1.
Social Media Audits
B y A s h l e y S e g u r a
To p H a t R a n k

2.
We Did a Thing…
@AshleyMadhatter

3.
We Did a Thing…
@AshleyMadhatter

4.
We Did a Thing…
@AshleyMadhatter

5.
We Did a Thing…
@AshleyMadhatter

6.
!6
Step 1:
Define Campaign Goals

7.
Travel to National Parks in the United States and
Canada for a year and document the journey via
Instagram and YouTube.
Our “Cute” Goal…
@AshleyMadhatter
Our First Attempt at a Goal… #socute

8.
“Cute” Goal
A goal that would be great to accomplish, but has
little definition of what metrics or measurement
needs to be met in order to achieve goal.
@AshleyMadhatter
Definition of a Cute Goal

9.
Have 10k followers on Instagram and 1k followers
on YouTube by the end of our year-long journey
(May, 2020).
S.M.A.R.T Goal
@AshleyMadhatter
Definition of a S.M.A.R.T Goal

10.
!10
Step 2:
Selling Point

11.
What Defines Us As a Brand?
What makes us different from all of the other
travel Instagram couples?
Selling Point
@AshleyMadhatter

12.
What Defines Us As a Brand?
What makes us different from all of the other
travel Instagram couples?
- National Parks
- Fulltime RVing
- Newlyweds
Selling Point
@AshleyMadhatter

13.
!13
Step 3:
Social Research

14.
Social Research: Where Will We Go? (content)
@AshleyMadhatter

15.
Social Research: Where Will We Go? (content)
@AshleyMadhatter

16.
Social Research: Are These OUR People?
@AshleyMadhatter

17.
Competitor Social Research
How often they post
What kind of content they post
Instagram to YouTube variations
@AshleyMadhatter

18.
!18
Step 4:
Define the Content Strategy

19.
Excel Doc Time
Campground type
Date
Cost
Full hookups
Contact Info
@AshleyMadhatter

20.
Location —> Content
Where we chose to stay determined the
backdrop for the content we create.
@AshleyMadhatter

21.
Timing —> Posting Schedule
Type of content (image vs video)
Video schedule
Timing around weather
Topic ideation
@AshleyMadhatter

22.
!22
Step 5:
Schedule, Grow & Respond

23.
Schedule the Content
Hashtag research
Regular engaging
Following / unfollowing
@AshleyMadhatter

24.
We Haven’t Reached Our Goal Yet…
@AshleyMadhatter

25.
So… Repeat Steps Weekly to Respond, Share and Measure
@AshleyMadhatter

26.
!26
@TopHatArsen
Do you have a similar
process for strategizing your
company’s social media?
Or no process at all..

27.
Whether You’re Building a Fun Brand Experiment
@AshleyMadhatter

28.
Or Measuring Your Company’s Social Efforts
@AshleyMadhatter

29.
Here’s the 10 Metrics You Need to Measure
For Any Social Strategy
@AshleyMadhatter

30.
@AshleyMadhatter
Email Me
ashley@TopHatRank.com

31.
!31
Top Metrics + The Tools
to Measure With

32.
!32
Metric 1:
Goals

33.
!33
@TopHatArsen
Every social media
goal needs to have a
WHAT and a HOW,
not just a what.

34.
Examples of Cute Goals
• Increase engagement on Instagram from March to April
@AshleyMadhatter

35.
Examples of Realistic Goals
• Increase engagement on Instagram from March to April
• Receive at least 150 engagements on each Instagram post, posting once a
day for 30 days
@AshleyMadhatter

36.
Examples of Cute Goals
• Facebook be the primary website traffic source in April
@AshleyMadhatter

37.
Examples of Realistic Goals
• Facebook be the primary website traffic source in April
• Increase website traffic from Facebook 25% by posting 2 posts with links a
day for the month of April
@AshleyMadhatter

