sample social media audit report for youtube india

1. Social Media Strategy
YouTube India

2. Objective
• Higher page • Reach out to higher
engagement through audience through
diverse content virality
• Increasing average • Building Active
conversation per advocates and
person influencers
Engagement Reach
Revenue Community
• Increase Traffic to • Acquire new fans to
website build community
• Increase in Revenue • Loyalty offers
availed

3. Facebook Content Audit
 Average 2 - 3 posts a day
 Improper content mix reduces
engagement
 Live streaming composes
majority of content
 Top & trending videos gets
maximum engagement
 Low page engagement on IPL live
stream can be as a result of greater
number of people clicking on the
link and going to the YouTube site
 The updates lacks visual eyeball
due to limited use of imagery (
example: all updates related to the
match can have images of teams
and players with a link to live
match)
Note: The analysis of content plank is based on the last 1 week updates

4. Facebook Strategy
•Content mix to have: partnered content promotion + monthly content
plank + Ad hoc content
•Create a monthly content strategy based on offline stimulus like festivals,
Content events, movies, sports, trends, music albums, humor etc
•Ad hoc content can have: viral video / trending video of the day/ current
Strategy affair / latest movie teasers
•Content should be created with images & bit.ly links to get maximum
eyeballs , drive traffic to website and best tracking
•Create Geo Targeted Facebook event for each live stream and a
Calendar of live stream event so that fans can get regular reminders
about the event
Tactical •Create a geo-targeted Tab “YOUTUBE LIVE” for partnered live
stream events giving higher visibility to live streaming concept and
Strategy live events. This will enable higher conversion of page views to site
traffic
• Pin the most important content like partnered live streams on top of
the timeline to convert organic page views and into website traffic
• Campaigns to increase user shared content on the page which will
enable users to share from existing YouTube vides links on our page
and drive their networks to view that content . Example: Users to share
their favorite movie dialogue video on YouTube :
Campaign #myfavoritemoviedialogue, sports lover can have campaign like best
cricket shot, football goal ever
Strategy • Campaign targeting user generated content that can go viral like funny
video, mimicry etc
• Campaign targeting UGC for talent scouting like short film, music
anthem for city etc
Note: Strategy target YouTube viewers, partners & content creators. Content strategy primarily target partnered promotion & increasing
website traffic. Tactical strategy is completely focused on viewers . Campaign strategy target content creators & viewers

5. Sample Application Idea : YouTuber
YouTubers: A YouTube loyalty application
 This application can track all YouTube videos shared by the
users on their timeline and virality / engagement received on
those posts
 Everytime the fan share any YouTube video on their
facebook timeline with friends they receive loyalty points for
the same
 Create an algorithm for the loyalty point keeping in mind the
frequency of video share, virality, engagement and views
created
 The top loyalists can be gratified by inviting them to live
YouTube streams, meet ups, partnered events
 The application will increase YouTube content sharing on
Facebook by building loyalists and increase virality
 The application can target Indian audience as well as
international audience
 Application will enable us to identify the influencers

6. Twitter Audit
• YouTube India has only 9075
followers which are low in
comparison to their
Facebook reach
• Average daily tweets are 2-3
which appears like a replica
of Facebook updates
• YouTube India as a brand is
not engaging in
conversations through
replies and RTs
• Last 50 tweets about
@youtubeindia reached 1.8
lakh people i.e 20 times its
followers
• 80 % impressions were
created by 2 influencers
which indicates that there
should be higher Planned
influencer engagement
• The tweet graph indicates
that the tweets increased
suddenly on 16 april due to
RT by influencer Delhi
Daredevil wrt Delhi IPL
match

7. Twitter Strategy
Twitter is not about talking but all about listening and engaging.
The more you listen the more you engage
Real Time Listening & Engagement
 Listen to all real time conversations about live streams and
engage with them via reply or RTs
 Listen to all conversations related to YouTube partnered
videos/campaigns and engage
Influencer Engagement and Management
 Identify influencer: Ongoing loyal influencer and campaign
based influencer eg. Delhidaredevil for IPL
 Connect your offline Influencer on twitter
 Manage Influencer relation online through active online
engagement and offline tweet ups
 Tag your influencers in all related tweets
 Make sure you launch all your campaigns with an active
Influencer Force
Note: The above screenshot is a sample listening for IPL live stream link of Indiatimes

8. Twitter Strategy
Top Videos on Twitter
 Twitter is real time so always be aware
about the top YouTube videos and its
source
 Know what are the top recent YouTube
video on twitter
 Track the top videos on twitter related to
your partnered campaign
 Engage with the originator of Top video via
RT, reply or DM
Integrated campaign
 Launch the UGC based integrated
campaigns on all social platform
 Example: Video Talent Hunt for musicians,
short film makers where users can upload
video on YouTube and participate in
content via facebook (app) or twitter
(hashtag)
 Bring your Facebook Fans on Twitter via
platform integration and cross promotion