In general, the purpose of a social media audit is to:
Provide managers with a comprehensive "bird's eye view" of what their brand is currently doing across all social media channels in which they participate, so they can then use this intelligence as a key input into adjusting social media strategy to achiev
Overall comprehensive social media audits should be conducted at least once per ________________.
Quarter
**But, it is also recommended that marketers perform smaller, interim social media audits on a monthly basis as part of their social media reporting processes.
The industry standard classification of media types is based on a framework called _____________________.
POEM
Paid
Owned
Earned
Media
P.O.E.M
Important for social media audits (and, later, for developing social media marketing strategy.) because it serves as a reminder to think about these three different, but potentially interlinked and overlapping areas that social media marketers need to con
Paid Media (P)
Any social media activity for which a company pays.
ie; social media advertising and paying to increase the reach of content on social media platforms.
Includes: Internet Advertising, PPC Search Marketing, Mobile Advertising, Sponsorships, and Paid Applic
Owned Media
Any social media activity that occurs in social media channels a company controls.
ie; Content posted on a brand's Facebook page or Twitter account and company blogs. Also includes: proprietary mobile applications, customers care services, and proprietary
Earned Media
Any social media activity that occurs in social media channels a company does NOT directly control.
ie; Online word of mouth (generally), customers' tweets mentioning a brand on Twitter, YouTube video user reviews, Instagram posts created by consumers to
Digital Marketing Trifecta
^Addl
Combination of PAID and OWNED media
When a brand creates content and posts it on its Facebook page - because the brand uses an owned social media channel and might pay Facebook a fee to "boost" the number of people who see that post, which makes it paid media as well.
Combination of OWNED and EARNED media
When a brand creates some content and posts it on one of its owned social media channels, such as through its Instagram account: its is owned because it is brand-created content distributed through one of its own social media channels, but will also becom
General Overview of Social Media Activities:
SEE Section 3 "Main Question Asked in a Social Media Audit" on Stukent
https://library.stukent.com/book/172
SCORING a Social Media Audit.
Using Questions in Section 3 (A, B, C):
Evaluate each brand by asking yourself questions A,B, and C - assign a score using a 1-10 scale.
Next, assign priorities or "importance weights" to each of the items, based on which ones you believe are more or less important in the overall scheme of thin
An audit of any kind is inherently ______________ looking.
Backwards
Auditing can....
Help you see what's been happening, and can be very useful for identifying where some gaps might exist, where some improvements could be made, and where some successes have occurred that should be celebrated and shared with other in the organization as le
The social media audit is a necessary first step because:
Most companies today already have some undergoing social media activities, and the audit helps take stock of where social media efforts currently stand while providing key inputs for the strategic planning process.
In general, the purpose of a social media audit is to:
Provide managers with a comprehensive "bird's eye view" of what their brand is currently doing across all social media channels in which they participate, so they can then use this intelligence as a key input into adjusting social media strategy to achiev
Overall comprehensive social media audits should be conducted at least once per ________________.
Quarter
**But, it is also recommended that marketers perform smaller, interim social media audits on a monthly basis as part of their social media reporting processes.
The industry standard classification of media types is based on a framework called _____________________.
POEM
Paid
Owned
Earned
Media
P.O.E.M
Important for social media audits (and, later, for developing social media marketing strategy.) because it serves as a reminder to think about these three different, but potentially interlinked and overlapping areas that social media marketers need to con
Paid Media (P)
Any social media activity for which a company pays.
ie; social media advertising and paying to increase the reach of content on social media platforms.
Includes: Internet Advertising, PPC Search Marketing, Mobile Advertising, Sponsorships, and Paid Applic
Owned Media
Any social media activity that occurs in social media channels a company controls.
ie; Content posted on a brand's Facebook page or Twitter account and company blogs. Also includes: proprietary mobile applications, customers care services, and proprietary
Earned Media
Any social media activity that occurs in social media channels a company does NOT directly control.
ie; Online word of mouth (generally), customers' tweets mentioning a brand on Twitter, YouTube video user reviews, Instagram posts created by consumers to
Digital Marketing Trifecta
^Addl
Combination of PAID and OWNED media
When a brand creates content and posts it on its Facebook page - because the brand uses an owned social media channel and might pay Facebook a fee to "boost" the number of people who see that post, which makes it paid media as well.
Combination of OWNED and EARNED media
When a brand creates some content and posts it on one of its owned social media channels, such as through its Instagram account: its is owned because it is brand-created content distributed through one of its own social media channels, but will also becom
General Overview of Social Media Activities:
SEE Section 3 "Main Question Asked in a Social Media Audit" on Stukent
https://library.stukent.com/book/172
SCORING a Social Media Audit.
Using Questions in Section 3 (A, B, C):
Evaluate each brand by asking yourself questions A,B, and C - assign a score using a 1-10 scale.
Next, assign priorities or "importance weights" to each of the items, based on which ones you believe are more or less important in the overall scheme of thin
An audit of any kind is inherently ______________ looking.
Backwards
Auditing can....
Help you see what's been happening, and can be very useful for identifying where some gaps might exist, where some improvements could be made, and where some successes have occurred that should be celebrated and shared with other in the organization as le
The social media audit is a necessary first step because:
Most companies today already have some undergoing social media activities, and the audit helps take stock of where social media efforts currently stand while providing key inputs for the strategic planning process.