1. Social Media Marketing and
Communication Strategy
Erasmus Course
January 2016
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2. Today’s webinar covers
• The essentials of running a social media audit
and tools to use to carry it out.
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3. A social media audit is carried out in order to:
• evaluate the current uses of social media by an
organisation or its competitors
• identify opportunities
• to gain insight into the motivations and behaviors
of a specific target audience
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4. • The information included in a social media
audit therefore depends on:
– The purpose of the social media audit
(insight/benchmarking/evaluation)
– The organization/person carrying it out (insider
view/outsider view)
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6. Your assignment
2 channels for each institution
2 organizations/celebrities/institutions
A social media audit and competitor analysis
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7. Your analysis should include:
• a description of your chosen subject (company/public
persona/event/museum/NGO) and what they do online in general terms (how
many channels do they use, with what purpose, what is their target audience)
• a justification of your chosen subject
• a description of your competitor and what they do online in general terms (how
many channels do they use, with what purpose, what is their target audience)
• a justification of your choice of competitor (include a perceptual map to support
your justification)
• a comparison and analysis of the social media use between your chosen subject
and their online competitors (choose one channel only; what do they use it for;
how effectively; what can you say about their use and knowledge of social media
and strategy)
• a list of a minimum 3 recommendations for your subject to improve their online
activity (make these actionable).
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15. Tip:
Think beyond vanity metrics!
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Focus better on ratios and conversions….
• posts/comments/shares in a day
• replies vs RTs/per post
• responses vs information push per week
23. Health-check audit
• Looks at the current performance of the social
media accounts of an individual/organisation
– Usually performed internally
– Considers results in relationship with the strategy
and objectives of the organisation
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24. Bufferapp. Social media audit template. Available from:
https://docs.google.com/spreadsheets/d/1pALC-
qW5LNWkCbKu1DPdpKTAFF1P8xWA2L30aPJe0N8/edit?pli=1#gid=0
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26. Branding audit
• Evaluates the current presence of an
individual/organisation on social media from a
branding perspective
– Results are compared with branding guidelines
– Assesses completeness and accuracy of profiles
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27. Social Media Communications Audit
• Evaluates the current social media activity of
an individual/organisation from a strategic
perspective
– See: Npower (2010) Social Media Communications
Audit: A Guide To Understanding and
Implementation
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30. Competitor social media audit
• Uses similar elements as the other audits
described earlier
• It is carried out to identify
– Opportunities
– Best practices
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31. Additional resources:
• Social media audits:
https://dcsbu.wordpress.com/2014/11/02/social-media-audits-
l9/
• Competitor analysis:
• https://dcsbu.wordpress.com/2013/11/03/competitor-analysis-
and-social-media-audits_lectures-7-and-8/
• http://pages.stern.nyu.edu/~jczepiel/Publications/CompetitorAn
alysis.pdf
• Social media audit templates:
https://copy.com/UUEqG9jlFsLJpEjQ
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32. Conclusions
• A social media audit is a complex exercise
• For the insight gained to be valuable, the data recorded should
ALWAYS
– Consider the purpose of the audit
– Go beyond vanity metrics (check again the AMEC Social Media
Measurement Framework for help)
• The recommendations resulting from a social media audit should be
actionable (that is, they can be easily translated and included into
the strategy and content plan and thus, implemented)
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