Sample Social Media Audit

Sample Social Media Audit

May 2011

Topic:

Barbecue

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Overview: Five Things You Need to Know About Evaluating a Brand’s Social Media Presence

These “rules of the road” double as a step-by-step guide for successfully evaluating your brand’s online presence to help inform your social media strategy.

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1. Develop Keywords

• Develop your strategy by selecting relevant keywords to help analyze online conversations.

– Selected keywords should be ones that encapsulate what you have identified as the most important aspects of your brand platform and program messages;

– These keywords will allow you to listen to the conversations people are having about your brand, category and competitors.

• In the following case study, the words “Grilling,” “Family,” and “Recipes” were selected, in conjunction with the term “Barbecue.”

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2. Conversation Analysis

• Identify patterns within collected data by looking at the tone of what people are saying.– Associations with grilling are very positive, many having to do with family, the perfection and

the simplicity of the occasion.

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2. Conversations and Word Associations

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Grill/Grilling

Time

2. Conversations: A Look at the Chatter

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Cook

Good

2. Conversations: A Look at the Chatter

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2. Findings: Conversations about Barbecue

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3. Where Discussions are Occurring

• Using your preferred social media monitoring service and the conversations you just analyzed, note how your brand’s share of voice compares to your competitors’.

• Take it a step further by reviewing where the conversations are happening (e.g. Twitter, blogs, and Facebook).

– In the below graph, we can see that most conversations about “Barbecue” are coming from blogs, Twitter and Facebook, respectively over the course of one month.

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• On blogs, the conversation is mainly driven by discussions of purchasing grills and food, cooking and recipes.

• On Twitter, the conversation is mostly driven by the fun and party aspect of grilling, different grilling secrets and tips, #barbecue hashtag is used often.

• On Facebook, the conversation has to do with sharing memories of grilling experiences as well as planning for future get togethers/parties where grilling will be involved.

3. Findings: Discussion About Barbecue

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3. Top Influencers

• It is also important to identify who the key influencers are in each area spurring conversations about your brand. Identifying influencers is essential so that marketers can better scale the conversation by creating more targeted outreach with the voices that can really make a difference.

• The findings on the right illustrate who the most influential people talking about Barbecue are in Twitter, blogs, forums and video sites.

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4. Engagement: Spike in Conversations

• In order to reach your target influencers who are talking about “Barbeque,” recognize the times of year they are most engaged, and whether these spikes in conversation are tied to specific seasons or events that you can then leverage.

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4. Engagement: Searches

• Here we used Google Insights, a free measurement service, to pinpoint what geographic regions tend to search for your brand the most/least.

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4. Engagement: Search Terms

• Also using Google Insights, identify the top words being searched for in conjunction with your brand. In this case, the main search terms used with "barbecue” are “recipe,” “sauce,” “chicken,” and “grill.”

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5. Program Benchmarks

• Remember, a well-rounded audit doesn’t just collect information, it leverages it to help meet given objectives.

• Challenge agency partners to establish realistic program benchmarks so you are aligned on what success and growth look like from the beginning.

• In essence, you need to audit your social media efforts just as you need to audit your initial social media presence.

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Contact Info

twitter.com/HunterPR

facebook.com/HunterPR

LinkedIn

For more information, contact the Hunter PR Social and Digital Media Department:

[email protected]

hunterpr.com

blog.hunterpr.com