRADE
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS

25. BLOG
The most consistent channel in term of posting schedule
Total posts: 11 | Average Number of Comments: 98
Tone of voice: professional
Interface: minimal design and
pleasing to the eyes. Few
photos.
Target audience: Tesla owners,
potential customers, and who
know about car.
4
GRADE
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS

26. All articles are quite technical and
are written like reports
containing a large amount of
statistics and facts.
These posts seem to be well
received by the target audience
(Tesla owners, potential
customers, and those who are
car aficionados), but might not be
appealing to people who are
casual car buyers or are just
interested in the lifestyle
associated with Tesla.
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
BLOG

27. Elon Musk’s blog post received wonderful feedback and great respect.BLOG

28. People spend a significant amount of time on the Blog and continue to post comments months after a
post has originally been published.
Blog post from 5 months ago
Comments captured on Feb 28
BLOG

29. Majority of comments are from people who
have a serious interest in Tesla
BLOG

30. ● Focus on additional brand pillars including: renewable energy, open source knowledge and innovation.
Use channel best practices such as contests and and games to inspire the online communities’ projects
that align with their vision for a cleaner, more connected future
● Respond to brand enthusiasts that are located in prime interest areas for Tesla [such as Texas] in an effort
to move brand acceptance forward
● Engage political influencers to create conversations that move their political views into the spotlight and
add credibility
● Create a social media content calendar that ensures posting is consistent across all platforms and content
is diverse and shareable
● Create more shareable content by utilizing the lifestyle of the brand, not just the product
RECOMMENDATIONS

31. Twitter:
● Utilize influencers voice by retweeting their content
● Increase Twitter’s content to cover subjects including technology and product features to customers’ insights
● Share users’ experiences, stories and product values
Instagram:
● Use a larger variety of hashtags to better share the message and increase searchability
● Repost impressive photos/videos from Tesla’s owners or other Instagram users to diversify the content
Vine:
● Delete the Vine account. It does not have a relevant following to the brand
Blog
● Respond to comments about product concerns
Pinterest:
● Re-invigorate account by posting new model photos, launching events, and road trips
● Creating a lifestyle around the Tesla brand through more diverse boards and pins
Google +:
● Engage with audience through the comment section
ACTIONABLE ITEMS

32. APPENDIX

33. VINE Tesla has an official account but has never used it. 12,458 Followers | 0 Following #tesla
October:
Oct 30: 1,180 Loops (video by
PSFK at Tesla New York –
discover technology of Tesla)
Oct 29: 304 Loops (video review
of Tesla Model S P85)
Oct 25: 330 Loops
Oct 23: 622 Loops
Oct 22: 1,093 Loops (Wrapping a
Tesla at Expo)
Oct 20: 281 Loops (Taxi Tesla in
Amsterdam)
Oct 12: 400 Loops (Tesla taxi in
Quebec)
Oct 9: 31,474 Loops (Zero to 60
in “3” – a Tesla test drive in LA)
November:
Nov 25: 423 Loops
Nov 20: 2,335 Loops (Tesla
Taxi in Quebec)
Nov 16: 341 Loops
Nov 14: 386 Loops
Nov 11: 661 Loops (re-
charge Tesla in China)
Nov 10: 382 Loops
Nov 8: 491 Loops (Modern
technology, the greatest
thing of owning a #tesla)
Nov 3: 434 Loops
December:
Dec 30: 195 Loops
Dec 28: 905 Loops
Dec 27: 734 Loops
Dec 24: 547 Loops
Dec 18: 177 Lopps
Dec 17: 211 Loops
Dec 15: 183 Loops
Dec 10: 2,279 Loops
(video music with Tesla)
Dec 5: 1,265 Loops (test-
driving in Montreal-
Quebec)
Dec 5: 408 Loops (Tesla
auto show in Quebec)
Dec 1: 3,502 Loops (LA
Auto Show)

34. VIN
E
Google+
Total posts in Q4:
- Tesla Supercharger price information of Model S (Oct 26): +1939, share 262
- Veteran Day: +1315, share: 120
- Model S above Hong Kong Skyline: +1131, share 67
- Share with other social media source: Motor Trend Magazine article: +1027, share 96