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The Social Media Audit:,[object Object],A Foundation for Strategic Success,[object Object]
Hi.,[object Object]
You can’t have any of this…,[object Object]
Without this. ,[object Object]
WHY? What’s the goal?,[object Object]
Our social media audit,[object Object],Listen to determine…,[object Object],Competitive advantage.,[object Object],Where to establish/concentrate presence.,[object Object],Optimal keyword phrases and content. ,[object Object],Benchmarks for measuring goals and success.,[object Object]
Competitive Advantage,[object Object],Identifying share of voice, which determines competitive advantage and brand positing.  ,[object Object]
Based on overall volume…,[object Object]
Based on volume in channels…,[object Object]
Based on sentiment…,[object Object]
Our social media audit,[object Object],Listen to determine…,[object Object],Competitive advantage.,[object Object],Where to establish/concentrate presence.,[object Object],Optimal keyword phrases and content. ,[object Object],Benchmarks for measuring goals and success.,[object Object]
Where to establish presence.,[object Object],Analyzing the distribution of conversations, which determines the social channels in which the brand should participate.  ,[object Object]
Based on presence of conversation…,[object Object],Mentions of keyword phrases…,[object Object]
Based on source distribution…,[object Object],         Client                Comp. #1         Comp. #2          Comp. #3,[object Object]
Client had high volume of mentions on Twitter, but deeper analysis of content shows that the brand’s two Twitter feeds made up the bulk of that content. ,[object Object]
Our social media audit,[object Object],Listen to determine…,[object Object],Competitive advantage.,[object Object],Where to establish/concentrate presence.,[object Object],Optimal keyword phrases and content. ,[object Object],Benchmarks for measuring goals and success.,[object Object]
Optimal keyword phrases.,[object Object],Analyzing the content of conversations to determine optimal keyword phrases for social media optimization (SMO.)  ,[object Object]
Based on volume, frequency and distribution…,[object Object]
Our social media audit,[object Object],Listen to determine…,[object Object],Competitive advantage.,[object Object],Where to establish/concentrate presence.,[object Object],Optimal keyword phrases and content. ,[object Object],Benchmarks for measuring goals and success.,[object Object]
Benchmarks for measurement.,[object Object],Stacking up the audit against the plan andthe goal to establish metrics that will measure success. ,[object Object]
Example: Expand and strengthen your online brand presence and visibility among large employers.,[object Object],number of global mentions ,[object Object],change in sentiment ,[object Object],share of voice over competition,[object Object],web traffic from social media,[object Object],keyword-rich mentions ,[object Object],volume of content shared by others,[object Object]
Questions? Comments?,[object Object]
Thanks.,[object Object]

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Social Media Audit by Kary Delaria

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Notas do Editor

  1. In addition to just looking at total volume of mentions, we will take this a step further to include a comparison of the volume of mentions of each company with the occurrence of one or more of the industry keyword phrases, thus determining competitive advantage (or weakness) not only within particular channels, but with particular phrases as well.
  2. In addition to just looking at total volume of mentions, we will take this a step further to include a comparison of the volume of mentions of each company with the occurrence of one or more of the industry keyword phrases, thus determining competitive advantage (or weakness) not only within particular channels, but with particular phrases as well.
  3. Also combine this analysis with web stats