Social Media Audit

Created by Stefanie PoulinSocial Media & Society DU-GNED 1481

Agenda• Introduction• Social Media Presence• Results• Recommendations• References

Introduction Ashburn Country Corner Boutique is a hidden gem tucked away in the picturesque countryside of Ashburn, Ontario. The store is family owned and operated and it opened its doors in 2006. The owner, JoAnne DeMerchant, has two employees who are family members. The store provides a selection of home decor ranging from rustic to contemporary country to glitzy glam. They carry a unique collection in jewelry, clothing, handbags, scarves and fragrant candles/diffuser.

Social Media Presence Using search engine websites such as Yahoo and Google, I

reviewed Ashburn Country Corner Boutique’s current social media presence

I researched the following websites: Facebook, Twitter, YouTube, Google + and LinkedIn

I concluded that Ashburn Country Corner Boutique currently only uses Facebook and YouTube as a social media tool

LinkedIn and Google + were excluded since the pages found did not provide any valuable material

Results Facebook Presence

• Active on Facebook since October 2011• Facebook page updated approximately monthly• Includes various pictures of products they carry such

as jewelry, candles, soaps, clothing line and Christmas decorations

• Includes a short video of the store• Owner posts about current sales and open house

events • 297 likes• 8 Reviews (4.5 stars)• Hours of operation updated

Products showcased on Facebook Soaps & Aromatic Sprays Jewelry Line

… Continued …

Clothing Line

Sales & Events

YouTube

Here are the links to three videos of Ashburn Country Corner Boutique found

on YouTube

https://www.youtube.com/watch?v=pJsopwvH-Ochttps://www.youtube.com/watch?v=r3a_B0RWlHMhttps://www.youtube.com/watch?v=vV8RFGg0_pA

Recommendations1. Interact More Don’t just publish content about products and sales - ask

questions and respond to fans. I noticed that customers post comments and positive feedback about the store, but these are not acknowledged by the owner.

Check your message inbox and reply to direct messages; I personally sent a message to the owner a few years ago and never received a reply. When mentioning it to the owner during a visit, she admitted to not checking the FB messages.

Recommendations Post quotes - Unlike some low quality content, quotes work well because they cover a wide rangeof interests and can connect with different people in different ways.

Asking your followers and audience questions is another way to get them active on social media. You could ask them to provide advice, content ideas, what they would like to see from your brand in the future or just a general question like “What are plans for the weekend?”

One of the most effective ways to get fans to pay attention and interact with your page is to have content that is fun and engaging.

Recommendations2. Have a Contest There’s no doubt that you’ve heard about the power of

contests and giveaways. What’s great about these tactics is that it boosts engagement on the social media platform of your choice because people usually like receiving a prize of recognition. For example, you could ask fans to fill-out an entry form, like your page or share their favorite story about your brand for a chance to win a free product. The store does not have to offer an expensive prize to get followers to join in a contest (ex. $50 gift card).

Just make it an easy, fun competition. Photo Caption Contests are also a great contest idea to engage fans. There have a low barrier to entry - users submit and vote on captions (titles) for photos. Once submitted, entrants automatically share a post on their Facebook profile, inviting their friends to join too. This generates buzz for your campaign and creates a potential viral campaign for your business.

Photo Caption Contest Example

Recommendations 3. Build a company page on all the primary social networks Potential customers are likely to look you up on social media.

A presence on the most frequently used networks will ensure your customers can find you when they’re looking for you.

Make sure to check these sites frequently. Social networks like Twitter allow small businesses to locate

their current customers or seek out potential customers. Ashburn Country Corner Boutique can create a geo search in Hootsuite to locate anyone tweeting about needing a gift shop within their area. After locating those tweeting about this, they can start reaching out to them, and invite them to come and visit Ashburn Country Corner Boutique.

Recommendations On Pinterest you can collaborate with other people who

share your interests by creating a group board with a single theme and inviting others to add pins to it. A collective effort will increase your engagement and make your board more attractive to other Pinterest users.

On a side note, research shows that the average Facebook user will “like” no more than seven companies or brands. Facebook users must be selective or they will soon find their walls flush with corporate messaging and promotions, leaving little room for posts by friends and family. To increase the odds of capturing valuable real estate on a customer’s wall, it is critical to know your target audience and understand which social media platforms they frequent, as well as the type of content and engagement they find most compelling. Only then can you optimize your platform mix and tailor your content to reach those customers.

References “6 Social Contest Ideas and Examples”, Business 2 Community, April 27, 2013,

Web. October 13, 2015 http://www.business2community.com/social-media/6-social-contest-ideas-and-examples-0471352

Lee, Aaron, “5 Charismatic Ways to Get Facebook Fans to Interact with You”, Post Planner, 2015, Web. October 13, 2015 http://www.postplanner.com/5-charismatic-ways-get-facebook-fans-to-interact-with-you/

“Ashburn Country Corner Boutique”, Facebook, 2015, Web. October 13, 2015 https://www.facebook.com/Ashburn-Country-Corner-Boutique-182818935133481/timeline/

“About Ashburn Country Corner”, Ashburn Country Corner Boutique, 2015, Web. October 13, 2015 http://www.ashburncountrycorner.com/

Canty, Allison, “10 Tips to Improve Your Business’ Social Media Presence”, Grasshopper Blog, May 7, 2012, Web. October 13, 2015 http://grasshopper.com/blog/10-tips-to-improve-your-business-social-media-presence/