After your organization has been communicating across social media platforms for a while, you may want to take a step back and conduct a social media audit. Much like measuring the success of your PR or marketing efforts, you need to keep an eye on what your social media initiatives are up to.
A social media audit gives you a chance to take a deep dive at determining what’s working and what’s not. And depending on your overall social media strategies, you may also want to look at the competition as well.
Here’s are three easy steps to get you started:
Step 1: Review company’s short- and long-term initiatives to gain a better understanding of how social networking will be able to support them.
Key areas of engagement to focus on include the following:
Step 2: Outline market situation to determine how social networking will support those initiatives
Analyze the social networking landscape for the industry
Who are the industry influencers
What topics are being discussed
What is the levels and areas of engagement
Analyze your customers' social media usage
Are they using it
What is their usage frequency
What are the most popular platforms
Research competitive social media presence
Determine what platforms enlisted
Analyze social streams to interrupt perceived strategies
Build profiles around who the competition is engaging with
Provide insights on potential overall success of efforts based on levels of engagement
Research company related chatter across social platforms
Assess current social media presence and activity
Determine which platforms are producing the most chatter
Evaluate the times of the day that are generating the most views
Analyze the nature of the chatter and determine the tone
Step 3: Develop a social networking recommendation that includes the following:
Recap of market situation
Strategies and messaging to support the company's areas of engagement
Create listening and engagement process and guidelines
We hope this quick list gets you thinking about the kind of information you should be evaluating for your social media efforts. If you have questions, send us an email or give us a call.