Since over 50% of big companies jumped into social media without a strategy, many of these efforts floundered. Renegade developed this Social Media Audit to provide a solid strategic foundation and a road map for future activities. We recommend hiring professionals to implement an audit--just because you find scalpels, doesn't mean you're suddenly a surgeon!
2. Introduc6on
Goals
Checklist
Assess
current
state
of
client’s
SM
acKvity
Assess
compeKKve
SM
acKviKes
and
relaKve
strength/weakness
IdenKfy
infrastructure
and
organizaKonal
changes
needed
to
support
tacKcal
opportuniKes
IdenKfy
cultural
changes
(if
any)
required
to
make
social
media
program
an
on-‐going
success
Outline
SM
tacKcal
opportuniKes
Define
overall
SM
strategy
in
the
context
of
overall
business
goals
Social
Media
Audit
2
3. Social
Media
Environment
Channel
Presence
Comments-‐
The
purpose
here
is
to
establish
a
benchmark
for
the
work
done
thus
far
in
establishing
a
web
&
social
media
presence.
Website
Microsites
An
effecKve
site
should
be
supported
by
other
channels.
Blogs
Social
Networks
At
this
stage,
focus
only
on
the
major
players
Microblogs
Video
(YouTube
and
Vimeo)
Feedback
Search
(Google,
Ning,
YouTube,
etc.)
Do
your
social
media
efforts
enhance
organic
search
results?
Other
(mobile
app,
web
app,
wikis,
)
Social
Media
Audit
3
4. Reac6ons
to
and
Goals
for
Social
Media
–
Planning
&
Compe66ve
Issues
Ques6ons
Reac6ons
Comments
Strengths
and
weaknesses
of
current
web
What
do
you
like?
What
are
you
unhappy
presence
with?
Social
media
goals
How
do
these
goals
support
the
overall
goals
of
the
organizaKon?
Strategic
role
of
each
social
media
element
in
Leads,
sales,
retenKon,
cost-‐cudng,
context
of
overall
goals
loyalty,
customer
saKsfacKon,
customer
referral
What
companies
do
you
admire
for
their
social
media
success?
Social
Media
Audit
4
5. Reac6ons
to
and
Goals
for
Social
Media
–
Infrastructure
&
Organiza6onal
Issues
Ques6ons
Reac6ons
Who
has
responsibility
for
social
media
in
the
organizaKon?
How
will
you
measure
the
impact
of
any
changes
you
make?
What
tools
are
in
place
to
help
with
this
measurement?
What
is
in
place
to
help
you
deal
with
adverse
comment
and
discussion
on
social
media
sites
now?
What
are
the
email
markeKng
processes
in
place?
Where
is
the
SM
strategy
being
aggregated
into
the
overall
markeKng
strategy?
Do
you
have
a
“hubsite”
for
all
of
your
social
media
content?
Who
in
Senior
Management
is
acKve
in
social
media?
Social
Media
Audit
5
6. Reac6ons
to
and
Goals
for
Social
Media
–
Cultural
Issues
Ques6ons
Comments
Do
you
have
a
corporate
social
media
policy?
Is
this
policy
informed
by
regulatory
issues
in
your
industry?
Are
there
any
cultural
issues
(good
or
bad)
that
have
had
an
impact
on
your
social
media
acKviKes?
What
are
the
senior
mgmt
reacKons
to
tools
like
Twi@er
and
Commitment
from
Senior
staff
is
crucial
to
success
Facebook?
Do
you
encourage
your
employees
to
parKcipate
in
company
and/or
personal
social
media
acKviKes?
Is
there
a
culture
of
allowing
staff
to
access
social
media
during
the
work
day?
Are
there
any
internal
people
who
could
become
your
social
media
expert
or
the
voice
of
your
brand?
Social
Media
Audit
6
7. List
Four
Major
Compe6tors
Compe6tors
Website
Microsite
Blog
Facebook
TwiMer
YouTube
Other
(feedback)
Comments
Establishing
compeKtors
web
and
social
media
performance
will
help
set
benchmarks
and
goals
for
the
company
and
the
brand.
Social
Media
Audit
7
8. Facebook
Feature
Notes
Compe6tors
Comments
Assess
the
presence
of
the
Is
there
any
official
or
unofficial
company
or
brand
on
Facebook
presence?
