Does your Facebook page need an audit?WHAT ARE THE BENEFITS OF CONDUCTING AN AUDIT? Evaluating existing initiatives and presence will identify the behaviours which are benefiting a brand as well as the sources of challenges or problems. Identifying and understanding these will provide a framework for planning a longer term strategy. Brands will gain a clearer insight into which of their activties are successful at generating customer engagement and interaction. A framework of best practices can be built on these. An audit will also expose opportunities for enhancement, providing a brand with direction on where to invest effort and resources to expand its presence in the social media space and to open up new ways of reaching consumers. An audit will also help determine where a brand’s priorities should lie. WHAT SHOULD AN AUDIT CONSIST OF? An audit should consist of an in-depth review of a brand’s activity within its owned social media space, e.g. its Facebook page, Twitter feed, YouTube channel. It should look at and evaluate the frequency of conversation with and between customers as well as the type of messaging and content utilized. An audit should consider brand guidelines and evaluate how well its social media presence is aligned with all other marketing messages. An audit should provide a score for each criterion along with supporting comments to provide the brand with both quantitative and qualitative results. An audit should be customized to accommodate industry nuances and the size of the company. An audit should also evaluate competitor presence to provide a brand with a frame of reference for its industry. The same criterion and method of evaluation should be used to allow a fair comparison of results. Last but not least an audit should provide an analysis of the results. Key learnings should be presented to provide insight in a brand’s overall performance and provide recommendations and direction for future efforts.
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