1.
WHAT’S INCLUDED IN THIS AUDIT?
The Social Media Audit we’ve performed for ABC Co.
evaluated the most important factors that impact your
social media marketing performance.
In the evaluation process we determined which issues
would be most important for your consideration as it
relates to a prioritized action plan.
In this report we only present the issues we believe
will likely bring the most efficient results moving
forward. The report is organized by the sections we
believe have the most impact on your social media
results.
At the end of the report you’ll find our prioritized
action plan and strategy to improve the social media
marketing efforts for ABC Co..
OVERVIEW // SOCIAL MEDIA AUDIT + STRATEGY
// COMPETITOR RESEARCH
- Competitors’ Social Media strategies.
// LISTENING
- What people are saying about you online.
// CUSTOMERS
- Where your customers spend their time online.
// SOCIAL ADVERTISING
- Fan growth and engagement with paid ads.
// COMMUNITY
- How fans engage with and support your brand.
// COPYWRITING
- Tone and personality of your brand.
// IMAGE
- Look and feel of your brand.
// FREQUENCY
- How often you share connect with followers.
// SEND TIME
- Best times and days to share content.
// AUTOMATION
- How automation tools incorporate into your strategy.

2.
SOCIAL MEDIA AUDIT:
COMPETITOR RESEARCH
HERE ARE THE KEY TAKEAWAYS:
» Top competitors on average are on 4 social media platforms - ABC Co. is on 8 platforms
» ABC Co. is the only organization to have a presence on Slideshare, Instagram or Pinterest
» Top competitors post daily to social media - as does ABC Co.
» Although some organizations do, most competitors do not post jobs as social media
status updates
» Most popular content from competitors are quotes and articles
» ABC Co. is the only organization optimized for search on Flickr
» ABC Co. has an opportunity to separate itself from
competitors with images and marketing them on the sites where
competitors are not - Instagram, Flickr, Slideshare, Pinterest and
Visually.

3.
COMPETITIVE ANALYSIS
Com
petitor
1Com
petitor
2
Com
petitor
4
Com
petitor
3
# of YouTube Subscribers
# of YouTube Videos
# of Instagram Posts
# of Instagram Followers
# of Twitter Followers
# of LinkedIn Followers
# of Slideshare Presentations
# of Pinterest Followers
# of Google+ Views
# of Pinterest Pins
# of People They’re Following On Twitter
# of Flickr photos
# of Tweets
# of YouTube Views
205
10
464
1,073
990
N/A
491
N/A
N/A
# of Facebook Fans
# of People Talking About This
ABC
Co.
Com
petitor
5
N/A
N/A
N/A
N/A
N/A
N/A
N/A
1,324
14
807
654
1,195
N/A
806
2
578
N/A
N/A
316
51
15,386
112
1,794
221
5
1,206
1,508
1,680
341
168
N/A
N/A
37,005
71
N/A
N/A
10,205
N/A
N/A
1,545
17
9,404
2,791
2,307
N/A
2,006
N/A
N/A
N/A
N/A
N/A
N/A
107,089
N/A
N/A
6,640
20
5,944
1,317
2,844
N/A
1,710
N/A
N/A
N/A
N/A
N/A
N/A
7,324
N/A
N/A
498
15
670
505
886
29
1,267
N/A
1,278
15,000
92
N/A
N/A
9,539
N/A
N/A

4.
COMPETITIVE RECOMMENDATIONS
» ABC Co. has an opportunity to differentiate itself from competitors on social media by
creating and promoting images on platforms where there is no competition.
Flickr, Instagram, Pinterest, Visually and Slideshare are all visual social media platforms where
competitors do not have accounts, but ABC Co. has a presence.
We recommend creating content specifically for these platforms and
promoting that content through traditional social media platforms like
Facebook, Twitter and LinkedIn.
Content that would work well include visual elements like infographics and powerpoint
presentations that provide the “ABC Co. take” on hot topics in INDUSTRY NAME.
In addition, the only popular social media platform that ABC Co. does not have a presence is
YouTube. Since YouTube is the second largest search engine online, and since ABC Co. is highly
invested in securing organic traffic to grow it’s brand and business, we would
recommend creating optimized videos and posting them to YouTube.

