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CONDUCTING A SOCIAL MEDIA AUDIT

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CONDUCTING A SOCIAL MEDIA AUDIT

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CONDUCTING A SOCIAL MEDIA AUDIT

  1. 1. CONDUCTING A SOCIAL MEDIA AUDIT Prepared By : Rafi Ullah Kaki Email : Rafiullahkaki@gmail.com Digital Marketing Trainer KP Youth Employment Program – KPYEP LinkedIn : linkedin.com/in/rafiullahkaki Facebook : facebook.com/rafiullah.kaki Twitter : twitter.com/RU_KAKI
  2. 2. What is a social media audit?  A social media audit is the process of reviewing what’s working, what’s failing and what can be improved upon across your social media channels.  A social media audit is a regular examination of social channels that represent your brand—including both your business’ owned profiles and imposter accounts(Fake Accounts)
  3. 3. Purpose of social media audit  The purpose is to ensure that each of your profiles are on brand and functioning correctly, identify and shut down any rogue or abandoned accounts, and ensure that you’re using the channels that make the most sense for your brand.
  4. 4. 6-step guide to conducting a social media audit
  5. 5. Step 1: Create a social media audit spreadsheet  Your social media audit needs a home, which is why you need a spreadsheet. As you go through these six steps, you’ll see that the spreadsheet will start automatically adding new columns.  To start, create a column for each social network, URL to your profile on that social network, and owner. The “Owner” field may seem superfluous, but it’s actually really important to keep track of this information—it allows you to know who owns the password and who is in charge of posting and engaging with followers on that social profile.
  6. 6. Step 2: Go on a search for your social presence on Google  Go to Google and search your company name to see which social media profiles show up. This will allow you to see if there are any rogue accounts or imposters using your company name. It also gives you the opportunity to find out if the right social media profiles are appearing on in search results.  You can either create a separate spreadsheet to track the results of this search, or add a new column—labelled “Shutdown Y/N”—in the original spreadsheet. The purpose of this is to keep track of whether you need to track down an imposter to tell them to shut down their account, or contact the social network to ask them to intervene in the matter.
  7. 7. Step 3: Evaluate your social media profiles  This is an important part of your social media audit. As with your social media marketing plan, you need to constantly be evaluating your social media profiles.  During the evaluation process, create a mission statement for each profile. Make sure each profile aligns with your business goals and objectives. This will help you decide whether being present on that social network contributes to your overall strategy and whether or not it makes sense for your business to keep that profile.
  8. 8. Step 4: Make sure your social media profiles are on brand  Now that you know which social media profiles you’re going to keep, it’s time to check that each of these profiles meet your brand standards for imagery, style, etc.  This means making sure you have a proper profile photo, cover image, icons, bios and descriptions, correct URL, etc.
  9. 9. Step 5: Centralize the ownership of your passwords  The process of doing a social media audit can help you make sure that all your social media profiles are secure. One way to test this is by centralizing the ownership of the passwords for each profile. For example: you can have your IT department own the key to all the passwords for the social media profiles. Then use a password managing tool like LastPass to share access on a need-to-use basis.
  10. 10. Step 6: Create a process  Once you’re done your social media audit, it’s time to take what you learned and create an internal process when it comes to creating new social profiles going forward. Create a criteria and take note of who will approve the requests.  For example, take note of:  The requester  Who the target audience is  What type of content will be posted to this profile  Who is responsible for posting and engagement
  11. 11. Social Media Audit Template  https://docs.google.com/spreadsheets/d/1Xap5QTGn2qm7fZp8zlt0P5- 04a6KIKEWfD69556MlkA/edit#gid=0
  12. 12. Another type of social media audit using W Questions  WHO  WHERE  WHAT  WHEN  AND WHY
  13. 13. Who  Who categorizes data according to who is talking, whether that is the company, consumers, or a competitor.
  14. 14. Where  Where lists content by social media channel and environment. Channels include outlets like YouTube, Facebook, or Pinterest, while environment refers to the look and feel.
  15. 15. What  What lists the type of content, such as article, photo, or video, plus the sentiment of the post as positive, negative, or neutral.
  16. 16. When  When quantifies the frequency of activity, like number of posts, comments, views, or shares, per day, week, or month.
  17. 17. Why  Why determines the purpose of the message from awareness and promotion to complaint or praise. If applicable, key performance indicators (KPIs) are included
  18. 18.  Conducting a social media audit using this template helps compel companies to figure out each channel’s purpose and key performance indicators. For example, “why does the organization have a Pinterest page and how is success being measured?” Simply because the competitor has a page is not a sound strategic reason  Here’s an example of a social media audit template that’s already been filled out:
  19. 19. Example Explained 1. Company  In this simplified example, this company currently has a Twitter and Flickr account.  They are sharing text with links on Twitter and photos with links on Flickr to drive traffic to their website. Ultimately they want more website traffic, especially unique visits to increase conversions  They currently have little engagement with these brand posts
  20. 20. Example Explained 2. Consumers  Consumers are tweeting to the company by asking questions and seeking help, but the brand has not been responsive. Consumers are not discussing the brand on Flickr, however they discovered active photo sharing around the brand on Instagram.
  21. 21. Example Explained 3. Competitor  The company’s main competitor is on Twitter, but is sharing a lot of photos and videos with their links, using hashtags and tweeting twice as much per day. The competitor is also on Instagram where they are sharing photos, text, and hashtags that are driving a lot of consumer engagement.
  22. 22. Example Explained  In this example, Flickr is identified as a problem because it is not driving traffic to the website and this company may consider shutting the account down. Based on positive consumer brand activity on Instagram and the competitor’s success, the company should consider opening an Instagram account. Their Twitter presence could be improved by delivering more visual content, and by becoming a channel where they actually respond to user complaints. The company may also consider increasing the frequency of their posts based on their consumer’s activity and the success of their competitor
  23. 23. Example Explained  Once negative customer issues have been resolved, and the brand is creating more valuable content on more appropriate channels for the target market, they should look for opportunities to increase and encourage further brand discussion. The brand could think of hashtags, apps, or contests to motivate additional brand sharing with user-generated content and recommendations from insights gathered in the social media audit.
  24. 24. Example Explained  Social media marketing is not about completely giving up all control of the brand, but changing methods to maintain influence in the new consumer- controlled social media reality. The social media audit tool helps marketers make sense of the many opportunities these platforms offer by allowing marketers to see their brands from the perspective of the consumer

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