The social media audit is a tool that is beneficial to marketers as it helps to make sense of the many prospects that platforms offer. In turn, the audit allows marketers to see their brand or brands from the consumer’s point of view. What is a social media audit? It is a series of steps that one takes to evaluate and enhance a business’s social media profiles and strategies.
The process of performing said audit can help any business stay on top of their online presence. It also helps marketers discover, categorize, and evaluate all the social talk about their brand. It captures exactly what consumers are saying about the brand, and what the competition is doing, as well. Keith A. Quesenberry, in the Harvard Business Review, stated that “Whether marketers like it or not, consumers are now generating over 25% of content (1) that appears in web searches for specific brand names. Furthermore, consumers often trust those social media messages (2) more than advertising or news articles about the brand.” (Quesenberry, 2015, retrieved February 9, 2018 from https://hbr.org/2015/11/conducting-a-social-media-audit).
Social media marketing is not about giving up brand control entirely, instead it is about developing procedures to maintain influence in this new consumer-controlled era.
Above links from source article at https://hbr.org/2015/11/conducting-a-social-media-audit.
Image retrieved from ‘Pixabay” on February 8, 2018 (https://cdn.pixabay.com/photo/2016/11/07/21/50/social-media-1806995_1280.png)