The Social Media Audit Strategy Checklist
Preliminary study
Firstly do a preliminary study on your web
business as a whole, and how it relates to your social media marketing
strategy. What is the aim of your social
media strategy, and does it have commonalities with your online business and
marketing? Are the two compatible? Could you advertise both your product online
on pay per click and your social media movements too? Maybe with an advert that says:
“xx Lawnmower available June 13th, see
our Facebook page for more info”.
Definition of prerequisites and awareness of human resources
What comes first before launching or growing your
social media marketing? You need to make
sure that you have the tools, staff hours and the expertise, to enter an arena
with very sketchy returns on investment.
Your company could become a social media sensation, but if it doesn’t
turn into sales, then there is no point.
Definition of objectives of the campaign period
The timeframe of a campaign is often overlooked. You cannot keep flogging the one horse. You must create social media campaigns with
the same mentality that you would create any other marketing plan. It is all fair and good giving price drop
announcements every week, but it will render all your old posts unreadable,
outdated and pointless. Why not run a
month long price drop? And two week quiz competition where runners up get
discount vouchers? Choose a time frame for each campaign and decide its
objectives. Imagine that the social
media platform is your white poster board, and whereas the board is always
there, the things posted on it change so as to gain interest, and the stuff
that is genuinely interesting you leave up there a lot longer.
Definition of the strategy
Do you have a defined strategy? If you are just on a social media site
because everybody else is, then what is the point? Test to see if your current strategy is still
valid or if it has even worked since it began.
Are you giving product demonstrations?
Or are you showing people how it works in a way that makes them want to
run out and buy the stuff to try it themselves?
Development of an action plan for the period
Make your objectives actionable by a certain time
or milestone. For example, make your
viral quiz offer when you have 20,000 friends.
Launch your celebrity interview tweets when you have followers in the
local media.
Diffusion on social networks
Cross your social media strategy across various
mediums. Are the products demonstrated
on YouTube also available for view on Facebook?
If not, then why not? Soak each
medium in the juices of your company’s greatness. Don’t just splash one medium
with information because it is easier, or because it is the most successful
one.
How are you Managing Pages and Groups?
A little expertise and a few tools may help you
here, but you should check to see if your routine tasks of managing and
checking are not sucking up all of your staff hours.
Network Development
How are you going to develop the network you are
on? Who are your target consumers? Are their spouses reading this too? Are they reading it at home or work? Do they log on to see cats in hats, or to see
cars and bras?