Has
it
been
thought
through?
Look
for
staff
involvement
with
Many
companies
will
have
a
staff
Facebook
that
is
acKve
on
FB
Evaluate
Fan
page
Fan
Pages
provide
powerful
tools
for
developing
a
brand
presence
Links
to
company
or
brand
site
How
is
FB
being
used
to
drive
traffic
to
main
website?
Record
number
of
fans
Make
a
note
of
the
current
number
of
fans
Last
Kme
their
Facebook
presence
Make
a
note
of
the
date
when
was
updated
an
update
was
made
to
the
page
(by
the
company)
Specific
Facebook
apps
or
List
any
evidence
of
the
use
of
automaKon
apps
by
the
company
Like
Bu@on
throughout
web
Link
from
main
website
to
FB
are
presence
important.
Social
Media
Audit
8
9. TwiMer
Use
twi@er
analyKcs
tools
to
measure
how
well
they
are
doing
with
their
compeKtors
Feature
Notes
Compe6tors
Comments
Bio
and
background
Does
this
help
set
up
the
goal
of
your
company?
Styles
of
tweets:
Publishing
Pushing
data
QuesKons
Asking
for
info
Customer
Service
Helping
followers
ConversaKon
Engaging
followers
Links
to
company
or
brand
site
How
are
you
driving
traffic
to
main
website?
#
followers
Record
as
baseline
Influence
How
influenKal
can
you
be?
Reach
How
many
people
can
you
reach
through
your
followers?
Recency
How
oqen
are
you
tweeKng?
Follow
us
bu@ons
on
site
Needed
to
drive
fans
Retweet
bu@ons
next
to
content
on
website
Social
Media
Audit
9
10. Blogs
and
Comments
Feature
Notes
Compe6tors
Comments
How
are
you
monitoring
Blogs
are
some
of
the
most
reacKons
to
your
organizaKon
powerful
drivers
of
both
or
products
on
blogs
or
community
and
reputaKon.
posted
in
comments?
Are
you
parKcipaKng
in
Bloggers
are
likely
to
talk
about
a
responding
to
comments?
successful
company
or
its
products
and
the
client
will
want
to
be
involved
with
this
process.
Who
are
the
powerful
You
may
want
to
set
up
your
bloggers
in
your
industry?
own
blog
to
be
more
in
control.
Does
your
own
blog
or
presence
on
services
like
GetSaKsfacKon
help
provide
a
place
for
customer
discussion?
Social
Media
Audit
10
11. Member-‐only
Communi6es
&
Special
Interest
Social
Networks
Feature
Notes
Compe6tors
Comments
Is
there
a
relevant
member
only
community
/
special
interest
social
network?
Is
the
community
healthy?
Size,
frequency
of
visit,
duraKon
How
so?
of
visit,
content
sharing
Is
the
community
built
on
a
common
plasorm
like
Ning
or
is
it
custom
built?
Is
there
an
opportunity
to
What
is
the
group
commonality
create
a
new
community?
and
unmet
need?
Social
Media
Audit
11
12. Search:
How
social
media
ac6vi6es
support
organic
search
Feature
Notes
Compe6tors
How
does
website
perform
on
an
organic
search
basis
for
wide
range
of
relevant
terms?
Do
current
blogs
enhance
organic
search
results?
Are
microblog
feeds
and
other
news
feeds
on
the
website?
Is
there
a
lot
of
Flash-‐based
content?
Social
Media
Audit
12
13. List
Key
Phrases
that
define
how
the
company
or
brand
would
expect
to
be
found
in
the
search
engines.
Keywords
or
phrases
Demand
Visibility
Comments
These
should
be
based
on
real
needs
as
likely
to
be
typed
into
search
engines.
While
brand
terms
are
important,
more
than
half
of
these
should
be
generic
market
or
industry
terms.
Use
one
of
the
soqware
tools
available
to
assess
demand,
How
visible
are
you
for
each
of
these
terms?
This
will
help
you
understand
more
about
your
terminology
and
how
far
you
have
to
go.
Check
that
compeKtors
really
are
their
compeKtors
in
terms
of
these
terms
Notes
on
compeKtors
Social
Media
Audit
13