Renegade - Social Media Audit
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This document provides a template for conducting a social media audit of a client. The purpose is to assess the client's current social media presence compared to competitors and best practices, in order to develop an effective social media strategy and roadmap. The audit examines the client's presence and goals across major social media channels like websites, blogs, Facebook, Twitter, and YouTube. It also considers organizational, cultural and infrastructure factors that may impact the social media strategy. Competitor analysis on key social media channels is included to benchmark the client's performance. The results will be used to identify tactical opportunities and define an overall social media strategy aligned with business goals.
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Renegade - Social Media Audit
- 1. 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. ©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) 1
- 2. Introduc6on 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 Social Media Audit 2
- 3. Social Media Environment 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, ) Social Media Audit 3
- 4. Reac6ons to and Goals for Social Media – Planning & Compe66ve Issues Ques6ons Reac6ons Comments Strengths and weaknesses of current web What do you like? What are you unhappy presence with? Social media goals How do these goals support the overall goals of the organizaKon? Strategic role of each social media element in Leads, sales, retenKon, cost-‐cudng, context of overall goals loyalty, customer saKsfacKon, customer referral What companies do you admire for their social media success? Social Media Audit 4
- 5. 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? Social Media Audit 5
- 6. 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 Commitment from Senior staff is crucial to success Facebook? 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? Social Media Audit 6
- 7. 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. Social Media Audit 7
- 8. Facebook Feature Notes Compe6tors Comments Assess the presence of the Is there any official or unofficial company or brand on Facebook presence? Has it been thought through? Look for staff involvement with Many companies will have a staff Facebook 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 Make a note of the date when was updated an update was made to the page (by the company) Specific Facebook apps or List any evidence of the use of automaKon apps by the company Like Bu@on throughout web Link from main website to FB are presence important. Social Media Audit 8
- 9. 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 Social Media Audit 9
- 10. Blogs and Comments Feature Notes Compe6tors Comments How are you monitoring Blogs are some of the most reacKons to your organizaKon powerful drivers of both or products on blogs or community and reputaKon. posted in comments? Are you parKcipaKng in Bloggers are likely to talk about a responding to comments? successful company or its products and the client will want to be involved with this process. Who are the powerful You may want to set up your bloggers in your industry? own blog to be more in control. Does your own blog or presence on services like GetSaKsfacKon help provide a place for customer discussion? Social Media Audit 10
- 11. 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? Size, frequency of visit, duraKon How so? of visit, content sharing Is the community built on a common plasorm like Ning or is it custom built? Is there an opportunity to What is the group commonality create a new community? and unmet need? Social Media Audit 11
- 12. 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? Social Media Audit 12
- 13. 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 Social Media Audit 13