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Social Media Audit Tutorial

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The document discusses conducting a social media audit to measure a company's current social media practices, identify goals, and develop a strategy. It provides questions to consider in key areas like management support, platforms used, competition, metrics, systems for handling negative comments, and setting goals. Conducting an audit helps evaluate strengths, weaknesses, and whether goals are being met to guide future social media efforts. The free audit template available on the provided website can help measure these important areas.

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Social Media Audit The Importance of Measurements Presented by: Tim Patterson @tradeshowguy
If You Don’t Know Where You’re Going... • ..any road will get you there!
Why conduct a Social Media Audit? • To identify current practices • To identify your competition and their current practices • To establish your goals in social media • To help build a strategy to meet those goals • To look back and see if you met your goals • To make accurate course corrections mid-stream
Where do I start??
The Basics • Who’s responsible for your Social Media platforms? • In-house staff? • Outsource? • Combination?
Management • What is management’s reaction to Social Media engagement? • Waste of time • Not sure yet • Great!
Quick Measurements • Perceived strengths and weaknesses • What platforms are you on? • Which platform(s) are you best at? Worst? • What platforms are you NOT currently engaged on? • Is there a reason to be there? • Are your main competitors there?
More Measurements • What are your current methods of measurement? • Followers • What are the trends? • Strongly rising? Moderately rising? Flat? • Level of engagement • Lack of engagement
Systems • What systems or response protocols are currently in place to deal with negative or adverse comments and posts? • Is someone methodically watching for negative comments? • Are they trained in responding to those comments? • How do those comments get shared in your company eco-system? • Do legitimate negative comments receive serious consideration or discussion in regards to product or service modification?
Competition • Who are your main competitors? • What Social Media platforms are they on? • What are their metrics? • Followers • Level of engagement with customers • Negative or adverse comments
Blogging • Do you blog? • Is the blog self-hosted or part of your company site? • Do the posts solve problems or toot your own horn? • How often do you post on the blog? • Do you use multi-media (video, photographs, podcasts, etc.)? • Do you share those posts on social media or via newsletter?
Facebook • Check the metrics • What are the trends? • What kind of posts get the most likes, shares or comments? • How many new likes this month? Last month? This year? • Is there a link to your Facebook from your company website? • How often do you post?
Twitter • How many followers? • Do you respond to @replies within 24 hours? • Does your biography have useful information and a relevant link? • What type of tweets are common? • Sharing useful information? • Answering questions? • Self-promotional?
LinkedIn • How many members of management are easily found on LinkedIn? • Is your company page complete? • How many people follow you or members of management? • Are you (or management) involved in groups? How many? Do they engage by posting questions, or answering questions and joining conversations?
YouTube • Do you have a YouTube channel? • Do you post videos regularly? • Do the videos help solve problems or are they mostly self-promotional in content? • How many views? Total and individual... • What types of videos get the most views?
Creating and Reaching Goals • Where you are now • Where you want to go • How long should it take to get there?
What Goals? • Brand-building • Market penetration • Product showcase • Increasing social engagement/nurturing your community • Responding to negative issues and questions in real-time • Market research
Social Media Audit The Importance of Measurements Download free Social Media Audit Template: TradeshowGuyBlog.com/ audit

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Social Media Audit Tutorial

  • 1. Social Media Audit The Importance of Measurements Presented by: Tim Patterson @tradeshowguy
  • 2. If You Don’t Know Where You’re Going... • ..any road will get you there!
  • 3. Why conduct a Social Media Audit? • To identify current practices • To identify your competition and their current practices • To establish your goals in social media • To help build a strategy to meet those goals • To look back and see if you met your goals • To make accurate course corrections mid-stream
  • 5. The Basics • Who’s responsible for your Social Media platforms? • In-house staff? • Outsource? • Combination?
  • 6. Management • What is management’s reaction to Social Media engagement? • Waste of time • Not sure yet • Great!
  • 7. Quick Measurements • Perceived strengths and weaknesses • What platforms are you on? • Which platform(s) are you best at? Worst? • What platforms are you NOT currently engaged on? • Is there a reason to be there? • Are your main competitors there?
  • 8. More Measurements • What are your current methods of measurement? • Followers • What are the trends? • Strongly rising? Moderately rising? Flat? • Level of engagement • Lack of engagement
  • 9. Systems • What systems or response protocols are currently in place to deal with negative or adverse comments and posts? • Is someone methodically watching for negative comments? • Are they trained in responding to those comments? • How do those comments get shared in your company eco-system? • Do legitimate negative comments receive serious consideration or discussion in regards to product or service modification?
  • 10. Competition • Who are your main competitors? • What Social Media platforms are they on? • What are their metrics? • Followers • Level of engagement with customers • Negative or adverse comments
  • 11. Blogging • Do you blog? • Is the blog self-hosted or part of your company site? • Do the posts solve problems or toot your own horn? • How often do you post on the blog? • Do you use multi-media (video, photographs, podcasts, etc.)? • Do you share those posts on social media or via newsletter?
  • 12. Facebook • Check the metrics • What are the trends? • What kind of posts get the most likes, shares or comments? • How many new likes this month? Last month? This year? • Is there a link to your Facebook from your company website? • How often do you post?
  • 13. Twitter • How many followers? • Do you respond to @replies within 24 hours? • Does your biography have useful information and a relevant link? • What type of tweets are common? • Sharing useful information? • Answering questions? • Self-promotional?
  • 14. LinkedIn • How many members of management are easily found on LinkedIn? • Is your company page complete? • How many people follow you or members of management? • Are you (or management) involved in groups? How many? Do they engage by posting questions, or answering questions and joining conversations?
  • 15. YouTube • Do you have a YouTube channel? • Do you post videos regularly? • Do the videos help solve problems or are they mostly self-promotional in content? • How many views? Total and individual... • What types of videos get the most views?
  • 16. Creating and Reaching Goals • Where you are now • Where you want to go • How long should it take to get there?
  • 17. What Goals? • Brand-building • Market penetration • Product showcase • Increasing social engagement/nurturing your community • Responding to negative issues and questions in real-time • Market research
  • 18. Social Media Audit The Importance of Measurements Download free Social Media Audit Template: TradeshowGuyBlog.com/ audit