5.
SOCIAL MEDIA AUDIT:
KEY FACTORS
HERE ARE THE KEY AREAS OF FOCUS ON THIS NEXT SECTION:
» Listening
» Customers
» Social Advertising
» Community
» Copywriting
» Image
» Frequency
» Send Time
» Automation

6.
SUMMARY OF AUDIT FINDINGS:
SOCIAL MEDIA AUDIT // LISTENING
You are listening to what’s being
said about your brand, but you’re
not listening to what your
stakeholders are talking about.
The people that talk about ABC Co. online are
thought leaders, leadership publications and
organizations. ABC Co. monitors, responds and
retweets in a timely manner to each of these
inquiries that mention ABC Co..
What ABC Co. does not do well is listen to what
stakeholders are saying. In other words, you’re
not being very “social” on social media, and
starting conversations with thought leaders who
are accessible via a simple tweet about their
work.
RECOMMENDATION:
Identify key stakeholders and send a
friendly tweet to show that you’re listening
to them. In turn, these key influencers just
might start listening to ABC Co..

7.
SUMMARY OF AUDIT FINDINGS:
SOCIAL MEDIA AUDIT // CUSTOMERS
Your customers prefer LinkedIn,
but also spend a considerable
amount of time on Facebook.
There are 1,700 Facebook user IDs that matched
your email list from MailChimp, meaning about
50% of your audience has the same email address
as their Facebook address.
Using MailChimp, we identified that 20% of your
audience has Twitter accounts, and 55% of your
audience has LinkedIn accounts.
Looks like you’re on all the right platforms.
RECOMMENDATIONS:
// Create custom content that is tailored to
each social media platform and then market
this content via email to the subscribers on
that platform.
For example, you currently have content
around “How to improve your LinkedIn
profile to be found by recruiters.” Using
MailChimp, you can share this content via
email with the segment of subscribers who
are on LinkedIn.
This targeted email campaign that
leverages the power of your social media
data will increase engagement around your
content while helping grow your social
media following.

8.
SOCIAL MEDIA AUDIT // ADVERTISING
You have not ran ads on social
media platforms and have not
begun building advertising
audiences.
SUMMARY OF AUDIT FINDINGS:
ABC Co. has not ran a Facebook, LinkedIn or
Twitter ad in over a year.
Establishing advertising audiences on social
media platforms gives you an additional asset and
tool to use if you ever need to get the word out
quickly about news or content.
RECOMMENDATIONS:
// We recommend create tailored
audiences for future remarketing on
Facebook and Twitter (LinkedIn does not
currently offer remarketing). Install a
custom audience pixels from Twitter and
Facebook to begin building your audience.
If you ever need or want to advertise to
people who have previously visited your
site, social media remarketing will enable
you to run a targeted advertising
campaign at a low cost.

9.
SOCIAL MEDIA AUDIT // COMMUNITY
People aren’t clicking or sharing
your content in a meaningful way.
Perhaps it’s time to engage more
with your community.
SUMMARY OF AUDIT FINDINGS:
Community is how fans engage and support your
brand. Right now, there is not much community
or engagement around the content you’re sharing.
The majority of your content are links that point
back to articles, and the discussion around these
articles just isn’t happening.
LinkedIn is the platform with the most
engagement, with 2% of your following engaging
with your content. On Facebook, 0.7% of your fans
engage with your content. On Twitter, there has
been one mention of your brand in the last two
weeks.
RECOMMENDATIONS:
// Mix up the content for people who
follow you online. People are not clicking
on the content - you’re averaging about
one visit per day from social media
outlets, or about 0.85% of your traffic - so
try getting a discussion going by asking
questions within your content schedule.
// Initiate the engagement by commenting
on other posts, asking questions to key
influencers, and by being social online.