38.
@AshleyMadhatter
• Social Media:
Count 2 posts a day
Goal
Tools

39.
@AshleyMadhatter
• Social Media:
Count 2 posts a day
• Google Analytics:
How much traffic
Goal
Tools

40.
@AshleyMadhatter
• Social Media:
Count 2 posts a day
• Google Analytics:
How much traffic
• Conversion Math:
Did you receive 25%
increase?
Goal
Tools

41.
!41
Metric 2:
Branding

42.
Is Your Brand Consistent on ALL Social?
@AshleyMadhatter

43.
@AshleyMadhatter
Branding
• Consistent profiles
• Bios
• Links
• Cover images / Profile
Images
• Brand recognition

44.
!44
@TopHatArsen
The consistency of a
brand will create a certain
emotion for users.

45.
@AshleyMadhatter
Branding
Tools
• Company branding
document includes:
• Terminology / Avoid
• Company naming
• Mission statement
• Visual marketing guides
• PR

46.
!46
Metric 3:
Audience

47.
Who is engaging with you most? Is it the right people?
@AshleyMadhatter

48.
@AshleyMadhatter
Audience
Tools
• Social media insights
• Followerwonk
• Friends+Me
• Tailwind
(Instagram + Pinterest)
• GA -> Audience Report

49.
!49
@TopHatArsen
Your social media
audience needs to match
the people who visit and
convert on your website.

50.
2
Any Alignment?
Google Analytics:
Demographics > Gender + Location
Social Media:
Audience insights > Gender + Location
@AshleyMadhatter

51.
!51
Metric 4:
Content

52.
Measure What Content Types You Share
@AshleyMadhatter

53.
See Which Posts Types Receive Engagement
@AshleyMadhatter

54.
@AshleyMadhatter
Content
Tools
• Insights
• Visual: Social profiles
• Buzzsumo
• Agorapulse

55.
!55
Metric 5:
Timing

56.
Are You Consistently Posting?
@AshleyMadhatter

57.
@AshleyMadhatter
Timing
Tools
• Manual count
• Audience page
insights
• Industry studies for
days / times —>
https://sproutsocial.com/insights/best-times-to-post-on-social-media/

58.
!58
Metric 6:
Listening

59.
@AshleyMadhatter
Listening
• What is being said?
• Positive?
• Negative?
• Neutral?

60.
@AshleyMadhatter
Listening
• Respond-worthy??

61.
@AshleyMadhatter
• Mention
• SEMrush
• Tweetdeck
• Brandwatch
Listening
Tools

62.
!62
Metric 7:
Competitors

63.
@AshleyMadhatter
Competitor
Tools
• Likealyzer
• Buzzsumo
• Phlanx (Instagram)
• SEMrush

64.
!64
Metric 8:
Engagement

65.
The Social Engagement Metrics Overtime
@AshleyMadhatter

66.
@AshleyMadhatter
Numbers
Tools
• SEMrush
• Hootsuite
• TweetReach
• Google Analytics

67.
!67
Metric 9:
SEO

68.
How is Social Helping Your Site?
@AshleyMadhatter

69.
@AshleyMadhatter
Website
Tools
• Social media pixels
• Google Analytics
• SEMrush
• Ahrefs

70.
!70
Metric 10:
Management

71.
@AshleyMadhatter
Management
Review
• Do you have 24/7
response?
• How often is
reporting done?
• How many ppl on the
team?

