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A social media audit of systems, implementation, strategy, and culture offers a comprehensive evaluation of the state of your organization’s social media strategy, processes, and systems. Audits are not a judgment, but rather a statement of where you are along a continuum of practice, and offer practical insights into your social media execution and effectiveness. In this webinar, we’ll discuss the right time to consider a social media audit, the goals of the audit, inquiry tools and resources, what a 360-degree audit entails, and what to do with the results. We'll also explore case studies of two nonprofit social media audits, what the organizations learned from participating in this process, and how the audit information translated into ramping up their strategic social media engagement.
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The Social Media Audit
Debra Askanase & Ash Shepherd
February 15, 2012
Sponsored by:A Service
Of:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
INTEGRATED PLANNING
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Affordable collaborative data
management in the cloud.
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Today’s Speakers
Debra AskanaseFounder and Engagement Strategist
Community Organizer 2.0
Hosting:
Sam Frank, Synthesis PartnershipAssisting with chat questions: April Hunt, Nonprofit Webinars
Ash ShepherdSenior Project Manager/Strategist,
NPower Northwest
The Social Media Audit
Presented by Ash Shepherd and Debra Askanase
Nonprofit WebinarsFebruary 15, 2011
http://www.flickr.com/photos/7729940@N06/6530383391/
Road Map
• What is a social media audit (and what it’s not)
• When is the right time to do an audit
• Goals of the audit
• Tools and resources
• The 360-degree audit
• Tying the audit back to strategy
• Supplemental resources
Take a look under the hood
http://www.flickr.com/photos/31910582@N05/4057032134/
What is a social media audit?
Measures processes, not the strategy
What is a social media audit?
http://www.flickr.com/photos/49512158@N00/2264501031/
Sets expectations
What is a social media audit?
http://www.flickr.com/photos/bizlo/5882012154/in/photostream/
Measures progress towards social media maturity
What is a social media audit?
http://www.flickr.com/photos/jahw/3629299364/
Assesses systems efficiencies
http://www.flickr.com/photos/80081757@N00/55853975/
What is a social media audit?
Identifies barriers to successful implementation
The audit is a measurement of systems, competence,
and maturity
Audit components:social media practice areas
• Strategy
• Implementation
• Online integration
• Support and/or connected culture
Strategy vs. audit
http://www.flickr.com/photos/98318718@N00/410355440/
What an audit is NOT
• It will not offer a strategy for social media
• It will not evaluate how a specific campaign is going or whether it met campaign goals
• It will not evaluate how you are progressing towards a specific strategic goal
• It will not tell you how to make your existing social media strategy stronger
Campaign vs. systems audits
Campaign audit Systems audit
Goals focused Systems focused
Metrics focused Processes focused
What was and was not executed
What process are and are not in place
Degree of success Level of maturity
When is the right time?
http://www.flickr.com/photos/30302870@N08/3202770556/
Timing of an audit
• You’ve been doing social media for at least six months
• You want to evaluate resource allocation
• You’re about to step up your social media efforts or launch a campaign
• Your organization is ready to be a networked nonprofit or ready to advocate for being one
Goals of an Audit
• Provide a snapshot of systems and processes
• Identify overall “foundation for success”
• Ease process of prioritizing next steps
• Allow for comparisons over time to track growth
Use as a Framework
Inquiry up front & listen for specific needs/goals
Modify where appropriate
Getting into the Tool
• Detailed document of theory and application
• Methodology for assessment
• Entering “The Matrix”
• Recommendations report
Practice Maturity Scale
The “Matrix”| Focus Areas
Focus Areas Modified
Methodology Spectrum
*Interview is the most common method
The “Matrix”| Example 1
Example 1 | Results
• Little extended beyond fund development
• Some campaign strategy but no long-term
• Traditional background helps with integration
• Strategy/Policy top priority for going forward
The “Matrix” | Example 2
Example 2 | Results
• Very little institutionalization, mostly ad hoc, some planned systems
• Weakest area is connected culture, which affects the rest of the organization’s social media efforts
• Identifying SMART goals, conversation areas, leadership development opps are priorities
• Organizational education about the use of and participation in social media also critical
End Products
• Matrix
• RecommendationsReport
– Current State Analysis
– Priorities
– Next steps
The 360-degree audit
Internal System
Board
Staff
Online fans
Managers
What to do with the results
• Reevaluate systems and processes
• How does this impact your social media strategy?
• Prioritize change:
– What can you immediately, in 3 mos, 6 mos.
• Convey this information to the whole agency
– Integrate with program and fundraising
– How will this impact culture, reporting, etc?
Where you can find more
• Original Posting: NPower Northwest Websitehttp://www.npowernw.org/knowledge-center/social-media-audit
• Wikispace: Collaboration Experimenthttp://nonprofitsocialmediaaudit.wikispaces.com
The Wiki Experiment
http://nonprofitsocialmediaaudit.wikispaces.com
• Original docs
• Additional resources developed by others
• Iterations (Coalition specific, etc.)
• Related Resources
Jumping In
Photo Credit | Flickr: Hamad-Al-Mohanna
What is your next step?
Debra Askanase, Engagement [email protected]: @askdebraLinkedin: http://linkedin.com/in/debraaskanase(617) 682-2977
Ash Shepherd, Senior Project Manager/[email protected]: @NPTech_AshLinkedin: http://linkedin.com/in/ashshepherd(971) 285-1949
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Find listings for our current season of webinars and register at:
NonprofitWebinars.com
