Social Media Audit: Part I
Social Media Audit
If you’ve launched a social media strategy, or are just thinking about getting your toes wet, one of the most important components is running a social media audit. Granted, these will look different depending on where you are in the process of launching, preparing, or executing your social media strategy, but an audit can identify opportunities for your business, competitive market in the social space, and shape your strategy moving forward. The word “audit” can be intimidating, but we can all breathe a sigh of relief now that April is over. This audit shouldn’t take your organization longer than 20 minutes, and could glean important information for your purpose and social objective. There are three primary portions of the social media audit, and each serves a different purpose, providing different guidance and insight:
The cleanup portion of the audit is intended to identify social properties that are inaccurate, unofficial, or outdated. Often, third party users, well-wishers or naysayers will create an unofficial account for your organization. This content appears quickly, and can negatively impact your brand and social objective. Identifying these properties is an important portion of your social strategy. The way that you search for these unofficial presences is simple – using search engines within the social platform. Most common keywords associated with your brand, your brand’s name and logo, and your brand’s mission or value statement will often provoke these unofficial properties to appear in search results. The reason that we identify these properties is two-fold:
- In some cases, these properties may be violating copyright or trademark laws, giving your brand the authority to close the group, or request a name change to disassociate that property with your official brand.
- In other cases, they may be parody accounts, negative accounts, and areas that disgruntled consumers are sharing their experience. While this isn’t the best thing to find, it’s important information. This content can be repurposed for your social content strategy. Utilizing consumer feedback and addressing it on your official properties is a great way to combat negative sentiment and trends. Often, negative trends and complaints exist for two reasons – a valid complaint, with true frustration and legitimacy; or a complaint that exists because the user lacks the information they needed to operate or use your product, purpose, or service correctly. Both of these areas give your brand true opportunity to either change, or update internally, or address and launch an educational content campaign across your social strategy to make a more informed consumer base.
Social media strategies should always incorporate consumer feedback as a backbone and driver of the presence. Consumer feedback is invaluable to our companies, and also fellow consumers. A recent study confirms that 94% of users trust feedback and information from people they know, versus the 14% of users who trust marketing content from our consumer websites. Accessing this information, and sharing it with your users, while addressing it on your terms, provides you a powerful tool to hone your social media strategy, all identified through the first step in your social media audit. Stay tuned for next week’s blog as we cover the competitive portion of your brand’s social media audit.