7SSMM512 – Digital Marketing (Online MSc) INDIVIDUAL ASSIGNMENT (70%) Digital Marketing Audit An audit is a process that involves looking at all aspects of brand’s digital channels and performance. Performing a social media health check is key to uncovering a brand’s strengths and weaknesses so they can develop a sound strategy based on data. A social media audit is your brand’s roadmap to social media marketing success. Students will select a specific company and conduct a social media audit of the company’s existing social media presence. Students will conduct an inventory of existing social media practices and provide recommendations for the company. The project will be submitted as a written report (6-8 pages). Conducting a Social Media Audit: Why Conduct a Social Media Audit? A social media audit is the process of evaluating the overall performance of your firm’s presence on social media. It involves a rigorous analysis and review of four main factors relating to your brand’s social media marketing strategy: 1. What strategy is working and giving you optimum results? 2. What strategy is failing? 3. What can be done to achieve better results on your chosen social media platforms? 4. How will this be implemented? The Brand’s Social Media Overview Voice & Style: ü It is important to note the style or tone (playful, serious, positive, funny, relaxed, etc.) the organization uses on their social media. This is conveyed through text in the posts, profile descriptions and other social content. It is also conveyed visually through colour schemes, profile photos and graphics, images shared, etc. Social Media Publicity: ü Look over their website/blog. Do they mention their social media presence? If so, how? Is a link present? ü Are they driving traffic between their website and social media sites? (e.g. do they link their FB page on their website? Look over their Twitter and Instagram posts, are they mentioning their Facebook? In what ways? Stats/Measurement: ü Unfortunately, you will not have access to their traffic statistics. However, most of this information, you can get by looking at their page (how many likes for their Facebook page, followers on Instagram, Twitter, Pinterest, etc., and other similar statistics) Instagram Twitter Facebook Linked-In www.iconosquare.com (Click “Statistics”) http://simplymeasured.co m/free-social-media[1]tools www.followerwonk.com http://simplymeasured.co m/free-social-media[1]tools http://tweetchup.com http://simplymeasured.co m/free-social-media[1]tools http://simplymeasured.co m/free-social-media[1]tools http://www.fanpagekarm a.com http://simplymeasured.co m/free-social-media[1]tools Key Requirements Step 1: Examine your Brand’s Social Media Profiles ü Locate and document all your social media profiles: official and unofficial ü Where is your brand online? o Facebook; Instagram; YouTube; LinkedIn; Twitter; Snapchat; Pinterest; TikTok; Reddit; Quora; Tumblr; WhatsApp; Medium o If you have chosen a Chinese brand, you may also want to look for WeChat, QQ, Qzone, Sina Weibo, and Baidu Tieba. ü Look also for unofficial accounts, either those set up by well-meaning employees and users or those created by rogues and spammers. ü Perform a general search for your brand on all the major social networks; you might be surprised —fake accounts, employee pages, spam, etc. ü Check for completion of all details on these profiles and for consistency in imagery and message Step 2: Know Your Numbers ü As you locate your profiles, make note of the ones you find and keep track of the following elements: o The social media network o The URL o The brand name and/or description o The number of followers or fans o The date of the brand’s last activity § Posting frequency: Is there any correlation to how often your brand posts and how their audience grows o Engagement: Dig into how many conversations you brand has on a weekly basis à Engagement can include direct contact, retweets, likes, +1s, and reshares ü Record this information in a table or an Excel spreadsheet – this will be included as an Appendix. Your findings should be written up in the main document. Step 3: Note the Landscape ü Examine those brands that do it well o Find 4 to 8 niche influencers and examine how they manage their brand on social media o Observe imagery and branding on each of their profiles o Measure key metrics like followers and engagement Step 4: Is Your Brand’s Presence Purposeful? ü Now that you have your list of locations, make sure that your brand’s presence at these places is purposeful. You can consider asking some of the following questions to determine the necessity of certain profiles. o “Why are they using this social account?” o “What seem to be their goals for this social media platform?” o “Are their target markets using it?” Step 5: Opportunities ü The final step is to cover opportunities for improvement; it should contain actionable recommendations on how to improve 1) Profile improvements: These are ways to improve the social media profiles themselves. 2) Social activity improvements: These are ways to improve what’s being posted or shared and how. 3) Competitors and profiles to watch: These are some of the most important competitors and related accounts to keep an eye on or take inspiration from

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