Social Media Audit
How to Run a Successful Social Media Campaign
Social Media Audit should be a continuous part of any ongoing or new social media campaign. One of the goals of a social media audit is to determine where the target audience in social media is – when talking about specific channels such as Facebook – it’s important to determine and define the target audience.
The idea behind the Social Media Audit
Usually, if no specific social media channels were selected for a social media engagement, the social media audit can be utilized as a target audience identification research. An in-depth audit report will not only identify the target audience, but also will reveal the behavioristic characters of that audience regarding to consuming and engaging (commenting) habits. The idea behind the social media audit is that companies are not able to fully comprehend the vast number of users engaging in different social media channels.
Why Social Media Audit?
Social Media Audit is an excellent tool and is being used for different purposes. For example, it is being used before a Social Listening campaign to ensure that the setup is based on knowledge and is not experimental. Otherwise, before knowing what exactly to look for, setting up a social listening could be very costly. The same goes for any SEO or Social Media Campaign. The audit is the first step to understand and comprehend the vast sphere of social media.
Creating a Social Media Strategy
If no goals were determined and the social media engagement is solely following the gut instincts of a social media expert, then it’s the important for the auditor to look for similar strategic goals elsewhere that could be used as an accessory to build up a strategy for social media.
For instance, if the company doesn’t have a social media strategy, then it’s important to look for the digital marketing strategy instead. And if that’s not available either, the auditor has to step up a notch to look for even more generic strategies such as for the marketing strategy. And if that even fails, it’s time to search for the overall company strategy. No matter where strategies are found, in the end it’s the duty of a social media auditor to point out which existing strategies from the company can be utilized to create a social media strategy. If a Social Media Strategy indeed exists, the auditor can move forward and revisit these strategies to determine of they still follow the other strategies of the company or not – or just move forward with the evaluation:
Evaluating Social Media Success
During a social media audit, currently used social media channels and their success should be evaluated. Usually if a social media strategy exists, they should be able to provide KPIs. Based on KPIs, the audit process determines whether these social media campaigns achieve the set of goals defined in the social media strategy or not.
Continuing Social Media Audit
A social media audit should be done regularly to assure the quality and the strategy-compliance of any social media campaign. Besides, new technologies and social media channels come across much faster than ever before. A social media audit done 6 months ago can be obsolete in today’s fast changing digital market environment.
The requirements and abilities to perform a social media audit needs someone who is not just a social media expert, but also a researcher and a high-level manager, because it involves understanding and creating high-level strategies. On the pas years, the SEO/SEM came on top of as many social media channels follow similar or same algorithms to rank content as Google and other search engines. And of course, when it comes to targeting the audience with paid media such as with Facebook Ads, Social SEM became extremely important.
How to find the right social media expert?
It’s also extremely difficult nowadays to find people with these all-in-one capabilities to ensure a successful social media campaign. Due to that lack of expertise, many social media campaigns are dependent on pure luck, rather than on research results and defined goals. That’s where BLUE MEDIA comes into place: as we’re an agency – you don’t have to hire us to be your director of marketing or CFO to achieve such difficult tasks. We can be your service provider and perform all these interviews as an external agency and help you on your way to start and maintain successful social media campaigns.
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