When you’re looking for directions to a destination on an online mapping tool, what’s the first thing it asks: what’s your starting point? A social media audit is simply a way to define the starting point of your organization’s Social Media Mapping.
According to the Harvard Business Review, “it’s a systematic examination of social data to help marketers discover, categorize, and evaluate all the social talk about a brand. This approach captures what consumers are saying about a brand, what competitors are doing on social media, and what the brand itself is doing.”
- Start with the branding. Logos? Does your organization have one? Is it on all your social media platforms? Is it recognizable?
- Is your website clearly identifiable and does it take less than 10 seconds for a visitor to scan the page and find a way to contact you by phone or email?
- Do you engage comments from your audience through blogs, Twitter and Facebook? 40% of all communication in a social media strategy should be aimed at engagement and these tools are essential to creating that conversation.
- Does your organization and leadership make use of LinkedIn? Do you have a current photo, keywords and links to your websites and other social media?
A social media audit takes stock of how your organization is integrating all these tools in its overall communications promotion and public relations strategy.
Like the classic Sound of Music song, “let’s start at the very beginning, a very good place to start…when you read you begin with ABC." When you’re developing a social media strategy, you begin with a social media audit.
Image: Google Maps Screen Shot https://www.google.ca/maps?source=tldsi&hl=en