When you get started with Engaged Social, one of the first actions we take is to perform a Social Media Audit. When auditing your company’s social media presence, we dig deep to learn who is connecting with your business on social media, which social networks and content your audience prefers and what your competition is doing. Basically, we’re looking for what’s working, what’s not and and what can be improved upon.
There are 3 key components to this process:
- Conduct an inventory of your social media presence. If your business isn’t currently represented on social media, the first step is to determine which social channels are most beneficial for your business. This can be done by looking into where your competition is focusing their efforts and doing an analysis of their social media accounts, as well as determining where your target audience is most active. If you already have brand representation on social media, we do an inventory search for officially sanctioned and unauthorized pages representing your business. Engaged Social takes note of the number of followers/fans, quality and quantity of activity or engagement, and whether all links work within each social profile. In this step, we also check your branding for consistency across all of your social media channels, as well as your website(s). Consistency is crucial!
- Get to know your customer. Who is your target audience on social media? The truth is, many companies have no idea who they should be targeting via social media. Once we determine the ‘who’, Engaged Social looks at the ‘where’ and ‘what’. ‘Where’ are they hanging out on social media and ‘what’ type of content are they consuming? Furthermore, ‘why’ should they buy from your company? Understanding these questions will help us build an effective social media strategy for your company.
- Understand your competitive landscape. Engaged Social investigates what your top competitors or industry influencers are doing on social media. Do they have a large social media footprint? What content resonates the most with their followers? An analysis is also done of their strengths and weaknesses and compared to your company’s.
The social media audit is used to establish a baseline for analyzing your social media presence growth over time and is a key tool to help determine the ROI of your social media efforts.
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