5 Reasons to Review Your Social Media Strategy
It’s fairly standard for marketers to begin a digital marketing strategy by first researching the brand and community. The idea of a social media audit isn’t new. However, marketers must be sure to revisit their audits and habitually review their strategies to identify important optimizations.
Communities evolve and strategies change – the amorphous world of digital marketing requires that marketers from time to time re-do their marketing reviews.
The Social Media Review
The social media review is an audit of the brand’s current strategy, the community sentiment, and current conversation topics. Since each aspect of the review changes from time to time, it’s important to create a social media audit every quarter and before every new campaign.
Compiling the research into one place helps outline exactly what data is important, whether there are any overlaps in marketing channels, and how the brand can further optimize their strategy.
1: Understanding The Landscape
The audit must first begin by identifying the online landscape. Researching the online world requires determining who your online consumer is, where they are, what they are doing.
Look at individual owned and earned media channels to identify which are effective and which platforms are not being utilized.
2: Identifying Opportunities
During the audit, marketers are forced to review each individual channel and outline how consumers are interacting online. Doing so helps brands better understand their consumers and how they interact.
For example, during an audit brands may realize that their consumers like to upload photo’s to their Facebook fan page. This opportunity would translate into a potential photography contest or campaign that consumers would be asked to upload their photos to win something.
3: Integrating Multiple Channels
Marketers have learned that social media can quickly become stressful as they juggle multiple communication channels. Understanding how each channel will integrate into an overall strategy is difficult.
The social media review helps identify integrations and overlap by compiling all the channel research into a single document.
4: Determine Important Conversations
The social media review must include an analytics aspect; a report that outlines all important metrics including the brand’s influence, overall growth of site visitors, size of online community, and important conversations.
Tracking which keywords or ideas were most often referenced by consumers can drive future campaigns and strategies. Knowing which products and which aspects of the brand are most liked and most buzz worthy is extremely important.
5: Outlines Relevant Known Data
Putting together an in-depth social media audit or review seems like a waste of time to many, but the truth is that by putting together this information into a formalized document makes it easier to identify successful strategies.
Building marketing strategy is kind of like answering math world problems. Until you have all the information, you have no chance of answering the question. Are you making sure you have all the data you need to make smart decisions?
Do you put together a social media audit? When are you doing reviews of strategies? Does this audit go beyond social media and include all marketing and communications channels?