The Social Media Audit

MEDIABISTRO.COM WEBCAST

Methodology

A Social Media Audit is a benchmark that provides measured insight into what your online presence - or thumbprint - looks like.

Getting Started

Examine all relevant Social Web channels to determine:

– Where and how you are represented.

– Where and how you leverage community discussion.

– How you size up against competitors.

Insights To Expect

– Provide analysis on what's working - and what's not.

– Show strengths and opportunities

– Provide strategic, data-driven counsel on where the social media program should go from here.

Your Social Presence

Your social presence is comprised of sentiment about you across:

•Blogs

•Microblogs

•Social Networks

•Online communities- Forums

- ‘Answers’ sites

• Utilize alerts across search engines such as Google and Yahoo.

• Use specific searches such as Google Blog Search and Technorati.

• Use free social media monitoring tools such as SocialMention.com.

• Consider using a pay tool such as Radian6 or Visible Technologies.

Where To Gather Information

Benchmark & Compare

• Blogs: Who has a corporate blog?

• Microblogs: Who’s on Twitter? How many followers? Retweets?

• Social Networks: Who is on Facebook, LinkedIn and MySpace?

• Online Communities: Who has a user forum? Is it well maintained? Check comments on sites such as GetSatisfaction.com.

• ‘Answers’ Sites: How are users talking about you versus your competitors?

Site Traffic

Use external sites to measure your traffic in comparison to your competitors:

– Compete.com

– Alexa.com

– Quantcast.com

What Comparison Looks Like

• Take a look at where you stack up.

• Level or gradual increases are ideal.

• Huge peaks = $.– Usually indicates a

campaign.

• Compare to your own analytics.

SEO / Web Site Keywords

• This information can be found when you click on a Web page and click “view source.”

• Look for:– Title– Description– Keywords

Comparison Chart

• Make sure your title, description and keywords are on target.

• Look for what your competition is doing right – and wrong.

• Uncover what the USP is to search engines.

Parting Words…

• Remember that your online presence changes minute-to-minute. It’s important to do a benchmark at least on a quarterly basis.

• Many individuals say they provide this kind of benchmarking, but fail to deliver. Be sure to ask for references. They should help inform or create your online strategy.

• It’s all about ‘tuning in.’ A good social media audit is the right way to begin any listening program.

• Be agile. As new tools and rules emerge, keep yourself in the loop – without getting overwhelmed.

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