1. SOCIAL MEDIA MARKETING AUDIT
Teen Boot Camp 2015
1. Website. This is your home base. This is also likely there the most important
actions will happen (registrations!).
a. Do you have social media channels linked here?
b. Do you have voices, quotes, pics of teens here?
c. Do you have a low barrier to entry (and/or incentive) for capturing an
email address?
d. Do you offer steps to the next rung for each audience?
e. Bonus: do you have embedded video? Embedded social media?
ACTION STEPS FOR US:
2. Searchability. What might your prospective audiences be searching for, and
will they find you? Brainstorm a list of the keywords and phrases here:
Now, try searching for some. What comes up? Consider:
a. You need common terms in your content to show up there.
b. The more incoming links you have, the higher your search rankings.
How can you get more incoming links (think partner orgs, leaving
value-added comments on related blogs)?
c. Are there sites in your search results that might list your program
(e.g. local summer camp listings, Jewish org program listings,
parenting sites, mommy blogs, etc.)?
ACTION STEPS FOR US:
3. Social Media Channels. Do we have a presence on the following channels?
What’s our self promotion to value added content ratio? What kind of
engagement do we see?
a. Facebook
1. Presence? (name, image, profile/page/group, custom URL)
Link to site in your bio/about?
2. How many posts/week?
3. Promotional : value added ratio for the last month?
4. How much text vs images in your content?
5. Avg likes and comments per post?
6. Who is commenting and sharing? How are you engaging
them in the next rung?

2. 7. How can you increase engagement, and shift “likes” to
“comments” and “shares”?
8. Who is posting? What are their goals?
9. Do you schedule in advance?
ACTION STEPS FOR US:
b. Twitter
1. Presence? (name, image, bio) Link to site in your bio?
2. Does someone get notifications on their phone?
3. How many posts/week?
4. Promotional : value added ratio for the last month?
5. How much text vs images in your content? (now, video!)
6. How many replies, mentions, retweets in the past month?
7. Who is engaging? What are you doing to move them to the
next rung?
8. How can you get more engagement?
9. Are you using hashtags? Which ones and why?
10. Who is posting?
11. Do you schedule in advance?
ACTION STEPS FOR US:
c. Instagram
1. Presence? (name, image (160x160), bio) Does your
username match others? Link to site in your bio?
2. Does someone get notifications on their phone?
3. Do you have it integrated with FB and/or Twitter? How does
it advance those strategies?
4. How many posts/week?
5. Promotional : How are you telling your story?
6. How many likes, replies, mentions in the past month?
7. Who is engaging? What are you doing to move them to the
next rung?
8. How can you get more engagement?
9. Who is posting?
10. Who are you following? How much are you engaging with
them? (Participants, influencers, distribution channels)
11. Are you being tagged in other people’s photos?
12. Are you using hashtags?
ACTION STEPS FOR US:
d. Snapchat (personal)
1. You have a presence you can use professionally?
2. How are you building connections, and with whom?
3. What is your relationship building goal?
4. Are you building a “Story”? Can others add to it?

3. 5. Is anyone sending you snaps? Who? Why? How can you move
them up to the next rung?
ACTION STEPS FOR US:
e. YouTube
1. Presence? (Channel with name, bio) (Start from Google+ if
you have an account there for your program/org) Doesyour
username match others? Link to site in your bio?
2. Is your title bar visual and fun? Are social channels linked
there?
3. Do your have videos about your people, program?
4. Do your videos anticipate barriers and knock them down?
(People like me, emotion, comfort, etc.)
5. Do descriptions have good detail for SEO?
6. Do you have other channels linked there? (e.g. to parent org,
related content)
7. Do you hold Hangouts? (Great way to do Q&A). Do you have
recorded Hangouts for informational purposes?
4. Content Creation What kind of content do you need? How will it advance
your ladder of engagement?
a. What are our core content goals given our audiences?
b. What kind of content should we curate?
c. Who do we need to be following to curate?
d. What kind of content do we need to create? For what purpose?
i. Informational
ii. Relational
iii. Emotional/psychological
iv. Shareable
e. Who will create the content?
f. How channel specific is it? How might it be adapted for different
channels?
g. What voice/tone/personality will our content have? How does it vary
from one channel to the next?
h. How will we know what’s working well, and what’s not?
i. Who plays a role in:
i. Planning
ii. Creation
iii. Posting
iv. Monitoring and responding
v. Engaging with others on our behalf