We spoke about the need of finding and understanding our place and online nieche so often, it is about time we speak about digital media audits. These are analytical report-like documents completed for a variety of purposes including benchmarking, business insight or strategic insight. A digital media audit, like every other audit, is very much dependant on the objectives the analysis it includes serves.
Both our lectures on Tuesday addressed this. Vicky Gilles talk provided a unique insight into her work for Cloud and how IBM has become a social business. Her example of the social media audit she conduced to find out the UK influencers for cloud-relevant topics included an assessment of share of voice, reach, architecture and content. Her Educate – Enable – Enhance – Engage – Evolve recipe is simple, straighforward, insightful and strategy driven.
The Smarter Analytics page which Vicky mentioned is a good resource into the world of audits and analytics.
Using some of the information Vicky mentioned, we focused the afternoon lecture on models and templates used by industry professionals to complete social media audits.
Remember these points:
- There is no single template.
- The form that the audit takes MUST reflect the perspective from which it is undertaken and the related objectives to that perspective.
- “Audits are key for identifying priorities, benchmarking previous efforts, and planning for future efforts; the same applies for social media” (Owyang 2009).
As I’ve indicated during the lecture, a marketing audit might focus on mechanisms of promotion and evaluation, an advertising audit might focus on reach, architecture and content, a branding audit might look at content and integration while a public relations perspective audit might look at content, share of voice, sentiment and integration. The objectives of the audit and the perspective from which it is undertaken, will help define the elements that the report will cover and therefore the type of metrics to be reported.
On MyBU you’ll be able to find these templates and more.
- Bolsinger (2010) on SocialFresh
- Boame (2010) on Techipedia
- Breakenridge (2011) on deirdrebreakenridge
- Dorien (2011) on Moreinmedia.
- web metrics, check Brian Clifton’s (2010) book: Advanced Web Metrics with Google Analytics
- social media metrics, check Jim Sterne’s (2010) book: Social Media Metrics: How to Measure and Optimize Your Marketing Investment, Brian Solis’ (2008) e-book The Essential Guide to Social Media or Olivier Blanchard’s (2011) Social Media ROI book.