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How do you measure up? Performing a Social Media Audit
Michelle Post, Ph.D. Certified Social Media Strategist
PDF Available: slideshare.net/mpostphd
Lessons for Performing a Social Media Audit
12/16/2014 ©Michelle Post, Ph.D., CSMS
What Why When
Types How
What is a Social Media Audit?
• It is a full picture of your social sphere presence
• An audit inventories your: – Platforms – Administrators – Content Types – Engagement – And so much more . . .
12/16/2014 ©Michelle Post, Ph.D., CSMS
Why Perform a Social Media Audit
• An audit provides awareness of what is working and what is not
• An audit identifies gaps • An audit creates awareness • An audit produces
accountability & responsibility
• An audit can improve your social media processes
• An audit ensures everyone is on the same page
12/16/2014 ©Michelle Post, Ph.D., CSMS
When to Perform a Social Media Audit
• A new business considering social media
• A mature business using social media
• To perform competitor analysis
• To measure a social media campaign
• Frequency: Could be weekly, definitely monthly, or at least once a quarter
12/16/2014 ©Michelle Post, Ph.D., CSMS
Types of Measurement
12/16/2014 ©Michelle Post, Ph.D., CSMS
Sentiment = Share of
Voice
Influence = Sharing
Conversions = Action
Mentions = Reach
Engagement = Interaction
How to Perform a Social Media Audit
12/16/2014 ©Michelle Post, Ph.D., CSMS
Social Media Audit
Identify
Measure
Record
Analyze
Strategize
Complete a Social Media Audit
Simply Measured • One of the easiest ways to
perform a social media audit is through the use of SimplyMeasured’s FREE tools, http://simplymeasured.com/free-social-media-tools/
• You can also download their guide: Spring Cleaning: How to Perform Your Own Social Media Audit with Template, http://get.simplymeasured.com/social-media-audit.html
Dr. Post’s Audit • Download Dr. Post’s
Checklist for Performing a Social Media Audit, bit.ly/1DEZ4rf
• Download Dr. Post’s Social Media Accounts Worksheet Template, bit.ly/1DEZ4rf
• Download Dr. Post’s Social Media Audit Metrics Worksheet, bit.ly/1DEZ4rf
12/16/2014 ©Michelle Post, Ph.D., CSMS
Resources
• How To Build a Content Strategy Using a Social Media Audit - http://www.socialmediaexaminer.com/social-media-audit/
• Execute a social media audit in these 6 steps - http://blog.hootsuite.com/social-media-audit-template/
• 9 point Checklist for conducting Social Media Strategy Audit - http://www.optimizesmart.com/9-point-checklist-for-conducting-a-social-media-strategy-audit/
• [Guide] Spring Cleaning: How to Perform Your Own Social Media Audit - http://simplymeasured.com/blog/2014/04/22/guide-spring-cleaning-how-to-perform-your-own-social-media-audit/
• A Social Media Audit You Can Do in 4 Simple Steps - http://commentground.com/Post/60/A-Social-Media-Audit-You-Can-Do-in-4-Simple-Steps
12/16/2014 ©Michelle Post, Ph.D., CSMS
Resources • Social Media Audit Template -
http://blog.hootsuite.com/social-media-audit-template/ • How to Conduct a Social Media Audit on Your Business -
http://stinabee.com/how-to-conduct-a-social-media-audit-on-your-business
• The Quick Social Media Audit Everyone Can Do - http://www.fivetechnology.com/blog/2014/06/18/the-quick-social-media-audit-everyone-can-do/
• Top 4 Tips When Doing Your First Social Media Audit - http://www.prosar.com/inbound_marketing_blog/top-4-tips-social-media-audit
12/16/2014 ©Michelle Post, Ph.D., CSMS
References
• Campbell, K. (2014, February 16). 5 Ways to measure the success of a social media campaign [Blog post]. Retrieved from http://2xmedia.co/5-ways-to-measure-social-media/
• Simply Measured. (n.d.). Spring Cleaning: Perform your own social media audit [PDF]. Seattle, WA: Simply Measured, Inc.
12/16/2014 ©Michelle Post, Ph.D., CSMS
Michelle Post, Ph.D., CSMS
©Michelle Post, Ph.D., CSMS http://reachyourpotential.info/
I Help Bridge Technology With Functionality to Increase Application
Dr. Michelle Post is a driven, passionate, and experienced leader, teacher, social media strategist, connector, and developer.
Her desire to connect and inspire throughout nearly three decades of career translates into her ongoing effort to help the development of ideas, people, content, and curriculum. Dr. Post is President / CEO of three ventures: Reach Your Potential, The Post Institute: Center for Life-Long Learning, and WorkPlace Influence.
12/16/2014