Companies often jump into social media without proper preparation or planning. Developing a social media strategy requires situational analysis and that is where a comprehensive social media audit plays a role. It provides insights into the kind and quantity of content an organization already has and in what form, the size and vibrancy of the surrounding community and ongoing conversation, and, finally, the activities of competitors in relation to social media, community management, and content strategies. This presentation provides the key components of a social media audit and competitive analysis to inform the development of a social media strategy.

1. 4 C’S
OF A
SOCIAL
MEDIA
AUDIT

2. Companies struggling with social
media often find themselves in one
or more of the following situations:

3. 1. They have tried social media and
abandoned it for whatever reason

4. 2. They are doing it but are struggling to keep up

5. 3. They don’t know where to start

6. So,

7. where should you start?

8. Do you have an idea
of what a successful
social media strategy
looks like?

9. What constitutes a
vibrant community?

10. How is your
competition doing?

12. 4 AREAS
worth focusing on to conduct a
comprehensive social media audit!

13. #1 Content

14. Any social media initiative should begin with a
content inventory

15. What format and
quantity of content do
you already have?

16. Next comes planning

17. What timeframe will your
content plan be covering?

18. What content has to be developed?

19. #2 Conversation

20. Look for relevant conversations online
to inform your strategy development

21. They are worth looking
for because of the
insights you can gain!

22. #3 Community

23. Be prepared
for…

24. ACTIVE
USERS

25. PASSIVE
LISTENERS

26. and use this
community dynamic
to your advantage

27. Active users are the people you want to leverage
to get your message out and amplified.

28. Collaborate
with them!

29. HOWEVER

30. There is a risk that you
will come across as
trying to game the
system

31. UNLESS

32. you are transparent about
who you approach and what
you are asking of them

33. #4 Competition

34. Conduct a social audit of your competition

35. And use the same perspective:
• Content
• Conversation
• Community

36. 1. Content
What kind of content are they sharing?
What is the rhythm by which they distribute content?
Are they adhering to any editorial themes?
How far is their content travelling?

37. 2. Conversation
What kind of engagement do they get?
Are there key players that keep the conversation going?
What is conversation volume like?
How often are comments made? In what quantity?

38. 3. Community
How active and extensive is their community?
How vibrant is it?
What drives that vibrancy?
Who is doing the sharing and amplification?

39. With a comprehensive audit you can
develop a well informed strategy. So when
are you going to start?

40. For more on this topic see:
http://www.steamfeed.com/4-cs-social-media-audit/

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