72.
!72
Reporting

73.
The Social Media Audit Report
@AshleyMadhatter
Sales

74.
@AshleyMadhatter
Sales
The Social Media Audit Report

75.
@AshleyMadhatter
Sales
The Social Media Audit Report

76.
@AshleyMadhatter
Sales
The Social Media Audit Report

77.
@AshleyMadhatter
Sales
The Social Media Audit Report

78.
@AshleyMadhatter
Sales
The Social Media Audit Report

79.
@AshleyMadhatter
Sales
The Social Media Audit Report

80.
@AshleyMadhatter
Sales
The Social Media Audit Report

81.
@AshleyMadhatter
Sales
The Social Media Audit Report

82.
@AshleyMadhatter
Sales
The Social Media Audit Report

83.
@AshleyMadhatter
Sales
The Social Media Audit Report

84.
@AshleyMadhatter
Sales
The Social Media Audit Report

85.
@AshleyMadhatter
Sales
The Social Media Audit Report

86.
@AshleyMadhatter
Sales
The Social Media Audit Report

87.
@AshleyMadhatter
Sales
The Social Media Audit Report

88.
@AshleyMadhatter
Sales
The Social Media Audit Report

89.
@AshleyMadhatter
Sales
The Social Media Audit Report

90.
@AshleyMadhatter
Sales
The Social Media Audit Report

91.
@AshleyMadhatter
Sales
The Social Media Audit Report

92.
@AshleyMadhatter
Sales
The Social Media Audit Report

93.
!93
Warnings:
Things to Watch For During
a Social Audit

94.
#Pubcon | @AshleyMadhatter
DON’T PROCRASTINATE…
AUDIT YOU SOCIAL MEDIA
QUARTERLY
@AshleyMadhatter

95.
#Pubcon | @AshleyMadhatter
DON’T ASSUME ANYTHING…
ALWAYS LOOK UP THE
EXACT METRICS AND DATA
@AshleyMadhatter

96.
#Pubcon | @AshleyMadhatter
DON’T FORGET SOCIAL MEDIA
POLICIES…
RULES CHANGE AND CAN
AFFECT ENGAGEMENT
@AshleyMadhatter

97.
#Pubcon | @AshleyMadhatter
DON’T FORGET YOUR GOAL…
MATCH THE AUDIT W/ YOUR
OG GOALS
@AshleyMadhatter

98.
!98
Key Takeaways:
All the Top Secret Goodies

99.
Create Goals in GA: Analytics > Social > Conversions
@AshleyMadhatter
hootsuite.com/tracking-social-media-in-google-analytics/

100.
But, Keep an Eye on Social + Bounce Rate
@AshleyMadhatter

101.
Let Everyone In on the Data
Helps make better business decisions and
new campaign ideas with the WHOLE team.
Share Audit Findings w/ALL Teams
@AshleyMadhatter
Social
Content
SEOProduct
Sales
Client

102.
How Often Are You Blocked?
- G-PG Rated posts
- Sweepstakes following sweepstake rules
- Blocked from making actions - how often?
- Special industry rules: firearms, marijuana,
gambling, etc.
Audit How Your Following the Rules
@AshleyMadhatter
Social
Content
Product
Sales
Client

103.
Is the Network Still Effective?
Stop putting efforts on social networks that
don’t bring you results.
Audit How Effective the Social Network Is
@AshleyMadhatter
Social
Content
Product
Sales
Client

104.
Don’t Just Talk About You…
Share content varieties that are earned,
owned, and influenced.
What’s Your Content Like?
@AshleyMadhatter
Product
Sales
Client
Earned:
testimonials, reviews,
guest posts
Shared:
industry content,
publications
Owned:
original created
content
Influencer:
audience and
influencer

105.
Follow Them, Watch Them
Just because they received 500 more likes
than you did doesn’t mean more in sales.
Audit your competition to see which metrics
are actually helping them reach their goals.
Audit Your Competitors - Regularly
@AshleyMadhatter
Sales

106.
The ROI on Social Media
@AshleyMadhatter
Sales
Avinash Kaushik
• Conversion Rate:
# of Audience Comments (or Replies) Per Post
• Amplification Rate:
Average # of shares/retweets per post
• Applause Rate:
# of Likes
• Economic Value:
Sum of short and long term revenue and cost
savings

107.
E - M A I L W E B S I T E
CONTACT US
ashley@tophatrank.com www.TopHatRank.com
@AshleyMadhatter