Digital Audit Guide
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The document outlines a 5 stage process for evaluating a brand's social media strategy: 1) Observation of social media use and content, 2) Analysis of quality and engagement, 3) Comparison to competitors, 4) Consideration of trends, 5) Recommendations for improvement based on changing mission, message, market, medium, timing, or budget. Key metrics for analysis include networks and content used, tone, consistency, popularity, engagement, goals and their achievement. The document also provides additional social media resources.
Digital Audit Guide
- 1. The Digital Audit: How to Evaluate a Brand’s Social Media Strategy 5 stages of Communication Analysis 1 Which social networks do they use? What types of posts? (Product images, promotions/sales, polls, contests) When do they post? What mediums do they use? (Photo, video tutorial, movie short, links to sites) Who can access the communication? (registered members, high spenders) Observation What tone do they use? How does the communication vary from platform to platform? Is it the same nationally or internationally? 2 How popular is the page? Individual posts? How engaged are followers? How frequently do people like, comment, share? What are the goals with messages? Quality Were they successful in those goals? What investment did the company make? (low, medium, high) From where is content sourced? (Users, editors, crowd sourcing, experts) 3 Who are their market competitors? Who are their social competitors? What position are they claiming versus the competition? (Cheaper, Stylish) Comparison How are their social activities similar from the competition? How are their social activities different from the competition? Who is performing best in the social space? (Alexa.com, socialmention.com) 4 Does this brand set trends or follow trends overall? How does this brand compare to the status quo of that platform? Typical or cutting edge? Trends What does the brand use social media for? marketing, customer service, recruiting, etc? 5 How quickly do they act on what is being said about them by others online? Which new technology partners do successful brands partner with? How can social media integrate with other parts of the organization? How could they improve their external communication? Recommendation Hint: Change the mission, message, market, medium, moment, or money. What should they do if negative publicity arises? What other processes, partners, technologies would help them improve? Follow Me! @jennash97 Work + Life Blog: Hire Me: pinterest, twitter, linkedin www.avenuegray.com www.jennash.com
- 2. Social Media Resources for even more, visit www.jennash.com/resources Mashable.com Ignite Social Media Digitaltrends.com Radian6 Altimeter Group Trends L2 Think Tank Pinfluencer Repinly Alexa.com Sitemention.com Tools Quantcast.com us.cision.com Trendinghastags.com Comscore.com E.A. Sports and Tiger Woods - Negative PR handled well United breaks guitars - Customer Service handled poorly My Starbucks idea - Crowdsourcing Case Studies Oreo and Superbowl Blackout 2013 - Taking advantage of trending topic Uniqlo Pinterest takeover - Using a platform in a new way Burberry microsite - Growing user generated content Creative Sandbox by Google - Everything that’s new Mashable.com Elance.com mediabistro.com/agencyspy-jobs/ Jobs angel.co coroflot.com behance.net/joblist Google Ad Words Training socialfresh.com socialmedia.org Other Think Like A Social Media Manager Workshop by Jenn Ash