It is essential to carry out a social media audit, be it at the start of a campaign, or for a new pitch prospect, or even a regular quarterly “MOT” of your own social media programmes. This should stand aside from the regular monthly key performance indicator (KPI) reports that campaign managers should run and it helps if someone neutral and unconnected with the programme conducts it to avoid any misrepresentation of the data and to add new ideas.
The role of social media audits is particularly relevant given that many brand presences were set up in haste to respond to client demand without clarity of an objective or proper planning. But what should a social media audit actually look like? Read more »