Let’s face it. Social media does not usually provide the instant gratification of a dopamine lollypop. Take a lick. Get a buzz.
It takes time, intention and ultimately a plan.
The Social Audit
So perhaps you’ve stuck your Twitter thumb and Facebook fingers into the social stream. Now you wonder what is and isn’t working. It’s time for a social audit.
Auditing your organization’s social presence can help you make better business decisions regarding your actions. It can help you improve your online marketing efforts and engagement strategies.
Here are ten questions to jump-start your event social media audit.
1. Are our organization and event profiles complete?
Have we used good SEO keywords in our profiles so they can be easily found? Does our event profile state our mission mantra (short) and our target audience? Does it show the dates of our event and provide a link to the event webpage and blog?
2. Are our profile backgrounds well branded?
Do the colors match our event logo? Does the profile background showcase our brand?
3. Are we integrating our social media profiles?
Does our Twitter background show links to our Facebook, LinkedIn and other profiles? Does it show links to our event website and blog?
4. Are our offline marketing efforts integrating with our online social media profiles?
Do our print marketing pieces provide the URLs to our social media profiles? Are they listed with our contact information? Do our business cards highlight our various social profiles?
5. Do we mention our social profiles in other social networks?
When another organization posts our research or content, do we ask them to include the URLs of our various social profiles? Do we invite those in LinkedIn to visit our YouTube Channel, follow us in Twitter or “Like” us in Facebook? And vice versa? Do we use our social profiles as links when we comment on others posts?
6. What type of updates do we share?
Is it information that is relevant to our target audience? Do we engage others in conversations? Do we provide useful information that will help our audience succeed? How often do we share self-promotional updates? Do our updates look like sales pitches versus beneficial information? Are we reposting the same thing the same way on each profile?
7. How often do we update each of our profiles?
Do we need to update more often? Less often? Are we only updating during normal business hours?
8. What part of our social media activities are we measuring?
What measurement tools are we using? Are we using Facebook Insights, Google Analytics, Hootsuite, PostRank, Social Mention, Trackur or other tool to monitor our social presence?
9. Which social media platform gives us the most reach and mentions? The most traffic? The most leads?
How can we increase engagement on other platforms? How do we tweak our updates on each platform to reach different audiences? Which platforms can reach potential customers and new audiences?
10. Does our database include our customers’ social media profile information?
Do we connect with them in the social media platforms of their choice where they have influence?
These ten questions are just a starting point for your audit. They will help you rethink your social media event campaigns.
What other social media questions would you add to this audit? What resources would you recommend that will help with a social media audit?
Cameron Toth says
This is a beautiful list. Great breakdown! Thank you Jeff Hurt!
Ed Baker says
Jeff – You should survey your readers and find out more about #10. I know I’d especially like to know what % of association/event profs are keeping this in their event data. Has social become important enough yet? However the results play out, it’s going to be a wake-up call for folks. We’re on board with keeping track of social accounts, but what about the rest of events industry?
Jeff Hurt says
Social CRM is something many for-profit business and savvy nonprofit orgs have already been using. If an orgnaization is using a database like Salesforce, they are already encouraged to collect that data. We’re finding more associations realizing that they should be collecting this information. And we’ve seen plenty of conference registration systems that not ask for Twitter, Facebook, LinkedIn and blog URLs. The tech and social media sectors have been doing it for a long time already.
Ed Baker says
Thanks for the updated info!