Start with SWOT Analysis
In a social media audit, you'll examine your social and digital properties through a critical and curious lens. You're looking at your strengths and challenges, your paid, earned and owned media and how well your team is achieving its goals. Pay attention to what your competitors are doing and how successful they are. Assess the landscape and listen to conversations your customers, suppliers, competitors, employees, and other stakeholders are having. Questions to ask:
1.Who are you trying to reach?
2.What platforms do they use?
3.What's your organization currently doing? Versus what are you doing well?
4. Where are the gaps, challenges, strengths and weaknesses?
5.Are there internal barriers to change?
6.Are your social media programs tied to your business goals?
Driving Data driven decisions
Major Platforms' Driving Forces:
Facebook: Mass media of social platforms
· Facebook is a social networking equivalent of mass media. It's important to remember, Facebook's primarily a paid platform and from a cost perspective, it does provide a good ROI.
· Facebook offers sophisticated targeting options, including location, demographics, connections, behavior, and interests.
· You can also reach people who've already interacted with your brand or create custom or lookalike audiences for a wider reach.
· Facebook's dynamic ads use machine learning to personalize ads to the audience you're trying to reach.
· Facebook Stories ads, lets companies direct customers to Messenger so they can start a one to one conversation with them. Or you could develop a Messenger chatbot.
· If your customers passionate about your products and services? One might want to develop a group catered to their interests and needs.
· Facebook livestream video could be an ideal way to engage customers by teasing out new offerings, showing behind the scenes content, and launching products.
Instagram: Engaging customers visually
Snapchat: Showcase your brand's creativity
Twitter: Real-time news, video, and customer service
LinkedIn: Social networking for business professionals
YouTube Video Influencer, Ads
Pinterest: Digital Mall
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