In our ‘Auditing your Digital Presence’ series, this blog looks at how to conduct a social media audit and how to develop a coherent strategy for the future. You will need a little time to get to grips with your output in order to make it effective and deliver Return on Investment (ROI)…
We previously wrote a blog about problems caused for businesses that lose control of their social media, or never had control of it in the first place. You’d be surprised (or maybe you won’t!) by the number of businesses we come across that aren’t really sure what their social media presence comprises of.
A key factor underpinning any social media audit is understanding what social media comprises, what platforms you are on, and what they can deliver for your business.
So what IS social media?
Social media is the collective of online applications that enable users to create and share content and participate in social networks. Among the channels you are currently using, familiar names will be: Twitter, Instagram and Facebook, but don’t forget about platforms like WhatsApp, Pinterest, LinkedIn, Google+, YouTube, Tumblr, Snapchat, Myspace and Reddit – amongst others!
And how do we lose control?
The ways businesses lose control of their social media include:
Auditing your social media presence is a vital part of your overall digital audit, so don’t neglect it however painful you anticipate the exercise will be.
In an ideal world, your brand’s social media presence will be:
With an idea of what ‘good’ looks like, you should be ready to tackle your own social presence.
Social Media Platforms
Social Media Activity
Once you have carried out your social media audit, you will be in a position to establish your social media strategy. You’ll need an overall strategy, and then individual plans for the different platforms, as each behaves slightly differently, requiring content to be in different formats.
We’ve been supporting businesses as they get to grips with online marketing since before Facebook was a twinkle in Mark Zuckerberg’s eye – if you need some help getting to grips with your social media presence – or any other aspect of your digital marketing, get in touch!
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