Taking Your Social Media Temperature

How do approach and start a basic social media audit.

Transcript

1. TAKING YOUR SOCIAL MEDIA TEMPERATURE EMERALD MARKETING ASSOCIATION | NOVEMBER 10, 2015 Kelli Matthews | @kmatthews | UO SOJC | Verve Northwest
2. REALLY JUST A NICE WAY OF SAYING…
3. SOCIAL MEDIA AUDIT.
4. AND NOT A CUTESY, TOUCHY-FEELY “AUDIT” POST MORE PHOTOS OF CUTE KITTENS & YOUR SOCIAL MEDIA WILL BE AWESOME! <3
5. BUT A DEEP DIVE, NITTY GRITTY, ROLL AROUND IN THE DATA AUDIT WHAT’S YOUR OPTIMAL POST CHARACTER COUNT BASED ON ENGAGEMENT?
6. WHY WOULD YOU DO THAT? ALL YOU NEED ARE MORE KITTENS!
7. SMART, STRATEGIC PLANS ARE RESEARCH- BASED
8. WHAT DO WE DO WITH IT? ACTIONABLE RECOMMENDATIONS BUT WHAT DOES IT MEAN? INSIGHTS DATA
9. PAID EARNED OWNED social media profiles, communities, content, websites, email, widgets/apps social media sponsored content, PPC, web ads, print ads, partnerships social media conversations/ mentions, DIGG, Reddit, forums, blog mentions, traditional media coverage SOCIAL MEDIA AUDIT TAKES A COMPREHENSIVE LOOK AT OWNED, PAID AND EARNED MEDIA
10. THROUGH THE LENSES OF KPIs Goals & Objectives
11. WHAT DO YOU WANT TO ACCOMPLISH?
12. OWNED social media profiles, communities, content, websites, email, widgets/apps
13. FAN/FOLLOWER ANALYSIS • Is growth increasing/ decreasing? • Who are their fans/followers in terms of demographics? • Total fans vs. engaged fans? • What other Pages, sites and topics are fans/followers interested in?
15. PLATFORM OPTIMIZATION • Is each platform optimized? Facebook Tips: • Your page name is important. • Claim your custom URL • Complete all sections of profile & use keywords
16. CONTENT PERFORMANCE • Reach? Organic vs. Paid • Frequency of content? • Time and day distribution? • Character count? • Engagement rate?
17. LIKES + SHARES + COMMENTS REACH (Simple) Engagement Rate Expressed as a % ENGAGEMENT RATE
18. CONTENT TOPICS/ BUCKETS • What are the topics/ buckets? • Highest performing? By reach? By engagement? • Lowest performing? By reach? By engagement?
19. EXAMPLE
20. DISTRIBUTION • How is content distributed? (ex: third party app vs. natively) • How does content differ by platform? How does data compare? • Is content syndicated or unique (or both)?
21. TOOLS TO USE FREE MORE EXPENSIVE Platform 
 Analytics FollowerWonk INEXPENSIVE Hootsuite Sprout Social Cyfe Simply Measured Radian6 Sysmos Sprinklr Social Bakers
22. AND REMEMBER, WHEN ALL ELSE FAILS….