renegade - social media audit
Post on 14-Sep-2014
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©Renegade, LLC 2010,
Adapted from the Social Media Client Benchmarking Template wri@en by Jonathan Briggs & the OTHER media 2010, Published under a CreaKve Commons License (Non-‐commercial, share alike, a@ribuKon)
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Social Media Audit
Client:
Date of Audit:
Purpose of Audit: Assess client’s current social media presence relaKve to compeKKon and overall best pracKces in order to provide a clear roadmap for a measurably-‐effecKve social media program.
Goals Checklist
Assess current state of client’s SM acKvity
Assess compeKKve SM acKviKes and relaKve strength/weakness
IdenKfy infrastructure and organizaKonal changes needed to support tacKcal opportuniKes
IdenKfy cultural changes (if any) required to make social media program an on-‐going success
Outline SM tacKcal opportuniKes
Define overall SM strategy in the context of overall business goals
2 Social Media Audit
Introduc6on
Channel Presence Comments-‐ The purpose here is to establish a benchmark for the work done thus far in establishing a web & social media presence.
Website
Microsites An effecKve site should be supported by other channels.
Blogs
Social Networks At this stage, focus only on the major players
Microblogs
Video (YouTube and Vimeo)
Feedback
Search (Google, Ning, YouTube, etc.) Do your social media efforts enhance organic search results?
Other (mobile app, web app, wikis, )
3 Social Media Audit
Social Media Environment
Reac6ons to and Goals for Social Media – Planning & Compe66ve Issues
Ques6ons Reac6ons Comments
Strengths and weaknesses of current web presence
What do you like? What are you unhappy with?
Social media goals How do these goals support the overall goals of the organizaKon?
Strategic role of each social media element in context of overall goals
Leads, sales, retenKon, cost-‐cudng, loyalty, customer saKsfacKon, customer referral
What companies do you admire for their social media success?
4 Social Media Audit
Reac6ons to and Goals for Social Media – Infrastructure & Organiza6onal Issues
Ques6ons Reac6ons
Who has responsibility for social media in the organizaKon?
How will you measure the impact of any changes you make?
What tools are in place to help with this measurement?
What is in place to help you deal with adverse comment and discussion on social media sites now?
What are the email markeKng processes in place?
Where is the SM strategy being aggregated into the overall markeKng strategy?
Do you have a “hubsite” for all of your social media content?
Who in Senior Management is acKve in social media?
5 Social Media Audit
Reac6ons to and Goals for Social Media – Cultural Issues
Ques6ons Comments
Do you have a corporate social media policy? Is this policy informed by regulatory issues in your industry?
Are there any cultural issues (good or bad) that have had an impact on your social media acKviKes?
What are the senior mgmt reacKons to tools like Twi@er and Facebook?
Commitment from Senior staff is crucial to success
Do you encourage your employees to parKcipate in company and/or personal social media acKviKes?
Is there a culture of allowing staff to access social media during the work day?
Are there any internal people who could become your social media expert or the voice of your brand?
6 Social Media Audit
List Four Major Compe6tors
Compe6tors Website Microsite Blog Facebook TwiMer YouTube Other (feedback)
Comments Establishing compeKtors web and social media performance will help set benchmarks and goals for the company and the brand.
7 Social Media Audit
Feature Notes Compe6tors Comments
Assess the presence of the company or brand on Facebook
Is there any official or unofficial presence? Has it been thought through?
Look for staff involvement with Facebook
Many companies will have a staff that is acKve on FB
Evaluate Fan page Fan Pages provide powerful tools for developing a brand presence
Links to company or brand site How is FB being used to drive traffic to main website?
Record number of fans Make a note of the current number of fans
Last Kme their Facebook presence was updated
Make a note of the date when an update was made to the page (by the company)
Specific Facebook apps or automaKon
List any evidence of the use of apps by the company
Like Bu@on throughout web presence
Link from main website to FB are important.
8 Social Media Audit
TwiMer Use twi@er analyKcs tools to measure how well they are doing with their compeKtors
Feature Notes Compe6tors Comments
Bio and background Does this help set up the goal of your company?
Styles of tweets: Publishing Pushing data
QuesKons Asking for info
Customer Service Helping followers
ConversaKon Engaging followers
Links to company or brand site How are you driving traffic to main website?
# followers Record as baseline
Influence How influenKal can you be?
Reach How many people can you reach through your followers?
Recency How oqen are you tweeKng?
Follow us bu@ons on site Needed to drive fans
Retweet bu@ons next to content on website
9 Social Media Audit
Blogs and Comments
Feature Notes Compe6tors Comments
How are you monitoring reacKons to your organizaKon or products on blogs or posted in comments?
Blogs are some of the most powerful drivers of both community and reputaKon.
Are you parKcipaKng in responding to comments?
Bloggers are likely to talk about a successful company or its products and the client will want to be involved with this process.
Who are the powerful bloggers in your industry?
You may want to set up your own blog to be more in control.
Does your own blog or presence on services like GetSaKsfacKon help provide a place for customer discussion?
10 Social Media Audit
Member-‐only Communi6es & Special Interest Social Networks
Feature Notes Compe6tors Comments
Is there a relevant member only community / special interest social network?
Is the community healthy? How so?
Size, frequency of visit, duraKon of visit, content sharing
Is the community built on a common plasorm like Ning or is it custom built?
Is there an opportunity to create a new community?
What is the group commonality and unmet need?
11 Social Media Audit
Search: How social media ac6vi6es support organic search
Feature Notes Compe6tors
How does website perform on an organic search basis for wide range of relevant terms?
Do current blogs enhance organic search results?
Are microblog feeds and other news feeds on the website?
Is there a lot of Flash-‐based content?
12 Social Media Audit
List Key Phrases that define how the company or brand would expect to be found in the search engines.
Keywords or phrases Demand Visibility Comments
These should be based on real needs as likely to be typed into search engines. While brand terms are important, more than half of these should be generic market or industry terms.
Use one of the soqware tools available to assess demand,
How visible are you for each of these terms? This will help you understand more about your terminology and how far you have to go.
Check that compeKtors really are their compeKtors in terms of these terms
Notes on compeKtors
13 Social Media Audit