10.
SOCIAL MEDIA AUDIT // COPYWRITING
Your copywriting on social media
is not consistent with the language
used on the website, and instead
mirrors article titles.
SUMMARY OF AUDIT FINDINGS:
The majority of copy on the ABC Co. social media
sites is under 140 characters and mirrors the title
of the article that’s being shared. This is a safe way
to provide copy, but doesn’t necessarily mirror the
inspirational tone that people get after first coming
across ABC Co..
RECOMMENDATIONS:
// The copy on the ABC Co. social media
accounts should be an extension of your
mission. Copy should be inspiring, thought
provoking, and challenge someone
following the account to learn more about
ABC Co..
When in doubt about whether copy is
“good,” see if the copy is inspirational and
moves the reader to want to take action on
your mission.

11.
SOCIAL MEDIA AUDIT // IMAGE
Your images are a collection of
thumbnails pulled from various
sources that do not align with the
ABC Co. brand image.
SUMMARY OF AUDIT FINDINGS:
Your images on social media are primarily
thumbnails from articles. Since ABC Co. shares
articles from a variety of sources ranging from the
Business Journal to Forbes, most of your social
media feed includes the same stock imagery that
ABC Co. wants to stay away from.
These thumbnails provide inconsistent imagery
that do not support the ABC Co. brand.
RECOMMENDATIONS:
// When sharing articles from other
sources, either provide your own image or
do not include an image at all. The images
that appear on your social media feed are
ones you should feel comfortable putting
on your website.

12.
SOCIAL MEDIA AUDIT // FREQUENCY
Your content frequency is a mile
wide and an inch deep.
SUMMARY OF AUDIT FINDINGS:
ABC Co. currently shares one article every day on
Facebook, Twitter, LinkedIn and Google+. Instagram
has not received a new post in 6 months, and
Pinterest hasn’t been updated since the ABC Co.
“What’s Your Why?” tour.
Slideshare only has 2 presentations that have been
uploaded, and Visual.ly also shows that ABC Co. has
uploaded 2 infographics.
RECOMMENDATIONS:
// Consider reducing your frequency from
“daily” to “weekly” to focus on posting
content with a much greater impact.
// Rather than posting articles from a
variety of sources, which isn’t being
engaged with, consider revising your
posting strategy to being an inch wide and
a mile deep. Not only will your content be
better and more engaging, but you can
execute an actual content marketing
strategy with each post instead of just
posting.

13.
SOCIAL MEDIA AUDIT // SEND TIME
You need to diversify your posting
times across all your different
social media platforms.
SUMMARY OF AUDIT FINDINGS:
The majority of your social media posts go out
Monday through Friday between 8am and 10am
PST.
All social media posts are shared at the same time
across all platforms.
RECOMMENDATIONS:
// Diversify your posting times to reach
your audience at different times. Your best
times to post, based on data, are:
// Monday 8am PST
// Tuesday 4pm PST
// Wednesday 12pm PST
// Thursday 9am PST
// Friday 3pm PST
// Post content at different times for
different platforms. For example, if a post
goes to Facebook at 9am, try posting to
Twitter at 12pm.
// Post content multiple times to Twitter
with different teaser text.

14.
SOCIAL MEDIA AUDIT:
HIGH PRIORITY NEXT STEPS
» Create social media content schedule that includes highly visual infographics, high level
presentations and videos on nonprofit leadership / recruitment - then post on platforms like
Slideshare, Visual.ly, Pinterest, Instagram, Flickr and YouTube...as well as LinkedIn, Facebook,
Twitter
» Reduce frequency to post 1-2 times per week to ensure content quality and to focus on content
promotion

15.
SOCIAL MEDIA AUDIT:
MEDIUM PRIORITY NEXT STEPS
» Create tailored audiences to develop social media remarketing lists on Facebook and Twitter
» Create ABC Co. YouTube account
» Identify a list of key influencers and schedule tweets to show that you’re fans of their work
» Mix up social media content strategy by asking questions to your followers
» Make sure images shared on social media are ones you’d feel putting on your website
» Post content at different times to different platforms

16.
SOCIAL MEDIA AUDIT:
LOW PRIORITY NEXT STEPS
» Create custom content that is tailored to specific social media platforms and market that content
to subscribers who have profiles on the platform
» Comment on other posts or ask questions to other influencers to initiate social media
engagement
» Make slight adjustments to the copy so it better reflects the ABC Co. brand
» Post content multiple times to Twitter with different teaser text