First Priority for a Social Media Strategy - A Brand Audit Using a Social Media Monitoring Tool

First Priority for a Social Media Strategy:
A Brand Audit Using a Social
Media Monitoring Tool
An Excerpt from the Let’s Talk Social Media ROI Series

Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper

Cornerstone of Listening

The social web is filled with conversations about your
brand, your competitors and industry topics. Everyone is
in agreement that listening is the first step before you
should join the conversation.


A Brand Audit is the First Step in Social Media Monitoring

There is a natural progression of application of social media
monitoring over time as a company gains experience:

• Brand Audit
• Public Relations
• Corporate Marketing
• Search Engine Optimization
• Product Development
• Competitive Insight
• Sales – Lead Gen
• Customer Service
• Social Media Campaigns


Brand Audit Goals

The primary purpose of a brand audit in social media is to
provide direction for a social media campaign or
engagement.

But what is the justification for doing so? A brand audit not
only indicates reasons to participate but also identifies
where to do so online as well as offline.

A social media monitoring tool provides in-depth information
that will provide considerable insight into a
social media strategy.


Social Media Monitoring Tools Needed for a Brand Audit

Daily Volume Report
Charts the number of conversation over time


Social Media Monitoring Capabilities Needed for a Brand Audit

Share of Voice Report
Shows the distribution of the conversations across the social
networks.



Themes Report
A word cloud that is created by analyzing all of the
conversations



Author Tags
Depict the words that people are most frequently tagging
their content with in the hopes that others will search for it.



Demographic Reports
Sorts the data by age, gender, and popularity.



Top Domains Reports
Shows the domains where the majority of the conversations
are happening online.



Top Authors Reports
Shows the authors that are generating the most conversations.



Map Overlay
Identifies the physical sources of the conversations.



Top Languages Reports
Creates a list of the languages that consumers are using when
creating their content.



Brand References and Content Tone Reports
Indicates the Sentiment and tone around the conversations.


A Brand Audit Business Objectives

Marketing
• Clarify whether the messaging is connecting with
customers
• Is it reaching the target audience
• Are the word of mouth marketing efforts being
achieved?
• Are there opportunities for lead generation?
• Generate more word of mouth
• Reduce market research costs



Customer Service Sales
• Are customers receiving • Build relationships
responses in a timely with potential
manner customers
• Are their needs being met • Contribute to building
satisfactorily brand visibility
• What is their sentiment • Reduce customer
• Reduce customer support acquisition costs
costs
• Increase customer loyalty



Product Development Public Relations
• Gather ideas for products • Improve public
• Innovation - Improve new relations effectiveness
product success ratios • Build advocacy
• Bring outside ideas into program Identify
organization influencers and
• Competitive insight engage them
• Reduce product • Minimize brand crises
development costs • Establish thought
leadership


How to Do a Brand Audit

1. Set up searches
2. Scrub the results:
3. Use Share of Voice Report
4. Use Compare Dates Report for business
development
5. Review the reports listed above in section 1 of
Purposes of a Brand Audit for insight
6. Create a report that offers insight on potential
objectives to be accomplished in a social
media strategy

Conclusion

A brand audit is essential for every social media
engagement and the measurement of it. Assessing a
brand's online presence without a social media monitoring
tool would be very difficult. A professional tool offers the
advantage of aggregating all of the information in one place
and the ability to perform an in-depth analysis of the data in
a variety of ways. It provides the basis for determining the
business objectives. The tool also provides a basis for
benchmarking the data and creating a reporting
methodology as the social media strategy is executed.


First Priority for a Social Media Strategy - A Brand Audit Using a Social Media Monitoring Tool

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